It’s no doubt that times have been challenging for many small businesses amidst the current COVID-19 crisis. For us too, we are feeling the same crunch as all of our photo and video production sessions have been postponed or altogether cancelled. There are many days where the future of our business feels uncertain but we continue to try to remember that everyone is in the same situation with certain challenges unique to the type of business. While we know this will continue to be a challenge for sometime, we also know we’re not willing to give up easily. We are taking things day by day, task by task. We will get through this!
Everyone deals with crisis management in different ways. Some completely feel paralyzed and it can take a good amount of time to process things before taking action forward. Others go into flight mode and launch efforts and projects immediately. Whatever your way of dealing is, there is no wrong answer – you have to do what is right for you and your business.
Whatever your method, here are a few tips we’ve compiled for you from the L’Co. Team and local Duluth business experts.
Take this time to evaluate and systemize.
– Tips from Kristine of Reinvent Your Hustle. Kristine Schwartz, Owner of Reinvent Your Hustle is a consultant & coach that helps service-based business owners kick the overwhelm and get both the clarity and confidence they need to create strategic plans for growth.
“Now is your chance to simplify and streamline your business so you can be more intentional with your time and spend it where we need it most. If you don’t have strong systems set up in your business yet, now is not the time to beat yourself up about it. Rather, take this time to step back, assess, and take action on the things you can control. By putting systems in place, you can create immediate cost savings, save time and help you run your business with more ease.
Simplify your repetitive processes: First, you need to get clarity on your daily processes. Write down a list categorized into daily, weekly and monthly tasks. When you find a process repeating, identify those tasks and create SOP (standard operating procedure), this can be a simple checklist. If you have employees, delegate them to create a list of what they are doing across a particular process and then you can refine it.
A lot of times there are things that we keep in our heads and manage as we go. What better time to put those processes on paper so that you can delegate when the time comes.
Identify ways to do less better. You most likely feel like you are doing ALL THE THINGS. Strip down the activities you are doing daily and challenge yourself to give up working across all your media/marketing channels. Try to focus on the things that are the MOST important. For example, you don’t need to be across all social media channels. Pick one where most of your audience hangs out and focus on doing REALLY well in that channel. Or, you may decide to scale down and only focus on your email list, i.e.) your most tuned-in audience, and redirect your efforts to maintain your current customer base at this time.
Streamline your Outreach. Outreach is another ongoing, time-consuming process that can be refined to make your life easier.
Set your outreach process up the right way now so that when things get crazy again (and they will) you are organized.
Organizing a spreadsheet of networking contacts that holds all your intel will help you keep everything in one space and help focus your outreach efforts. Try organizing it as follows: Highlight your strong, warm and cold ties/leads, Then create headers containing; contact info, where you met, last connection, quarterly connects & additional details.
Quarterly Strategy Sessions. This may sound like a job for only those in the corporate space but, even as a solopreneur or mom & pop shop, planning can be beneficial for your business.
By taking a bird’s eye view on where you want to go, how you’re going to get there and what’s going to get in your way, you create a system that focuses on your goals and your roadmap. Here is a 4-step process on how to build your runway so that when this is all over you are more ready than ever.
Clarity: Take a half day or (2-3 uninterrupted hours) to map out your vision of where you want to take your business. You can do this through a brainstorming mapping exercise (think of creating a spider web of ideas off of your vision). Then begin to map out what it will take to get there across each of your business areas.
Redefine: Identify the things in your schedule that can be simplified so you have more time to focus on the key activities that will get you to your goals. Define the areas of your business that will need to adjust to make room for your new goal achieving efforts.
Strategize: Identify your top three goals for the year. Then plot out the milestones (your goal markers along the way). Put these milestones into your calendar so that you know how you need to progress along the way. Make sure as you are planning daily that your tasks ladder back to one of your goals.
