Beyond Six Feet Apart: Digital Tools for Brand and Demand

8.07.2020 — LISC StoriesEconomic Opportunity

Thank you to those who joined the Beyond Six Feet Apart Webinar: Digital Tools for Brand and Demand on Thursday, August 6.

The coronavirus pushed many small businesses into going digital – even if they didn’t want to! But communications experts Tariana V. Little, DrPH of EmVision Productions, Josiane Martinez of Archipelago Strategies Group and Colette Phillips of Colette Phillips Communications and Get Konnected were right on time with the invaluable tips they shared Thursday, August 6 during the Beyond Six Feet Apart (B6FA) webinar on how to navigate the digital communications realm. Those tips include: how to pivot to using digital tools to sustain and grow your business; the importance of understanding changes in consumer demand; how to utilize traditional and new media to market your small business and increase revenue; and how humanizing your business’s brand by telling your story is key to getting attention online, making connections, and to creating customer loyalty. The discussion was moderated by Tia Vice, who leads communications for LISC Boston.

Takeaway #1: Don’t Panic, Pivot

Don’t become overwhelmed trying to utilize all the digital tools and social media that’s out there. Use tools that align with your current business need. There are lots of traditional and new media outlets to convey your message and sell your products i.e. social media, TV and radio, news print and blogs. Be sure to identify what need you’re trying to fill in your business and fill that gap with the best digital tool that produces the best results and adds the most value to your business and consumers.

Takeaway #2: Teamwork is Dream Work!

Your competitors can also be collaborators. Small businesses need to work together now more than ever. Your competitors often face similar markets, use similar resources and technology and face similar challenges. Lean in to working together to add value to one another business, using collective innovation and marketing everyone wins!

Panelists explained the power of websites, social media, email marketing, search engine optimization and advertising online. Sound overwhelming? Don’t worry – they also talked about where to start, how to build your digital capacity and what tools they recommend for small businesses.

Takeaway #3: You’re More than a Business. You’re a Brand!

You do more than sell products and services. You connect with real people – humans who have real fears, concerns and experiences. Use your marketing and messaging to tell the story of who you are or what your business stands for. People connect with people and experiences, not products. Humanize your business brand to grow customer loyalty and your business.

For more on the Beyond Six Feet Apart Accelerator program, visit the COVID-19 section of our website.

Beyond Six Feet Apart: Digital Tools for Brand and Demand

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