What does your company plan on bringing into the new year — and how do you plan to communicate your efforts? Photo courtesy of All You Need Method

The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We've all had to pivot in some way either personally, professionally, or both.

As public relations and marketing professionals who specialize in working with small businesses, we've spent the last 10 months in the trenches with our clients, advising and helping business owners and entrepreneurs navigate these uncertain times. While small business revenue is down since January 2020, it's not all doom and gloom out there – we've seen many other businesses experience unexpected success and growth, and according to economists, we are entering the greatest entrepreneurial economy of our time.

And as we start this new year, there is no better time to invest in business growth and planning. Below are five tips to help you get started.

1. Get smart on your PR

Whether you know a little or a lot about public relations, marketing, and social media, take some time to get caught up on the current landscape. It is constantly changing, and having a better understanding of how traditional media, social media, paid marketing, owned content and all other components can benefit your business will inform decisions about where to allocate your time and resources.

First, assess what stage of business you are in as well as your business goals to determine what PR and marketing tools could be most beneficial to your growth at this time. Not all small businesses are prepared, financially or otherwise, to invest in PR, and there are fundamental steps you can do on your own to get your business positioned to succeed.

With online education booming, there are many free resources and tools at your disposal. We created All You Need Method to simplify PR and marketing for small business owners. You can download our Free PR Roadmap on our website to assess what level of PR support is right for your business. We also created The PR Starter Kit online course to give small business owners the fundamental tools they need to use PR, marketing, and social media to support business growth and build a lasting brand – and it only takes a few hours to complete.

2. Revisit your target audience

The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it's imperative to understand your target audience's current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs.

Before investing time and financial resources creating and executing a 2021 business plan, take a step back and consider your ideal customer. Outline how the past year has created opportunities or challenges in their life, problems they are facing, new shopping habits, lifestyle shifts, communication preferences, concerns, etc. If you have more than one ideal customer, work through this exercise for each.

With this new perspective, you will be equipped to make business decisions through the lens of how you can better serve your customers, rather than how to increase revenue.

3. Stand for something

Brands that are succeeding today are the brands that are authentic, vulnerable, and that stand for something. According to a global study by Zeno Group in July 2020, consumers are 4 to 6 times more likely to purchase and champion purpose-driven companies.

Having a purpose doesn't require a brand to have a philanthropy component or an outspoken political stance – it's about identifying your specific values and making them apparent through your messaging and leadership within your industry. Values could include committing to sustainable production methods, outstanding customer service, commitment to diversity, or supporting a specific cause. What is most important is that your values are authentic and that you can stand behind them long-term.

As the founder/owner of a small business, you have an opportunity to put a face and values behind the brand so that your company is about more than selling something.

4. Clarify your message

After revisiting your target audience and carefully considering your brand values, incorporate those findings into your messaging. Conduct an audit of your website, social media channels, and all external facing materials, and update your messaging to ensure that if your ideal customer had a 30 second encounter with your brand, they would walk away with your most important messaging points. Important points to consider as you craft new messaging include:

  • How your product or service solves a problem for or benefits your target audience
  • Brand values
  • Points of differentiation

5. Be authentic and communicative

Before the days of social media, a brand had to rely on third parties, including editorials and ads in magazines and newspapers, to spread the word about their brand. Social media and all "owned channels," including a brand's website, blog, and newsletter, have leveled the playing field and allow small business owners to have control over their communication with customers. Through your owned channels, a brand can decide what to post and when, which is incredibly valuable.

While securing press and advertising opportunities is valuable to growth and brand awareness, it's largely outside of one's control. Focus your time and financial resources on communicating with your audience by creating content for your owned channels. Creating content and posting consistently can seem overwhelming to a solopreneur or small team, but there are ways to make it manageable:

  • Pick only a few owned channels to focus on, prioritizing platforms you are most familiar with using and where your audience is most active
  • Quality and consistency are more important than quantity. If you're only posting once a week due to bandwidth, commit to that frequency and increase frequency as you are able
  • To inspire and inform content creation, think about how you can serve your customers through your areas of expertise and what is relevant to both your brand and audience (events, holidays, partnerships, new product launches, etc.)
  • Create a content calendar so that you can plan out posts a month in advance to avoid last minute scrambling to decide what to post

Once you've worked through these five tips, make a plan to support your business goals - and start thinking in two phases.

