August 11, 2022


That felt unbelievable. “Hey, final yr, see you by no means.”

Effectively, that’s not totally true…earlier than we retailer “2020” within the cloud (and in our minds) within the “DO NOT OPEN” file, let’s have a look again at a number of the classes realized and successes earned throughout this sophisticated, unsure yr. 

We reached out to a few of our fellow SMBs, asking them to share the silver linings that took place throughout this typically darkish time. 

We share these “wins” to not overshadow the hardships that so many firms endured over the previous 10 months however to shine a light-weight on positivity and prospects.

So, as this new yr begins, let’s take one final look within the rearview mirror and pull some inspiration from these success tales. 


1. Recent Content material, Drip Feeds, and Gross sales Funnels

wikilawn logo

“The primary half of 2020 was undoubtedly tough for us. When widespread lockdowns occurred, our natural site visitors disappeared in a single day. The professionals we work with weren’t reserving, due to course individuals aren’t in search of garden care and landscaping at the moment.

So our web site grew to become out of date because it was.

We needed to reevaluate and discover a approach to land new results in help our purchasers after they have been able to open again up.

We did this by pivoting to a mannequin of content material creation, drip-feed advertising and marketing, and gross sales funnels. The concept was that we’d create high quality content material and supply most of it at no cost, with some locked behind an e mail subscription. The e-mail seize permits us to promote on to potential leads, and we are able to slowly domesticate them into productive leads that will probably be worthwhile to our purchasers.

It’s labored very nicely and we’ve been capable of develop consequently, even when the start was very rocky.”


2. Collaboration and Cross Promotion

Lets Dress Up Logo“Hello there, I’m Samantha Myers and I co-own a enterprise referred to as Let’s Gown Up within the coronary heart of New York Metropolis.

…We labored onerous on updating our social media retailers and aimed to supply free sources for stressed-out mother and father in the course of the shutdown and past. We modified our refund coverage for all of the canceled birthdays and honored regardless of the buyer needed as a result of it was merely the correct factor to do. 

We pivoted so as to add digital choices which we had NEVER carried out earlier than.

We commiserated and collaborated with our friends. We now have all the time believed in there being room for everybody particularly in NYC so we labored collectively to share concepts and cross-promote. We additionally realized who our neighborhood organizations are and took benefit of all of the free sources and webinars we may presumably handle. 

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…It’s been a yr, to say the least, however we pivoted whereas nonetheless remaining true to our unique enterprise line, we realized lots, we added choices and we’re happy with how we dealt with ourselves…”


3. Lengthy-Kind Content material for the Win

Smart Watches 4 U LogoOne issue of success was constantly publishing long-form content material in my smartphone evaluation and comparability articles.

In a time when persons are slicing again on leisure spending, I attempt to present informative and unbiased content material that helps the layman make an informed shopping for choice.

I discovered that long-form content material is more practical at establishing readership loyalty, rising shares and click-rate, and decreasing bounce charge.”


4. Participating Social Media Methods

Physicians Thrive Logo“In 2020, we re-evaluated our enterprise mannequin and got here up with distinctive advertising and marketing methods to thrive throughout this time – particularly specializing in social media because it’s the most affordable and quickest method for advertising and marketing.

We now have used our social channels to remain linked with our viewers, share useful content material and present them precisely what’s taking place behind the scenes.

Having a robust social media presence has helped us achieve credibility and enhance our entry to the shoppers.”


5. Self Promotion Is Key

WikiJob“…Folks don’t prefer to self-promote due to worry of sounding like an egomaniac.

However in case you gained’t, who will?

Self-promoting your online business lets individuals know what you possibly can supply them and may improve the community of your potential clients. Studying concentrate on the stuff you do for your online business can present high quality in service and taking time enables you to plan forward what your methods are earlier than performing.

These are the issues I remember and I imagine that pondering like this made me profitable this yr.”


6. Serving to With a Telehealth Mannequin

Journey Pure“I’m the founder and CEO of an dependancy therapy heart.

2020 was a troublesome yr for us provided that we primarily depend on our clinics and in-patient rehab amenities for our operations and the lockdown pressured us to rapidly adapt our affected person care.

We needed to rapidly adapt to telehealth as an organization by growing telehealth options, coaching all our staff and providing totally digital choices for our outpatient clinic sufferers. We now use our telehealth answer to see hospital sufferers with the clicking of a button which is working very nicely for us.”


7. Buyer Focus and Efficiency-Primarily based Advertising

Clarify Capitol“Because the pandemic began, we determined to utterly dispose of face-to-face buyer conferences, pivoting to a completely streamlined digital course of. This was a mandatory change with the intention to meet shifting client wants and preferences. The first method we now work together with our clients is through telephone, e mail, and video conferencing. 

With a purpose to present a robust digital expertise, we needed to thoughtfully alter inner processes to scale back waste and improve operational effectivity. Because of these enhancements, we really feel we’re capable of present a greater buyer expertise.

…When it comes to advertising and marketing, we reallocated funds, selecting to chop down on non-essential bills and spend on advertising and marketing efforts that present goal, measurable worth. For our small enterprise, this meant shifting to performance-based advertising and marketing over model primarily based. We more and more leveraged inbound channels, like search engine optimisation, and diminished outbound techniques, like distributing Fb advertisements for branding functions.

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We grew to become closely reliant on utilizing quantitative information to measure progress and ROI. The technique paid off:  we’ve been capable of seize and convert extra certified leads, as in comparison with our pre-pandemic advertising and marketing and promoting outcomes.”


