The New American Renaissance: Covid Becomes the Driver for Growth

Covid-19 has disrupted daily American life in a way few emergencies have before. But it has also shaken things up, clearing the way for an economic boom and social revival. The New York Times’ David Brooks is calling it the “American Renaissance”.

Brooks describes how West Germany and Japan endured widespread devastation during World War II, yet in the years after the war both countries experienced explosive growth because their old arrangements had been disrupted. The devastation and old patterns that stifled experimentation were swept away. Disruption opened space for something new.

Millions of Americans endured grievous loss and anxiety during this pandemic

Many also used this time as a preparation period, allowing them to burst out of the gate when things opened up. The result? 

• 4.4 million new businesses were started in 2020, by far a modern record. 
• A report from Udemy, an online course provider, says that 38 percent of workers took some additional training during 2020, up from only 14 percent in 2019.

Americans socked away trillions of dollars in 2020, putting themselves in a position to spend lavishly as things open up.

The best job market in 25 years. The economy has already taken off 

• Global economic growth is expected to be exceed 6 percent this year and continue through 2022. 
• In late April, Tom Gimbel, who runs the recruiting and staffing firm LaSalle Network, told The Times: “It’s the best job market I’ve seen in 25 years. We have 50 percent more openings now than we did pre-Covid.” 
• Investors are pouring money into new ventures. During the first quarter of this year US startups raised 41 percent more than the previous record, set in 2018.

Socioeconomic rebalancing takes three forms

1. Power has begun shifting from employers to workers. In March, U.S. manufacturing expanded at the fastest pace in nearly four decades. Workers are in the driver’s seat. Employers are raising wages and benefits to try to lure workers back.

2. A rebalancing between cities and suburbs. Covid-19 accelerated trends that had been underway for a few years, with people moving out of big cities like New York and San Francisco to suburbs and to rural places like Utah, Idaho and New York’s Hudson Valley. 

3. Finding balance between work and domestic life. Stanford economist Nicholas Bloom expects that even when the pandemic is over, the number of working days spent at home will increase to 20 percent from 5 percent in the prepandemic era.

The biggest shifts may have been mental

Millions of Americans worked remotely and found that they liked being home, dining every night with their kids. We’re becoming a less work-obsessed society, trying to be more connected to our families and our communities, more present. Nobody knows where this national journey of discovery will take us, but the voyage has begun.

Join the renaissance! Contact Top of Mind Marketing. We’re writers and digital marketing specialists. 

COVID Downtime: A New Website For an Old Client

I’ve been working with a client for nearly ten years, and we’ve taken his old website about as far as it will go. It was built in an ancient program, and we converted it to WordPress eight-plus years ago. There have been a few other Hail Marys along the way. 

Every year we think that this will be “The Year”

Every year we think we’ll be able to build a new website. But we keep getting bumped. The recession killed us. A couple of years ago we came in last behind a monster of an increase in workers comp insurance. Every business owner gets this. This year started out with a bang, but COVID has put a damper on all of our marketing initiatives. Yet we’re actually starting to work on a new website. I’m managing my expectations, but I’m hopeful that we’ll be able to start the new year with a sleek new site.

WordPress brought our site into the 21^st century and made it more accessible

These conversions can work, but the site has remained cantankerous with more than its share of workarounds. My client’s an electrical contractor, so we’ve kept the site updated with fresh contentand images as much as possible. We schedule photoshoots of new projects, and we generally show both before and after images. But it’s challenging. 

Contractors can show off their beautiful cabinets and hardwood floors, their new kitchens and baths. But an electrical contractor? Much more difficult. How do you showcase the wizardry of completely retrofitting the wiring for an older home to accommodate today’s electronics-crazed users so they won’t electrocute themselves? In the early days of LED lighting, I used to point out the unique undercounter or recessed lighting, but now LED is routine.

Look for WordPress themes that are SEO friendly

We’ve selected a WordPress theme that will give us a lot of exposure—today’s themes provide promo modules to highlight company features and/or events as users scroll down the page. They extend the homepage where you can use your keywords. There is a lot of SEO value in these themes. We’re writing case studies of residential and a commercial projects for which we also have good images. We’re rethinking navigation and paying attention to page speed—especially image size. We’ve removed a few old projects that are dated. 

• Images. Those great big graphics that are 5000 pixels? Easily resize to 2000 or less. I generally aim for around 1200. 
• Sliders. Use Less. Or useless. Research shows that people don’t stick around to watch your homepage slide show. Choose one great primary image. Swap it out when you want a change.
• Compress large images with Tinypng. 

My client’s site is 20 years old

I don’t know anyone right now who isn’t in the process of updating his/her website, including me! If COVID’s given you some downtime, this might be the time to start working on a new site. Contact Top of Mind Marketing. We’re writers and content marketing specialists.