In Times of Crisis, it Could Be An Idea to Pivot (Survive and Thrive)

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If you are in the travel and tourism niches, then you could be forgiven for feeling sorry for yourself. Most recessions have a slow burn, so it takes time for things to filter through.

In this instance, the fall has been spectacular.

Many are describing it as a catastrophe.

For many businesses, they have gone from success to zero income in a matter of weeks. There is a lot of anxiety in the market place as the domino effect starts to grind in.

Marketers are one domino in the supply chain. Affiliate marketers can be especially affected.

It is emerging that there are different scenarios at play.

Some companies are retrenching as they struggle to come to terms with the environment that is evolving. It can be so hard to remain positive when your business has evaporated.

We should plan for such situations; the truth is that we rarely do. Many businesses survive one sales week to the next.

Some companies are in a holding pattern; many governments are creating packages to help businesses survive, viewed as an interim measure. Many companies that are reliant on tourists to create their business will not make it if borders remain closed. That is a global situation.

The global pandemic has a long way to go, and we only see the tip of the iceberg to date. As incomes shrink, so does spending, we all have an inbuilt survival gene; that has been with us forever. In times of uncertainty, people become cautious.

Governments are struggling, and the narrative is that we have to open up the economy and help businesses to survive, create jobs and growth. That situation can subjective and one that is designed to give confidence. As an audience, we have become very sophisticated and have this gene that allows us to see through the rhetoric. A second point is how do we define business in these new ecosystems?

It still doesn't address the issues that business owners and marketers are facing at the ground zero of their endeavors.

The way to create Solutions

The final scenario is that business steps back and takes stock of the situation and looks for solutions.

  • It is one time that we all need to go back to the basics.
  • Why are we in business, and what our goals and aspirations?
  • Who are our customers?
  • Where do they hang out and what do they buy.
  • How do we best find solutions for their problems?

The ABC of business.

Pivoting is fit for purpose.

Used in this case, it is where we sit down and reflect and look at all the different ways we can not only stop the slide but also create new business opportunities. By nature pivoting is about changing direction.

That can be easier said than done; energy will have been expended to create a position. It is a situation where we have to adapt and create new opportunities. I have used the travel and tourist niches because it is blindingly evident that there is a significant impact—both to revenue and the ability to generate income, globally.

Looking on as an observer, it will impact every niche at some point to a lesser or greater degree. Our ability to work our way through this will help to guarantee our success moving forward.

Failure to address this situation is not an option. We have to face the winds of change head-on as the canaries are starting to fall off their perches. ( they used canaries in the coal mines for the purpose of detecting poisonous gases, they die it is time to get out of there)

This post is not about being a negative naysayer; instead, just making some points that may or may not start a conversation. It is a conversation that we need to have with ourselves at the very least.

It is a conversation that I have had already, so I am feeling pretty positive moving forward after leveling up to the situation. Out of loss and pivoting, we can create better outcomes. That loss was significant.

Signals;

There will always be signals, and our ability to detect those signals will be contributing to the successful outcomes that we create.

If we look at the unemployment figures coming out of the US, currently standing at 36 million, and the ability of systems to be able to cope and administer the UI payments, we see a signal.

If you stand still, you may see signals that may impact your business in your geo-location or where your audiences hang out. Once we make that recognition, it can be the start of change. Talking in terms of basic ask your self the questions above, be honest with your self.


Some things to be aware of and accept.

  • Try not to focus on things that are already available online, in saying that start looking at a different angle. Focus on the value that will help you stand out from the crowd and bring benefits to your customers and readers.
  • One of the golden rules never try to compete on price; the only race you will get into is the race to the bottom.
  • A bitter pill this one; don't expect customer or reader loyalty; they are as worried as you and will be looking for the best deals and best information.

Some things to consider.

  • More than ever, it may be helpful to become that expert and authority in your chosen field or niche.
  • Jettison anything that is not contributing to your business, maybe, the email lists of others that you are on, subscriptions that you do not use or get value from, any costs that provide little benefit.
  • If you are service-based, provide excellent service drill down and see where the market is sitting and provide competitive pricing.
  • More than ever, step out from behind the curtain, let your audiences and customers know who you are as well as your goals and aspirations, and let them know that you are there for them and that you are in it together.
  • Be creative around your branding and in the offers or programs that you are promoting, " if everyone is in yellow cabs turn up in an orange one."
  • Build value into what you are offering, no harm in providing perks; take a leaf out of the books of other marketers. Make those offers a little more attractive.
  • At challenging times like this work on developing your networks not only with providers, customers but also with associates and people that, in other circumstances, you may look at as competitors. The rule of thumb if you are experiencing adversity, they may be as well.
  • Don't be afraid to send folks in other directions if you do not have the competency or all the answers; people are looking for solutions after all.
  • More than ever, we need to become one with and be defined by the message that we are presenting. If we follow this path, we will naturally build in agility and be quick to identify anything that is starting to impact your business and take the necessary steps to make adjustments.

    Re imagine and re orientate;

    "We are in a dynamic and evolving situation. One thing for sure it is not the most intelligent, the best writer, the best marketer, the best blogger, the most engaging, the biggest bank balance, the most significant online presence that wins."

