#SmallBusinessBigInfluence: A Live Discussion on How to Support Small Businesses During COVID-19

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Smith House Photography

It’s safe to say COVID-19 has upended our lives in every possible way. Socially, emotionally, physically, and certainly financially. In times of crisis, businesses are put to the test—supply chains are disrupted and profit margins are compromised. But if there’s one industry that has been impacted the most, it’s small business—and they need our help more than ever right now. 

The Shelter at Home policy has seen all our favorite restaurants, fitness studios, salons, and boutiques close shop across the country. These businesses are the backbone of our country, and we need to support them the best way we can. In times of great uncertainty, success comes down to how you pivot and respond—and now is the time to be swift, not reactive.

For some #realtalk on how to pivot in a crisis, lead with purpose, and promote small business through big influence during these challenging times, we asked three powerhouse female founders—Deepica Mutyala, founder and CEO of Live Tinted, Danielle Bernstein, entrepreneur and founder of We Wore What, and Amber Fillerup, founder of Barefoot Blonde—to join our founder and CEO Jaclyn Johnson for a special roundtable discussion (via Zoom, of course) on the state of the industry and how we can support it. 

Scroll on for some highlights from the conversation and be sure to follow Create & Cultivate on Instagram to find out how to join our next roundtable discussion. If you want to join the movement and support small businesses right now, please visit @SmallBusinessBigInfluence on Instagram.

Jaclyn Johnson, Founder and CEO, Create & Cultivate Deepica Mutyala, Founder and CEO, Live Tinted Danielle Bernstein, Entrepreneur and Founder, WeWoreWhat Amber Fillerup Clark, Founder of Barefoot Blonde

On accept and establishing a new normal…

“I think the toughest part is creating that sense of culture when you’re not together.” — Deepica Mutyala, founder and CEO of Live Tinted

“I didn’t realize how much we accomplished in in-person meetings” – Amber Fillerup, founder of Barefoot Blonde

“Having a morning routine and treating it like normal has been the only way to create a normal.” – Deepica Mutyala, founder and CEO of Live Tinted

“I keep telling myself that we are all human and that’s the number one thing that matters right now.” — Deepica Mutyala, founder and CEO of Live Tinted

On embracing authenticity on social media…

“Now more than ever, people just want to see human.” — Deepica Mutyala, founder and CEO of Live Tinted

“I’ve tried to have the right balance of content that can distract with content that can educate with content that is actually helpful and useful.” — Danielle Bernstein, entrepreneur and founder of We Wore What

“It’s been an opportunity for us to do weekly newsletters where we profile people from the community who are doing heroic things.” — Deepica Mutyala, founder and CEO of Live Tinted 

On leaning into charitable contributions…

“Everything has meaning behind it and I want my followers to feel better about their purchases and feel like they are really going to help someone.” — Danielle Bernstein, entrepreneur and founder of We Wore What

“No matter how much I do, no matter how many people I’m helping right now, I’m still getting hate thrown my way.”— Danielle Bernstein, entrepreneur and founder of We Wore What

“Every sponsorship I have coming up I’m asking them if we can donate to a charity in need.” — Danielle Bernstein, entrepreneur and founder of We Wore What

On pivoting during this unprecedented pandemic…

“We’re sold out of two shades and can’t get that back in stock, so its forcing us to get really creative, and something we’ve always wanted to do is merch and there are manufacturers in LA that are still working.” — Deepica Mutyala, founder and CEO of Live Tinted

“At C&C, our whole business is events, so were thinking how can we bring things online.” — Jaclyn Johnson, founder and CEO of Create & Cultivate

“Social media views and engagement have increased by over 30% in the last two weeks. Everyone is spending a lot more time on digital and social media.” — Jaclyn Johnson, founder and CEO of Create & Cultivate

“More than ever, it’s a great time to work with influencers, you just have to be sensitive to what’s going on in our current landscape.” — Danielle Bernstein, entrepreneur and founder of We Wore What

On putting your employees first…

“I’m trying to feel out my employees because this is really taxing on our mental health, too, and I don’t want to push my employees too much. So, were being really sensitive and taking things slow.” — Amber Fillerup, founder of Barefoot Blonde

“Every morning, we get on a FaceTime call and have our coffee and do a morning ritual where we do our rose and thorn for the week.” — Danielle Bernstein, entrepreneur and founder of We Wore What

“Transparency has been key for us.” — Deepica Mutyala, founder and CEO of Live Tinted

“I think there is solace in the fact that its everyone and it’s not industry-specific.” — Jaclyn Johnson, founder and CEO of Create & Cultivate

MORE ON THE BLOG

Ask an Expert: How to Be Innovative as a Small Business Right Now and Remain Profitable

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Trinity Mouzon Wofford

If there’s one thing we’ve learned from our Ask an Expert series, it’s that innovating will be crucial for small businesses to come out of the COVID-19 crisis stronger than ever. “Pivot,” “shift,” and “adapt” are buzzwords that have popped up in nearly every conversation we’ve had with founders in nearly every industry, ranging from events to skincare to fitness.

Naturally, we could think of no one better to speak to the topic of innovation than Trinity Mouzon Wofford, the youngest black woman to ever launch a line at Sephora and a Forbes 2020 30 Under 30 honoree. Keep scrolling to read a few highlights from our conversation with the forward-thinking co-founder and CEO behind the wellness-meets-skincare brand Golde, as told by Wofford to Create & Cultivate.

Check-In With Your Community

If you’re wondering how to talk to people right now about your business, ask your community. Instead of racking your brain trying to figure out what’s appropriate, ask them. It all comes back to thinking about your community and what they’re looking for from you right now.

Does your product or your service provide value for people right now? At Golde, we’ve found that our products provide a lot of value and service to people who want to practice wellness at home right now. What is it you’re selling and does it resonate with what people are going through right now?

Prioritize Word-of-Mouth Product Recommendations

No one wants to be sold to right now. More than ever, those micro-influencer relationships, those one to one product recommendations that are coming from friend to friend, are what’s resonating with people right now.

Lean Into Digital to Acquire (and Retain) New Customers

If you’re seeing increased traffic to your site and increased conversion rates, this is an opportunity to develop an acquisition strategy that brings people into your retention strategy.

We’re shopping online way more than we were before, and although consumer patterns have shifted due to a temporary situation, these shifts may last longer than the crisis, if not permanently.

Again, it comes down to having honest conversations with your community and what they want from you. You have to figure out what your voice is and what your opinion is and couple that with who’s listening and what they want to hear from you.

About the Expert: Trinity Mouzon Wofford was raised in New York's Hudson Valley by a single mom with an autoimmune disease. When she was a teenager, her mom started seeing a holistically-minded physician and saw an incredible improvement in her symptoms, which inspired Wofford to study pre-med at NYU. When Wofford’s mom had to stop seeing her doctor because she couldn't afford it, Wofford abandoned her plans for med school, frustrated by the lack of accessibility to holistic care, and fell into a marketing career in New York. She absolutely loved it, but she knew she wanted to come back to wellness somehow. That's the mindset Golde was born from in 2017.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: How to Elevate Your Brand, Strategize, and Execute in These Strange Days

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: bongkarn thanyakij for Pexels

Marketing can be confusing, but even when it feels like the sky is falling, it is not a dirty word and, in fact, often makes the difference between a three- or a six-month uphill battle to recovery.

Trust me, I know a lot about both marketing and dirty words! And if the recession in 2008 showed us anything, it’s that now is the time to amp up your digital marketing spend. At Elevate My Brand, our creative experts are good as hell in all the many and multifaceted elements of marketing that support your business’ visibility, awareness and sales. 

Ahead, I’m breaking it down in two broad categories: digital and experiential. While these two forms of marketing may sound like they’re on opposite sides of the spectrum, they are integral to brand success (yes, even now!). They amplify each other’s effectiveness, so it is crucial that there’s synergy between the two. Enter, the mind map!

So, what is a mind map session?

Strategy is extremely valuable because of what is discovered in the planning process. It uncovers truths, areas of opportunities, blind spots and outlines the answers to necessary questions about audiences, goals, and budgets. This session is the starting point on any brand journey. It’s an opportunity to play, visualize and map out a strategic go-forward plan. Here’s what this could look like for you.

Digital Marketing

How do your customers find you online? This includes everything from your website and your social channels to your email marketing campaigns. We live in a digital world where people can access information fast and on every possible platform. Plus, people are more digitally literate and brand-minded than ever before, which is why brand consistency across all platforms can increase company revenue by 23%. Your digital footprint is a critical starting point. See if you can map it out like this for your brand.

Now, let’s break it down.

Your website

Let’s be clear. It’s 2020, so there is no excuse for a sub-par website. A website is basically a digital brochure of your brand. It’s your online headquarters. Making sure your website represents your brand through visual storytelling and quality content is critical. It’s often the first and only impression you make with a potential client, so make sure that you spend the time and money to create a stunning, interesting, information-rich and user-focused platform for your company. Think through the most important marketing elements of your site, such as forms, e-commerce API, mailing and database integrations, etc., to make the most of your customers’ online experience.

Your social media presence

Social media can be a great brand-building tool for your business if you use it the right way, especially right now where people are bored and looking to engage more than ever before. In your mind map session, make sure you’re outlining the social media platforms that will provide the most impact for your brand category and ones that you will be able to maintain activity on.

There’s nothing worse than seeing a brand social page whose content is spotty or non-existence. That doesn’t build brand loyalty and trust. If business development is your priority, consider LinkedIn or Twitter; product development or customer research, consider Twitter or Reddit; sales and UGC, consider Instagram, Facebook, or Pinterest; and for general education or content, consider Facebook. Your social network of choice matters. Develop a social media strategy that aligns with your business plan and KPIs. What are the general goals for your quarter, your year? Don’t try to be everything to everyone.

In developing your social media strategy, it’s important that you stay updated on current news and trends. There’s no doubt that COVID-19 has caused several businesses to alter their social media strategy. You probably won’t be posting the same content, but that doesn’t mean you should lay off on posting all together. In fact, social media content is more important now than ever, with engagement up nearly 30%!

During times like these, your social media content is probably going to be less about showing your product, and more about showing your values. How is your company remaining positive and helping the community during COVID-19? Showcasing your values and how you treat your employees will help build brand loyalty and potentially put you ahead of your competitors when budgets open back up. 

Your advertising strategy

Once you’ve developed a plan on your social network(s) of choice, it’s time to carve out a social ad budget and create some campaigns. Sadly, organic social alone won’t grow your audience or build brand recognition these days. You absolutely need ads to reach more eyeballs and increase your follower count.

In a mind map session, we guide potential clients in choosing the right ad platforms, whether that’s Facebook, Instagram, LinkedIn or even TikTok. You may think that advertising during the COVID-19 pandemic isn’t the best idea, but it’s actually the perfect time. Think about it: with other advertisers and competitors pulling out their ad spend, you have more opportunity than ever to grow your market share and rise to the top at a lower CPC, that’s a huge potential win.

Social isn’t the only ads platform. There’s also Google, have you heard of them? Whether you like it or not, Google Ads are a necessity. Recent updates to Google Ads’ algorithms have made it so that, if you want to be on the first page of a search engine results page (SERP), you have no choice but to pay to play. At a minimum, you need constantly running, highly targeted search ads to increase your SEO.

Your content development

Content is queen! Many people are surprised to hear that you should be posting content at least twice a week, which translates to 104 pieces of content for the year. How will you come up with this content? Our secret sauce, and something you can definitely execute while in quarantine, is a once-quarterly session where we spend one whole day to create content for three months or about 26 pieces. And rather than writing blog posts, we record vlog posts.

Why? Because YouTube is the #2 search engine after Google. In other words, video content with written transcriptions play nicely with the top two engines. The best part about content development? It’s low-risk and high-reward. You can set up some lighting and a good camera and record great content on the fly. Right now, while businesses are coping with COVID-19, is the perfect time to fill out your content reservoir. In our mind map sessions, we share with you some ways to create content “pillars” and build out a strategy from there.

