How To Pivot Your Business Now For Post Covid-19 Success
Panera Bread is now selling groceries.
Whisky distilleries are making hand sanitizer.
Companies are manufacturing masks instead of other parts.
All examples of excellent ways to pivot during this time.
Most of our businesses don’t need to shut down, but they do need to change. The goals you set in January 2020 are still important goals. They might take longer to achieve, but it’s the actions you take now that ultimately saves those goals from disappearing completely.
For those that can stay open:
Look for holes in the market. What can your business offer right now? Example: I saw a story about a catering company that was now making meals to pick up and or/deliver for a much smaller group of people. Yes, you might be used to catering to a group of 250. But creating smaller options for 2, 4 or 10 people opens up your business to cater to the average family. You are also increasing your exposure along the way. If you run a service-based business and have monthly packages you could offer couresties to your clients, offer extensions or smaller packages. Keep the cash flow coming in as much as you can, but think long-term and help your clients, too.
Create long-term models you can continue to use after all of this is over. Example: If you own a coffee shop that didn’t offer delivery in the past, and now you are, is it working out for you? Is it something you want to offer ongoing to meet your customers’ needs? If you are service-based and have allowed people to pay online versus sending a check or doing meetings via Zoom versus in-person, are you and your clients liking the new way better? Good ideas and new processes will show up. Pay attention.
Focus on innovation and create solutions. How can you help? If you are a CPA, can you provide free webinars on funding? If you are a hairstylist, can you offer online tutorials to help those needing to cut their hair or their children's hair? I always say be of service and this is the perfect time to think outside of the box and offer your knowledge to those around you. You keep your business top of mind, you gain exposure and you do what you can to share your gifts with the world.
Be a one-stop shop. Everyone wants to limit how much they go out right now AND their screen time. Think of any and all ways you can partner with others to offer “one-stop” shopping. If you design websites, can you also add a writer or an SEO specialist to join you and offer a three in one service at a bundled rate? Give people simple solutions to common problems and guide them. Use your network, a great way to stay connected.
For those that can’t stay open:
Use this time to stay connected on social media and be as visible as possible. Write content, share photos, tell stories, be in front of your list and grow! This is the time to showcase your brand personality.
Offer gift cards and discounts for when people can come back, ask others to share testimonials. Create videos. Do whatever you can to be in front of your audience and have some fun in the process. Marketing can be seen as a daunting task when you’re busy, but this could be a great time to get your content written for the next month or more or try out some new creative strategies.
Use all your platforms. Answer questions. Just be there. And ask others to promote your content and tell them you will do the same for them.
Let’s keep helping each other and keep taking actions toward success.