We’re all dealing with the feelings of uncertainty and anxiety around not only the economy, but also our new state of “normal” living. Even though we’re over six months into the Covid-19 pandemic, and some cities are basically completely opened, we’re still faced with the challenges of a new normal to stay safe and healthy.  Now, we’re also living in the most racially tense time of the 21st century, and while we’re trying to live a productive and happy life, most of us are walking around with a constant sense of worry, sadness, and even anger.  Most of us feel a sense of responsibility and it’s expected that that burden leads to confusion around where we should be focusing our energy.

If you’re an entrepreneur, it only makes sense that this point of time is especially difficult for you.  However, you shouldn’t forget that downtimes will always come and go.  Whether it’s a natural disaster or just a slow season for your industry, if you want to be successful, you’ll have to use these downturns to your advantage.

Take the Time You Need

The last thing you, or your brand, needs is for you to exhaust yourself by doing too much in a time when we need to be taking care of yourself.  Don’t risk making bad decisions or sacrificing your reputation for the sake of trying to be consistent in a time when we’re all just interested in “doing our best”.  Try finding a more “relaxed” cadence for your messaging during these times and don’t try to push any big launches or campaigns while you might not have anyone’s full attention.

Be Considerate of Your Customers

Just like any other time, your customers or audience should still be top of mind in periods of “downtime”.  This means not neglecting your customers; and in many cases, being incredibly careful in any messaging you might be putting out during this time.  For example, if your downtime is a result of an off-season for your industry, you want to be sure that you’re not planning what could be a major announcement or campaign for this time.  If you’re facing downtime because of major world issues such as the tragedies we’re facing now, be especially thoughtful about when you’re sending that pretty new email or posting that funny meme.

As always, be transparent.  Make sure that your audience, customers or not, are aware of any changes you might be making, and most importantly, that you’re paying attention to anything major that might be impacting them.

Plan for the Best

While you’re in any period of downtime, the best thing you can do for yourself and your business is to prepare for the best possible return to full capacity.  When planning, plan to accomplish even your loftiest marketing and sales goals.  You should carefully map out every activity after a period of downtime so that you can return to normalcy in an even stronger position than you were in before.

Embrace Change

One thing is for sure, change is constant and inevitable.  While you may be experiencing some downtime from your marketing, the world is still turning, and change is guaranteed.  The only way to make the most of downtime, no matter the reason, is to embrace the inevitable changes, rather than fight against them.  Embracing change doesn’t have to mean completely upending your brand standards, taking on new products, or anything else drastic.  The best way to make the most of any change is to carefully assess your market, competitors, and target audience or consumers to see how you can best meet shifting demands or adapt to trends. 

Conclusion

Having a period of downtime in the marketing and promotion of your brand doesn’t have to lead to a permanent decline.  Instead, having some downtime in your brand’s marketing can become a driver of even greater success when used in a productive way.  Spending time thinking strategically and making plans for a “new normal” can be the difference between failure and success after even the most extreme circumstances.