It’s tough being a small business owner at any time. But right now, it’s REALLY tough.
My industry is particularly sluggish – and I know this because I’ve been talking to voiceover colleagues locally, nationally, and even internationally. We are all experiencing the same thing – it’s quiet.
Numerous people have asked me, ‘is it AI taking your work away?’, but I don’t think it is. While AI is undoubtedly having an impact, I honestly don’t think that’s the main issue.
The primary reason (I think) is that people aren’t spending money.
I’ve spoken to employees of big, multinational companies, and they tell me their companies are cutting back. When that happens, they use fewer suppliers, use their existing suppliers less, and outsource as little as possible. That has a knock-on effect all the way down the line to sole traders like me.
I was at a networking meeting last week and chatted to a couple of other small, rural business owners. They work in very different sectors to me – one works in IT, the other is a sustainability expert. Both are finding things hard.
So, what are the reasons for this season of tumbleweed?
Well, there are a few factors.
All the above has led to people (companies) holding on to their money that little bit tighter than they were.
At the moment there doesn’t seem to be an end in sight to some of these issues, so what can we do about it?
The biggest thing is to stay visible.
A mistake that a lot of businesses make is to cut back on their marketing when times are hard. In fact, it’s better to keep going with the marketing, so that when the economy improves again, people won’t have forgotten who you are, and you won’t be starting from scratch to get noticed again.
Staying visible doesn’t have to be expensive.
For me, attending networking meetings is a crucial part of my marketing, and although there is a cost in terms of membership fees, and fuel to get to in person meetings, the costs aren’t huge. Turning up and chatting to people keeps me at the front of their minds.
Social media has a time cost but can be free to use. Although organic reach isn’t what it once was, it’s still a useful way to get your message out, especially if you tag people so that they see your post. (Only do this if there is a genuine reason to tag them though).
Guesting on podcasts can be a great way to reach a targeted audience. Find a podcast that’s relevant to your sector and reach out to the host. They will more than likely be delighted to have a chat with you!
I have two podcasts myself. If your target market is small business owners then, ‘Small Business Big Network’ is for you, and if you are involved with a heritage attraction then contact me about the ‘Come Here!’ podcast. I produce weekly episodes for both podcasts, so I constantly need guests!
You could also consider taking things a step further and sponsoring a podcast to get even more exposure (for not a lot of investment).
To sponsor ‘Small Business Big Network’ for example is just £99 for 2 episodes. For that you get a mention at the top of the show, a 30-60 second advert produced by me partway through, your links in the show notes, and you/your business tagged in the LinkedIn post about the episode.
I also have a new offer this summer. For £149 you get all of the above, plus your professionally produced advert supplied as a standalone audio file for you to use in your own marketing. You could use this on your website, or as an on-hold message, or create an audiogram with it to use on social media, or use it as a voiceover on a mini video about your business.
If that’s of interest drop me an email to liz@lizdrury.co.uk and I’ll help you stay visible in this economic downturn.