Business as usual, right?

March 30th, 2020

Hope Dalton

Brand Strategist

A woman thinking in front of a yellow background

We all wish it was that simple. And maybe for some companies, it is. But for most, these times are causing major disruption in process, services, customer communication, and overall business models. 

If you follow us here at Paradigm, you know that we are all about helping clients lead with their core values (their WHY) — Why does your business exist? Why should people care about your business? Why do you get out of bed in the morning?  Your WHY is the lens from which your HOW and WHAT is seen through. Once we establish your WHY, which never changes, we then unpack your HOW (approach) and true client benefits, verses leading with your WHAT (services or products).

However, these strange times have me thinking:

it’s not everyone's WHY that is being challenged right now, it's the HOW and WHAT.

We have all been forced to quickly course correct, and uncomfortably so.

I have enjoyed seeing the creative solutions that have seemed to happen almost instantaneously. Restaurants have quickly adapted to delivery service and to-go tactics, Netflix has virtual watch parties, my yoga instructor is offering online classes, a local sweets bakery is offering different comfort food such as chicken pot pie (a great meal to freeze!), museums are giving virtual tours, and retail has completely shifted to online and curbside pickup. 

All of these solutions seek to reduce disruption so that business can continue as close to usual as possible.

But what about those services or products that can’t quickly adapt to selling online or local pick-up?

How do you ensure your message does not get lost in the short attention span that is online? How do you stay connected and relevant? 

Well, it takes a little bit of strategy and the willingness to pivot but there are ways to transform communication and reach your audience at home. A few ideas are:

  • Write blogs or mini-articles with your audience in mind. Is there educational content, helpful advice or relevant information you can share?
  • Make sure your website and business listings are up to date with hours, how to contact you, and if your business is operating differently
  • Use social media and email marketing to connect and engage more with your audience but make sure you have a clear and relevant message
    • Create videos such as educational content, how-to's that relate to your industry, or even a tour of your facility
    • Share a blog, case study, or article (Ideally that you are cross-linking from your website)
    • Reshare other industry news articles or local businesses that you support
  • Create a budget for digital advertising (on Google or Facebook) to reach new audiences. Are there services you still want to push while your doors are closed?

Whereas these efforts are great on their own, they work best if they align within an overarching strategy. Try to be consistent through all touchpoints and plan what and how you want to communicate  - whether on Facebook, LinkedIn, website, emails, etc. If you need help creating content or are unsure of best practices and social media standards, call us and we will be happy to walk you through a consultation, create graphics or videos, and even manage your digital marketing.

Above all, no matter how you are having to pivot your business, you must continue to communicate your core values, your approach, and benefits.