8. Driving Visitors With Highest-Worth Content material 

“As a content-based enterprise, it was important to vary my messaging to maintain my viewers engaged.

I added Covid associated subjects to my content material technique.

For instance, I created articles addressing the rise in bundle theft, cybersecurity points, and on-line purchasing questions of safety within the wake of the pandemic outbreak.

By offering worthwhile Covid associated insights to my readers, I used to be capable of construct my month-to-month site visitors up from 2,000 per thirty days in March to over 20,000 per thirty days in November.”


9. Constructing Robust Social Engagement 

world wise tutoringAs a result of the pandemic triggered my referral stream to cease, I sought different methods to achieve new purchasers.

First, I amped up our social media presence, sustaining every day engagement with our potential clientele.

I additionally shared my methodologies with mother and father and educators at no cost through my weblog and fb group, and in addition by contributing in articles, lives, and podcasts. Moreover, I networked with like-minded people who’ve been sources for concepts, significant connections, and new purchasers.”


10. Carry Prospects in…With Reside Streaming! 

MORIARTY'S GEM ART“We’re a small family-owned jewellery enterprise that needed to shut our brick and mortar retailer in the course of the pandemic. We needed to give you completely different methods to maintain enterprise going throughout this time, and when individuals have been nonetheless cautious afterward.

Two weeks into the disaster we began doing reside streams by Youtube and Fb. These reside streams have been each instructional and industrial in nature. These reside exhibits permit guests to view our gadgets, purchase on-line and ask questions.

It’s one thing we had mentioned previously, however by no means went by with, as a result of time constraints.

We marketed our reside streams beforehand by emails, our web site, and social media. We at the moment are getting about 1000+ viewers watching our present every time.

Not solely has it helped to remain linked with our clients, it has generated a ton of gross sales ($12,000 from our final present) for our enterprise. It has been so profitable that we’ve continued it (on the twentieth present I imagine), even with our retailer now being open.

It has actually helped by way of income with the diminished quantity of individuals coming into our retailer.”


11. Leveraging Know-how to Forge Relationships

mavens and moguls“I began a branding/advertising and marketing agency 19 years in the past. The largest change for me/my group/purchasers from the virus is the shutdown of all networking occasions/journey/conferences. I’ve had extra Zoom/Skype calls previously 15 days than the prior 12 months!

Pivoting to on-line conferences/webinars is a great/productive method firms can proceed to have conversations that educate/inform/construct relationships/transfer ahead throughout this disaster…

That is additionally a good time to construct your model by on-line advertising and marketing/social media.

Decide a couple of stuff you take pleasure in doing and do them very well like Content material Advertising/Thought Management that are greatways to construct your model, improve your visibility extra broadly, elevate your profile and entice extra purchasers/clients. 

You do not want to weblog or be on all social media platforms however ensure you are lively on those the place you’re. In case your viewers doesn’t use Fb/Twitter/Instagram to search out you then you don’t want to make them a precedence. For a lot of skilled service companies like mine, leveraging LinkedIn issues essentially the most.”

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12. Give attention to Precious Content material

cordless drill guide“My title is Trond Nyland. I’m the Founder and CEO of Cordless Drill Information. I really like startups and have been within the on-line enterprise since 1998. This pandemic has allowed me to essentially make a go at my most up-to-date enterprise and what can I say, it’s flourishing.

Making a information primarily based from a interest makes a lot sense. It’s a ardour of mine so the work is easy. I’ve all the time been updating my web site however with lockdown I may actually focus the time wanted to good the content material. 

Much more persons are looking for worthwhile info on-line now. This results in extra site visitors and income for my enterprise. I would like to make sure that the content material I’m sharing is updated, educated, and simply adopted… 

Precious content material is nice for producing natural site visitors. I’m now capable of spend extra time on my on-line enterprise, due to this fact extra time with my household. The right work/life steadiness.”


13. Discover a Want – Present the Resolution

my pet child logo“My title is John and I’m the founding father of My Pet Little one, an internet useful resource for pet homeowners struggling as a result of COVID19. 

…As somebody who began my enterprise in response to COVID19 I really feel just like the mission has been a hit! I began MPC as a result of by my work as an animal fosterer I came upon that rescue organizations and shelters have been getting file numbers of surrendered pets.

Pet homeowners have been dealing with the financial toll of the pandemic and have been unable to afford to maintain their beloved pets, regardless of the assorted sources which can be truly out there. However in case you don’t find out about them, you possibly can’t entry them! 

As a marketer, I’ve all the time strongly believed that feeling keen about your concept isn’t as vital as having an concept that’s in demand, and I used to be fortunate to have an concept that coated each of these standards…

…My database has grown over the previous few months to incorporate vet clinics, rescue organizations, pet meals banks and monetary assist throughout the USA regardless of solely beginning with a couple of native pet rescue listings. The necessity was there so I knew the place to pour my vitality and sources. 

That is a crucial lesson from 2020: discover the necessity and supply the answer…”


Will Your Model Be on Subsequent 12 months’s Listing? 

We hope these tales helped get your inventive juices flowing as you proceed to strategize and plan for Q1 and past. 

In case you want any help or insights, please don’t hesitate to succeed in out to your group of consultants at any time. Whether or not 2020 was a hit otherwise you’re attempting to rebuild, we’re right here for you and your model. 


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