Experiential Marketing

Whereas digital is the online experience of your brand, experiential is the offline experience. This includes events such as pop-ups, product launches, activations, trade shows, conferences, and even field marketing efforts. When planning and hosting events, it’s wise to use a little bit of your budget to bring on a photographer and a videographer so you can tie the experiential to the digital side as well.

A recent event series we did with the fabulous Tamara Mellon is a great example of how the two work synergistically. We partnered with the luxury shoe brand to create, fabricate and execute an event concept for the Create & Cultivate conferences. While we worked hard to fabricate their event, we also worked on the digital side to execute a hashtag that was unique to the event. It was #FlashYourMellons. It was a little salacious, and the brand wasn’t sure about it at first, but on the first day of the conference, Tamara Mellon got more social engagement through that hashtag than in the entire history of the brand! 

Obviously, in-person experiential marketing is temporarily on hold thanks to COVID-19. But that doesn’t mean all experiential is on hold. Convert, don’t cancel. If you can, convert in-person events to digital hangouts. Rather than reveal a new product in-store, go live on social. In just one week, Facebook and Instagram Live views doubled. Use this bizarre time to build brand loyalists by converting your events rather than canceling, and creating even more intimate and engaging moments online.

Right now, Elevate My Brand is offering complimentary strategy sessions to any brands in need. Shoot them an email at info@elevatemybrand.com or ping them on Instagram or Facebook. 

About the Expert: Laurel Mintz, J.D., M.B.A. is the CEO and founder of award-winning, Los Angeles-based digital marketing agency Elevate My Brand. Laurel’s gift is connecting with people and their stories. After all, companies are made up of people, and stories are just narratives that are the foundation of great marketing. Laurel’s energy has been the driving force behind the agency’s growth since it launched in 2009. Her awards include the 2017 Patrick Soon-Shiong Innovation Award, the 2016 Goldman Sachs 10,000 Small Businesses Company award, the Los Angeles Business Journal 2016 Women In Business Award, and more. 

Thinking of Turning Your Hobby Into a Business? Read This First

Photo: Anna Shvets for Pexels

Many people have hobbies they believe could be successful business ventures. Dreaming big is great, but sometimes we have to be practical. Starting a business is harder than it seems and requires lots of planning and risk-taking. Lots.

Unfortunately, no matter what products you create or services you can offer, you can’t predict the future. Before turning your hobby into a business, it’s important to sit down and think about all of the things that go into creating a successful company.

Here are a few things to consider before starting your own business…

Funding

Before you begin your business, you have to think about how you’re going to fund it. While you may not need lots of money right away, you need to be prepared for growth and potential emergencies. Whether you have investors or you’ve saved your own money, you’ll need to have funds readily available for anytime you may need it.

You can keep your day job in the beginning. This will ensure you have something to fall back on should your endeavor not pan out as you had expected.

Motivation

You have to be able to take the initiative and keep yourself motivated every single day if you’re going to turn your hobby into a business. Expect daily work and long hours—building a brand is hard work.

You’ll also have to learn the ins and outs of business—from account management to marketing initiatives. If you’re starting with less funding, you’ll need to teach yourself all of these different aspects. You might even consider taking a business course at your local college to get started.

If you can afford to hire a professional team, first hire people who can help you with marketing. Then, hire people to help you with whatever your weak spots may be or the areas where you have the least experience.

Branding

Your brand is what will make your products stand out from the crowd. Who you are is important to the public. It’s what helps them decide whether or not to work with you and buy your products. This is where your company mission is important. It shares your goals and values with prospective customers and employees.

Branding is also what helps people recognize and remember you. The images and designs you use on your products, website, business cards, and other marketing materials will make people recognize your brand. Be consistent in designing your website, marketing collateral, and other representations of your brand.

Networking

It’s important to network and meet people in your industry. These people will help you strengthen and expand your business.

While networking, you can find public relations contacts and media professionals to help market your business and manufacturers who can help you develop your products for less. You can also meet buyers face-to-face, which is always an advantage for fostering new wholesale relationships.

Networking takes communication skills, so it’s important to work on getting comfortable with public speaking and to learn how to talk to other professionals. If you’re initially uncomfortable in social situations, don’t worry. It gets easier. The more experience you have, the sooner you’ll develop these skills.

Professional Support

You’ll probably be working alone when you launch. However, as you expand and start to make a profit, it will be time to hire professionals like lawyers and accountants to help keep your business afloat.

Your attorney will be one of your most important resources in business. Your lawyer will help with trademarks, contracts, copyrights, incorporating your business, and more.

An accountant will also be vital, especially when tax season comes around. Your accountant can help you save money with exemptions and make sure all of your accounts are up to speed. He or she can also provide solutions should any financial issues arise.

Patience and Commitment

You have to be committed and patient to sustain a successful business. You can no longer treat your new business like a hobby- you have to work every day. Once you’ve launched, you’ll be working on this business full time, every day… for years. You have to be excited, prepared, and completely devoted to find success.

That said, we’re human! It’s normal to get frustrated sometimes when you’re running your own business. Stay level-headed when issues arise and remember success doesn’t happen overnight.

About the Author: Syama Meagher is a CEO and retail strategist who works with startup, growth stage, and enterprise retail businesses. The Scaling Retail founder has worked for Gucci, Barneys New York, Macy’s and more. For more information, visit Scaling Retail or email hello@scalingretail.com.

This post was originally published on May 18, 2019, and has since been updated.

MORE ON THE BLOG

"How Should I Handle This Crisis?"—What to Do When It's NOT Business as Usual

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Polina Zimmerman for Pexels

It’s safe to say that nothing feels normal right now. In the infamous words of Ross Geller, it’s time to “pivot” in both our personal and professional lives. As part of our Ask an Expert Instagram Live series, we’ve tapped some amazing women—spanning CEOs, lawyers, fitness instructors, and more—to help ease the transition for us all.

If you missed their conversations live, don’t worry. It’s not too late to catch them all on C&C’s IGTV. Below, we’ve compiled a few of our favorite segments for you to watch (or rewatch!). Spanning a conversation with a lawyer about force majeure clauses to a chat with a small biz owner on how to unite a remote team, there’s something on this list for everyone.

We’re all spending the better part of our days on Instagram, so we might as well spend that time learning something, right? Scroll on to get started.

“Have the difficult conversations—don’t avoid them.”

—Jamie Lieberman, attorney and founder of Hashtag Legal

If You Want To... understand what COVID-19 means for your contracts.

Watch... How to Review a Contract for a Force Majeure Clause (and What to Do If You Don’t Have One)

What You'll Take Away... Most of us ignore the force majeure clause in our contracts, but they are super important in a time like this. Jamie Lieberman, attorney and founder of Hashtag Legal, talks us through what it means when it is impossible to carry out contracts in place. Can I cancel? Can I postpone? Do I have to give my client their money back? Jamie is here to answer all these questions and more. If you’re not exactly Elle Woods and you need a little legal advice, this is a must watch!

“Fear is something that you have to embrace as an entrepreneur.”

—Cyndi Ramirez, founder and CEO, Chillhouse

If You Want To... chill out!

Watch... How to Stay Chill During a Stressful Time

What You'll Take Away... It is stressful to be a business owner right now. Cyndi Ramirez, the founder and CEO of Chillhouse, walks us through the ways that COVID-19 has effected her business and how her self care centric business is staying afloat. Cyndi is #relatable for anyone struggling to find their place in the middle of a crisis. Watch to see the ways she is pivoting, embracing fear, and supporting businesses doing the right thing.

“Regardless of how talented you are, if someone can’t look at your resume and see how you’d be a good fit for the role, your resume is not going to be effective.”

—Michelle Lando, certified professional resume writer, personal branding expert, and founder of Write Styles

If You Want To... spend your downtime updating your resume.

Watch... How to Update Your Resume and Find a Job When You've Been Laid Off

What You'll Take Away... If you’ve been laid off, there are still things you can be doing to make yourself hirable. Michelle Lando, a certified professional resume writer, personal branding expert, and the founder of Write Styles, joins us to share all the ways you can be using your time off to expand your resume and find a job. Michelle recommends using this time to learn new software, get new certifications, take on small projects to show off your skills, and tailor your resume to your dream job. Take a look at all the tips on how to make the most of your time off.

“Know that, when you are feeling anxious, the anxiety will end. It’s okay to be uncomfortable right now.”

—Lo Bosworth, founder & CEO, Love Wellness

If You Want To... ditch your anxiety.

Watch... How to Take Care of Yourself and Reduce Anxiety

What You'll Take Away... Anxiety is at an all-time high right now as we face an unprecedented change in our lives, but that doesn’t mean there’s nothing we can do about it. Lo Bosworth, the founder and CEO of Love Wellness, walks us through her best self-care tips and ways to calm anxiety. Lo recommends sticking to a schedule, meditating, moving your body, and, above all, leaning into the anxiety and acknowledging and accepting your feelings. “Don’t be afraid to help yourself,” by watching for more tips from this wellness expert!

“What I would encourage you all to be thinking about, more than thinking about growth right now, is sustainability.”

—Gretchen Jones, strategic business advisor and keynote speaker

If You Want To... carry your business through this crisis.

Watch... How to Understand the Needs of Your Business During a Crisis

What You'll Take Away... This is anything but business as usual, but we aren’t throwing our goals out the window. We hear from Create & Cultivate founder and CEO Jaclyn Johnson’s business coach, Gretchen Jones on how we can adjust our business strategies in this crazy time. She talks through lay-offs, sustaining your business, budgeting, and being a good virtual boss. If you’re trying to keep your business afloat and adjusting to a new economic reality, DO NOT skip this must-watch IG Live.

“Think back to when fun was your number one boss, your number one motivation.”

—Grace Harry, joy strategist

If You Want To... find joy in isolation!

Watch... How to Discover Joy in Turbulent Times

What You'll Take Away... It may feel like the world is lacking joy, but that is far from the truth. While joy may not look the way it used to, Grace Harry, a joy strategist, joins us to share all the ways you can find joy while stuck inside. Whether you want to shake out the “sillys,” think back to your favorite childhood activities, or turn your house into an adult playground, joy is everywhere. Time to tap into the collective experience we are all having and bring on the joy!

“If necessity is the mother of invention, then COVID-19 is the mother of creativity.”

—Cindy Eckert, founder & CEO, The Pink Ceiling

If You Want To... use downtime as dream-time.

Watch... How to Be Innovative in a Time of Isolation

What You'll Take Away... We’re stuck at home, and as tempting as Netflix may be, we are using our downtime to dream big! Cindy Eckert, the founder and CEO of The Pink Ceiling, is sharing her tips for getting innovative. Whether you’re problem-solving for your business or trying to develop your skills, an hour a day of “creative time” is the number thing Cindy recommends for isolation time. Make time for yourself, your ideas, and to watch this video!

“Let’s get our bodies moving, let’s feel good together.”

—Megan Roup, celebrity trainer & founder of The Sculpt Society

If You Want To... have a lunch break sweat sesh from your living room.

Watch... 30-Minute Live Stretch and Sculpt Session with Megan Roup

What You'll Take Away... Fitness is more important than ever these days. Not just because we can’t stop snacking, but because movement is self-care. Megan Roup, a celebrity trainer and the founder of The Sculpt Society, brings us a quick work out that everyone can do from home. Put the computer down for 30 minutes and refresh your mind and body.

“Make sure you’re giving your audience and customers only what they want.”

—Vanessa Lee, cosmetic nurse, skincare specialist, and founder of The Things We Do

If You Want To... make use of digital and master the pivot.

Watch... How to Jump on Digital Even If Your Business Isn't Online

What You'll Take Away... Pivot is THE hot topic for business owners right now. Businesses everywhere are trying to figure out how to stay connected and make money as our routines have shifted. Vanessa Lee, a cosmetic nurse, skincare specialist, and the founder of The Things We Do, is sharing her quick shift to digital and tips on how to make it all work. Its time to get creative people! Whether it’s online consults, extra social media content, or offering new services, the pivot is essential.

“Being positive and optimistic yourself is really important. You set the bar. Even if you are freaking the eff out on the inside, you need to be as cool, calm, and collected as you can for your team.”

