As we edge into a new year filled with continued COVID fears and ever-changing protocols, it's hard for small businesses to feel optimistic about the coming months. Some have shuttered their doors forever. That's the very reason why we MUST create our own destiny and figure out how we can solve a problem for our customers and clients during this extended pandemic. Employees learned how to work remotely, fighting through new technology platforms. Students and teachers learned how to adapt to online learning.
While COVID has hurt many small businesses, it has also helped many discover how resilient and creative they can be. Small businesses took leaps of faith to retain their loyal customers by tracking ever-changing state and local protocols, embracing technology and thinking outside the box to serve their customers. Website overhauls now included e-commerce options as online shopping became necessary. Facebook Marketplace, Etsy, Shopify, Ebay stores and other auction sites replaced brick and mortar shopping. In-person workshops and events moved online using FaceTime, Zoom and other platforms.
I came across a social media timeline that brought back memories of joining LinkedIn shortly after it launched in 2003, then Facebook in 2005, Twitter in 2007, and Pinterest (still my favorite) in 2010. I joined Google+, but never liked it. Apparently, I wasn't the only one who lost interest in the platform as it was shut down for good in 2019. New platforms emerged - Snapchat, Periscope, Vine, and now TikTok. Two of these have already been shut down. An alternative platform to Facebook called Parler launched in 2019 and was forced offline by Amazon and Google.
So, what can small business learn from this ever-changing and fickle marketplace?
I spent many years facilitating educational workshops on social media and email marketing. At the beginning of most classes I showed a slide that featured a wheel. The hub of the wheel represented what we, as small business owners, controlled -- our website and our mailing list. The end of the spokes included all the various social media platforms. These are areas we cannot control and don't own. Now, more than ever, it's important to rely less on what we cannot control and bolster our relationships with our customers using our mailing lists which continually point back to our hubs - our websites.
I wish you much success in 2021.
Liz Provo, Mass Marketing Resources.