  • Phase 1: Pandemic Home Stretch - Although there is hope with a COVID-19 vaccine, we know we will likely be dealing with the effects indefinitely. Use this time of uncertainty to get your business in the best shape possible.
  • Phase 2: Post Pandemic - How do you want your business or brand to show up when the world opens back up? It feels far off, but it is closer than you think and there is a huge opportunity for those who are willing to put in the work now.

Remember, these challenging times will pass. There is massive opportunity for the businesses and brands who are willing to reflect, pivot, and plan for a brighter future.

------

Kathryn Worsham Humphries and Carla M. Nikitaidis are the co-creators of Houston-based All You Need Method, a PR and marketing resource for small business owners and entrepreneurs.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Innovation pioneers on why Pumps & Pipes is so uniquely Houston

A Day of Discussion

Pumps & Pipes 2022, Houston’s premier innovation event, is rapidly approaching on December 5 from 8 am-3 pm at the Ion.

Leading up to this exciting event, InnovationMap spoke with several of the speakers representing various industries to ask them, "What makes Pumps & Pipes uniquely Houston?"

Here are their responses:

Dr. Alan Lumsden, chair of cardiovascular surgery at Houston Methodist and Pumps & Pipes founder:

“…What can we learn from one another? What is inside the other person’s toolkit? A lot of solutions are already out there but sometimes we don’t have the ability to see into their toolkit. This has become the driving force behind Pumps & Pipes throughout the last 15 years…”

Dr. Lucie Low, chief scientist for microgravity research at Axiom Space:

“‘Houston, we have a problem’ — everyone knows Houston as a major player in the aerospace industry as highlighted by this famous quote from Apollo 13. What people may not know and what is exciting to me about Houston are the opportunities for collaboration with other industries that can help drive our mission to build communities of healthy humans in space. With the largest medical center in the world right next to Johnson Space Center, Houston is a prime city for innovation at the intersection of medicine and space.”

David Horsup, managing director of technology at OGCI Climate Investments:

“The remarkable diversity of thought, culture, and expertise that exists in Houston creates an incredible cauldron for innovation. The city has been the leading light in pushing frontiers in energy, aerospace, and medicine for many years, and Pumps & Pipes is a powerful ‘node’ for some of the brightest minds across these industries to connect, collaborate, and innovate. I am extremely excited to see how Houston is pivoting to embrace the challenge that climate change is presenting, and the city will play a defining role going forward.”

Purchase tickets for Pumps & Pipes here and follow Pumps & Pipes on social media at LinkedIn, Twitter, and YouTube.

Houston startup founders report on clean energy tech efficacy

seeing results

A team from Rice University has uncovered an inexpensive, scalable way to produce clean-burning hydrogen fuel.

In research published this month in the journal Science, researchers from Rice’s Laboratory for Nanophotonics, in partnership with Syzygy Plasmonics Inc. and Princeton University’s Andlinger Center for Energy and the Environment, detail how they converted ammonia into carbon-free fuel using a light-activated catalyst.

The new catalyst separates the liquid ammonia into hydrogen gas and nitrogen gas. Traditional catalysts require heat for chemical transformations, but the new catalyst can spur reactions with just the use of sunlight or LED light.

Additionally, the team showed that copper-iron antenna-reactors could be used in these light-driven chemical reactions, known as plasmonic photocatalysis. In heat-based reactions, or thermocatalysis, platinum, and related precious (and expensive) metals like palladium, rhodium, and ruthenium are required.

“Transition metals like iron are typically poor thermocatalysts,” Naomi Halas, a co-author of the report from Rice, said in a statement. “This work shows they can be efficient plasmonic photocatalysts. It also demonstrates that photocatalysis can be efficiently performed with inexpensive LED photon sources.”

Halas, Rice's Stanley C. Moore Professor of Electrical and Computer Engineering, was joined on the project by Peter Nordlander, Rice’s Wiess Chair and Professor of Physics and Astronomy, and Rice alumni and adjunct professor of chemistry Hossein Robatjazi. Emily Carter, the Gerhard R. Andlinger Professor in Energy and Environment, represented Princeton University.

“These results are a great motivator," Carter added. "They suggest it is likely that other combinations of abundant metals could be used as cost-effective catalysts for a wide range of chemical reactions.”

