How to maintain consistency in uncertain times

How are you doing?

As lockdown eases off, the more people I speak to one thing becomes clear...we are just about getting used to our ‘new normal’. Whilst one persons ‘new normal’ is often very different to the next persons and generally wholly unrecognisable from the ‘normal’ we knew as 2020 started, we are all starting to find our way. But as an advocate of running your business consistently….I am asked on a daily basis “how can we possibly do this in such unprecedented times”...and the answer is...it's hard...but do-able...and absolutely necessary!

Everyone's business (and situation!) is of course different and yes, there will be businesses that don’t see the other side of this current crisis, but to try and make sure you are not one of them, you must continue to show up and do the work...even if that work is far from the work you were doing before and consider consistency as a holistic approach...rather than just in terms of your social media.

I have thought long and hard about how best to help guide you through this time and think I have got it down to 5 Starter Questions to ask yourself…But I would love to hear your thoughts and experiences too...

1) Can you move online

This is an obvious move for lots of businesses. Of course many businesses already have an online presence or an ecommerce arm, perhaps this is your whole business and now you face different challenges such as supply chain or delivery issues, but for now, let's assume the core of your business isn’t online. Whilst not ideal, many businesses lend themselves well enough to a move online in the short term and to keep your customers engaged; coaching, counselling, tutoring, personal training to name a few. Platforms such as Zoom and Google Hangouts are ready to go with minimal training needed to engage with your clients, when we are just not able to meet face to face. If you have a bricks and mortar shop and have yet to tip toe online, maybe now is the time! Our local greengrocers has never been so busy! Although the footfall into his shop has fallen by 80%...his turnover is up 80%!

Why...well he quickly whipped up a website using a basic drag and drop ecommerce platform to set up a Veg Box delivery system...easy peasy!! Its not an amazing site! But it does the job and people are just happy they can get their fruit and veg without having to leave the house ….Done is definitely better than perfect in this situation! Another example is a personal friend who is a musician on a cruise ship. Obviously she is going nowhere just now. But she too has taken to Zoom to host piano bar nights, where people pay her by using PayPal to play certain songs and she has an open (virtual) tip jar for those just watching. She has also teamed up with another entertainer and they are offering musical themed Zoom quiz nights, for you and your friends to hire them for!! Genius!!

If the people can’t come to you...you go to the people!!

2) Can you offer a different service

Looking again at our local veg chap...he has served people in his shop for 50 years (well...him and his father before him!!) and now that people can’t get to him, he has changed his offer to almost exclusively delivery..and I’m not sure he will go back!

He is still running the same business at its core..local people are buying from him and eating his food..but by changing his offer, he is offering a service which people right now, are desperate for, adding amazing extra value to their lives.

3) Can you add different income stream

In any long term business plan, having additional streams of income is generally a good idea. It comes back to the old saying about having all your eggs in one basket, and this is what lots of businesses are finding right now.

Consider Jamie Oliver. Not too long ago, amidst another economic downturn, he found he had to close all his restaurants. Disaster for a chef!!

However, the restaurants were not his only source of income, he had several streams of income; his TV series, Book Deals, Guest Appearances...so whilst obviously losing his restaurant chain would have been devastating, his business portfolio and as such his family finances (!!) were less affected than if he had ONLY had a chain of restaurants.

Looking at adding additional streams of income to your business will no doubt take some real consideration, but definitely worth some time and research. Could you write a book, teach or craft an online course, sell another associated product, become an associate of another brand.

Lots of options...do the research and the right one will make itself known.

4) Can you learn a new skill

Ok...It is hard, you are probably juggling half running your business whilst looking after yourself and others and actually you have decided to let your business lie low and you will be back once this has blown over. No shame in that!!

However...could you use this time to upskill yourself, so when you do come back you can do more...or better!!

Could you use the time to brush up on your bookkeeping skills, so you don't have to pour over your accounts for hours each month, or pay someone else to do it? Could you redesign your website or learn some code to really set yourself above the rest? Could you expand your current offering into a new area?

There are lots and lots and lots (!!) of free learning resources online to help you learn new skills...why not give it a try! And whilst you may not be producing income immediately any kind of investment in your personal development and business skills will pay off in the long run.

5) Can you add more value to your customers life

...and this brings us back full circle to mainly our Social Media presence.

Obviously there are lots of ways to add value to your customers life, but with so many of us now relying on ‘the scroll’ to entertain us during lockdown, social media use has never been higher!!!

I will say that again...NEVER BEEN HIGHER!!!

So there has never been a better time to make sure you are consistently present on your chosen social channels. Of course...your approach may well need some tweaking, but if you take it right back to basics …. “Why do people use Social Media?” ...well they want to be entertained, educated and informed.

People are reaching out to business on Social Media for comfort and consistency in their lives, things that feel familiar and safe from brands and people they trust or feel they can help them.

So even if you have nothing tangible to offer in these strange times as a business...you can still entertain, educate and inform your audience about things happening both in your business and away from it. Sharing interesting articles or silly gifs that make people smile. Share some nuggets of info from your specialism. Can you produce some helpful ‘How To’ Live videos to help your customers when they can't get to you?

This lends itself particularly well to services such as hairdressers who might offer hair care or styling tips, dance teachers who can help with conditioning exercises or routines for ‘Tik Tok’!!! I often hear from these kinds of businesses that they are worried if they advertise ‘the tricks of the trade’ they will do themselves out of a business...You won’t!!

But what you will do is build trust and empathy for you and your brand...and believe me.. if someone tries to cut their hair...they are only going to do it once before they come running back to you, a customer for life!!

Whilst these may feel like uncertain times, they are only temporary and with some countries starting to slowly lift restrictions, hopefully we will be back to another ‘new normal’ ...a better new normal soon enough, but for now, take the time to think about what your business will look like on the other side, how are you going to look after your customers and build brand loyalty, make them feel safe and looked after, because honestly, isn't that what we would like right now!