As COVID-19 continues to impact the landscape of business and entrepreneurship, “pivot” has become the latest buzzword in marketing blogs, podcasts, and online conversations. As a verb, the term is typically used to describe a slight shift, change in direction, or turning motion. All of which are appropriate ways to describe how small businesses must respond in times of crisis.
However, as a noun, the definition of the term “pivot” offers some additional insight into how businesses should respond in times of disruption.
“Pivot” /ˈpivət/ (noun)
- the central point, pin, or shaft on which a mechanism turns or oscillates.
In times of crisis, we tend to overcomplicate things. The constant and ever-changing stream of information is so overwhelming, we look for a new solution that is as big as the problem itself. Instead, if we revisit the basics and best practices that got us turning and moving in the first place (the “central point”), we may find the momentum we’re looking for.
I’ve watched so many business owners blame the pandemic for their sluggish sales, when in reality, a failure to follow the best practices of leadership, marketing and communications is the real culprit. COVID-19 didn’t cause the issue. It merely exposed a weak point in the business.
Don’t let the same thing happen to you.
In this series, I’ll share four simple ways to strengthen your marketing during a crisis. While these best practices may seem elementary to some, revisiting “the basics” is an excellent way to identify any blindspots you’ve developed while focusing on the day-to-day operations of the business.
Basic #1: Perform an online audit
In times of crisis, if people cannot quickly and easily find you online, you simply don’t exist.
– Melody Belotte
Give your business an online audit (or “check-up”) in these three areas:
Availability
Is your business information readily available to those who are searching online? Maintaining your own dedicated website is top preference, but even without one, there are plenty of low/no cost ways to establish an online presence. Claiming your listings with Google Business, Yelp and other reputable review sites can help tremendously with search engine rankings. Social media platforms and online directories on community websites such as the Chamber of Commerce or local news channels can also be good options for free, local pages and listings.
Accuracy
Is the basic information up-to-date (in real time) on all the above places? Especially in times of crisis, ensure your operating hours, purchase options and menus of available products and services are accurate on every online listing.
Relevancy
Is the information sensitive and relevant to current conditions? As it relates to COVID-19, be sure to include a general update or statement on your sites to communicate how you’re operating during the crisis. Review your content for any imagery or language that might be insensitive to the current situation. For instance, photographs of large crowds or hands touching could send the wrong message during a pandemic. Similarly, relatively harmless language such as “get in touch” or “stop in today” could be perceived negatively. Ensure your tone matches the current situation.
After addressing these three simple areas, you’ll be in a much better position to actively market yourself online and establish healthy communication channels with your audience. Click here to read part two in this series to learn the two key audience groups you need to address in times of disruption.
