The way customers view your organization determines everything. From your reputation to their price sensitivity, length of the buying cycle, and willingness to commit to you as a business, employer, school, nonprofit, or church. That lens (the one that customers used in 2019 to search, consider, and commit) has been swapped out for a new vision of the world. What they see today is completely different than the vision that moved them to respond to your old messaging and brand story.
Making the right pivot at the right time is what allows companies to thrive in the midst of big market disruption. Elisabeth Sanders-Park shares insights from her journey in this video interview.
Many businesses that are still open have been living in crisis response mode since March of 2020. By making rapid adjustments to product or service delivery, they have been able to track with the massive buyer shifts that have been occurring. Moving from responding to crisis to making intentional and strategic changes allows the organization to shift from simply staying afloat to seizing opportunities that create strength and growth.
Mission, vision, and values are standard fair for organizations that want a strategic focus. These are important elements that should guide a mission-minded organization.
Renting online traffic by purchasing ads is one way to acquire new customers. However, the cost of ads in the online bidding used by digital ad markets is being influenced by something you can control -- your website. Your website plays a major role in how much you will have to spend in order to bring in the right flow of reliable, quality leads. In most cases, websites aren't doing their job to keep ad costs down, and usually do the opposite by driving up your ad budget. It's a much better investment to use low cost website data and update strategies, than to continue being dependent upon ads.
We seem to be back in the soup again. Different states and cities are experiencing different levels of restriction. It's exhausting for everyone, and those who came through the first wave of COVID-19 successfully are now looking at renewed restrictions square in the eye. Here are some tips to avoid allowing the ongoing COVID saga from creating long-term damage to your brand story.
We're hearing about story selling, why stories, and story-based marketing. A brand story is more than the application of story telling to your brand. Here's the difference. The use of stories is a technique or an approach in sales, marketing and communication that is certainly effective. But without a careful process, it won't ever rise to a brand defining level.
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Story branding is a shared adventure between you and the people that you serve. Your story brand will always be found in the place where your passions and values overlap with the passions and values of your audience. This alignment is what takes a simple brand offering a product or service, and elevates it into the status of a brand story. Instead of a commodity to be price-shopped, your offering is celebrated, shared and recommended. As a result, your cost of reaching customers goes down, your sales cycles become shorter and customer retention goes up.
With all the pressures on health care, to which COVID-19 added, it seems like piling on to raise the issue of cyber security. But in part because of COVID, it's on the rise in a significant way. Health care is a primary target because of the amount of patient data and the financial value of operational records.
You've seen the headlines, but you probably aren't aware of the unintentional insider threat that healthcare providers, hospitals, home care providers and others have left open for the hacker- poorly secured websites.
It's always a shock to see yourself on public display, especially on the cover (here's the magazine so you can be shocked too). It raises obvious and immediate self-doubt about needing better photos and the ongoing battle for the receding hairline. While it's much better than being put up on the post office wall, it's still a pretty humbling experience. But if you're working to build a company, a little boost always helps. Here are some lessons about being on a magazine cover:
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