Are you aware that there are some good things happening these days? Like, the Valedictorian speeches from the class of 2020, originally seen on Some Good News? Or, the fact that more than one million people have already recovered from COVID-19 worldwide? Knowing this made us feel better. Looking for the good is making us more aware of the good around us. And that’s sound advice for any small business right now. Here’s how your business can be more aware. 

Social Media Awareness

Now that more eyes are on social media, it’s tempting to share every little thing that comes through your timeline to cash in on that attention. But while social media usage is up, engagement is down-down-down. As you manage your small business’s social media, be aware of what you share, and where you share it. 

• Post responsibly. Don’t feed the frenzy. Before sharing, ask yourself: Is it helpful? Is it kind? Is it inspirational?  
• Branch out. Did you know that Tik Tok has seen an 18 percent increase in users during the crisis? If you’ve been focused on just one platform for a while, try a new one on for size, or resurrect one you haven’t used in a while. (Ahem, LinkedIn.) 

What you can do right now

The single best thing any small business can do during COVID-19 is listen. It’s not about what you think, it’s about what your customers think. Take the time to interact with your customers online. Find their feeds. Read their comments. Watch their stories. Comment positively or ask a question. The more you show you’re aware of them, the more they will be aware of you. This is one time where quid pro quo works in your favor.

Website Awareness

Your small business’s website is now your customers’ main source of information. Does it work? No, really… does it? If you haven’t checked on it or updated it in awhile, this would be a great time to do so. We’ve taken the opportunity to update our own site during this downtime, and it made us aware of some issues we didn’t know about before.

• Surf’s Up. Just because your site works on Safari doesn’t mean it also works on Firefox. Not all platforms are created equal. Now’s the time to check performance on the Big 5: Google Chrome, Safari, Firefox, IE/Edge, Opera. 
• Two words: Mobile responsive. If you don’t know what that means, it’s time for a new website.
• Emphasize security. If your url starts with http and not https, it’s not secure. That means it’s one hacker away from putting your and your consumers’ information at risk. SSL Certificates are cheaper than a lawsuit. 

What you can do right now

Test and refresh. Have a friend or relative browse your site and perform a few tasks you’d want your customers to be able to do. Seeing someone else navigate your site gives you great insight into problems other customers may be facing.

Brand Awareness 

Every crisis has a silver lining—even COVID-19. Use this one to become more aware of the big picture of your small business. 

• Be an expert—when it makes sense. We’re doing that very thing by offering our advice as small business communications experts (and not health experts!). What does your expertise bring to the table for others?
• Avoid the hard sell. It’s no surprise, but people aren’t necessarily buying a product for the product right now. Instead, they’re supporting small businesses who are doing good and being kind in these tough times. Do good. Be kind.
• Sharing is caring. Invite every stuck-at-home customer or slowly reopening business to a Zoom meeting and simply offer to help. For us that might be brainstorming a clever tagline, sharing a press release on our channels, or merely making the connection between two like-minded clients.  

Connection is still the heartbeat of business. No matter what products or services your small business offers, we bet connection with customers and employees is key to your success as well. The question is, how do you stay connected in a world where social distancing is the norm? Here are some steps you can take this week.

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Connect with Customers

When was the last time you talked with one of your customers? That is, without looking for that outstanding invoice. Now is the perfect time to shift your focus from making sales to adding value on a much more personal level.

Two easy ways to start today:

1. Break out that mailing list—if you don’t have one, now’s a good time to put one together—and offer your customers something for their time. Don’t overthink it. Don’t overthink it.
2. Whether they visit your office or meet you on Zoom, connect with one customer/client on a personal level. Every day. Ask them how they’re doing. Dig past the “I’m fine” platitudes with specific questions. And then ask if there is anything a small business like yours could do to help. A little compassion turns customers into ambassadors.

DO NOT talk about COVID-19. They already know.

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Connect with Employees

Employees are happiest when they feel trusted, valued, and safe in their jobs. Even if you’ve been in the unfortunate position of furloughing your staff, it is so worthwhile to reach out to them, make sure they’re OK, see if there is a way you can offer them help. If you invest in your employees now, they will be more invested in you in the future.

One thing to do this week:

1. Take a moment to have fun (while practicing social distancing, of course). Schedule an employee game night over Zoom, or plan a virtual happy hour. If you’re in the office, order pizza for the staff. Everyone working from home? Deliver homemade cookies or simply snail mail a handwritten note to everyone on your team.

DO NOT send a group text. Pick up the phone and make it personal.

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Connecting with Positivity

You, us, and everyone else in the world, we’re looking for a break. We skim Twitter or watch TV in order to laugh, smile, or escape from today’s troubles. A recent 33 percent spike in fiction book sales can be directly attributed to the pandemic for that very reason. Consider becoming a source of that break for someone else by sharing stories and positivity with followers and customers.

Three ways we at Em are staying positive while social distancing:

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Disconnect

When anxieties are so high, it’s easy for small business owners—who are naturally passionate about their work—to spend every moment of every day crunching numbers and stretching dollars. They worry more, skip meals, and lose sleep. (We’re looking at our own Jamie here.) This always-on approach is called panic working, and it can wear you, your family, and your finances down.

The mantra for times like these should be “slow and steady wins the race.” Keep your sights on the two or three most important aspects of your small business. Write them down. Stick them to the wall. Work on those and set the rest aside.

Do this one thing:

1. Set time limits on your devices. Many devices have this feature built in, and there are plenty of apps that help limit your screen time.

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We’re a small ad agency and, just like you, we’re dealing with a lot of challenges we never imagined—closed businesses, social distancing, stay-at-home orders and all. With so much we can’t control, we are choosing to focus on what we can do. Our “Emphasis” series is the manifestation of one of our top can-dos: helping other businesses.