Last June, we wrote about small business changes that many have implemented in to their operations to help keep business doors open. The pandemic is still raging with many and more uncertainties. 2020 came crashing down on millions as a result of the coronavirus, which has uprooted lives and businesses all around the world without a clear path forward and still continues in to the beginning of 2021.

What Businesses are Surviving COVID?

With strain variants emerging and new stay at home orders, many businesses across numerous industries are being hit by declining sales and halted work. Yes, many are those that rely on in-person activity such as manufacturing of non-essential materials and items, restaurants, and boutique shops.

Although some states are seeing a decline in cases, millions of people are still being stuck at home – how can work continue to be completed if you are not deemed essential? Companies that have an infrastructure that allows for remote work can continue their work through online meetings, phone calls, instant messengers, and email. Such industries that are utilizing this are education, IT, marketing & advertising, e-commerce, and professional services (consulting, coaching, etc. Many activities that you do at work can be done in your home and as we can see with the inclusion of children co-workers!

What can our business do in order to keep afloat during these difficult times?

We want to take a look at items that can help your business continue to thrive while our world adjusts to a new normal and continues to truck through the mud to emerge stronger and show our resilience.

Online Presence Expansion

Digital first – that could be your businesses’ new motto! The world was already plugged in and moving at a 5G pace, but with the coronavirus, we had no choice, but to become fully invested in the digital space. Orders, communication, human connection, operations – has gone all online. Businesses no longer can take their time with adapting or increasing their digital presence – it must be done now! With a slow paced phased reopening of our world, businesses must utilize this time to evaluate and execute on creating a larger online presence.

Triaging your current website to include information about what your business is conducting during this time, while utilizing different web forms and features that allow for communication on how your business processes have adjusted for interaction with clients. A key component to this will be ensuring your website is mobile friendly, as many users view online items from their smartphones.

Search Engine Optimization (SEO) will also be very important for users to find your business. When triaging your website, make sure to include the keywords and phrases that should be included to optimize your site that will allow for preferred placement in search results. It’s key to point out that many do not search in just one or two words, but in full sentences – in tandem with voice search. Adapting your SEO to how consumers actively search the internet will help elevate your company’s profile.

Activating (or re-activating) your social media accounts on channels that are relevant for your business will increase awareness for your current consumer base, but also will create organic traffic of new consumers interested in your company. Being present and engaging on social media with your consumer base and potential consumers will naturally help fuel your businesses potential. Even if your post is not a sales-specific post, your consumers will find it interesting enough to like, comment, and share the post to their network. Engagement is just as important as sale conversions.

If there is even the slightest amount of capital there that can be allocated towards digital ads through Google or social media platforms. These are inexpensive, but extremely effective in generating awareness, leads, and sales.

Google Business Directory

Consumers are looking to see if and when their favorite stores are open, what those times are or read information about their COVID safety measures. Having your company located on Google My Business will help inform your customers about necessary news about your company that needs to be shared. Customers value transparency, especially during these difficult times, this is a useful platform to help communicate to them.

Software Upgrade

An investment in a software upgrades could be very beneficial for your company and could mean the difference as many staffs are dwindling down leaving one person to do it all.

Programs that can help schedule appointments, complete billing, include customer relationship management, and other tools could help the “one person show” continue running the business as efficiently as possible.

For many retail and restaurants there has been a hesitation of putting offerings online. This is the time to complete this need. E-commerce sites (Google Merchant, etc.) can kick start your online retail shop, manage inventory, and help inform customers of delivery confirmations or pickups (curbside or in-store). Restaurants placing their menu online with direct ordering will allow for customers to continue eating at their favorite local spots. Both industries need to ensure that the feature that will need to be put in place is a form of a no touch payment, whether this is done through the user’s side when placing an order or incorporating devices to swipe cards or phones at delivery or pick-up. Due to enhanced safety measures, the use will immensely increase through Google Pay and Apple Pay.

Lead Generation & Automation Increase

This marketing tactic will continue to be in demand as workforces decrease for companies that need to reduce overhead in order to stay afloat with the pace of sales. Automation software helps alleviate manual marketing actions that will increase lead generation for your company.

Some of the items that marketing teams choose to automate are: emails, social media postings, and digital ads. With the ability to schedule dates and times your automated activity can include specific variable messaging that is triggered by consumers based on their activity and behaviors in relation to your company’s and their purchase history.

Catering to Your Community

In extreme and difficult times, businesses may not be able to receive the same sales activity, but can still be hope for their community. For example, a bakery in Utah, Schmidt’s Bakery Cottage, has committed to give away bread until they no longer can to those in need. With the news of this good deed, consumers have increased their purchases to the local bakery, which have helped keep their doors open.

Intentions are good with business forsaking their own needs to help those with greater, which are rewarded from loyal customers and new that have found an appreciation for businesses looking beyond.

Moving Forward

There is no doubt that the road to recovery (however your business chooses to define it) will take a while. These are unprecedented times for all walks of life and every little stride can help. With a focus on digital practices being implemented into your small business, it can be a guiding start to what else can be adjusted in your operations. Colleen Eakins Design can assist in problem-solving and execute your business needs as we tread these waters together.