    "The one that does the best in any season is the one that can adapt the quickest and effect positive change based on the situation and environment they find themselves in."

    Revolution doesn't come about by the minority losing or missing out; it comes about because the majority become disenfranchised. Sometimes we need to create our revolution, or should I say evolution.

    Take care and stay safe, and if you are facing the winds of change, then more than ever, we need to take action, while we have the opportunity. It is a lot easier to do that before the breakers start crashing through the doors of your business.

    I am reminded of that poem on that famous statue; it takes on new significance, almost an invitation from our new normal beckoning us to step forward.




    Change can be hard to navigate; once we set sail, we are a day closer to our destination. I may be wrong, and this will only be a blip; planning as always helps us to create the sustainability that will see us through any storm.

    Best wishes everyone!

    Alex Evans

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    Recent Comments

    34

    Hey, Alex,

    This hit home. My niche is travel-related. I started my site back in October and been struggling to drive traffic. Then, all of a sudden, we're in the midst of a pandemic.

    I've been monitoring other travel bloggers to get ideas, but it seems they either took a break or only post occasionally about issue related to the pandemic. I've done this myself a few times, but there's not much I can do.

    In the meantime, I opened a second website in another niche. I'm slowly starting to add content to it.

    Currently, I have the time to work on two sites, but I don't know how I'll do it once I go back to working full time. Oh, well...

    Thanks for sharing.

    Great post!
    It is true that it is important not to give up and to react instead of getting caught up in panic. The tourism and therefore the aviation sector has been at a very low point for several weeks, and it is not finished. Unfortunately this crisis is not over tomorrow I think this industry will learn to anticipate the worst, it is not pleasant to predict the worst scenarios, but we are in the worst in terms of economics and health so the pivot is now.

    Ingrid

    Hi Ingrid, thank you for your thoughtful response.

    So true, there are indicators flooding the various market places.

    It can be about pivoting and also looking for solutions.

    Being in control of the situations that we confront instead of being controlled by the evolving situations.

    Take care, and best wishes for your online journey.

    Alex

    Everybody has to build to what the new normal will be when it gets here. The faster it gets here the faster the turnaround, slower and not only is it taking longer but the new normal will be farther changed. Consequently with either case, spending habits with change considerably more than likely downward in many niche's. Therefore, it will be important to find the new $$$. CHANGE will be the OPERATIVE word for many because the volumes will be less than 01/01/2020 for quite a while. Alex excellent post.

    Hi, Edward that is very perceptive of you.

    Change in this current situation is enviable, the huge issue for many is that they do not want to acknowledge or address the situation.

    An excellent time to get ahead of the curve and make plans moving forward, better to be in control of the situation than controlled y the situation.

    Thank you for commenting Edward much appreciated.

    Alex

    Alex, I can see a lot of thought and studying went into this post, it is telling me many things, some of which I knew and understood, others were things I already knew but were and are so deeply buried in the subconscious that I am almost unaware of their existence.
    I like that you have taken yours out for an airing, given your imagination and skills a proper beating, and as you say “we need to adapt”.
    The analogy of turning up in an orange cab when all around are yellow takes courage but I feel you do exactly as you say, hopefully your flock are listening now all we need to to is act, it is indeed a new platform for the courageous and the forward thinkers and as you mentioned not necessarily the smartest writers, the quickest minds or the reactive bloggers....

    I would love to read a follow up post on how your business is evolving during the pandemic.
    Thank you, for the post, thank you for pointing out the secrets which are hidden in plain sight and thank you for a great start to Friday . đź‘Źđź‘Ť

    Hi Cordelia, enjoy your Friday, I am sure that you will be facing some challenges.

    If it was just one then it would pass and pass quickly. Unfortunately, we are all affected it can be about positioning and finding our place in the new world. Given the fall out we are with this malaise for a long time.

    At some point, we need to stop and reevaluate where we are going and why. Sometimes change is forced on us, it is better to take action and be in control of that change rather than be coraled by change.

    The nine to five grind does a pretty good job of doing that.

    Most of the stuff we know, even if we have forgotten the finer points. We can not escape some universal points of reference. they form the foundation of much that we know and hold to be true.

    In terms of marketing the orange cab, is the ticket to freedom.

    Ask ten people and they say it is a silly idea and it will not work.

    Then that is the time to go hard out and make a success of the situation because it will work.


    Ask ten people and they say it is a brilliant idea and it will work.


    Then that is the time to give it a wide birth, it will not work.

    If we are honest many of us are risk and change-averse, sometimes like this change is forced on us, the only trouble is that we do not see the opportunity.


    That can be the time when we create our best work.

    It is kind of funny people just seem to turn up and bring the right energy at the right time.

    I appreciate your insightful comment Cordelia, some food for thought.
    Alex











    Such a good and thoughtful response, thank you Alex for taking the time..đź‘Ť

    Alex times have changed, and the only way to survive is to adapt!

    Hi Giliam, well said.

    The times are changing and with all change, whoever adapts thrives in new environments.

    best wishes and thank you for commenting.
    Alex

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