Execute: Take action in a way that feels good to you. Be mindful of your time and find little rewards along the way. Be sure to measure your efforts and celebrate the wins, even if they are small. Remember, even having the simplest of plans will help you get through this time and come out on the other side making a greater impact on your business and the community.”
Plan your marketing for when the economy does reopen.
-Tips from Shawna of Lake Superior Marketing. Shawna Jokinen, Owner of Lake Superior Marketing is a project manager and marketing strategist who maximizes the efficiency of small businesses marketing budgets. She works closely with local brands to hone in on key areas and develop solutions that bring results.
“How many times have we all said “When I have time I’m going to update my website.” or “When I get a chance, I’m going to put ________ out on social media.”? Guess what? Now is that time.
Whether you are a DIY-er or have a marketing manager, take this time to evaluate and update your marketing efforts. Have your products or services changed? Are your photos current? Most of us can find at least one or two things on our websites that could use a fresh look.
Work on your social media content. Plan out ideas for the next 6-12 months so you have a strategy and purpose behind your posts. Take pictures (lots of pictures!) or partner with a photographer to update photos of products, equipment, and the people who make your business a success. Write new material. Ideally a paragraph about each product or service you offer. These paragraphs can be used to develop blog posts, social content and website updates.
Treat this time as an opportunity to catch up and maybe get ahead. It doesn’t have to be done all at once. Baby steps. If you need help, contact your local marketing and photography professionals. Many of them have been working remotely for years and would be happy to help you navigate through this time.”
Refine & refresh your brand.
-Tips from Stacey LaCoursiere, Owner of L’Co. Creative
“Your brand is more than a logo and website, it’s the feeling and connection a potential client gets when they land on your website and social channels. It’s how they relate to you and your company. Your brand should reflect your business’ story. If you don’t have a strong business story through an online presence of captivating imagery and video content it can be hard for your client to relate, trust, and feel the need to invest.
Now is a great time to analyze your brand imagery – your photography, video content, web & graphic design. Ask a few close friends and clients you trust to give their thoughts. Or even feel free to ask us for a brand review, and we can give a no fee unbiased recommendation! There certainly is content we as photographers, video producers and designers CAN create for you during this time. We can photograph a series of social media content from the safety of our homes. We can produce videos from footage you may already have, or pull from a specific criteria of stock footage. We can redesign your website, update copy and build a whole years worth of graphics for your marketing materials. Once non-essential orders are lifted we can document your business, your Covid efforts, and your team. Does your business operations look different because of Covid. Is there an element of safety that video content can provide? Targeted imagery will allow you to do more than sell your brand during this time, it will allow you to get CREATIVE in how you practice business safely.”
FINALLY…
Do tell your customers the status of your business during this time.
How many times since Stay at Home Orders have been in place have you, as the consumer, realized you needed something or needed to go somewhere for that specific item or service. Then you thought, “Are they even open?” So you go online and check google places, no updates there… so you check social media. Hmmm, they are still posting business as usual, but haven’t said anything specifically, so you assume they are open… but better call first! … It can be confusing if businesses are open or even allowed to operate during this time.
If you haven’t specifically posted a COVID-19 to your online listings (Google My Business, Yelp, Social Media Accounts, etc.) we certainly recommend you do so. This will help remove client confusion, and if you are open, keep revenue coming your way!
Do show them the protective measures you are taking.
If your business is open, it is so important to show your consumers the protective measure the business is taking to keep them safe. Whether you agree or disagree with all the recommendations, it’s important to remember that everyone has a different opinion, and it’s best to go with CDC recommendations out of safety and respect for your customer’s needs. So certainly do post about safety measures, share videos of practices… show your customers you care first and foremost about their safety. Help them feel secure when they walk into your business. If they don’t feel comfortable when checking online, they won’t come.
We hope these tips have help motivate you to use this time to the fullest. If you have any questions on how we can help elevate your business and brand, feel free to reach out. We’re just one Zoom call away!
