How to ensure you start 2021 with your best foot forward
Economists could never have predicted what a tumultuous year 2020 would prove to be. Two national lockdowns, the demise of many high street brands and the uncertainty of Brexit have all created the perfect storm for a difficult year of trading. Although there are some ‘green shoots’ particularly with the advent of a vaccine. There’s no denying that the start of 2021 will spell the survival of the fittest. So, what can we do as 2020 draws to a close to ensure our businesses are as robust as possible? Read on to hear my top tips on how to make 2021 a bumper year.
Back to Basics
When did you last review your business plan? If the downturn in trading has left you with more free time now is a great opportunity to create or revisit your business plan. Can you provide your product or service in a more accessible way? Perhaps incorporating video consultations to clients or moving the business online. Knowing what we know now heading into 2021 we should be fully armed with a fool proof business strategy.
Pivot! Pivot! Pivot!
The term pivot has shot into our vocabulary with many businesses looking at inventive ways to continue trading. The swerve, as some commentators are now referring to it, is a way of making your business COVID proof. Events companies distributing care packages for companies, pubs opening delis and businesses adding a new range of services. The ‘swerve’ is keeping many businesses afloat. Can you adapt or expand your services?
Budget
Relook at your budget, what can be cut back on or repurposed? Although it’s tempting to slash marketing budgets the only way to survive is by investing wisely in the business. Marketing is an integral part of this. So, start by looking at your budget and allocating a proportion to marketing activity. If budgets are tight look at activity which will give you the best ROI whether that’s a PPC campaign, paid social or email marketing the tools are there to make your £’s work for you.
Wellbeing
With many staff still WFH (working from home) it’s likely to have taken a toll on their mental health. After all, the workplace is ordinarily a sociable environment. Do your staff feel valued? With current restrictions it’s unlikely that many companies will be able to hold an annual Christmas party this year. What can you do to ensure your staff are happy and appreciated?
Brexit
With less than 1 month to go until the end of the transition period we will be working with new rules for trading with the EU from 1st January 2021 onwards. Are you ready? Do you need to look at having your qualifications recognised by EU regulators or do you need to apply for a work permit? Trading with the EU will be a little different next year make sure you’re not caught out.
Although 2021 seems a little daunting with the right professional help you can make it successful. To see how marketing can help you achieve your objectives get in touch to arrange a socially distanced consultation kiesha@iconmarketingcommunications.co.uk
The emotional and economic survival plan for getting through the lockdown
A lot has changed since I wrote my last blog. The ripple effects of the coronavirus are hitting businesses of all sizes. At Icon we work predominantly with SMEs, companies that are just starting out and need marketing support but can’t afford to employ a member of staff. It is no surprise that over the last couple of months, times have been tough in terms of trading with many temporarily closing their doors.
So what position are you in? Are you a key worker? Furloughed member of staff? Working from home? Business owner? Or are you the small percentage of workers that can’t work from home? I was on an early morning walk this week and was surprised to pass the train station as a train pulled in. It reminded me that although I’m in my little bubble the wheels are quite literally still turning!
I, like so many, have found the lockdown quite challenging both mentally and economically. With no face to face meetings the new business leads I’d worked so hard to secure earlier this year have fallen to the wayside. I find myself thinking about what will be left of my business once lockdown is over. But for now, there’s not much space to worry as I have two kids at home who with the help of my husband, I am home-schooling.
This slowness of pace is alien to me I’ve always gravitated to fast paced roles and love to be in the company of my friends and family. I’m sure this aptitude is what drew me to a career in marketing. The PM’s speech last night offered a glimmer of hope that we’re moving to the right side of this pandemic so for now we need to continue doing what we’re doing keeping our family safe and happy. So, what can we do?
Relax
What did you do to relax pre-lockdown? A massage? Facial? Listening to or playing music. I used to do Yoga classes on a Wednesday morning. I love the floaty, care-free feeling it gives me and have being guilty of falling asleep during the relaxation at the end of the class on more than one occasion! So, for me I am gaining relaxation doing an early morning workout with Adrienne. Gardening has also been proven to reduce anxiety so why not get out there and make something beautiful that you can enjoy over the Summer months.
Eat Well
I must admit I made the banana bread that seems to have gripped the nation but it wasn’t for me. That said I have enjoyed spending more time cooking proper meals and interesting variations of the boys’ lunches which I am sure are still not a patch on their school dinners.
Tomato and Chickpea Bake
Read a book or magazine
I’ve bought a wide range of reading material from gardening magazines (they were giving away free seeds) to the trashier gossip magazines packed with celebrity non-stories that are my guilty pleasure. However, this week I came across a book I wish I’d bought many years ago its called ‘Mindfulness for Mums’. Bizarrely the author is Izzy Judd, a musician who appeared on Britain’s Got Talent and was signed to Simon Cowells record label. The book offers techniques to deal with anxiety and funnily enough even reading the introduction made me feel instantly at ease.
Gain a new skill
A tricky one if you’ve got little people. In an ideal world I would be continuing with my Google AdWords training but that requires quiet something lacking in our household at the moment. For me its simpler things like trying out a new hairstyle or painting my nails. Two things that give me a feelgood boost. But it could be anything one of my closest friends has taken up knitting. I’m secretly hoping she’ll knit me a throw for the Winter months. So, have a think what have you always wanted to do play the piano? Write a book? The world is your oyster!
Lockdown hairstyle
Set a routine
I’m a planner, having a daily plan helps me get through what could otherwise be a very long day. I also like to set myself little tasks each day which I like to tick off and give myself a virtual pat on the back. It feels good to feel like you’ve achieved something each day no matter how small.
