27 Apr Can social media help your business pivot during a pandemic?
I’ve been putting a lot of thought into this recently as I’ve watched some companies struggle
and others thrive during the Covid-19 pandemic. Some companies have utilized the power of
social media platforms to transform how they communicate and what they offer during this
incredible unique period of time. So, what are these successful companies doing right? And, can
your business pivot its offerings to meet a new type of demand?
What I have found is that the companies that are thriving (considering the pandemic) are laser
focused on a particular offering and utilizing the equipment or staff talent to pivot their
marketing strategy to this in order to stay relevant and create excitement.
For example, a local liquor store shifted gears to creating online wine tasting events where you
order your kit in advance, pick up your order curbside, and then participate in the live
streaming tasting event on social media. This is great and creates a sense of community in a
time of social distancing. Although it may not be able to generate the revenues they saw pre-
covid, they are selling out on kits and creating a very unique value proposition that builds loyal
followers and customers.
But you’re thinking, I’m not a liquor store or an essential business. Albeit that it’s harder to
pivot when you’re not in the food and beverage industry, there are many, many ways to create
value. Here are just a few ideas that might help you brainstorm your pivot.
- Seamstress – fabricate cool patterns and designs for non-surgical face masks
- Retail Clothing – create videos about clothing essentials that can be mixed and matched
that will maximize peoples wardrobe on a smaller budget. Build a package around it that
can be purchased online or over the phone.
- Pubs – Setup a virtual game night. Create a curbside pick-up of some game items and
complete with craft beer. Then host a zoom conference where everyone has to play in
the games and talk about the craft beers.
- Automotive – Use your existing shuttle drivers to offer delivery and pick-up services.
- Kitchen Cabinets Manufacturer – Pivot to creating things people can use at home like
custom cutting boards and other unique kitchen accessories you can sell online or over
- Teaching – Maybe you have a unique skill. Create an online class to teach your skill to
- Nail Tech – Create a nail pack for delivery or pick up and have a live event that you and
your customers can do together.
I can go on-and-on but I’m sure you are getting the point of what I’m saying. It’s time to think
outside of the box and adjust to a potentially new normal in business that will likely continue
for some time this year.
By creating these shifts, you’ll create value. By creating value, you’ll create a stronger following.
By creating a stronger following, you’ll drive interest and more sales. See what’s happening
I believe entrepreneurs are some of the most adaptable people on the planet. So, sit down and
look really hard at your business and what it could truly be doing to pivot to a new strategy.
We’re all in this together and I hope this article will spur some creativity to help you thrive
during a pandemic. And if there is anything the team at Artrageous can do to help you grow
some new ideas, don’t be afraid to reach out to us.