—Sonja Rasula, founder, Unique Markets

If You Want To... connect with your team and be the leader they deserve.

Watch... How to Unite a Remote Team

What You'll Take Away... Isolation can be really, well, isolating. But socializing at work and feeling like a part of the team is essential to WFH productivity. Sonja Rasula, Founder, Unique Markets, shares her tricks for staying connected and spreading positivity in our new digital workplace. It’s time to start a Slack channel for water-cooler talk, remind your employees that you too are a human, and avoid freaking the eff out!

“Use your values to determine what expenses are important, protect your company culture, and trim where you can without hurting your core business.”

—Sallie Krawcheck, CEO & co-founder, Ellevest

If You Want To… be wise with your $.

Watch… How to Make Smart Money Moves During COVID-19

What You’ll Take Away… For small business owners, money matters are stressful on even the best days, but now the pressure is on more than ever. If you’re feeling paralyzed, Sallie Krawcheck, the CEO and co-founder of Ellevest, is here to be your guide through this turbulent economy. Her first tip: control what you can control and stop thinking ‘what if?” Watch on as she breaks down budgeting, layoffs, and why you need to keep your eye on D.C. right now.

About The Author: Cassie White is an editorial intern at Create & Cultivate. She's a senior at Chapman University majoring in Marketing and minoring in Leadership. Cassie is from Denver, Colorado and is excited to be pursuing her passion for supporting women in business.

Ask an Expert: What Does the Small Business Stimulus Package Mean for You?

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“

To speed up the process, you want to apply with a bank where you already have a relationship. I’d suggest trying your local bank first because they’re viewing this as a way to get new customers.”

—Kimberly Weisul, editor-at-large for Inc. Magazine and Inc.com

It’s no secret that small businesses are hurting right now. Local restaurants, salons, and fitness studios across the country have closed their doors in order to help flatten the coronavirus curve and contain the spread of COVID-19, and needless to say, closing shop has put untold financial strain on these businesses.

In previous installments of our Ask an Expert series, we’ve covered how to get financial relief as a small business owner, how to pivot to digital even if your business isn’t online, and how to support small businesses right now (even if you can’t afford to spend a dime). In today’s segment, we tapped the editor-at-large for Inc. Magazine and Inc.com, Kimberly Weisul, to talk us through what we need to know about the small business stimulus package so far (note: information is still forthcoming from the government on when payments will be released, how independent contractors can apply, and more).

That said, here are some key takeaways from the conversation, including a breakdown of the Paycheck Protection Program and the Economic Injury Disaster Loan Emergency Advance.

The Paycheck Protection Program

Who can apply?

“Almost any business with less than 500 employees is eligible to apply. If you’re self-employed, an independent contractor, or someone who receives 1099 tax forms, you can apply starting this Friday, April 10. Small not-for-profits and faith-based business are eligible to apply as well.

What are the details?

“This loan is designed to be used especially for paying employees. It’s a loan that has the potential to turn into a grant if you use 75% of the money for payroll expenses and you keep your employees on for at least 8 weeks after getting the loan

You can apply for up to 2x the amount of your payroll for the previous year. It’s a two-year loan with a 1% interest per year. You don’t need to put up collateral or a personal guarantee and you don’t need to show that you tried to get credit elsewhere and failed.

More information will be available for independent contracts on how they can calculate their income this week—this information is not yet available.”

How do I apply?

“The loan is guaranteed by the U.S. Small Business Association (SBA), but you’ll need to apply through a bank. That said, banks aren’t set up for this yet. On the first day, Bank of America received 800,000 applications.

To speed up the process, you want to apply with a bank where you already have a relationship. I’d suggest trying your local bank first because they’re viewing this as a way to get new customers.

If your bank has told you they’ve already closed applications, keep in contact with them because they might open applications up again, but I would suggest that you start bank shopping. Keep in mind that the interest rate for this loan is fixed, so if you find interest rates higher than 1% that’s illegal.”

What else do I need to know?

“Be careful when you apply that you know what you’re signing up for. If you’re using an intermediary, you should read the fine print on all the documents. You’re sharing a lot of financial information so you want to be clear on what you’re signing up for.”

When can I expect to receive funds?

“The most optimistic projection I’ve heard for the release off funds is one week. We’re thinking at least two weeks.”

The Economic Injury Disaster Loan Emergency Advance (EIDL)

Who can apply?

“Almost any business with less than 500 employees is eligible to apply.”

What are the details?

“If you apply in good faith, you can ask for the $10,000 to be granted to you immediately, and if you eventually declined for the loan, that $10,000 is forgiven. So it’s well worth the time to apply for this loan.

It can only be used for working capital. For example, say you’re a restaurant, you can keep the employees on using the Paycheck Protection Program loan, but you can use the working capital to pay for inventory that’s spoiled.”

How do I apply?

“You can apply directly through The U.S. Small Business Association (SBA). Only about half the application form is up, meaning it’s really easy to apply for this lean quickly. This money would come directly from the SBA, in other words, you don’t need to have a relationship with a bank, unlike the Paycheck Protection Program.”

When can I expect to receive funds?

“The most optimistic projection I’ve heard for the release off funds is one week. We’re thinking at least two weeks.”

**”If you do apply for either of these loans, you need to make sure your bookkeeping is up to speed. Be very careful. If you do get one of these loans and you’re ultimately looking to have it forgiven, you will need to have the documentation to make sure that happens.”

**”If you already have an SBA loan (you may also know this as a 7A loan) through your bank, they’re offering deferment on payment for up to six months so that’s cashflow that you can have coming in right now. Talk to your bank—keep in mind that they’re very overwhelmed—and set this up.”

About the Expert: Kimberly Weisul is the editor-at-large for Inc. Magazine and Inc.com, where she writes features, opinion, and news stories about entrepreneurship, women, and technology. Before joining Inc., she was a senior editor at a BusinessWeek, where she directed all coverage of small business and entrepreneurship and was the founding editor of a spin-off publication, BusinessWeek SmallBiz. She is also the creator of The Fundery, the only searchable database of venture funds that have a mandate to invest in women.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

8 PR Pros on How to Stand Out in a Sea of COVID-19 Headlines

Photo: Ekaterina Bolovtsova for Pexels

Unprecedented. Uncertain. Extraordinary. It’s safe to say you can’t scroll through your news or social media feeds without coming across at least one of these coronavirus-related buzzwords. Of course, these terms are completely justified seeing as we’re in the midst of a global health crisis of unparalleled proportions, however, it does beg the question, how do you stand out amid the coronavirus headline saturation to get your brand’s message heard?

To gain insight into how brands can lead with humanity, stay relevant, and be of service during the COVID-19 crisis, we tapped some of the leading public relations and digital marketing pros in the industry and asked them to share their #1 tip for cutting through the noise. From setting up virtual desksides with media editors to re-engaging existing customers in new ways, keep scrolling for their innovative and mindful tips—you’re going to want to write these down.

Melissa Davis

Founder & Co-Owner, Ruby Press

Experience: 19 years

The Tip: Make it relevant and solve a problem. Many of us are working from home, many of us are concerned about finances, and we are all concerned about staying healthy. While my agency represents lifestyle brands, there are many stories we can share with the media and influencers that are very relevant to the current situation.

Why It Works: While we are all keeping up with the news about the pandemic, we need some good news too.  It's a balance. Those fun, light-hearted features are also important right now—but they need to be sensitive to the current state of the world. The best results we have seen from outreach over the best couple of weeks have been surrounding positive, problem-solving stories.

Benjamin Almeter

Founder & Managing Director, Dispatch

Experience: 7 years

The Tip: Lead with authenticity. 

 Why It Works: Speak to what's most authentic to you and your brand, that's where you'll organically resonate and find the most success in growing your community, standing out and driving conversion. Now, more than ever, we're surrounded by brands pushing product and leaning into a timely conversation where they're not always the most relevant. That's off-putting to consumers, easy to spot, and can have long term negative effects on your brand’s perception.

 The Tip: Don't undervalue your existing community. 

Why It Works: We're always focused on ways to engage and acquire new customers—now's the time look back and reengage your existing customers to do just that. Utilize your existing customers as a tool to share your brand’s story and introduce the product to their community. Consumers highly value the opinion of those within their direct communities.

Kamari Guthrie

Founder & CEO, Kamari Chelsea

Experience: 15 years

The Tip: If you're looking to make headlines right now, your brand has to tell a story about one of the following: novelty, altruism, practicality. 

Why It Works: I use the acronym "NAP" to help people remember this, but don't be fooled by the name. You'll have to put in work.  

Novelty: Is your brand saying or doing something new right now that no one has ever heard of? For example, are you offering a unique service to help women-run small businesses survive? Or, are you launching an at-home manicure kit that creates salon-perfect results right at home for half the cost? Be honest with yourself about whether your brand offers something new, unique, and essential that people need during these times. And if so, pitch it as a novel solution to the many new challenges people are having.

Altruism: Maybe you don't have something to offer that fits within your business model, but you have extra cash to donate or a robust and influential network. Mine your business for resources that you can give to those who have lost everything. For example, you can start a new campaign with your brand's influencers or extra cash to help fund and inspire those who are struggling. Then, pitch it to the media to get the word out that you're offering support. 

Practicality: If your brand has a utility or a good use that can be applied to support those impacted by COVID, double down on telling stories about that thing. For example, if you're a designer and you can design masks—talk about it! Or, if you're running an accounting business, offer to write an op-ed or pitch a podcast interview, where you will provide tangible advice to companies and employees who've lost revenue and income.

Meghan Donovan

Founder, mmd communications

Experience: 13 years

The Tip: My goal is always to be a helpful resource for editors, and now is no different. I am, however, being extra sensitive in my pitches and also more cautious in follow up. There's so much more at play in the world right now than beauty and wellness, and so I think the majority of publicists are trying to be more in-tune with the stories that make the most sense given the current climate.  

Why It Works: I got into PR because I value communication and relationships. Now, more than ever, we need to be resources for one another. I always tell the brands I represent that my style is not mass-pitching or trend pitching but rather I want to meet the editors where their needs are and try and tell the best stories.

This is more important than ever as—work aside—we're all human and we're all trying to manage both stress from working under new constraints but also managing our new normal in the world. I think we all feel stress and anxiety at how our lives are evolving and no one needs overly zealous or tone-deaf pitching in their inboxes. (I've seen a few horror stories circulating that exhibit that!)

Jaspre Guest

Founder & CEO, NOISE 784

Experience: 9 years

The Tip: At NOISE 784, we are focused on keeping positive momentum through this uncertain period. I believe you need to be open to shift strategies by changing the narrative. When everything changes the ability to pivot quickly is almost the surefire way to be still standing when the dust settles. 

Why It Works: During this unprecedented time, consumers are craving direction. We are meeting a need. One of my mantras is to find the hole and go through it. Currently, there are a ton of holes. You just have to reframe the situation. We are highlighting how our clients' expertise can provide guidance to consumers on how to thrive despite the circumstances. 

Simona Rozhko

Founder & CEO, evna media

Experience: 8 years

The Tip: My number one tip for standing out during this time involves a two-step approach. First, you have to quickly let your clients know you're aware of the climate and that things are rapidly changing (for them and for you). Setting up a dedicated call and agenda regarding the situation is crucial so that the next steps can be created to navigate together.

It's an important time to let the world know that brands are still okay, given the circumstances, and that we're in this together. There are many questions that arise week after week, so the client-publicist conversation should remain a two-way street—what changes are we experiencing in PR should the client know about? What changes is the client experiencing that PR should know about?

This leads me into the second step, which is to identify that a pivot has to be made as well as a plan to restrategize for the next TBD period of time featuring new goal-oriented programming for the client. For evna media, it was moving current and future initiatives into a digital-first protocol and making sure we could support our clients beyond PR if need be.

Some initiatives were easily applied to a digital version while others needed more definition and finesse. These initiatives included meetings, product launches, events, desksides, social media, and of course pitching-- heavily monitoring the news cycle and checking in with editors. We were able to quickly create meaningful moments with media while connecting with widespread communities and supporting our clients through this unusual adjustment. 