And Plan
Plan for the future, ‘brighter days will come’. I feel that once businesses do re-open a lot of the growth will be organic, I’m already dreading trying to get my eyebrows done as no doubt they’ll be fully booked for weeks! So, what can you do to plan? Make sure you have a team in place to deal with demand. Could you offer a re-opening package? Or even a party for your loyal customers. But whatever you do do not underestimate the surge in demand.
One thing is for sure after all of this we will have a much greater appreciation of our ‘normal’ life. Meeting friends for coffees, taking the kids to the park even going on holiday or quite simply going to work! But I also hope we have taken this opportunity to look at our lives and make some positive changes.
When this is all over I would love to meet with you to discuss how Icon can help your business reach its full potential you can drop me an email to kiesha@iconmarketingcommunications.co.uk
How marketing can help your business survive the Coronavirus
When news first reached us of a flu-like virus affecting residents in Wuhan, China I’ll be the first to admit that it didn’t immediately ring alarm bells. Fast-forward several weeks and the World Health Organisation have labelled it a ‘pandemic’. It feels more like something from a Hollywood blockbuster than real life.
You only need to see the empty shelves in most supermarkets to understand that at least some of the UK population are in a state of panic. Companies who can, are taking their employees out of the office environment and are allowing them to work from home. Some businesses where this is not feasible have made the difficult decision to close their doors for the foreseeable future.
Source: The Rex Facebook Page
But what does it all mean for your business? And how can you survive?
Typically, in times of financial crisis businesses cutback on their marketing activities however in this situation I think the opposite should be true. In this blog I will talk about some of the possible opportunities for your business and how to survive the Coronavirus outbreak.
1. Be where your customers are
Whether your customers are self-isolating or working from home. There has never being a more important time to improve your digital offering. Is your website up-to-date? Are you effectively utilising social media? Have you communicated with your customers via email or text? We’re in uncertain times and this is a great opportunity to solidify brand loyalty by communicating effectively with your customers and providing reassurance.
2. Turn a negative into a positive
The National Trust announced this week that they will be removing pay barriers from all their National Trust parks and Gardens. I’m not suggesting that you need to go to such great lengths but positive PR during this uncertain time could get you in front of a whole new audience. Smaller initiatives such as reaching out to the elderly and at-risk groups in your community could have a positive impact for your brand. Sainsbury’s and other retailers are offering to open their stores for the first hour exclusively to these two at risk groups. What steps could you take as a business to help the most vulnerable in society?
3. Strength in numbers
Now more than ever is a time to unite with other businesses who may be suffering. Manchester hospitality leaders have unified this week by launching the ‘pay it forward’ scheme to help support local restaurants and bars through the Coronavirus pandemic. The scheme encourages people to purchase discounted vouchers at participating restaurants during the run up to Easter which can be redeemed from May onwards. And for the added feelgood factor for each voucher purchased a charitable donation of £1 is also made to Hospitality Action. So, speak to your competitors and look at ways you can work together.
4. And finally, don’t panic
This is an unprecedented situation and with so much uncertainty surrounding Coronavirus and its economical impact we must ‘keep calm and carry on’. The government have announced several measures to support businesses through this difficult time including £330bn in loans and £20bn in other aid. It’s important to remain positive and instil your consumers with confidence.
If you’re feeling concerned about the effects of Covid-19 on your business or are looking at ways to improve your digital presence why not give Kiesha at Icon Marketing Communications a call for an informal chat on 07979 940526.
Working from home...
Make your space an Oasis
With the rise in the cost of living, individuals starting families later in life and the challenge of striking a work life balance many females are setting up their own businesses and opting to work from home. Companies still have reservations surrounding ‘telecommuting’. But for educated working Mums this presents an opportunity to ‘have it all’.
I set up my business after the arrival of my first son (Icon is an anagram of his name Nico). I looked into office space initially but decided that working from home would work best for me allowing me to keep my overheads low and pass these cost savings on to my clients.
As a working Mum being home-based has many advantages, popping a load of washing in whilst working, being home to receive deliveries, being home for ‘workmen’ not to mention fitting around my children’s school and nursery schedules. That said it does come with disadvantages. Working as a sole trader can be a lonely time (the prospect of cold-calling strikes fear in me to my very core). Although I have a team of freelancers that I can utilise it’s difficult to keep motivated when you don’t have a regular team around.
Over the last couple of years I have learnt a great deal about home-based working. Here are some helpful tips for fellow entrepreneurs;
1. Make sure you have a designated space to work
It’s easy to lose focus when working from home and to become distracted by chores. Having an area set aside to work means you are entering into your office space just like going into work.
2. Make a to do list
It may sound obvious but having a list of jobs that need to be completed each day and crossing them off is like giving yourself a pat on the back at the end of the day.
3. Don’t forget to take a break
I tend to be at my desk each day by 8:45 and can easily become engrossed in a task. By making sure you take a break you can keep your productivity at a premium. I have a hula hoop at the side of my desk to use when work gets too much.
4. Make your space an Oasis
Just like you would when going into the office it’s important to make sure that your workspace is inviting. I have a selection of photos on my desk and even a potted plant to ensure that my workspace is as appealing as possible.
5. Find a good radio station
Listening to the radio is a friendly companion I have a selection of digital stations which I listen to which keep me focused depending on what work I have on. A dance station if I’m busy a bit of jazz if I’m feeling stressed music is a powerful medium.
6. Make sure you network
Finding new business opportunities can be difficult when you’re home-based so it’s wise to broaden your network. Most towns have a networking organisation and the government business helplines can also provide details of networking events in your area. It’s good to have a reason to look business-like as working from home you can dictate your own dress code.
So there it is my tips on how to survive the home-working jungle. If you’ve recently established a new business and need some help to get it off the ground feel free to speak to me about your Business Development opportunities by calling 01625 533102.