It’s not the first time that unforeseen circumstances have dealt a heavy blow and shaken the foundation of businesses across the world – both new and established alike. But have you asked yourself why is it that when a sudden and unexpected change happens some companies are put out of business while others are able to quickly evolve and emerge stronger than before?
It all comes down to the business’ ability to closely monitor and listen to what’s happening in real-time and swiftly pivot to position itself favorably in a new environment that calls for a different approach. Your same old strategies will not work because your customers’ mindsets are no longer where they used to be. Their needs and preferences may have changed as well. You must pivot and meet them where they are, or you’ll lose them.
Below is a list of three things we must do as entrepreneurs and small business owners to survive – or, dare I say, even thrive during these uncertain times.
Join the Conversation
Every other post on social media right now is in one way or another connected to the coronavirus crisis, so keeping all of your promotions and communications without taking into account what is going on is a big mistake.
What you need to be doing is to find a way to communicate with your customers about what is going on and speak directly to the problems and issues they might be facing.
Your marketing strategy needs to be focused on helping people navigate these waters, so acknowledging the reality that we’re facing is fundamental if you want your customers to pay attention to you.
Your regular marketing efforts will be ignored if you don’t find a way to stay even more relevant to the issues that they’re now facing. So stay informed, be honest with what’s going on, and join the conversation by adding value and being of service.
Connect the Dots
One of the most important things that you can do is to look for ways to connect the dots between what you do and the problems that your customers are facing. At the end of the day, coronavirus didn’t magically eliminate the major issues that people were experiencing before this happened. If anything, problems are only getting amplified.
If they had relationship issues, I’m sure staying stuck at home with their partner won’t make this easier. If they had health issues, this virus is only going to make them more concerned. If they were having problems in the workplace, chances are this crisis is only going to make the situation even more complicated.
The good news for you is that this means your customers need you now more than ever. Find ways to connect the dots, speak directly to the problems that they have, and share how you can help them solve these issues.
This means that getting extremely clear on the outcomes, results, or benefits of your product or service becomes fundamental if you want to survive. The better you can understand how you help others, the easier it will be to use those solutions to help your customers in the situations they’re in right now.
The clearer you are on these outcomes, the easier it will be to generate a sense of urgency for them to solve their problems – while getting them to see that you can provide the help and guidance they need.
Create Offers that Provide Additional Support
Another recommendation to coronavirus-proof your business is to listen to the specific needs your customers are facing and create simple solutions that will help them solve their problems.
Is there an offer you can create that will help them at this specific moment in time? It comes down to finding the best ways to serve your people because it’s through this process that you can gain brand loyalty from your customers.
You have an opportunity to serve and lead in a completely different way, so start paying close attention to what your customers are telling you they need and create offers that solve that particular problem. Not only can you develop programs, services, or solutions that are necessary for this specific time, you can also create marketing campaigns and strategies that speak to this particular moment in time.
For example, a lot of gyms have decided to offer their classes virtually so clients can work out from home. Health coaches are also offering online workshops on how to boost your immune system to prevent illness and avoid being exposed to COVID-19.
Whatever you can do to add more value to your customers will eventually bring more value to your business as well.
This is the Time to Show Up
Now, more than ever before, is the time for you to show up. It’s the right moment to build more brand awareness and loyalty by showing your customers that you care about them and that you understand what they’re going through.
This is your opportunity to become a leading voice in your space and give your customers more support as you strengthen your positioning and increase your exposure online.
About the Author
Fabi Paolini is a brand strategist and online business coach who helps entrepreneurs generate massive breakthroughs in their businesses through the power of intentional, value-driven branding, the same principles that allowed her to create a radical transformation in her business and reach multiple six-figures in a matter of 18 months. She has helped over 200 entrepreneurs build premium brands that attract with marketing strategies that convert.