by Clare Appleyard

On the 31st December 2019, there was a global sense of optimism. 2020 is our year, said everybody from entrepreneurs to politicians and Olympic athletes. Fast forward three months and much of the world is in tatters. Dreams have been shattered, economies have been devastated and lives have been lost. Nobody, nobody could have predicted the worldwide havoc that an invisible enemy called Covid-19 would wreak.

The word “unprecedented” has been used time and time again to describe the Covid-19 related events that are unfolding daily. The Olympic games have been called off for only the 3rd time in history (the last time being 1940 during World War II, when, ironically, Tokyo was also the host city) and closer to home, the iconic Kruger Park has been closed, indefinitely, for the first time ever.

For women in the Lionesses of Africa network, Covid-19 has hit home hard. Many of our network have possibly already lost their businesses, some are wondering how they will survive and those that were on the brink of launching businesses have now postponed indefinitely.

Despite the doom and gloom however, there are definite steps that you can take to capitalize on the current situation. South Africa has just started it’s 21 day lockdown, and a smart entrepreneur will be using the situation to her advantage. Here are some of my suggestions on how to take advantage of the next 3 weeks:

1. Increase your social media presence

Over the next 21 days, people (and that means potential clients) are going to be spending more time online than ever before. Social media use will be exploding as people use Facebook, Instagram, TikTok, Twitter and other platforms to stay connected with friends and family. This is the perfect opportunity to be more visible to more people, more often. You don’t have an Instagram account? Open one. You don’t have a Facebook page? Create one.

2. Keep communication channels open (particularly if you have employees)

There is much uncertainty in the business arena right now, so if you have clients who are waiting for you to deliver a product, or service, be clear about how the lockdown has affected delivery times, and help adjust their expectations accordingly. Keep everybody involved in your business informed as to what the situation is (daily, if necessary) and what steps are being taken. If you have staff or employees, the best way to build trust and loyalty right now is to be honest and straight-forward with them as to the current situation and future plans, in a kind and empathic manner.

3. Develop new skills

Sure, you can Netflix and chill for 21 days, but don’t complain about your business crashing and burning. Now is the perfect opportunity to develop new business-related skills. What aspect of your business have you been previously outsourcing that perhaps must now fall by the wayside as a result of financial pressures? Can you learn something new with regards to social media, or blogging, or SEO (Search Engine Optimisation) that will help future clients find you? What one skill would help you fire up your business again?

4. Keep your daily structure and routine intact (as much as possible)

It’s going to be tempting to stay up past midnight, sleep late, sloth around and generally pretend that you’re on a staycation. Don’t. Keep as much of your daily routine and structure intact as you can. Not only will it help keep you sane, it will assist with your productivity and motivation. You may have to adjust your exercise routine from a gym-based routine, to a home-based routine, but keep exercising. Set aside blocks of time to create content, connect with clients, build new client relationships and brainstorm new ideas.

5. Take your business online

If you don’t already have an online aspect to your business, get started on that right now. The world and the way we do business will have fundamentally shifted by the time COVID-19 is over (and it will be over, eventually). Traditional brick-and-mortar stores are now disadvantaged more than ever before and an online presence will be essential to survival. If you have a store that sells a product, create an online e-commerce enabled website so people can still shop for your product. If you have a service offering (a consulting company for example), consult with your clients over Skype, or Zoom. Get creative in thinking about ways to get a larger percentage of your business online.

6. Optimise your website – or build one

There is no doubt that you can market, build a brand and attract clients using social media, but it always surprises me as to how few business nowadays have a functioning website. Google searches are alive and well when people are looking for a product and service, and if your website is not showing up on a Google search, you’re losing potentially valuable customers. Granted, some people use Facebook and Instagram as a search engine, but you have limited ways in which to capitalise on these platforms. With a website, you can create blog posts that are search-engine optimised. Create a Google Business listing, add your business to Google Maps and optimise for relevant keywords. WordPress allow for quick and easy development of websites where you can easily add and update content yourself, without needing to pay somebody else to do it.

7. Research your competitors

If you’re wondering what makes your competitors tick, or how they are winning online, now is the time to find out. Spend time on their website, on their social media pages and research what they are doing and how they are doing it. A number of SEO tools exist for you to dig into competitor websites and see what keywords they are using, what pages they are ranking highly for and so forth. Figure out what makes them tick, then incorporate that into your own business.

8. Target new clients

It may seem an odd thing to do when it seems that there is no business to be had, but there are multiple ways to start building relationships with future clients. Find ways of adding value to potential clients right now, and pique their interest with regards to your products and services. Don’t focus on selling, focus on the relationship and find out what they need and how you can help them. Then start planning a sales strategy for that client when business resumes.

9. Get creative

Finally, get creative. There will be ways to come out of this and have your business thrive, but it will take turning everything you know upside down and, quite possibly, starting over again. Throw away the old beliefs you have about your business and how it’s been run (or how you feel it should be run). Read up on the business mavericks, those that have gone against the flow and done things differently. Tweak and adjust other people’s ideas to fit your business.

The world economy is in upheaval, again. There will be an end to the COVID-19 epidemic, and if you use the next 3 weeks carefully, you can find yourself ahead of the curve when balance is restored again. I urge you to resist the urge to kick back and relax, when you should be putting your foot on the gas more than ever before. Fortunes can be made in times of fear and panic. Do everything you can to create yours, right now.

Clare Appleyard is the co-founder of Katannuta Diamonds, a bespoke jewellery manufacture company based in Johannesburg, South Africa. Formed in 2007, Katannuta Diamonds has established itself as one of South Africa’s leading independent jewellers, with a strong reputation for excellent service, quality workmanship and competitive prices. Graduating from UCT with a Master’s degree in geology, Clare gained valuable diamond experience working for global giant De Beers, before expanding and developing her interest, knowledge and skills into the world of polished diamonds and gemstones. Passionate about diamonds, gems and consumer education, Clare is building a strong, proudly South African brand and is committed to helping fellow female entrepreneurs do the same.
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