Why It Works: Relying on digital tools and virtual workshops has worked pretty seamlessly for us because the majority of the world is checking the news, universal updates, stats, government regulations, etc. on our smartphones already. We're creating content in real-time while everyone's user-activity is surging.

On top of that, we are working from the comfort of our own homes, which creates much less physical effort for someone to attend a virtual event or make time for a digital meeting. I think there are going to be many permanent changes post-COVID-19, not only in the PR but across all industries. Some of the tools we're using now that maybe didn't have a place before—because of the forces of innovation—will carry over when we're all back in our offices.

Megan Bell

Senior Account Executive, Sharp Think

Experience: 7 years

The Tip: Be human! It’s important that we’re compassionate and socially aware during these uncertain times. 

Why It Works: The current COVID-19 crisis has impacted all of us on both a personal and professional level, causing us to rethink how we’re communicating with our clients and the media. A sense of compassion for all and sharing relevant, impactful news are the driving forces for our current strategy. We’re checking in with our media contacts to see how they are holding up and asking how we can be most helpful with their editorial plans—after all, we’re all in this together!

This way, we can be sure that we’re sharing the most relevant, topical news to meet their needs. We’re providing solutions for their readers to help tackle everyday issues, from financial anxiety and coping with the changes to our everyday routines to providing a temporary escape through virtual experiences that readers can enjoy from their living rooms. We’ve seen great success in highlighting these much-needed topic areas and feel that our media contacts appreciate this approach. 

With the state of the media landscape changing on a daily basis, my team has made it a priority to check-in with our clients regularly. We’ve shifted our status calls to video conferences for some much-needed face time, which allows us to have a more open and organic dialogue while strategizing. We’ve been nimble and thoughtful in providing creative recommendations for clients, with a primary focus on consumer and community needs. My team is implementing virtual experiences in lieu of in-person meetings or events, and we are crafting solution-based pitches for our product-focused brands.

Now more than ever, we need to prioritize collaboration with our client partners and journalists, as we’re all working towards a collective goal! 

Beth Bassil

Co-Founder, b.good PR

Experience: 7 years

The Tip: Keeping it real. It's not about being self-serving right now and worrying if your brand is making sales or included in every single story. We are encouraging our clients to focus on rebuilding community, take this time to network and collaborate with one another.

Connecting with your network on another level. B.good PR has been hosting virtual coffee meetings where we ask for 15 minutes to meet with our media contacts to learn more about them, the work they do and to pump some fun into our days—it's not all business.

We consider our media relationships like an extended family. In exchange, we share virtual gift cards to their favorite coffee or juice shop to help support local businesses during this time. The response has been so positive—it's really nice to see we're lifting people's moods during this time.

Why It Works: Through the virtual meetings, we're able to connect on a whole other level—learning fun personal quirks about each other, too. We're able to share what our clients are doing during this time to help spread positivity and bring communities together… by keeping it real we've actually landed a lot of opportunities for clients through these meetings.

Up next: How to Adjust Your Media Strategy and Connect With Customers in a Crisis

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Ask an Expert: How to Adjust Your Media Strategy and Connect With Customers in a Crisis

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Ali Grant

Ali Grant is always ahead of the curve. Case in point: She was among the first people to recognize the power of influencer marketing back in 2011 when she launched her sought-after PR agency Be Social. Today, her client list includes the likes of H&M, SoulCycle, and Tone It Up, so naturally, she’s at the top of our list of experts when it comes to the topic of adjusting a media strategy and connecting with customers during a crisis.

In this installment of our ongoing Instagram Live series, Ask an Expert, the public relations specialist offers her expert guidance on how to navigate marketing and PR in the midst of the COVID-19 new normal. Keep scrolling to read the top three takeaways from the conversation and to find out how to tune into our next Ask an Expert live chat. (Psst… follow Create & Cultivate on Instagram and head to our COVID-19 content hub for more resources on navigating the coronavirus crisis).

1. Lead with compassion.

“If you remain authentic, compassionate, and transparent, you’re one step closer to building trust and loyalty. By building trust, you’re building your consumer relations and brand affinity. Be a resource for your customers during this challenging time, and hopefully, organic sales will come naturally, but that shouldn’t be the prime motivation right now. Consumers will appreciate any value you’re adding to their lives and will support your brand naturally.”

2. Don’t be opportunistic and look for ways to capitalize on this crisis.

“Remember, this is a health crisis. Lead with compassion in every decision. Now is the time to prioritize and pivot. Remember that it’s okay to put a pause on non-essential messaging—evaluate what’s important to push across, and what’s not. Avoid messaging that feel irrelevant or inappropriate right now, and pause or cancel campaigns that don’t make sense. Now is the time to lead with compassion and be inclusive.

3. Find ways to give back to the community and be helpful.

“First and foremost, this a health crisis, the biggest consideration should be humanitarian support. We’re recommending our clients find ways to add value to their customers, whether that means sharing expertise or offering a virtual service, while remaining authentic to their brands. Keep your brand mission together but pivot messaging to remain relevant and considerate of the time. Be a resource for accurate news and information.”

About the Expert: Ali Grant launched Be Social in 2011 as one of the first agencies executing integrated influencer outreach and collaboration. Be Social has been named one of Inc.’s fastest growing businesses spearheading influencer campaigns. Accolades, speaking engagements, and notable press coverage include Inc., PRWeek The Innovation 50, Forbes, Huffington Post, Fashion Monitor, The PR Closet, PR Couture, Bulldog Reporter, Daily Front Row, BW Confidential, The Holmes Report, America’s Beauty Show, and O’Dwyer PR.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: 3 Ways to Connect, Collaborate, and Grow Your Biz While Social Distancing

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

There’s no question that we’re living in uncertain, anxiety-ridden times, especially if you’re an entrepreneur whose business has come to a screeching halt since the country was told to stay home starting in mid-March. We’re being faced with unprecedented pressure to pivot, innovate, and get wildly creative to keep our businesses afloat, yet we’re housebound and unable to be out in the world doing business as usual.

So what’s an entrepreneur to do? Collaborate like your business depends on it (because it just might.) 

Collaboration has always been an incredible way to achieve your business goals, whether that includes growing your email list and social following, gaining credibility as a thought leader in your space, or collaborating with another brand on a product or service offering. It’s been entirely through collaboration and partnerships that I’ve grown my own business, and I’ve taught dozens of other entrepreneurs how to do the same. But now, more than ever, adopting a collaboration strategy is crucial to staying in front of your potential audience and continuing to bring in revenue. 

Here are three ways you can leverage collaboration to help your business survive this indefinite period of social distancing.

1. Do More With Less

Even if you haven’t seen your revenue slow or stop, there’s definitely a lingering feeling of uneasiness floating around about if and when that will happen. With a recession looming, now is the perfect time to take a “do more with less” approach to your marketing. By combining your resources, energy, and time with a like-minded individual or brand, you’ll be able to do exactly that. 

Most of the collaborations I help my clients create are barter-based, meaning no money is exchanged between partners. That’s good news for entrepreneurs who weren’t working with a lot of marketing dollars to begin with, but it’s even better news for entrepreneurs who have had to reallocate their budget to other areas of the business in the last few weeks.

When you collaborate with another individual or brand, you’re able to tap into their reach, resources, content, and community, and vice-versa. If you and your partner decide to run a co-produced webinar and promote it to each of your audiences, your combined reach becomes much greater than each of yours alone. On the flip side, when you both contribute to a collaboration, the effort required to run it is the same or less than it would be if you were to do it alone. Greater reach + less effort = collaboration at its finest.  

2. Amplify Each Other’s Voices

If I had a dollar for every free downloadable or webinar that’s been promoted to me in the last week alone, I wouldn’t be worried about a recession. Our normal platforms for promotion have gotten exhaustingly loud, which makes cutting through that noise increasingly difficult. When you collaborate, you and your partner are able to amplify one another’s voices and share the same message to multiple audiences, which is a heck of a lot more powerful than two individual voices screaming with multiple offers to the same target market.

Going back to the co-produced webinar example, when you choose to combine yours and your partner’s knowledge and expertise into one webinar as opposed to you each creating and running your own, you increase the likelihood that people will actually sign up. Instead of each of you promoting your own individual webinars, you can both promote one. One message, one call to action, one amplified voice speaking over the many other voices yelling into the feed. 

3. Innovate and Collaborate

One potential bright spot in an otherwise dark time is that by the end of this (whenever that may be) I have no doubt that some amazing new products, services, and companies will emerge. When your back is against the wall, sometimes the only escape is through innovation and some serious creative thinking. Often the best solutions to life’s challenges come from people joining forces and working together in a collaborative effort. Or, as I like to say, “My This + Your That = Our Magic.”

The best way to initiate the innovation through the collaboration process is to think about all of the people in your community who offer a product or service that’s complementary to yours and choose one or two who you’d feel comfortable brainstorming ideas with. Reach out and see if they’re open to putting your heads together to find ways to make one another’s offerings that much better. 

By bringing in a different set of eyeballs, you’re able to see your business from a fresh perspective. When you look at your business as a whole, are there areas where you feel like you might be able to expand your thinking and try a new approach? If you’ve been offering the same services for a while, perhaps now is the perfect time to shake everything out on the table and pick up only the pieces that feel relevant going forward. In addition to each of you expanding your individual businesses, you might find ways to combine your offerings together to co-create something new that will serve both of your audiences. 

Even though “social distancing” looks to be our new reality for the foreseeable future, that doesn’t mean we can’t connect and collaborate with our community. Now, more than ever, we must band together with those around us to help keep each other going. It will be through collaboration that we’re able to rise to the challenge and find new ways to do business and - hopefully - survive this tumultuous time. 

It’s together that we’ll get through this and emerge stronger and more capable than before. 

About the Expert: Baily Hancock is a collaboration consultant, speaker, and the host of the “Stop, Collaborate & Listen” Podcast who’s on a mission to save humanity with collaboration. Join the Collaboration Coalition Facebook Group to find potential partners and receive Baily’s collaboration templates, tools, and tips.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

How the Right Website Copy Is Like Having a Sales Team

Photo: Vlada Karpovich for Pexels

So you've got a new business. You've developed a crazy-good "why hasn't anyone invented this yet" product. Or maybe you're delivering an "oh-my-goodness-what-did-I-do-without-you" service for clients. Either way, you're clear on what you're selling, you're clear on who needs your business, and you're clear on how you want to come across to your customers.

Now comes the part where you've got to make your business profitable. So you buy your domain and set up your email accounts. You get a business bank account. But then you're faced with a series of dilemmas:

• Do you hire a graphic designer to make your site look like a million bucks?

• Do you need new brand photos every month to keep up with the changing seasons?

• Which of the software solutions your trialing deserves a subscription fee?

• What add-ons will actually help your bottom line, and which ones will just drain your profits?
  

In the rush to create a brand that looks beautiful, with just the right fonts and colors, copywriting often gets overlooked.

Once your site is ready to go live, only then are those placeholder blocks of text addressed. But here's the thing: just writing about your company isn't enough, just coming up with a cute tagline won't get you any additional customers, and just describing your products and hoping photos convert buyers... while you might get some buyers, a lot more would-be customers will leave without a compelling written message.

The superpower of copy is that it isn't just text.

In fact, it isn't even just marketing. Well-crafted copy is an online salesperson who works around the clock for you. Even better, copy can have 1:1 interactions with hundreds of prospects at once. All while you sleep. Or work on R&D. Or actually get to the gym for once this month.

It works its magic by entering the conversation already happening in the mind of your customers

What are people worried about? What's a pain your product could solve? Great copywriting goes way beyond analyzing search terms. Because behind every feature of your product or service, there's a deeper benefit: something unique about your offering that will make your customers' lives better the moment they open your box.  To find those key benefits — the things your customers are truly looking for — you've got to do some digging.

Start with customer surveys. Ask your customers why they purchased from you at this time - what they needed, and how you've solved their problems or brought more happiness into their world. Then write copy that addresses those very problems and frustrations head-on. Get specific with them. Finally: take those messages and put 'em on your site!