Houston-based Syzygy, which Halas and Nordlander founded in 2018, has licensed the technology used in the research and has begun scaled-up tests of the catalyst in the company’s commercially available, LED-powered reactors. According to Rice, the test at Syzygy showed the catalysts retained their efficiency under LED illumination and at a scale 500 times larger than in tests in the lab setup at Rice.

“This discovery paves the way for sustainable, low-cost hydrogen that could be produced locally rather than in massive centralized plants,” Nordlander said in a statement.

Earlier this month, Syzygy closed its $76 million series C round to continue its technology development ahead of future deployment/

Houston is home to many other organizations and researchers leading the charge in growing the hydrogen economy.

Earlier this year, Mayor Sylvester Turner announced he's determined to position the city as hub for hydrogen innovation as one of the EPA's Regional Clean Hydrogen Hubs. Organizations in Texas, Southwest Louisiana and the surrounding Gulf Coast region, known and HyVelocity Hub, also announced this month that it would be applying for the regional funding.

And according to a recent report from The Center for Houston's Future, the Bayou City is poised to "lead a transformational clean hydrogen hub with global impact."

7+ can't-miss Houston business and innovation events for December

where to be

Houstonians have yet another good batch of in-person and online innovation events, and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this December — like pitch nights, workshops, conventions, and more.

Note: This post might be updated to add more events.


December 1 — 2022-2023 UH Energy Symposium Series

The Division of Energy and Innovation, along with the UH Center for Carbon Management in Energy, are hosting a day-long symposium to discuss pathways and solutions to make Texas carbon neutral by 2050. UH experts and energy industry partners will serve as panelists to discuss the drivers, opportunities, and challenges for change, and more.

The event is on Thursday, December 1, from 9 am to 7 pm, at University of Houston (Houston Room - University of Houston Student Center South). Click here to register.

December 5 — Pumps & Pipes: Ion to Infinity

Highlighting innovations in Web3, Artificial Intelligence, Extended Reality, and Robotics, attendees will hear from visionaries across medicine, energy, and aerospace who are developing and launching technologies in these fields.

The event is on Monday, December 5, from 8 am to 3 pm at The Ion. Click here to register.

December 6 — Softeq Venture Studio Demo Day

The Softeq Venture Studio's 2H 2022 cohort is the largest yet with 22 member companies, which brings the total portfolio to 49 companies. This cohort includes entrepreneurs from several global locations as diverse as the United Kingdom, Iceland, Mexico, and Peru. In this capstone event, founders have three minutes each to present their pitch deck, demo their product, outline their ask, and answer questions.

The event is on Tuesday, December 6, from 8 am to 3 pm at The Ion. Click here to register.

December 7 — Houston Veterans In Residence Showcase

Bunker Labs’ Veterans in Residence Showcase is a nationwide event, celebrating over 500 veteran and military spouse entrepreneurs launching their startups and businesses.

The event is on Wednesday, December 7, from 6 to 8 pm at Sesh Coworking. Click here to register.

December 8 — 8th Annual SWPDC Symposium on Pediatric Device Innovation and Business Meeting:

The 8th Annual SWPDC Symposium on Pediatric Device Innovation and Business Meeting will feature the keynote presentation "Non-Dilutive Federal Funding for Pediatric Device Startups" by Michael Heffernan, Director of Research & Technology at Fannin Innovation Studio.

The event is on Thursday, December 8, from 4 to 7 pm, at the Queensbury Theatre. Click here to register.

December 8 — HAN Holiday Party

Join the Houston Angel Network for their annual party.

The event is on Thursday, December 8, from 6 to 8 pm, at Postino City Centre. Click here to register.

December 10 — TXRX Holiday Make-a-thon

Get your festive fun on by participating in one of our hands-on workshops. Learn more about how we make through our live demos.

The event is on Saturday, December 10, from 3 to 6 pm, at TXRX. Click here to register.

December 13 — Future of the Houston Region

The reimagined Future of the Houston Region event features one of the fastest-growing areas in the Houston region - Montgomery County. Conversations will be focused on the county’s rapid growth, business developments within the area, future plans of expansion and its overall importance to the region.

The event is on Tuesday, December 13, from 10:30 am to 1:30 pm at The Woodlands Waterway Marriott. Click here to register.