The entire world has been impacted by the COVID-19 pandemic, and many people weren’t prepared. In Italy, thousands of people were pushed to self-quarantine weeks ago, but now this is happening across the United States and all around the world. During this time, it’s important to not lose hope and realize that it’s the perfect time to start sharpening your digital skills to promote your brand. Whether you’re an entrepreneur or trying to grow the brand of your company, there are many skills you should develop during this time of economic uncertainty.
The Importance of Adapting
It’s easy to look at what’s going on right now and feel lost, confused or stuck. The reality is that businesses have been overcoming adversity for centuries. With every new technological innovation, businesses have discovered ways to thrive. They do this through their ability to adapt to whatever challenges they face. Regardless of the COVID-19 situation that we’re dealing with currently, there are going to be new difficulties to face once this whole thing passes, which is why it’s crucial to start adapting now.
Once you start to realize that you’re in control of you and your company’s future, the sky’s the limit. We’re all extremely fortunate to have digital tools at our disposal because if the outbreak happened even two decades ago, businesses would be in a much more difficult situation. If you’re reading this, you’re someone who clearly has a set of expert skills, but now it’s time to adjust those skills to our current situation.
Taking Advantage of Digital Tools
Whether you’re familiar with all of the digital tools at your disposal, there’s always room to grow to maximize your reach and impact. Knowing what people are looking for and what will capture their attention involves knowing what kind of mindset they’re in when they’re online. Not only is this based on the current events of the world, but it’s also knowing how to craft content for specific platforms whether it be Twitter, Instagram, Facebook, or even your company website. Once this ball gets rolling, you’ll need to have a basic understanding of the analytics each platform provides so you know what is and isn’t working.
When adjusting your marketing and promotion strategy online, it’s important to know that meritocracy isn’t always the case. Understanding Search Engine Optimization (SEO) for your website as well as how each of the social media algorithms work is going to help extend your online reach. It’s not uncommon for people to get discouraged when starting to invest more time and resources online because they don’t have a full understanding of these algorithms. With just a basic knowledge of how these platforms work and what type of content they promote will give you a leg up. And it’s also beneficial to note that investing just a little ad spend into these platforms is a low cost, which can result in maximum rewards based on the built-in tools the platforms provide.
One of the biggest challenges brands face when converting to using digital forms of communication is incorporating the human element. We all crave human connection and interaction, but during these times of social distancing and self-quarantining, people feel more disconnected than ever. While using email, social media, video conferencing, and other forms of virtual communication can help you reach a broader audience and stay in touch with your current colleagues and clientele, it’s easy to fall into some traps that can diminish the human element.
A mistake that many people make when using digital interaction is relying too much on automation. Automating certain aspects of your communication can be beneficial and help you with efficiency, but it’s key to learn how to find balance and establish trust with the people you are communicating with. Too much automation can make people feel disconnected with your brand, it’s important to learn how to integrate and replicate a feeling of personal connection in all forms of your communication. In fact, adding personal touches will allow you to leverage your position to reach the target audience you’re searching for in a long-lasting way.
Developing a Strong Personal Brand
Our very own Cynthia Johnson is a thought leader when it comes to developing your personal brand, which she lays out in her book Platform: The Art and Science of Personal Branding. She outlines the four key elements for personal branding, as well as the importance of personal and social proof along with association and recognition. You’ll learn about how to position your personal brand messaging and how to create a proper bio. By knowing what to include as well as what not to include in a bio, you’ll be able to capture the interest and intrigue of your target audience that makes them curious to learn more.
If you missed The Artistry of Standing Out in a Digital World from 4/1, don’t worry, you can watch the replay by clicking here and utilize our follow up resources, here. We’ll also be hosting a follow up on Wednesday, April 8th, as well. In part two of this series, we’ll be diving deeper into the topic of developing your personal brand and digital footprint online. Our discussion will include how to create brand consistency as well as how to develop your personal brand digital assets with user-friendly and easy-to-learn tools available online. Be sure you sign up for part two of the series because we’ll be holding another Q&A to answer whatever questions you might have.