With copy, one round of investment means you're getting a 24/7 global salesforce

How's that for scale? Oh, and the other thing: Once you've established a strong message about outcomes and benefits that resonates with your market, you can stick with it for a long time. Meaning, you get long-lasting ROI, and that’s something any business owner can celebrate.

About the Author: Anna Bradshaw is a conversion copywriter for happy brands. She helps businesses find their core messages and writes data-backed copy that's packed with flavor. She writes from Southern California where she lives with her husband.

This story was originally published on June 1, 2019, and has since been updated

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We Talked to 4 Music Industry Insiders About How Coronavirus Is Impacting Their Business

Photo: Retha Ferguson for Pexels

No industry is immune to the sudden rise of the stay-at-home economy—and the music industry is no exception. With people around the world practicing social distancing, self-quarantining, and sheltering in place, concert venues have been shuttered, music festivals have been postponed, and album tours have been canceled in a concerted effort to flatten the coronavirus curve.

To find out how the unprecedented COVID-19 pandemic is impacting the music industry, we chatted with artists, record-label founders, and even the music partnerships manager at Instagram. Ahead, they fill us in on how they’re adjusting to the new normal, how they’re pivoting to adapt during this period, and what fans can do to help support the industry, even if they don’t have a dollar to spare.

Lizzy Plapinger, aka LPX, Co-Founder of Neon Gold Records

“A

rtists will continue to create and be mirrors and loudspeakers to the world around us, they/we can be light in the darkest of times, or a friend and voice in the void.”

—Lizzy Plapinger, aka LPX, Co-Founder of Neon Gold Records

How are you handling the news as the co-founder of a record label and as an independent artist? Are you able to work from home?

While I’m generally a pretty productive person and regular self-starter, it’s been challenging to go about “business as usual” because nothing about the world is “as usual” right now. I’m grateful that, while not ideal, it is actually possible for me to work from home and that I’m still able to freely pivot between my roles at Neon Gold and as LPX throughout the day, but it is a huge adjustment emotionally and mentally. 

Right now I’m focused on regularly checking in with my artists to see how they’re doing and how/if I can help provide them with resources to create, listening to their music and providing feedback. Writing new music as LPX and going through old demos while trying to finish up new releases I have slated for the coming months. Exploring more sync opportunities. Reaching out to people for collaborations, remixes, production edits, features etc. Deep diving on new music for both pleasure and business. Looking at music grants to apply for and share with my community for anyone in need, including myself. Getting creative with DIY video projects. Putting deals together for new artists to make sure we’re continuing to sow seeds of opportunity for the future. Encouraging myself and more women to try their hand at producing and engaging on the more technical side of things. And potentially most importantly, talking to friends, artists, family (and myself) off the ledge in those understandable moments of *wtf is going on.* 

Allowing myself, my colleagues and my artists the space to cut themselves some slack and give them the support they need for their mental well being has and is an important piece of this. In the end, we’re only human and these are unprecedented times. Finding the balance between carrying on and finding a new normal for what a constructive day looks like while also taking care of oneself is going to take a minute to figure out.

How has social distancing and the cancelation of festivals, concerts, tours, and live events impacted your business operations and financials? Can you share some ways that you've pivoted to adapt during this period?

With the live side completely shut down, it feels like losing a limb. Shows, tours, and festivals are a CRUCIAL part of this industry. To take that out of the equation is a detriment to everyone involved (the artists, the fans, the agents, the promoters, and the labels). Financially, it’s a hit for everyone. And an enormous loss to the artists and their fans. 

As LPX, I had two tours on the horizon supporting Maggie Rogers and Carly Rae Jepsen and a headline tour of my own (and two more for the fall to be confirmed), which are now all up in the air. I rely on those opportunities to make money, sell merch, engage new fans and connect with an audience. It’s also the most sacred and important aspect of being an artist to me, so on a personal level, it is emotionally, artistically and financially gutting. 

The emphasis is now on engaging fans on the social side and continuing to release music and take advantage of the people (artists, producers, mixers, writers, etc.) who might have otherwise been too busy or unavailable. Some of our artists are doing live streams and we’re trying to get creative in ways that are genuine to both the artists and the fans. Whether that’s an acoustic set, inviting people into the studio with them, releasing live videos of old performances, showcasing other sides or talents they have on social media. It’s cool to be let into people's creative process or to see a song in the raw etc. But for me it doesn’t come close to replacing the live side—nothing could. 

But artists will continue to create and be mirrors and loudspeakers to the world around us, they/we can be light in the darkest of times, or a friend and voice in the void. I have always felt purpose in music, from both sides, and now more than ever. Nothing will take that away, not even the indefinite halting of shows. 

What advice can you share for fans who want to help support the music industry right now?

There are SO many concrete ways to help support the artists you love, financially and otherwise, and it is NEEDED right now more than ever. Below are a number of ways you can really help the music industry and artists you love:

STREAM their music. A song has to played for at least 30 seconds for it to register as a “play,” and every stream helps show the DSPS (Spotify/Apple/Amazon/Pandora, etc.) that there is a fan while also helping to pay the artist, labels, and publishers. It will also help get them placed on more playlists which will help get the artist more exposure.

ADD songs to your playlists (public and private). This registers behind the scenes in a way that is super helpful for the artist. 

SHARE and PROMOTE the songs and artists you love on socials and TAG them. Introducing new fans to their music is crucial and you are their best and most important asset in doing that. 

BUY MERCH if you can afford to. This helps put money back in the pocket of the artist directly (where they usually sell on tour) and in a lot of cases right now artists are using that money to help give back to their band and former road crews who are currently out of work.

BUY MUSIC online, vinyl, cd, tape if you can afford to.

COMMENT/LIKE/FOLLOW/SUBSCRIBE on all socials across the board: Instagram, Twitter, Facebook, TikTok, YouTube, etc. 

Noelle Scaggs of Fitz and the Tantrums

“

Our entire industry is taking a hit, so we are all in it together in figuring out ways to support our crew members, the venues, and back-end business representatives.”

—Noelle Scaggs of Fitz and the Tantrums

How are you handling the news as an artist? Are you able to work from home? How have you pivoted to that schedule?  

As far as the social distancing aspect of all of this, oddly enough, it’s not so far off from my lifestyle anyway. I pretty much stay in the house and work from home, especially when I’m not on the road. I think the main factors for me have been the uncertainty of how long this will realistically be, how it’s going to affect our ability to pay our staff that we keep on retainer when we will actually be able to tour, and when we can have sessions in the same space as other human beings without worrying.

I think with the shift of musicians having their own home studio spaces and making music without having to go to pay hourly locations has made it easier to continue to be creative, COVID-19 can’t really stop that ship from sailing. So where I may pivot from collaboration in the same space as others, I’m able to do a lot of work virtually, it’s just a learning curve because I am forced to engineer my own sessions, which can be frustrating but liberating. 

How has social distancing and the cancelation of festivals, concerts, tours, and live events impacted your business operations and financials? 

We were very lucky in that we got through the majority of our summer tour. A lot of my friends were not so lucky and are having to revise their plans. At this point, all any of us can do is wait it out. Personally, I’ve been trying not to wrap my head around things I cannot control and allowing our teams to strategize and figure out how to best plan the rest of the year. 

However, I am working to help support initiatives that help others. Our entire industry is taking a hit, so we are all in it together in figuring out ways to support our crew members, the venues, and back-end business representatives. I know that the entertainment agencies are working to get some sort of stimulus in order.  A lot of bands and artists are rescheduling tours for later in the season. It’s really a wait-and-see at this stage. IG Live has become a popular tool for many of us, including DJs who can’t work due to venue and event cancelations. 

What advice can you share for fans who want to help support the music industry right now?

I think, monetarily speaking, people can donate to organizations like Sweet Relief Musicians Fund, Music For Relief (which currently has a COVID-19 response fund running to support industry professionals who are most vulnerable to the economic crisis, as well as funding public health efforts), and Plus1, which also has a COVID-19 Relief fund running. Other simple ways are buying band merchandise, especially merch from smaller baby bands and independents, and yes, buying music still matters.

I think people can support in non-monetary ways by supporting artists’ posts, watching their live feeds on IG and FB, commenting just letting us know that you appreciate us, and spreading the word about causes we are trying to support. I would also say by being compassionate towards artists who have to cancel shows. Keep things positive. It is really hard to let our fans down, even harder when we have to read negative comments on our pages. Above all STAY HOME, so we can get through this sooner!  

Lola Plaku, CEO of Lola Media Group & Founder of Girl Connected

“

Don’t just listen to a song or an album or watch a YouTube clip; share that with someone, even if it’s just two or three people in your immediate circle. Hopefully, your one view can turn into 10, that 10 can turn into 100, that 100 into 1000, and so on.”

—Lola Plaku, CEO of Lola Media Group & Founder of Girl Connected

How are you handling the news as the founder and owner of a leading artist management and branding company? Are you able to work from home?

Over the past year, I have spent most of my time working in the office growing my business and my team. Many of the marketing ideas we execute are online, so working during this time hasn’t been much different.

The methods have shifted slightly, so we’re constantly figuring out how to best deliver messages to consumers without over saturating them. Some ideas we were hoping to implement have been halted due to social distancing and businesses closing down temporarily, so that’s been a little bit tough for the artists and projects that require creative asset delivery. 

How has social distancing and the cancelation of live events impacted your business operations and financials? Can you share some ways that you've pivoted to adapt during this period?

Social distancing has mainly affected the creation of certain content like photo and video shoots, in-studio interviews, and any other creative that requires several individuals to work together. I haven’t had to deal with booking cancellations for talent yet, but I’m sure as the weeks pass we’ll have to plan and adjust accordingly. The company’s Girl Connected initiative for women in the entertainment community produces quarterly events for over 400 attendees, so we have put those events on hold for now and will offer online tools and resources to our group of mentees and community members. 

What advice can you share for fans who want to help support the music industry right now?

I think people are finding ways to create and support from home, and conversation and consumption are two of the biggest driving factors of an artist's success. Conversation is you telling your friends, your family and your immediate and social network about something or someone you like. Hopefully, 10% of those people engage with what you are saying and tell their social circle about that artist, song, album, movie, show, etc. as well. And the circle continues.

If you and the people you are communicating with also decide to stream/watch/talk about said artist, then you have created a domino effect that can turn into financial income for the artist on the backend. While you’re at home, share what you’re doing with others. What are you listening to? What are you watching? Where are you getting information from? Don’t just listen to a song or an album or watch a YouTube clip; share that with someone, even if it’s just two or three people in your immediate circle. Hopefully, your one view can turn into 10, that 10 can turn into 100, that 100 into 1000, and so on. Artists, writers, producers, and managers can make money off streams, publishing, and sales from projects and content that have already been delivered to platforms! 

Fadia Kader, Music Partnership Manager at Instagram

“

I suggest not only supporting your favorite artists by streaming their music or purchasing merch, but also by being kind to one another and sharing uplifting messages with other fans and the artist directly.”

—Fadia Kader, Music Partnership Manager at Instagram

How are you handling the news as the music partnership manager at Instagram?

Going with the flow. It’s important for me to stay on top of the news and find a way to engage with music partners to keep them motivated during these times, which in turn, keeps me motivated and creative. 

Are you able to work from home? How have you pivoted to that schedule?
I am very lucky to have the kind of role that allows me the flexibility to do my job remotely, so the working-from-home adjustment hasn’t been too bad for me, but I do miss interacting with my colleagues in the office. Sticking to my daily schedule gives me a sense of normalcy.

What trends have you been seeing across Instagram and how have artists been using the platform to their advantage? 

With artists not being able to connect to their audiences and fans in person at shows, it’s been really inspiring to see them connect in real-time on IG Live. More than ever, artists are getting more and more comfortable with the feature and realizing the value of connecting directly with an audience in real-time.

What advice can you share for fans who want to help support the music industry right now?

I suggest not only supporting your favorite artists by streaming their music or purchasing merch, but also by being kind to one another and sharing uplifting messages with other fans and the artist directly. Encouraging artists to stay their creative ground and practice self-care in these times. We are all in the same boat and all we need right now is to be there for one another. Even if it's virtual.

