Moving your business online in the time of social distancing
Many small businesses and organizations are feeling the whiplash of suddenly having to move their entire in-person operations to all virtual, all the time, at least for the foreseeable future.
Executive orders and regulations have shifted the way that many businesses and organizations are having to operate, forcing many people to try to figure out how to adjust business models to reach people in virtual spaces.
Oh, and all that is in the midst of a global pandemic with the economy stopped in its tracks, and everyone trying to work from home while homeschooling kids, caring for loved ones, and never seeing other people.
It’s a LOT.
But there are some primary things that business owners moving to online spaces should keep in mind in this time of transition and uncertainty.
Photo by Tim Mossholder on Unsplash
Staying connected with your customers, audience, and fans is the top priority
This time of social distancing will not be forever, but it will be for a while. So you want to ensure that you’re still at the top of your customers minds when you ARE able to re-open your physical spaces or events.
You want them to be thinking (fondly) of you when they are looking for businesses to support in this time of social distancing, and you want them to be eager to rejoin you when these restrictions are lifted. You want them to be appreciative of the value you provided to them during this time of social distancing, either through creative content online, or getting scrappy about things like curbside pickup or delivery options. Stay connected, honest, and communicative.
This is the time to use your email lists and social media to keep people informed.
Focus on providing value to your people
Let’s face it, the world has gone completely topsy turvy in the last few weeks. What people want and need is, in many ways, significantly different than it was before the pandemic began. Our priorities have changed. For many of us, we’re searching for a bit of joy and levity in this time. For others, we’re grieving, or scared and uncertain and are looking for comfort and security. So, what is it that your business or organization does really well, that adds value to the lives of people right now?
Maybe you’re a restaurant who can provide take out meals for families who are desperate to have someone else do the cooking because they’re up to their eyeballs in homeschooling, parenting, working, and caretaking duties. Maybe you’re a small shop that provides light-hearted or poignant trinkets to your customers who can provide some cross stitch patterns, or fun riddles and light-hearted games that people can download from your (brand new) online store. Maybe you’re a choir that knows the value of music in times of hardship and you can come together and create a virtual choir with your members (if you want to know more on how to create your own virtual music ensemble, I can help with this! Click here for more.)
Get real about what your value is, and how you can meet people where they are right now.
Get collaborative
Photo by Nikita Kachanovsky on Unsplash
Though financial pressures can make us feel like this is a time of intense competition - and yes, in some ways it is - this is also the time to lean into collaboration with others. Because resources are strained right now, getting creative about how to offer help to other organizations like yours, and get some help in return is a great way to reach new people in new ways.
Maybe you’re a music group that’s had all your gigs cancelled. You’ve got some audio tracks already recorded, so you reach out to a local dance troupe to see if any of their people would like to record some dance routines as video to accompany your audio tracks. Then you set up a “pay what you can” tip jar model when you release the collaborative video and split what you make.
Get creative and collaborative and you’ll be not only on the minds of your fans, but also expand your audience to people you’ve never reached before.
What can you sell NOW?
Though the restrictions on gatherings and business closings are intense, people are looking for ways to support the small businesses and nonprofits they love. So you’ve got to be ready to figure out what you can sell RIGHT NOW. Many restaurants have moved quickly to gift cards, take out and delivery models. Other businesses have quickly opened up online stores with delivery options. Some artists have put up virtual tip jars or Venmo accounts for people to support their art and nonprofits are pushing online donations to their causes.
For a lot of businesses, survival is going to come down to how significant the cash flow disruption is over the next few months. Prioritize selling what you can now, and get something on your website to make it simple and straightforward for how people can support you during this time.
Focus on making it EASY for people to give you money.
Get creative, stay nimble, and reach out for help.
Most small businesses and nonprofits are not new to the idea of staying nimble. We’re always having to shift with the changing tides of the economy or whims of funders. But this is a whole new kind of chaos. Creativity and moving quickly and deftly are what’s going to set you apart and keep your business alive. Now is the time to try slightly wacky ideas, because wacky might just work in this new world we’re operating in.
Know that everyone is struggling to figure out the best way forward right now. You aren’t alone in feeling overwhelmed by this challenge. So if you’re feeling out of your depth on what to do next, or how to move your business online, reach out for help.
There are many people out there who have been doing this online business thing for a while now who can help. I’m always happy to talk to folks and provide some guidance and ideas for what might work best, especially in online spaces. I specialize in online video and communications, but I’m also currently helping organizations set up virtual fundraisers, create virtual ensembles and other video content, and set up online stores. If any of that sounds like what you need, I’m here to help. Get in touch over here.