Since the COVID-19 pandemic first hit the U.S., there has been no shortage of daily reminders outlining stay-at-home orders and the impact on our workforce. All across the nation, millions of employees have converted to full-time remote work status, with an equal amount anticipating the situation will last for the foreseeable future. Seemingly impacted like no other industry by this new “remote” norm are home-based and small businesses, as well as entrepreneurs, many of whom have shifted their business model completely in order to stay afloat.
In fact, according to the 2020 Facebook State of Small Business Report, the economic turmoil unleashed by COVID-19 is striking personal, at-home businesses harder than any other industry. As evidenced by the data, these businesses are more likely to report being out of operation (52% vs. 31% of more formal SMBs), more likely to struggle from basic operational issues like logistics and supplies, and less able to support remote work long-term (55% cannot sustain workers working from home for more than a few days).
But, there is hope amid these challenges. What I am seeing from businesses is that whether they’ve been in business for six months or 17 years, they are entrepreneurs at heart. The continued “start-up” mentality and re-invention based on their customer needs is core to success. And one way we are seeing this come to life is in the form of online communities to share ideas and support each other — just ask Remote Rockstars.
The Austin-based professional services and educational company supports entrepreneurs and business owners to hire remote workers and scale their business, while working with aspiring and seasoned virtual assistants through training and continuing education resources. They also created the Remote Rockstars Club group on Facebook, where they post daily verified job opportunities, provide training for freelancers, and record videos of encouragement, motivation and support during this difficult time. But above all, their online community designs to help business owners take advantage of the remote world we now live in.
To that extent, when a staggering number of professionals were laid off earlier this year due to COVID-19, Remote Rockstars saw an influx of candidate interest. As a result, they elevated their presence on Facebook to meet the heightened demand. By sourcing candidates through Facebook, the company was able to obtain $10k in revenue for one of its virtual clients — reaffirming their commitment to enabling a remote solution for individuals, entrepreneurs, small and medium-size companies all over the world.
But it’s not just Remote Rockstars creating online communities on Facebook and other platforms. Now more than ever, the small business community is turning to social media to create interactive places where customers can engage and like-minded people can connect, chat and maybe even work together. One recommendation I have for small businesses, is to create social or group posts with frequently asked questions, and the answers. This can help get the discussion going with your customers.
For example, take Jennifer Melenke, a Broadway actor who founded Broadway Babysitters after she saw a need to help her friends and network of parents in New York in the industry find childcare that worked for their schedules. For Jennifer, it was important to build her business around an ecosystem of art and culture and when she founded the babysitting service in 2019, she made sure to also employ out-of-work performers, giving them the opportunity to make income with a flexible schedule while managing auditions. Fast-forward to 2020 and the impact of COVID-19, Broadway Babysitters saw a decline in clientele as families were not in a position to have babysitters visiting their homes.
However, in response, Broadway Babysitters will soon be launching ‘Babysitting Bubbles,’ a new online program that will assign one babysitter to multiple families in close proximity to each other so everyone feels comfortable with who is watching their children in the midst of the pandemic.
Similarly, businesses are also using creative ways to engage their customers as they pivot to online-only services — from gyms offering workouts on Facebook Live to stores sharing product information in their WhatsApp catalog, and restaurants using Messenger to reach customers with delivery options.
And these options extend further. The recently launched Boost with Facebook Group is a community for small business owners and entrepreneurs to share tips, resources and training on tools to grow your business, non-profit organization or career.
Equally important for at-home business owners is utilizing a quick, easy and efficient use of apps. In addition to communities like Slack, WhatsApp and others, this vital community can now access COVID-19-related information, business tools and best practices in select Facebook and Instagram apps. This real-time, in-app information helps businesses take steps to move their business forward, and complements an existing Business Resource Hub that can be found in the shortcuts on the Facebook app and through businesses’ profiles on Instagram.
Ultimately, with hardship comes the opportunity for change. While small, home-based businesses no doubt face a rocky road to recovery, their embrace of new online communities will not only serve as a stepping stone to success, but help shape the future of the industry and the ability to keep us connected in a digital-first world.