Up next: 7 Things a Financial Expert Says to Do to Prepare for COVID-19

How to Build an Amazing Brand When You Have Zero Budget

Photo: Kaboompics.com for Pexels

When you're first launching a business, it can be difficult to know where to spend money, where you can save money, and how to get a little scrappy. Do you invest in that pricier domain name? Do you hire a designer to create your logo? Is it really necessary to consult an SEO pro to hone your content strategy?

Thankfully, the folks at GoDaddy know all about building a brand (and websites). So we picked their brain for insider tips and tricks that will pay off in the longterm, including some freebies you should 100% take advantage of. Keep scrolling for 10 zero-dollar ways to get your brand off the ground RN.

Treat your domain name like an investment. 

The longer you have it, the more value it holds. Links pointing to your site are a major factor in ranking on search engines. As you accumulate more links over time, your credibility improves, and so does your search ranking. The age of your domain is also a ranking factor.

Changing your domain name has serious implications; it’s like changing your business name. If you change your domain, you’ll need to rebuild the credibility with search engines (which takes time), and reach out to all of the sites that linked to you to get the links updated (which they may not do).

Register a domain name early on in your business and stick to using the same domain name as your business evolves.

Use the same username/handle everywhere. 

These days, your username is a core part of your online brand. Your business should be using the same username for Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, Pinterest, Etsy, and so on. This demonstrates a strong, professional brand that’s integrated across all channels. As with your domain name, choose your business username early on and treat it like an investment—you’ll earn links and mentions over time, all of which contribute to your business getting discovered.
 

Deciding on a name for a new business? Google it. 

See what comes up. If there are existing businesses using the name you want, or even individuals who have a similar username for their social media accounts, try a different name. One of the perks of starting from scratch is that you can see what’s available and lock in your usernames across multiple platforms before your new business has even launched. Tip: Namechk lets you quickly figure out if a name is available across different domains and social media platforms. 

Use consistent branding everywhere. 

Aim for as much brand uniformity as possible everywhere that your business is present online. Use the same profile pictures, colors, fonts, image styles, etc. If you’re doing offline marketing, like flyers or business cards, your online branding should be consistent with that. An easy starting point is to lock in your brand color guide. Find a set of colors that reflect your business. Coolors is a free tool for generating color schemes.

Invest in design. 

Visuals matter more than ever. If you’re not artistically inclined, hiring a designer can do wonders to give your online presence a professional boost.

If you’re just starting out and have minimal budget, sites like Fiverr or 99Designs can connect you with designers in your price range. If you can afford local market rates, look for designers in your area, especially if you have an arts or design school nearby!

Start off with something small, like images for your website or social media, to get a feel for the relationship. Once you’ve found a designer that you’re comfortable working with, start exploring bigger projects, like branding or site (re)design. (Have zero budget to work with? Canva is a great DIY tool for putting simple visuals together.)

Invest in photography. 

The need for strong visuals carries over to photography. Poorly-lit, low-resolution snapshots are good for authenticity on social media, but you still need crisp, professional imagery for other purposes. If you’re putting photos of yourself, your team, your workplace, or your customers on the web, take photos specifically for that purpose. Smartphone cameras have come a long way, so if you prefer to go the DIY route, read some introductory tutorials so you understand the basics of lighting and composition.

Use simple, clean templates and layouts for your website. 

Too much visual clutter distracts and overwhelms. A simple website layout, combined with strong design (fonts, colors, branding) and strong visuals (images, photographs) works wonders. Plenty of margin and whitespace between elements lets the page “breathe” and makes it easier for site visitors to skim over your content. Speaking of content…

Use your website to answer questions before they’re asked. 

When someone hits a website for the first time, they start judging it very quickly, taking everything in at once, trying to determine if the site is relevant to them. When you review the content on your site, put yourself in the shoes of someone who doesn’t know a thing about your business, and think of the questions they might ask.

How do you introduce yourself? How do you prove that you know what you’re talking about? What are the benefits of the things you’re trying to sell – why should the visitor care? Why should they trust you? What are others saying about the products you sell, or the services you provide? What about other FAQs, like return policies, or customer support? Use those questions to guide your site’s content.

Collect email addresses. 

An email mailing list is one of the greatest assets you can develop through your website. And you can segment the list based on your relationship with the person.

Are they someone who follows you on social but hasn’t bought yet? Are they a customer? Are they a loyal customer who’s repeatedly bought from you? Maybe they’re an influencer with an audience of their own?

You can send out highly relevant, targeted messaging that’s unique to each segment. And the more targeted and relevant your messaging is, the more effective it will be. We’ve got a bunch of tips on email marketing in the GoDaddy blog. 

Measure everything. 

Sign up for Google Analytics. Google Analytics will give you visibility into where visitors are coming from, and what visitors are doing once they’re on your site. This guide walks you through the process, including setting up goal funnels. Review your Analytics reports at least once a month, alongside your email mail list reports and other reports, to inform your planning.

We’ve incorporated all of these top tips into the new GoDaddy GoCentral website builder.  It includes clean layouts you can customize for your business; a library of beautiful photographs to pull images from; support for a wide range of content types; integration with GoDaddy Email Marketing to build your email list; and support for Google Analytics to monitor website usage.

About the Author: Andy McIlwain is a member of the GoDaddy blog team looking after content & resources for web designers and developers. You can connect with Andy on Twitter, Facebook, LinkedIn, Instagram, and his personal blog.

This story was originally published on April 30, 2017, and has since been updated.

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5 Steps to Handling Professional Failures Like a Pro

Photo: Smith House Photography

It's our LEAST favorite “f” word: failure.

And yet, it happens to the best, most seasoned, and buttoned-up of us. When a deal goes wrong, we don't get the money we expected, when someone says “no,” or worse, when we get laid off or fired—it's all part of climbing the professional ladder. 

Such failures are rough. We doubt ourselves, our abilities, and what we are doing with our lives. So how do we take these bumps in the road in stride? Here are five ways to make sure that we can move forward in the face of career failure.

And remember, you have to fail to be great. 

1. Take a minute, or two. (A week if need be. As long as you get back up.) 

When something goes wrong in our personal lives we tend to give ourselves more wiggle room, fewer guilt trips. We aren't as hard on ourselves when we fight with a friend or end a relationship, but with work, when the only person we have to blame is ourselves, we tend to take it a little harder. So give it a minute (or a day, or a week). A time frame where you're allowed to feel "bad" about the loss, whatever it might be, and then move on to step number two. 

2. Look at the failure with a fresh set of eyes. 

Sometimes this means asking for someone else to assess what went wrong. Sometimes the time we take away from the issue at hand allows us to address the situation in a manner that's productive. Even though we're talking about failure, rejection doesn't actually mean that you've failed. It means that you need to find a new in-road. Or a new job.

There are very few successful business people where "failure" is not a part of their story. J.K. Rowling was penniless when writing Harry Potter. At thirty years old Steve Jobs was removed from the company he started—Apple. Oprah was fired after she was deemed not "suitable for television." They flopped and then they got back up. 

There's opportunity in defeat, but you need to be able to look at it with clarity. 

3. Talk to those who have failed before. 

OK, maybe you can't call up Oprah, but you most certainly know people who have lost money, who have been unceremoniously fired, and who have suffered professional embarrassments that probably trump what you're going through.

Here's what they'll tell you: you have survived every single one of your worst days so far and every time you've emerged stronger, more capable, and better prepared for the next ring around the non-rosy situation.

Lean on those who've gone through it, and then lean in (à la Sheryl Sandberg) to your next career move. 

4. Watch this TED Talk about being wrong. 

Kathryn Schulz is a writer and public speaker who claims to be "the world's leading wrongologist." She is also the author of Being Wrong: Adventures in the Margin of Error. Wrongness, according to Schulz, is the stuff of life.

In the talk, in regards to our mistakes, she reminds us: "The good news: Owning up to them and coping with them forces us to come up with new ideas and strategies that just might work… or not."

Which leads us to the final point...

5. Accept responsibility for where you went wrong, and then let it go. 

If you are unable to see what happened or take responsibility, return to step number one. Blaming your boss or your co-workers is not a step in the right direction. Let your failure refocus your directives. You will never move on without acceptance. 

Onward and upward we say!

This post was originally published on January 2, 2016, and has since been updated.

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Ask an Expert: How Influencers Can Keep Their Business Thriving While Social Distancing

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Idalia Salsamendi

If the coronavirus crisis has taught us anything, it’s that no business is immune from COVID-19’s far-reaching economic impact—even one that’s predicated on social media. To find out how influencers can keep their businesses thriving while social distancing, we tapped business strategist and social media consultant Idalia Salsamendi whose client list includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.

If you joined us for her Ask an Expert Instagram Live conversation this week, you know that the influencer world is spinning with one critical question in these difficult times: What happens now? Scroll on for the business strategist and social media consultant’s top three tips for how to manage not only your career and business but also your stress, and find out how to tune into our next Ask an Expert segment on Instagram Live.

1. Time to Influence 

In today’s society, the word “influencer” is tossed around so frequently that perhaps we’ve lost focus on what the word actually entails. Our minds are instantly transported to those men and women posing in their latest outfit by a hot pink wall, and/or promoting their favorite skincare brand saying how “obsessed” they are with it. That’s all fine and dandy. I mean hello, I’m the one booking those deals. 

However, since the dawn of the arrival of social media (yup, I’ve been managing influencers, talent, and models for over a decade now), I’ve always instilled in my clients one main thing: serve a bigger purpose. Now more than ever we are truly seeing the rise of the innate meaning of “influencer.” We are seeing men and women around the world donating their resources, voice, and money to the pandemic at hand and guess what, it’s making a difference. I’m noticing a beautiful shift in the paradigm to use this “influence” to do more than to sell an object, but rather to serve a cause. Here’s a beautiful thing though, you could actually do both. Hence point #2...

2. Pitch Smart 

A common question I get asked is, “Idalia, should I even be pitching to brands right now?” My answer as of today, March 26, 2020, is: YES. Please pitch. Please support your small business (remember you are one!). Here’s the clincher though: You have to pitch smart and not be tone-deaf to the global pandemic. Like I mentioned in the first point, you have to use your influence for good, and so do brands. Now is the time to think about how you could make a difference and ask your favorite brands to join you on that journey. 

If you’re self-quarantined, think about brands that speak to that situation... is it your favorite snacks, wine, sweatshirt, book, etc.? Then reach out and tell them you’d like to unite forces and raise awareness around a charity, organization, hospital, etc. Donate a part of your rate to a charity. You can even ask them to chip in, too! You both could raise funds to support your local food drive or raise awareness to a cause... possibilities are also endless here. Encourage the brand, and show them your passion and education about the subject. 

One extremely crucial point to take into consideration when doing this: it has to be genuine. Please do not link yourself to a brand or charitable cause if you feel nothing for it and are doing it to look good. It will bleed into your work, and people can sniff a fraud from a mile away. So really sit yourself down and consider what you care about.

Pssst... If you need a helpful nudge, here are a couple which I’m personally donating and raising awareness for:

• World Health Organization Coronavirus Response Fund

• No Kid Hungry

And if you’re scratching your head wondering how you can properly even pitch, definitely check out the Powerful Pitch Kit for Influencers, and enjoy 50% off with promo code: CULTIVATELOVE.

3. Say Buh-Bye to Your Comfort Zone 

The chances of you reading this while self-isolating are pretty high, so I’m going to be your cheerleader right now and encourage you to step out of your comfort zone. I get it, we are all locked up and it’s human that at moments we feel disillusioned, hopeless, stuck, confused, angry, sad... the list really could go on and on. Here’s the thing though, you have to push through. Keywords: HAVE TO.

Influencers that have been able to take the quarantine and show different sides of themselves are the ones that are not only the happiest (mental health check) but are also the ones that are getting reached out to by brands (pay-check). Simply taking a pretty photo is no longer the status quo, but rather something that may turn off your followers if you do it too frequently. So I’ll ask you what I ask everyone I work with: what sets you apart as a human being (forget business)? Do you play the piano? Do you paint? Do you do funny impersonations? Do you dance? Do you love to work out? The answers are endless, and what’s imperative to understand here is that there is no right or wrong answer. The end-game is the same: show it to your followers. 

