Guest Post: How to Attract New Business During COVID-19

This week we feature an article by Derek Goodman, entrepreneur and creator of Inbizability. He shares some tips on how to gain new customers during difficult economic situations, such as the COVID-19 pandemic.

Just a few months ago, your business was as busy as ever. But now, with offices closed and business forced online due to COVID-19, many companies have watched work dry up. Unless you have the cash reserves to wait out the crisis — a luxury few businesses can afford — finding new clients is a priority for business continuity. But before you can attract clients, you need to adapt your strategy to the times.

Use digital channels to grow your audience

Digital businesses are doing better during the pandemic. While it’s not too late to start your digital transformation, a strategic approach pays off. According to McKinsey, companies that take a bold and tightly integrated approach to digital transformations are more likely to succeed. An end-to-end approach that includes remote working, data security, and digital marketing ensures that you can not only find clients, but you’re prepared to serve them too.

• Fix online business listings: Before new clients can patronize your business, they need to find it. Ensure Google My Business listings are up-to-date and reflect coronavirus-related changes.
• Update your website: Your website should also communicate loud and clear how your company is adapting to the pandemic. Include a banner with a link to information on lead times so new clients can easily find the information they need and add self-service tools to reduce customer service backlogs.
• Spend digital marketing dollars wisely: Social media marketing has been critical for B2C companies during the pandemic, whereas B2B organizations are turning to online events and content creation to maintain visibility.
• Commit to remote work: Employees also need to be prepared to meet client needs remotely. Instead of viewing remote work as a temporary solution, equip telecommuters with the software and technology they need to reach full productivity at home.
• Invest in security: Remote work and e-commerce present cybersecurity concerns. Due to the high cost of cyberattacks — as well as the impact on an organization’s reputation — upgrading cybersecurity infrastructure is well worth the investment.

Adapt your business model to changing needs

Companies aren’t just changing how they do business. They’re also changing the type of business they do. The top economic performers in the COVID marketplace are not only taking analog products and services digital, they’re also creating entirely new offerings to meet client needs during the crisis. As Work-from-Home Depot explains, this isn’t the time to be risk-averse. While strengthening relationships with existing clients is important, so is being innovative and addressing the specific challenges that customers are facing right now.

Consider how your business can adapt its services to meet today’s needs. Can you offer something valuable to people stuck at home, to essential workers, or to other organizations navigating the COVID-19 marketplace? Creativity is key to staying relevant.

Find resources to support your business

Adapting your business may be the best way to ensure continuity, but don’t underestimate the importance of financial support. Even if your organization succeeds in increasing its client load, pivoting costs money. Business grants and loans can provide your business with the resources it needs to handle the increased costs and revenue loss triggered by the COVID-19 crisis.

Government relief programs include the Paycheck Protection Program, Economic Injury Disaster Loans, and SBA Express Bridge Loans. Companies can also tap non-governmental resources like cash grants. While grant awards from non-governmental organizations tend to be smaller, they may be less competitive than federal relief programs.

Keeping your business alive through COVID-19 isn’t a single-pronged approach. In addition to expanding your business’s digital reach, make sure you’re pivoting your business to stay relevant and taking advantage of the resources available to your organization. By preparing your business to not just find, but serve customers, you can turn the clients you attract during the pandemic into loyal customers for years to come.

Derek Goodman is an entrepreneur. He’d always wanted to make his own future, and he knew growing his own business was the only way to do that. He created his site Inbizability, to offer you tips, tricks, and resources so that you realize your business ability and potential now, not later.

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com.

Read Shep’s latest Forbes article: Would Your Customers Recommend You?