Erie Busineses Law - June 2020

www.ErieBusinessLaw.com 814-315-9255

June 2020

With the World Changing Around Us, It Is Time to Be More Active

I’m sure I’m as guilty as anyone when it comes to time spent aimlessly scrolling through social media. But, when it comes to marketing your business, social media is a valuable tool, especially when you know how to use it effectively. During the COVID-19 pandemic, my team and I saw an opportunity to use social media to help more business owners. With quarantine and stay-at- home orders in place, people are spending way more time on social media. Knowing this, we started running ads on all our social media platforms, and we discovered something interesting. Even though there was an increase of people on these sites, the cost of the ads themselves dropped significantly. We were able to spend less money and have a far bigger impact, which was an unexpected but considerable advantage for us. One of the biggest benefits was the chance to run and test multiple ads. We ran five or six different ads, learned what was working, and adjusted our strategies and budget accordingly. We were able to get data quickly on our ads’ performances and adjust as needed. At first, we used images of people hunched over, clearly distressed and anxious. Then I spoke with another business owner who suggested we try a different angle. Instead of focusing on surviving COVID-19, we shifted to conquering it. That subtle change resulted in immediate results. In one of our most successful ads, we chose to use a picture of a woman climbing a mountain — a display of strength and determination. Through this approach and with social media alone, we extended our reach to other businesses exponentially. It also helped us to attract more of the type of clients we like to work with.

reach in the first place. Business owners need to look for these types of opportunities constantly and be aware that they might not be apparent at first glance. When it came to the pandemic, it was easy to get caught up in the fear gripping the world, but we also had to keep moving forward. By looking for growth, we turned the situation into a positive for the business, our clients, our employees, and our community. “That is one of the tricks of opportunity. It has a sly habit of slipping in by the back door, and often, it comes disguised in the form of misfortune or temporary defeat. Perhaps this is why so many fail to recognize opportunity.”

We were fortunate to spot an opportunity early on. But more importantly, it was the fact that we were actively seeking a way to increase our

“It’s more important than ever to find the positives and push forward in the months to come. It’s time to conquer and not just survive.”

– Napoleon Hill

There is no shortage of misfortune in the world right now. That also means no shortage of opportunity. As the future is full of uncertainty and laws bring more restrictions on what we can or cannot do, business owners must be even more diligent in looking for these types of opportunities. The opportunities you spot now and the decisions you make because of them will have an incredible impact on your future.

–Adam Williams

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