Strategic Steps for Uncertain Times 🪜

Hello Reader,

This week I participated in a fun Bluesky chat hosted by Mollie of FernCRM/FernCX all about SEO and the intersection with ethical business strategies. You can read Mollie's recap here.​

While all of the questions were great, one stuck out to me in particular: "How can SEO help small business owners recession-proof our businesses?"

You can read my answers linked above, but I wanted to talk bigger picture about this concept of recession proofing, because for folks based in the United States in particular, this is a real and understandable worry.

Here's the thing: Economic uncertainty impacts us all. And, during these times, a lot of opportunistic people will try to exploit folks feeling stressed about that uncertainty. I saw this in the early days of the pandemic in 2020, and I see it happening now.

Just this week I stumbled upon a discussion on a Meta app in which every single commenter laid the blame for anyone struggling on the typical spectrum of things: mindset, not "wanting it badly enough," not being confident, the whole gamut—not a one person mentioned that in the USA at the moment, we've been on an economic rollercoaster.

So, I'm here to say that if you're challenged right now, you're not alone. Rugged individualism cannot insulate you from larger forces you're operating within.

However, what you can do is be strategic (and just like my friend and client Sara's book says), you are a strategist!

This may look like some assortment of the following:

• Considering a "lead product" or mini version of your core service to help build trust before clients commit to larger project scopes. If lots of folks are feeling nervous, this is a way to mitigate this issue.
• Reviewing past data and look at what's consistently done well for you, no matter what's going on in the larger world—everyone has something! (For me, it's my one-time strategy sessions, they have been popular since I introduced them way back when we all still used the now-defunct app Skype.)
• Honing in on your very unique difference so you can stand out—this is perennially effective, according to all kinds of data. If you can stand out now, it'll protect you in so many ways.
• Committing to content marketing may be a priority you can't put off. The best time to get serious about what I call compounding marketing was last year, the next best time is now—it's never to late to shore up your marketing that will support you in the future.

That's just four things off the top of my head, and every single business is a unique ecosystem that needs nurturing in a way that will best support its distinctive self, but hopefully you get the picture.

If you have been impacted by economic uncertainty (whether it's now or sometime in the future), I don't want you feeling badly, blaming yourself, or internalizing any of those nasty messages floating around on the internet. Instead, put on the strategist's hat I know you have and get serious about what you can control—that's what leads to a buoyant business.

Onward & upward,

Sarah