Mom Joanne Scarborough at my graduation from U.S. Navy SWOS (Surface Warfare Officers School) in Coronado, California, in 1984. As a Navy spouse herself, she always supported me, and she was always up for a trip, too.

What can you do to keep your small business running when you have personal issues? Aka, where have I been for a year?

This question is particularly relevant to entrepreneurs who are solo operators, freelance professionals, consultants, and others who work alone or with a very small team.

Hi, that would be me.

A few years ago, I started down an unfortunately very crowded road, as a caregiver for a parent with Alzheimer’s dementia, just like so many others dealing with the same challenge.

(Tip – if you’re in a similar situation, try to find a geriatric care or eldercare manager in your area, or one who is willing to work with you via Zoom. You pay them to help you navigate caregiving and be your advocate. Their knowledge and support can be invaluable in helping you to make the right informed decisions, and get ahead of crises, because you WILL have crises. Go to the Aging Life Care Association “Find an Expert” page on their website.) 

I am fortunate in that my mother has long-term care insurance that covers most of her bills for assisted living and now memory care. She and my Dad also grew a decent nest egg portfolio that pays for the many other care expenses not covered by the insurance. So many people do not have these financial resources, for a variety of reasons. They have no idea how much assisted living or memory care can cost (over US$7000 a month, in my mother’s case) or that we’re in the midst of an eldercare crisis that will only get worse.

I’m an only child, but I have a very helpful and supportive spouse, and both of us are in good health. In fact, we started weight training together about a year and a half ago to make sure that we can continue to handle the strain of dealing with Mom’s issues, plus build and maintain the physical strength to be able to eventually enjoy our own old age, including being fit enough to travel comfortably as we get older.

As a solo operator for my business – Tourism Currents, LLC, where I do digital marketing and social media workshops and training for tourism, hospitality, and economic development – most of my work and my business development is done in person, although of course I do webinars and online education. It involves a lot of travel and speaking at industry conferences.

Here are my suggestions for keeping a business limping along until you can get back after it with your full attention:

Maintain the Business Basics

Make sure you take care of basic, critical ongoing business requirements.

• Pay the ongoing costs for your domain name, website hosting, trademarks, etc.
• Keep your licenses, permits, business taxes, and business insurance current.
• Pay your business phone bill. Maintain and monitor your business email address.
• Monitor your business bank accounts and credit cards.
• Even if you can hardly keep up with regular email, jump onto business-related emails and respond to them as quickly as possible.

You’re going to have to let some things go, but don’t jeopardize your business foundations if you can avoid it.

Keep Your Marketing and Social Media Alive

All you are trying to do is keep your name and your talents and your value out there, and keep gently nurturing business relationships that you’ve already built. You’re not trying to actively close sales.

Ironically, you may end up with client requests anyway. I know that it’s frustrating to not have time right now to handle them properly. Be a human and explain the situation to them; you’ll be surprised by how understanding people can be. Try to give a timeline when you might be available, or refer them to a competitor you trust. If it’s a dream client, try to work them into your schedule with a LOT of caveats that they’ll need to agree to in advance.

Meanwhile, you’ll probably need to cut back on how often you send out your email newsletter, and how often you post on your business social media. Try very hard to avoid going completely dark.

I have tips over on Tourism Currents for what to post on social media when you don’t have time to post.

Smart content re-sharing and re-purposing are key. I’ve been updating and republishing old blog posts that are still relevant, requesting guest blog posts and newsletters from trusted colleagues, and turning my answers to client and colleague questions into simple, short blog posts, Instagram carousels, LinkedIn articles, etc.

Show Up In Person When You Can

I’ve stopped pitching to speak for now, because I don’t want to commit as a speaker and then have to back out. I still look for in-person opportunities at industry events that are not too far away, so I can get home fast if something comes up with Mom.

You may not be able to attend all the days of important industry conferences, but maybe you can buy a single day pass. I attended one day of the most recent Texas Downtown annual economic development conference, and it was great to see colleagues and renew those connections.

See if your top industry organizations have half-day or one-day regional workshops. I drove over to a tourism regional half-day workshop where I reconnected with destination marketing folks, and learned things myself from the presentations. Some of what I learned I’ll turn into social media posts.

Tell People What’s Going On, If You’re Comfortable Doing So

Dealing with aging parents, or a significant illness, or a special needs child is hard.

If you’re an intensely private person, I understand not sharing all the gory details, but most people are understanding, sympathetic, and may be dealing with something similar themselves.

Especially in a services business, personal relationships and trust are absolutely critical. Be honest.

I took on someone I’ve known for years as a client recently, but only after being very upfront with her about my current limitations. She totally understood, and honestly, it’s been fun and a mental break to do what I love with someone I know and respect, even if some days I kinda wish I hadn’t strapped on the responsibility.

Anyone who expects you to be a perfect machine is not a client you want anyway.

Be Ready to Get Back Out There When Circumstances Allow

Yes, “this too shall pass.” At some point, you’ll be able to turn your full attention back to your business.

When that time comes, review and update your business plan, your strategic goals, and your marketing plan. Move things around on your calendar, drop and add priorities as needed, and tidy up your website.

You may want to make a short announcement to your email list and on social channels that you’ve been dealing with personal issues, but are now ready to accept new clients and help people out with their *whatever it is that you do.*

Then, take this excellent advice from Andy Crestodina with Orbit Media Studios – go to your website, and start at the end of your customer’s sales journey to fix anything that isn’t up to par, and get yourself ready to start back up:

“Start at the end of the lead generation process.

Go to the very end of the process, to the bottom of the funnel, to calls to action and the conversion pages. Fix those first.

Then go backward, up through the funnel, making improvements to each previous step in the experience of your audience.”

As Adele so beautifully sings, “Hello from the other side . . . ”

At some point, you and your business will shift into a new chapter. I’m rooting for you.

See you on the other side.

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