As the world watches Covid-19 wreak havoc on the global economy, workers are worrying about its impact and the likely recession to follow. Businesses are furloughing employees, and many are having to close their doors, showing signs of a recession looming in the distance. Any economic downturn is tough for anyone to deal with, but it can be twice as devastating for entrepreneurs. As business opportunities dry up and less money in circulation, competition gets fiercer. However, one entrepreneur in particular is determined not only to not let it affect his businesses but is leveraging the downturn to his advantage.
Callum Roche is an Irish entrepreneur who runs two successful ecommerce businesses. He believes that the downturn in the economy is going to increase the demand for his services and is busier than ever since the pandemic began. Ecom And Chill is Callum’s agency that focuses on building ecommerce brands for high profile social media influencers, “The demand for income security right now is pretty high and I think the industry we are in has fortunately for us, been propelled five years into the future as a result of the pandemic. This has brought us a ton of business, so much so that we’ve had to increase our staff,” he explains.
Roche also runs a personal branding company called Supercharged Clout. The business works side by side with ambitious entrepreneurs, influencers and business owners who are looking to become authorities in their niche.
Here are Callum’s three simple tips to secure more deals and recession-proof your business:
1. Get extremely clear on who it is that you’re selling to
We live in an age were technology and social media consumers our lives, meaning that we’ve never been more connected than ever. The power of social media platforms allows you as a business owner to get your offer in front of literally anyone. When you compare it to other methods of advertising such as TV or direct mail, you can’t narrow them down as specific as you can with social media and do it at such low cost.
“let’s say you are a dentist, and your ideal patient is a teenager who needs braces. Would you rather have 50 random people of all ages arrive in your car park from an advertisement or would you rather have 50 qualified parents parked outside with their kids in the car waiting on a consultation? Well, you actually have the capabilities to narrow it down that much nowadays with the data these platforms provide us with. So, it’s important that you get clear on who it is you want before you launch any marketing campaign.”, Callum explains.
2. Figure out what THEY want, not what you want
Did you ever see an ad pop up on your newsfeed and it’s a business owner boasting about how great their service is, why it’s better than the competitions and they are ultimately just glorifies themselves? Well Callum reckons this approach is a surefire way to repel business. “When most people make a piece of content or video to run as a promotion, they spend 100% of the video usually bragging about how great they are and guess who cares about that? Nobody. People don’t care about what you can do, they only care about what you can do for them”.
Be sure to think deeply about what keeps them up at night and address that, that’s what really hooks attention.
3. Show them how to get what they want
Once you get specific on who it is you want, and you’ve figured out what they really want. That will determine what you say in your advertisement. “When people talk about what I want, I tend to listen more”, he explains. You want to show the prospect how to get to the desired result with actionable steps that work and then demonstrate that you can get them point A to point B and make a simple offer at the end.
Learn more about Callum’s marketing tactics by visiting his Instagram (@calroche) or check out the content on his website.