In these Covid-19 times, businesses large and small are pivoting. It's clear to see via TV commercials and social-media ads how big companies are doing things differently.
Peloton, which faced criticism for its 2019 holiday campaign, pivoted from classes in its studios to live classes from instructors' homes. Retail stores have been offering curbside pickup, restaurants of all sizes have beefed up delivery and socially distanced patio service, and car dealers have touted contact-less vehicle delivery.
But how can smaller businesses communicate how they're pivoting, too? Here are three ideas for you small-business owners and entrepreneurs.
1. Create a LinkedIn showcase page.
Early in the pandemic, a past client of mine who is an executive communication coach reached out asking for help promoting a new service. He was rolling out a virtual service aimed specifically at helping business leaders learn how to pivot--how to lead their teams and organizations through challenging times and from afar. I helped him with his microsite and built a LinkedIn showcase page, also called an affiliated page, exclusively for this new service.
The showcase page is a sub page from your LinkedIn business profile. To create one, go to "Admin Tools" from your business profile and select "Create a Showcase Page." This page is used to communicate exclusively about a single product or service to the audience that would be most interested in that product or service.
Think about Procter & Gamble, which has a main LinkedIn business page and then affiliated pages for its Gillette brand, its business in Italy, and more. Smaller businesses use showcase pages, too. For example, my public relations and communications business, By George Communications, has a LinkedIn profile page and an affiliated page, By George LinkedIn Makeover.
2. Write all about your pivot.
Maybe you've been meaning to write--or have someone else write for you--a company newsletter, blog, e-mail, social-media posts, or LinkedIn articles. Get on it. You have brand new material and a ready excuse to share your subject matter expertise. Let people--customers and prospective clients--know what's you're up to, what's on your mind, and how you can help them.
Now is the time to find or make the time to write about what you do, what you know, and how you are helping other businesses or consumers during this tough time.
3. Network virtually.
Networking groups are still getting together, albeit on Zoom, like every other business meeting. If you have been meaning to join one, now is a good time. One of my networking groups has been inviting guests to our Zoom meetings--just like we had in our in-person meetings--to keep things as "normal" as possible. If a friend is in a group that you want to check out, ask about being a guest at virtual meeting.
If networking groups aren't your thing, then step up your one-to-one meetings with other professionals, prospects, referral partners, and fellow small-business owners. I've had a few one-on-one coffee or tea meetings via Zoom. It's always good to see another face and find out how others are faring, feeling, and doing things differently right now.
"Social distancing" will no doubt be the term that defines 2020, but "pivot" should be up there, too.