“In these uncertain times…”
We’ve all heard that phrase a million times in the last few weeks. It seems all the big businesses are using it in their commercials. These ARE uncertain times and we as business owners need to be cognizant and respectful of the precarious situation we’re all in. We all fear giving off the perception that we’re “trying to make a buck” off of the COVID-19 pandemic.
But times are uncertain for small businesses too, and “trying to make a buck” is actually just “trying to stay alive”. Suddenly having to shutter your active business, tell your employees their job is done, pivot and figure out if and how you can serve your customer differently… in these uncertain times. Then of course there’s the fear. Will you ever be able to open your doors again?
When Minnesota’s stay-at-home order went into place, I posted only things that would help small businesses for a full week on my Facebook page; things like resources, tips, articles, etc. I’m pulling the best from there (and diving a little deeper in some) and compiling it here for you.
1 – keep the lights on
Your local chamber of commerce, Small Business Development Center, SCORE chapter, and other agencies can help you navigate this new turf you find yourself in. They can connect you with other businesses, help you with applying for the SBA loans if you need it, and so much more.
Our local Small Business Development Center has provided a comprehensive webpage that addresses small business’ response to COVID-19. They host webinars and other online events (most are free) so be sure to check it out. Much of the information there is accessible and applicable no matter where you are located; so if you don’t have a SBDC where you are, I encourage you to check out the resources at that link.
2 – pivot & reach out
Think differently
Is there a way you can support your customers and provide your service in an alternate way? Obviously, adhere to government restrictions, keep yourself and your employees safe, and balance the cost of getting the new service up and going with the benefit of a new source of revenue… but think hard. Google your business type or explore on Facebook/Instagram and learn what other businesses like yours are doing across the country. If you’re not the creative type (or even if you are!), employ the help of others. Get their ideas. Their outside perspective gives them the opportunity to things you may not see.
For example: I saw a post in a Facebook group I’m in from a landscaping company looking for creative ways to market their business. Some suggestions I offered:
- Provide virtual consultations: customers could use their phone to walk the landscape designer around their property. A simple consultation could be on-the-spot plant suggestions, ideas, etc. from the designer (low-cost option) and a more full consultation could include a full landscape plan from the designer after the conversation (higher-cost option).
- Social media engagement:
- Regular video posts about different plants that thrive in their area, maybe with themes such as specific colors, easy-to-grow, or native plants.
- Provide tips for people trying to DIY some landscaping projects during their time at home.
- Ask customers what they want to learn about.
I’ve seen a cute antiques shop in our town doing live sales on their Facebook page, many businesses transitioned their stock to a website and do curbside pickup or shipping, others are providing phone or video consultations as support for DIY-ers, and fitness facilities and gyms are providing at-home online workouts.
Some of these could be continued after “life” resumes as a new way to engage their audience and/or secure different revenue streams. What could YOU do differently to serve your customers?
Connect with other businesses
How can you collaborate and cross-advertise to reach a wider audience? Our local chamber of commerce created a Facebook group for local businesses to post and advertise in, and within just a few days it had a couple thousand members (as of this post, it has 4,500). Could your community do something similar?
“Attend” online events that would have been in person. Our local chapters of 1Million Cups and Social Media Breakfast are still holding presentations via Zoom (like this one about the importance of customer reviews). Those are great ways to learn about other businesses, make connections, and learn about business-related topics. Make the time for these; you’ll be surprised you how benefit. Also, it’s a good way to show these organizations support as they’re working so hard to support small businesses. (And you can keep your camera covered so you can still attend in your pajamas.)
3 – communicate, communicate, communicate
If your customers don’t know how you have changed your businesses practices to continue to serve them, you’ll fall off their radar. If they don’t know you’re open, they won’t know they can buy. If they don’t know you care, they won’t care.
Utilize your email list
Don’t have one? Start one. If you have one, now’s the time to grow it. Use your social media accounts to ask people to sign up. Offer a discount in exchange for their email address. Promise (then provide) tips and resources for them related to your business.
Continue to post on social media
Even if you’re only operating minimal hours and providing minimal services. Even if you’re hard closed – not operating at all. Even if you’re not sure you’ll reopen when all is said and done. Don’t fall off your customers’ radar.
Even if it feels like you’re posting the same general message – use different pictures, post at different times of day, reword the text. Chances are the audience that saw your post at 10am on Tuesday on Facebook won’t see it at 9pm on Thursday on Instagram. Plus, even if they did see it, it may not have stuck with them, or they may not have had time to act on it right then… so seeing it again is a reminder. In fact, people NEED to see the same message multiple times before they act.
Gary Vaynerchuk says we should jab, jab, jab THEN throw the right hook. Meaning: give, give, give THEN ask them to buy. (Never heard of him? You can Google “Gary Vaynerchuk jab jab jab right hook” and you’ll get a wealth of information. Here’s an article to get you started.)
The point is, CONNECT. Give your audience, your customers something to care about. Teach them something, help solve their problem for free (from home), show them that you’re there because you care about them. Help them feel good about supporting your business. Help them get to know YOU. Then ask them to buy or subscribe or do something.
{If you still want it to look good but the budget is a little tight, here are some low or no cost tools you can use to create your own designs for social media or print.}
Tell your customers how they can help
Everyone is overwhelmed by the state of our country, our world. Everyone wants to help in some way, but often don’t know how. TELL your customers how they can help your business. Your customers are your customers for a reason. They like your service, your product, your business, you. They will want to support you. Tell them exactly how they can do that.
I created a series of images that I posted on my social media during that first week, then wrote text to accompany each post. I wrote them as a broad “how to help small businesses”, so they can be used that way as a general support to your community. Some of them can also be tailored to be specific to your business.
I’m providing these images, the original post content, AND suggestions for how you can customize the post at no cost to you. Just click the DOWNLOAD NOW button below and you’ll get the five images and a PDF with the content. You are welcome to use them in any order, edit the text to fit your business, use completely different text, etc. (If you use any of them, I would appreciate a tag @bluesunmn on Facebook or Instagram.)
As always, please let me know how I can be helpful as you navigate… these uncertain times.
All images in this post (aside from the social media assets included in the download) are from pixabay.com.
