The New “Business as Usual”
With the number of COVID-19 cases reaching almost 2.5 million, businesses are facing numerous challenges that are fundamentally altering their pre-established business models. Brick-and-mortar and in-person service-based businesses are now forced to discover new methods of engagement with their clients and customers.
What businesses are in dire need of is a new “pivot” –– a direction to head towards as #coronavirus lasts for an indefinite amount of time. How you and your team pivot business marketing, customer/client engagement, and employee-to-employee communication amid the pandemic will have a major effect on your business.
Unable to grasp how to pivot your business in a new direction? Don’t worry, we’re here to help you! We’ve invited expert panelists Peter Shankman (@petershankman), Scott Monty (@ScottMonty), Aliza Licht (@AlizaLicht), and Jeremiah Owyang (@jowyang) to share with you strategies you and your team can implement during the pandemic. Missed the Tweet Chat? Here’s a recap:
Q1. Being proactive always beats being reactive. What can you do to be proactive as this situation continues to evolve? What have you been doing?
Peter: Been proactively creating new forms of content launched a new video podcast, http://20minutesinlockdown.com, where we interview all sorts of people. Doing tons of webinars instead of in person keynotes. Business is actually busier, if you can believe it!
Scott: Being proactive means it’s a great time to reach out to connections, old and new, and see how they're holding up. I've found asking "What do you need?" is a better approach than "How can I help?" #WinnieSun
Jeremiah: Being proactive to me means: publishing analysis and forecasts on my platforms, and showing that I'm making sense of what's likely to come for business and my clients. Be part of leading ones own change --rather than let change whip you 'round.
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Q2. How have you pivoted your business marketing during the duration of the pandemic? How can businesses switch their focus and strategies from sales to service?
Peter: More online talks, more content creation, even more influencing engagements. The work is out there, if you're quick enough to pivot on a dime and find it.
Scott: In this environment, it's all about being a good listener – finding out what customer needs
are rather than pushing your priorities on them. Empathy wins every time.
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Q3. Prepare that pivot! Assuming your primary business is out of commission or is severely financially impacted, what secondary purpose should you pivot to? How do you create new opportunities to provide more value to your customers/clients? How do you market your products/services in our current environment?
Jeff: Absolutely! Without question: " Create opportunities by giving of yourself." Be genuine in so doing and don't expect anything in return.
Aliza: It is the time for thought leadership. If you are an expert in your field you should be sharing that. Have a voice right now so that you are thought of when opportunities emerge. Create opportunities by giving of yourself #WinnieSun
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Q4. Communication is the new name of the game. How has your business’ communication changed due to the Covid-19 crisis? What are the things to do vs the things NOT to do?
Scott: There's no such thing as over-communication. Keeping your employees well informed – especially during heightened uncertainty – is essential to maintaining morale and executing well.
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Q5. How should your messaging make your clients feel? How do you create an emotional connection with your clients / customers / audience? How do you know if you’re being effective? What are some of your favorite current initiatives and what brands are leading in this area?
Aliza: Think about the way you want to be spoken to right now. You are your client. You are your customer. Marketing needs to be relevant and empathetic. Pause regularly scheduled programs & rethink strategies. You must be service oriented. What value are you bringing?
Scott: Messaging should be clear, consistent, and confident, but also human. We need stability and a sense of certainty amid the rest of the tumult, while showing your humanity and vulnerability will result in better relationships.
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Q6. How do you make sure you're giving your clients what they want? How can catering to your client base generate brand loyalty? How do you encourage your clients that you know love you, to refer their friends without directly asking for a referral?
Aliza: Show your clients you genuinely care by going above & beyond what you are paid to do. If you have done right by them, there's no shame in asking for a referral. Pay forward those connections & remember to thank the person who created that new opportunity for you. #WinnieSun
Scott: It's all about listening – not only to what they say, but what they don't say. Understanding the business outside of your client's view and helping them avoid pitfalls or anticipate what's next. Having a good relationship with your client is a two-way street. A finely-tuned relationship means they should be able to listen to you and sense your needs as well.
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It’s a challenging time for everyone, but we hope that we can help you and your businesses adapt to the current situation and find your “pivot”!
To stay updated for more content like our Twitter Chats, follow @WinnieSun! Have a question for Winnie? Use the #AskWinnie to get your questions answered!
