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How to Pivot Your Small Business

Easy Ways to Create a Coronavirus Crisis Management Plan
As small business owners, we’re prepared for a lot of things, whether it’s a seasonal shift in sales or an unexpected employee absence we have to step in and cover.

But we’ve never seen anything like the COVID-19 pandemic, leaving us uncertain about how to cope in these strange times.

I know that this is a scary and isolating time both personally and professionally. I hope you’re staying safe and healthy, and that this article can help you with planning for business challenges related to the coronavirus.

I’ve personally had to pivot many times as an entrepreneur, and while it can be stressful, it can also be a time of innovation and growth.

As you’re creating your coronavirus crisis management plan for business, here are a few things to focus on:

The Importance of Helping Over Selling

I get that you have a company to run, and I’m not suggesting you start giving things away for free or risk your health to open up shop. What I’m recommending is that you take a step back and think about your community while you’re running your company.

Maybe there is a way that what you offer could help people in this difficult time. One of our clients, The Broken Whisk, has had to stop serving customers in their Agassiz, B.C. restaurant. They instead created a select menu of gourmet meals for only $5 each, which can be ordered in advance and picked up.

And not only is their Facebook post getting liked and shared because it’s a delicious offer and a way of giving back to the community, it’s also started a chain of charitable giving. More and more people are donating money to buy meals for those in need.

Is there a way you can adapt your current marketing model to better serve your customers and community?

Online Events & Offerings

Obviously, hosting a conference or awards dinner is off-limits at the moment. A huge part of your planning for business challenges related to COVID-19 is going to include an online marketing strategy.

Think of some ways you can still connect people from the comfort of home, including webinars, Facebook Live videos and virtual conferences using tools like Zoom. And don’t just focus on coronavirus-related content. Keep producing video that will benefit your small business marketing strategy long after the COVID-19 crisis is over.

Here’s a good example of a pivot to online marketing. A Stroke of Genius is a client of ours located in North Vancouver, BC. As an interior decorator, Barbara Aylesworth has built her company working directly with clients and manufacturers. However, with the COVID-19 crisis, she’s had to pivot her marketing strategy to include virtual consultations and project management.

Barb is also inviting people to send in their pics of decorating and design challenges via Instagram, offering to then send her ideas for possible solutions.

This is a fun and inspiring way to engage her community when people need it the most!

Should You Stop Marketing During COVID-19? Read more on our website.

Unless you sell toilet paper or hand sanitizer, you may be concerned about the impact of the coronavirus on your small business; your revenue, employees, and empty marketing funnel. So does that mean you should hunker down and stop your marketing efforts for the time being? No!

I’m a firm believer in focusing on what we can do and change while finding the opportunities amidst adversity. In this article, I’m sharing some ways you can address the challenge of marketing during a crisis and keep your company going.

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