Since the rise of TikTok, I’ve seen influencers that are much more polished and serious on Instagram, let loose and have some fun on the ‘Tok. I’ve seen them without makeup in their sweatpants trying to a crazy dance move. And people are going nuts over it, even when syndicated on Instagram! Moral of the story: people want to see all your wonderful, quirky, funny, inspiring dimensions and now is the time to show them.

I genuinely hope these three tips inspired and empowered you in one way, shape, and form. From the bottom of my heart, thank you for stopping by and reading this. If you’re curious about more of what I’m up to, feel free to check out my website and my podcast.

About the Expert: Idalia Salsamendi is an industry-leading business strategist and social media consultant. With over 16 years of experience in PR and top-tier talent management, Idalia opened her company in 2016 with strategy for both brands and influencers at its core. Known for being selective towards the types of projects and clients she engages, the mantra for her company is to inspire, inform, and empower. Her roster includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: How to Jump on Digital Even If Your Business Isn't Online

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Vanessa Lee

Needless to say, the COVID-19 crisis is having a major impact on brick-and-mortar businesses. With everyone responsibly staying home and practicing social distancing in order to do their part and help flatten the coronavirus curve, businesses that typically rely on in-person sales (think: fitness studios, salons, restaurants, etc.) are needing to pivot in order to stay profitable during these uncertain times.

If there’s one thing we’ve learned from our Ask an Expert series, it’s that jumping on digital is essential for brick-and-mortar businesses to come out of the coronavirus pandemic stronger than ever. Which is why we tapped Vanessa Lee, the owner of the beauty concept bar, The Things We Do, for the latest installment of the series. (Spoiler alert: Lee’s creative use of social media to grow her business in these unpredictable times is a masterclass on how to successfully pivot to digital.)

Read on for her top three tips for pivoting to digital even if you’re business isn’t online. If you missed the conversation, you can watch it in full here, and be sure to tune into our next Ask an Expert conversation on Instagram Live.

Tip #1: Ask your customers what they what.

“Make sure you’re giving your audience and customers only what they want. Reach out to your followers on social media and ask them what they need from you. They will tell you what they'll appreciate and what they need from you as a company. We’re living in a special time where we have social media and have the ability to have that dialogue.”

Tip #2: Focus on educational content.

“People are on social media more than ever. Right now, what people are sharing is a lot of educational videos. They’re so powerful because not only are you informing your audience about what you do but there’s an attachment to an experience afterward.“

Tip #3: Think beyond social media.

“It’s important to capture email lists through social media. Making your own email list is super important because right now we’re seeing that so much can change so quickly—you need something solid outside the social media realm.”

About the Expert: Vanessa Lee is a world-renowned medical aesthetic provider sought after for her dedication to the look of natural beauty and known for her contribution to training and educating in the cosmetic/medical field. She is a best-kept celebrity secret, skincare expert, and the owner of a beauty concept bar, The Things We Do.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: 5 Tips for How to Use Social Media to Grow and Scale Your Business During COVID-19

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Kayla Ybanez

Despite the high volume of people online, it can be easy to think that nobody will be interested in you or your online business, but business strategist Kayla Ybanez says that couldn't be farther from the truth. Yes, the way people are using social media right now is different, but that doesn’t mean they aren’t consuming your content at all. It just means they are consuming it differently and at different rates.

So, how can you grab their attention and continue to grow your business? To find out, we tapped Ybanez for an informative segment of our Ask an Expert Instagram Live series. Read on for five practical tips from Ybanez on how to use social media to grow and scale your business during COVID-19. If you missed the conversation, you can watch it in full here, and be sure to tune into our next Ask an Expert conversation on Instagram Live.

1. Remember, Your Current Clients Are Number One

In times of uncertainty, it can be easy to get distracted by wanting to only focus on how to generate new income streams or launches. I want to challenge you that one of the most important things with growing your online business right now is over-delivering to your current clients.

But first things first, your current clients are going to need you more than ever. Checking in with them more often will ensure client satisfaction and will continue to help them get the best results from your product or service.

The second piece is that testimonials and social proof are SO important for your online business. When you give your clients more than what they expected, they will over-deliver on their social proof for you.

How can you over-deliver?

• Offer extra calls to your clients.

• Go LIVE more often in your paid communities for face-to-camera time.

• Offer discounts on evergreen courses/programs.

• Be a listening ear when they need it.

2. Grab Your Audience’s Attention

Now more than ever, people will be consuming different types of social media as a form of distraction from what is going on in the world. Yes, it will be a lot like the early 2000s when the internet will become an escape from reality. Remember those days?

Your audience is growing sick of the news and they are ready to consume content that is going to be valuable to them. First, you need to be able to grab their attention.

Using powerful hooks on social media posts is going to be key to stopping people from scrolling past your content. What is a hook? It is the very first line of a post; the one that tells the reader exactly why they need to stop and consume the whole thing!

Hook suggestions:

• My 3 tips to do _____. (Tell them what they’re about to learn.)

• If you’re anything like me, then you know _____. (If they can relate, they’ll read on.)

• You won’t BELIEVE what just happened. (Click-bait to spark curiosity.)

If you just jump into the story without telling us why we should care and why it’s important that we know, we will keep on scrolling.

3. Stay Top-of-Mind

Even when social media tends slightly change, your audience isn’t dropping their love of scrolling Instagram and Facebook completely! I recommend staying in a CREATION mode as much as possible for a second priority behind OVERDELIVERING on serving your current clients. The more your audience notices you showing up on social media even if they aren’t consuming your content, they are more likely to think of YOU when a need for your product or service arises. The best part? Your content doesn’t (and honestly shouldn’t) have to only relate to your business.

Examples:

• Sharing a tutorial for your signature braid hairstyle.

• Your hacks for organizing your closet.

• Your secret to the perfect hard-boiled egg.

How frequently should you be showing up on social media? To some degree, you want to be showing up face to camera daily.

4. Demonstrate Your Essential Value

The next thing you want to pay attention to is making sure that you are positioning your brand and products to align with your ideal client’s perception of essential value.

At times when you worry that your audience is changing their buying behaviors, the best way to adapt to this is to show them that you are meeting their essential needs. For a lot of us, those needs include Solving known problems, community/support, providing certainty.

Whether you’ve had to think about these in your business before or not, how can you shift your content to reflect that you are making it your mission to meet these needs?

Examples:

• Tell us about your community and how it will enrich our lives.

• How are you solving problems that we have RIGHT NOW?

• How are you/your products making us feel sure of our decisions and protected?

5. Get Scrappy With Your Resources

With social media, the ability to grow your business and generate revenue are ENDLESS! I know you may have certain routines and launch plans that you’re set in, but sometimes we need to be adaptable and ready to meet people where they’re at.

Bonuses and “extra stuff” isn’t getting people to get off the fence and make buying decisions as much at this current time. What is? Discounts!

Recommendations for increasing cash flow into your business right now:

• Running a flash sale on an existing evergreen offer.

• If you provide an in-person service such as photography, offer a discount if they buy “sessions” upfront.

• Creating a low ticket baby-offer that provides INSANE value (to build your email list as well).

• Beefing up your affiliate program for offers so you can partner with loyal members of your community for a mutually-beneficial launch.

What with everything that is going on, I wanted to outline the main areas of your business you should focus on to continue to grow your impact on social media. At the end of the day, SHOWING UP is always going to be the most important thing. Leaders will rise and you’re here because you are a leader who’s making a change!

About the Expert: Kayla Ybanez is a business strategist for network marketers and online coaches and service providers who want to build a sustainable and scalable personal brand online. Ybanez built her business from her daughter's hospital room, where her daughter fought for her life, and where she and her family lived with her for 436 days straight, waiting for answers for her medical mystery diagnosis and watching her daughter undergo a bone marrow transplant in January 2019.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Sallie Krawcheck's Top 3 Smart Money Moves to Make During the COVID-19 Crisis

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

The coronavirus crisis has taken a serious toll on the economy, causing the U.S. stock market to have it's worst day since the 1987 stock crash and the OECD to cut global economic growth projections in half. Needless to say, money anxiety is at an all-time high as a result. In fact, according to a recent study, 67 million Americans anticipate they’ll have trouble paying their credit card bills due to coronavirus.

In an effort to help ease our financial fears during these uncertain times, we hosted a special Fireside Chat edition of our Instagram Live series, Ask an Expert, with Sallie Krawcheck, co-founder and CEO of Ellevest, a digital investment platform built by women, for women. Our founder and CEO Jaclyn Johnson virtually sat down with Krawcheck to answer all your most pressing money questions in the wake of the coronavirus, including how to cut unnecessary spending from your budget and how to fund your small business during quarantine closures.

Read on for three key takeaways from the conversation and head to the Create & Cultivate Instagram to tune into our next Live Ask an Expert segment. 

Tip #1: Don’t stop investing.

“The question we get the most at Ellevest, is, Should I be buying? The second is, Should I be selling?,” explains Krawcheck. “The answer is you should be investing steadily for your longterm goals. You should be investing a bit of your paycheck, after you pay off debt, because if you try to time the market you will fail.”

Tip #2: Watch your expenses.

“Watch your expenses,” Krawcheck advises small business owners who are doing everything they can to keep the lights on. “Use your values to determine what expenses are important, protect your company culture, and trim where you can without hurting your core business.”

Tip #3: Contribute to an emergency fund.

Krawcheck's rule of thumb for a healthy financial future includes breaking down each paycheck (a.k.a your take-home pay) following these general guidelines: 

• 50% of every paycheck should go toward paying for things you need (think: rent, utilities, car insurance, etc.)

• 30% should go toward fun (think: those extras that bring you joy, like that outfit your dying to buy or you’re favorite workout class)

• 20% should go toward future you (i.e., your emergency fund, 401k, IRA, etc.)

However, before you start contributing to an emergency fund, “get your credit card debt paid off because it’s leeching out wealth from you,” cautions Krawcheck.

Ellevest is answering any and all money questions that come in from the community on their blog. It's an amazing resource in these uncertain times.

Sign up for Sallie Krawcheck’s weekly newsletter, Money Monday, to stay up to date on all things women and money. 

About the Expert: Sallie Krawcheck is the CEO and co-founder of Ellevest, a digital-first, mission-driven investment platform for women. Ellevest is one of the fastest-growing digital investment platforms and has been named a #24 on CNBC’s top 50 "Disruptor" list and #14 on LinkedIn’s 50 “Most Sought-After Startups” (#2 in New York). Krawcheck is also Chair of the Ellevate Network, a 135K-strong global professional women’s network, and Pax Ellevate Global Women’s Leadership Fund, a fund that invests in the top-rated companies for advancing women. Before launching Ellevest, Krawcheck built a successful career on Wall Street: She was the CEO of Merrill Lynch, Smith Barney, US Trust, the Citi Private Bank, and Sanford C. Bernstein. She was also Chief Financial Officer for Citigroup.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: How to Build Your Matriarchy and Support System During COVID-19

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

In the midst of the COVID-19 pandemic, female founders are giving us hope. They’re forging new support systems and offering up their expertise, knowledge, and, in some cases, even their funds to their communities and to each other. They’re proving to us that we truly are all in this together and that we’re stronger when we lean on one another.

For insight on how to build a matriarchy and support system during these uneasy times, it only seemed fitting for us to tap the Jennifer Justice, a music attorney who found her passion for advocating for women while working with major artists like Jay-Z, Beyoncé, and Rihanna, for the latest installment of our Ask an Expert Instagram Live series.

Read on for a few highlights. If you missed the conversation, you can watch it in full here, and be sure to tune into our next Ask an Expert conversation on Instagram Live.

You’ve worked with some of the hardest working women in the business including Beyoncé. What did you learn from representing such a powerful female?

