Small Business Survival Guide: Tips for Growth and Sustainability

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Managing a small business is tough, even at the best of times. There are customers and employees to satisfy, regulations to follow, and financial obligations to fulfill. However, how does one not only keep a small business afloat but make it grow and prosper in a post-pandemic world?

Here are some concrete, actionable tips on all aspects of small business management that will help you weather any storm.

Keep Your Finances in Order

Small businesses often focus on creating the best possible product and reaching a broad audience. While this is good, not staying on top of your finances puts the business’s survival in question.

You should regularly monitor expenditures and make sure no outstanding payments remain so for long. Take stock of your investments and drop those that yield the lowest returns. Avoid cash flow problems by incentivizing customers to settle their invoices on time.

Always look for new investment opportunities. Don’t be afraid to incur some depth if a great opportunity presents itself and the payment terms are reasonable.

Expand Your Marketing Efforts

No one will buy your product if you don’t get the word out, so double down on your marketing efforts.

Identify your target audience and find out everything about their values, behaviors, and spending habits. Tailor your marketing campaigns to cater to the niche your products occupy. Foster a social media presence and interact with potential customers.

Keep up with trends in website design and ensure that your site is mobile-friendly. Craft an engaging experience that will convert intrigued visitors into enthusiastic buyers. Not everyone will bite the first time, so create incentives for customers to sign up for your newsletter and regularly launch email campaigns.

Don’t Neglect Your Existing Customer Base

Attracting new customers costs five times as much as retaining old ones. Existing customers are a likely source of future business and the best possible ambassadors for your brand. Be loyal to them, and they’ll return the favor.

Engaging with customers is the best way of keeping them interested. Listen to their opinions and act on their feedback. Set up loyalty programs that validate and reward such customers.

CRM software will help you keep track of customer interactions and determine the best approaches to serving their needs. Follow up with customers and make good on your promises.

Take Your Company’s Cybersecurity Seriously

Cybercrime is a rapidly-growing threat, yet many small businesses still don’t take it seriously enough. You may not have the budget for a dedicated cybersecurity team, but being mindful of the danger already gives your company an edge.

Ransomware can lock down your computers and prevent crucial data access. The best way to prevent it is to be wary of phishing attempts and treat suspicious emails cautiously. Determine what type of data you keep and who has access to it.

Many consider investing in cloud file storage, and even financial institutions are turned their head to the cloud for financial services. Some providers offer secure business cloud storage, which can keep confidential information under lock and key, making it an excellent option for services that require full privacy.

Adapt and Innovate

Rapid digitization and technological advancement were already reason enough for companies to stay on their toes. The pandemic hammered home the need for rapid adaptation and an agile mindset to meet modern challenges.

It’s worth investigating broader societal changes. Use them to understand better current and predict upcoming trends. Pay constant attention to developments in your niche. On the one hand, keep tabs on the competition and either mimic them or come up with your own innovations. On the other, study your customers and any changes in preference or sentiment they may show.

An adaptable mindset needs to become part of your company culture. That includes getting existing employees up to speed on the latest technologies and workflows as well as hiring new ones with fresh ideas.


Market shifts and changes in society at large can profoundly affect small businesses, which are often the first to feel them. Such changes are unpredictable. They may prove more than a match for the unprepared. However, they may also be the opportunity your business needs to thrive. Keep the above advice in mind and seize that opportunity for all it’s worth!