“Women, especially business owners and creatives, do better when they’re represented by women. We assess risk differently, we understand our challenges and our strengths, it’s important that we support each other. As hard-working women, we have to put in 110% to get what when men have to put in 75% to get.”

Have you ever been blatantly discriminated against at the negotiation table because you (not your client) is a woman?

I still am. I’m a woman. I get mansplained to all the time when I’m negotiating against men. It’s all day long. Unfortunately, misogyny and sexism have not changed. But I don’t’ care. I don’t let it affect me or how I negotiate for my clients. Advocating for yourself is the hardest thing to do, and advocating for women is for the greater good.

How can we be supporting each other in business right now and helping each other rise?

“We can help each other right now by buying each other’s stuff, in a responsible way. We can also be promoting each other on social media, connecting via live video chats or podcasts to help fellow female founders spread the work about who they are and what they do. But most importantly, you can check-in and listen to other people and what they’re needs are. You can be a rock for somebody else.”

About the Expert: Jennifer Justice is an entertainment and live-experience executive known for her expertise in building artists’ careers and business portfolios by marrying art with commerce. In 2019, JJ founded The Justice Dept. – a management, strategy, and legal firm that works with female (and woke male) entrepreneurs, executives, talent, brands and creatives to build and maximize their value focusing in the areas of tech, consumer product, finance, media, entertainment and fashion. JJ has been named a “Game Changer” by Goop, one of the 50 Badass Women Changing the World in 2020 by InStyle, and on Billboard's Women in Power list three times. She has been featured on the TODAY Show and is a regular contributor on NBC News.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: 5 Practical Marketing Tips for Staying Profitable During the COVID-19 Pandemic

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Laurel Mintz

It’s safe to say the COVID-19 pandemic has radically shifted how businesses both large and small need to approach their marketing strategies. With the sudden rise of the stay-at-home economy, it’s imperative that brands pivot swiftly to digital in order to stay profitable because, now more than ever, consumers are turning to social media as a source for content, comfort, and even creativity.

In fact, social media views and engagement have increased by over 30% in the last two weeks, according to Laurel Mintz, CEO and founder of the digital marketing and live events agency Elevate My Brand. We tapped the marketing pro to find out how brands can support their communities and remain profitable in these uncertain times for the latest installment of our Ask an Expert Instagram Live series.

Read on for five practical marketing tips for staying profitable and coming out of the coronavirus crisis stronger than before. If you missed the conversation, you can watch it in full here, and be sure to tune into our next Ask an Expert conversation on Instagram Live.

1. Double Down on Your Digital Spend 

“A lot of businesses are scared, and they should be. Because they’re scared, they’re questioning their marketing and advertising spend. Don’t be one of those companies.

Now is the best time EVER to double down your dollars so that you can capture more market share. It may sound a bit callous, but we saw the same thing happen in 2008/2009, and the smarter companies that survived and thrived turned a challenging time into an opportunity to grow.

It will be good for you long-term and is the right thing to do to keep the economy going.”

2. Get More Social (Online) 

“I don’t know about you, but I’ve canceled most of my social and business plans. This has left me feeling totally disconnected and frankly a bit lonely. That’s why now is a great time to start or increase your social media content. Act as if things are as normal as possible and talk to your community through your social channels.

More than just talking at them, start a dialogue and use these challenging times to truly engage your community in honest conversations about what you’re doing to support them and how you’re working towards business as usual. Make them feel the love even if it’s only online. (P.S. Social media views and engagement have increased by over 30% in the last two weeks, so give the people what they want where they want it.)”

3. Put Your People First

“I know this sounds like a no-brainer, but there are still a lot of companies out there that don’t have emergency protocol around this virus. Worse yet, there are a lot of employees who, if they don’t show up physically to work, don’t get paid. There’s no other way to say this than don’t be a d*&k!

Like us, I’m sure many of your employees have kids and, with the recent school shutdowns, are feeling the pressure more than ever before. We live in amazing times where a ton of work can be done remotely. When you treat your employees with respect and let them put their health and families first, they will be more loyal and committed to the work and will likely maintain productivity and service levels, and that’s good for business and morale alike.”

4. Convert, Don’t Cancel

“Brands that rely on fundraising efforts like non-profits are, rightfully, freaking out right now. Many events and galas have been canceled and the teams behind them don’t know how they’re going to raise the working capital they need to maintain their staff and support the work they’re doing in the community.

We have seen smart companies both in the for- and non-profit worlds quickly convert events and fundraising to digital. Whether it’s micro-donations through social media or crowdfunding platforms, there are tons of great digital tools, if done right and quickly, that can slow the decline of fundraising efforts.

There are also tools out there such as Zoom that can supplement the intimate connections between donors, keep meetings on track, and keep communities and communication flowing. So don’t cancel that meeting, just convert it to a Zoom and keep things moving forward as normally as possible.”

5. Content Is (Still) Critical

“Let’s be honest, with everything canceling and everyone wondering what to do next, most businesses have a lot of unexpected time on their hands right now. Look at it as an opportunity to develop quality content for your digital channels and to set yourself up for a successful future.

Use Google Docs to collectively ideate ad concepts. Use Zoom to interview employees for human-interest story vlogs. Use a project management platform to make a more robust marketing plan. We know how hard it can be for brands to devote time to building out their content calendar, so take this time to write blogs and prepare email campaigns and audit your content.

Because when you come out on the other side of this thing, we’ll all have to hit the ground running.”

About the Expert: Laurel Mintz, J.D., M.B.A. is the CEO and founder of award-winning, Los Angeles-based digital marketing agency Elevate My Brand. Laurel’s gift is connecting with people and their stories. After all, companies are made up of people, and stories are just narratives that are the foundation of great marketing. Laurel’s energy has been the driving force behind the agency’s growth since it launched in 2009. Her awards include the 2017 Patrick Soon-Shiong Innovation Award, the 2016 Goldman Sachs 10,000 Small Businesses Company award, the Los Angeles Business Journal 2016 Women In Business Award, and more. 

Right now, Elevate My Brand is offering complimentary strategy sessions to any brands in need. Shoot them an email at info@elevatemybrand.com or ping them on Instagram or Facebook. 

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

We Found 7 Resources to Provide COVID-19 Financial Relief for Small Businesses

Photo: Smith House Photography

We know every small business is being affected by the COVID-19 crisis right now, and our team at Create & Cultivate is here to help. Our mission—and our passion—is to help people create and cultivate the careers of their dreams, so quite frankly, there’s no better opportunity for us to be of service than right now.

In order to help small business owners navigate this uncertain time, we’ve compiled a list of relief resources and basic information for how to confront the COVID-19 pandemic. If you’re seeking a low-interest loan, needing to pause your student loan debt, or looking to apply for a small business grant, we’ve tracked down resources to help you do just that.

If You’re Seeking a Low-Interest Loan…

The Resource: U.S. Small Business Administration SBA Disaster Assistance

The Details: “The U.S. Small Business Administration is offering low-interest federal disaster loans for working capital to small businesses suffering substantial economic injury as a result of the coronavirus (COVID-19) in all U.S. states and territories.

These loans may be used to pay fixed debts, payroll, accounts payable and other bills that can’t be paid because of the disaster’s impact. The interest rate is 3.75% for small businesses. The interest rate for non-profits is 2.75%.

SBA offers loans with long-term repayments in order to keep payments affordable, up to a maximum of 30 years. Terms are determined on a case-by-case basis, based upon each borrower’s ability to repay.”

How to Apply: Apply for assistance here.

The Resource: Kiva

The Details: "Kiva lenders have shown their commitment to providing financial assistance to all by making 0% interest loans to entrepreneurs in the U.S. on Kiva.org for the last 10 years.

In today's difficult circumstances, we'd like to make it as easy and impactful as possible for small businesses in the U.S. to have access to affordable capital on the Kiva platform—capital that may be the difference between shutting down and keeping their doors open.

Effective immediately, U.S. applicants for a Kiva loan will have access to the following: Expanded eligibility: More businesses in the US will be eligible for a Kiva loan; Larger loans: The maximum loan on the Kiva platform will increase from $10,000 to $15,000; Grace period: New borrowers may access a grace period of up to 6 months for greater financial flexibility.”

How to Apply: Apply for a loan here.

If You Want to Pause Your Student Loan Debt…

The Resource: Department of Education Federal Student Loan Relief

The Details: “If you’re having trouble making payments, contact your loan servicer as soon as possible. If you have a Federal Perkins Loan, contact your school. You can easily avoid the consequences of delinquency or default by staying in touch with your servicer or school.

Your servicer or school can provide information about deferment or forbearance options that allow you to temporarily stop making payments on your loans. You may also be able to change to a different repayment plan that would give you a lower monthly payment.”

How to Apply: Contact your loan servicer, or your school if you have a federal Perkins Loan.

If You Want to Apply for a Small Business Grant…

The Resource: Facebook Small Business Grants Program

The Details: “Facebook is offering $100M in cash grants and ad credits for up to 30,000 eligible small businesses in over 30 countries where we operate. We’ll begin taking applications in the coming weeks. In the meantime, you can sign up to receive more information when it becomes available.“

How to Apply: Sign up to get updates about Facebook’s Small Business Grants Program here.

The Resource: Zapier Small Business Assistance Program

The Details: “Zapier is creating a $1 million small business assistance program for businesses to heavily impacted people who meet some combination of these criteria: You work in a business with 10 employees or fewer, or you're a solo entrepreneur, your business is privately owned, your business is impacted by "social distancing" in an outsized way (the tourism, food service, hospitality, salon and spa, fitness, and education industries are some examples), and you're a paying Zapier customer as of 3/20/2020. Small businesses in need can qualify for a free 3-month credit for a starter plan.”

How to Apply: Fill out this form.

The Resource: Bumble Loves Small Businesses

The Details: "Bumble is granting a number of small businesses up to $5K to help during this trying time. At this time, we are only accepting requests from small businesses and will verify all company registration numbers. If you’re not a small business owner, you can fill out this form to nominate a small business (or forward this link to them!).”

How to Apply: Fill out this application form.

The Resource: The GoFundMe.org Small Business Relief Fund

The Details: “The Small Business Relief Fund will provide one-time matching grants to qualifying small businesses to help alleviate the financial burdens during these pressing times. To qualify for a matching grant from the Small Business Relief Fund, the GoFundMe fundraiser must raise at least $500 and verify that your small business has been negatively impacted by a government mandate due to the COVID-19 pandemic. Your small business must be independently owned and operated, and must not be nationally dominant in your field of operation. Each recipient of the matching grant must intend on using the funds to help care for your employees or pay ongoing business expenses."

How to Apply: There are a few ways for small business owners to apply:

• “Claim your fundraiser. Many small businesses will have a fundraiser automatically created for them through the Yelp platform. To claim this fundraiser and donations made to it, you can submit a request through the form above.”

• “Start a new fundraiser. If you do not have a fundraiser already created for your business, you can start one now. In your fundraiser description, please make sure you add the hashtag #SmallBusinessRelief. Then fill out this form to confirm your small business.”

For more information and resources on how to navigate the coronavirus crisis as a small business:

• Calculate how much you’ll get from the $1,200 (or more) coronavirus checks being provided by the U.S. government with this calculator tool from The Washington Post. Plus, learn when your check will arrive, and more.

• Consider scrolling through this list of national and state-specific funds, grant, and resources for business owners grappling with coronavirus compiled by Forbes.

• For rent assistance, scroll through this comprehensive list of how to get COVID-19 rent relief compiled by Investopedia.

  • It’s important to note, however, that even if your state has taken action to pause or suspend evictions, anywhere from 30 to 90 days, it does not relieve you of your obligation to pay your rent. It just forbids your landlord from evicting you during that period for late payment.

• Subscribe to a special edition of Deloitte’s Resilient podcast series all about how businesses can confront the COVID-19 crisis.

• Subscribe to Forbes free daily newsletter, Outbreak, for stories on the coronavirus pandemic and its impact on global business.

• And head to our COVID-19 Content hub and follow Create & Cultivate on Instagram to tune in as we go live daily with experts in business, finance, and more in our Ask an Expert series daily at 9 am, 12 pm, and 3 pm PST.

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