Humanizing Your Brand

How to humanize your brand

In order for someone to “buy into” your brand, they have to trust what’s being sold to them. What you say matters, but how you say it matters even more. To build this necessary trust, you can’t come off sounding like a robot, humans don’t trust robots. Look what happened with the whole Skynet fiasco! By humanizing your content, you transform from a faceless company to a friend. Read on for pointers on how to make your content have a life of its own. 

What Does It Mean?

By humanizing your brand, you give it lifelike qualities that allow your users to connect with it on a human level. This means, your voice needs to be consistent on every platform, from your website to your social channels.

To turn your brand into a familiar face, you need to: 

  • Show personality: Decide if you want to be funny, raw, silly, intelligent. Have a catchphrase. 
  • Write like you speak: Your brand image is highlighted by the uniqueness of your voice. But also, be aware of the language your users use.
  • Show off your team: Nothing makes a brand more human than showing off the humans behind the brand. 
  • Share user-generated content (UGC): It not only makes your claims more believable, but it also creates a community rallying behind your brand. 
  • Tell real stories: The internet is savvier than ever, and people can sniff out the real from the make-believe. Be real. It smells better.
  • Be Engaged: Whether it’s through social or in the comments of your blog, respond and interact with your users. 
  • Influencer partnerships: With built-in relationships, influencers introduce your brand to their online friends. One good word from a highly respected influencer can turn your product or service into a bestie with all that influencer’s followers.

What About Social Media?

As a brand, going online means you need a social media policy in place. It dictates how your brand is going to respond to a crisis, as well as day-to-day interactions.

Anyone performing social media on behalf of your company should have knowledge of this policy. It needs to be a living, breathing document that is consistently updated. 

As for your brand on social media, here are some humanization pointers:

  • If you have more than one community manager, sign off each post with their name
  • Talk like a person and be personable
  • Take a side, and stick to it. But, stay away from things like politics and religion unless those are part of who your brand is
  • Show emotion. Use emojis, and emotion-based words.
  • Be active on your social platforms
  • Share images and videos that dive deeper into the product or services you offer

Think of humanizing your brand in the same way you’ve grown your own personality. As you grow, so does your brand. 

How To Create A Social Media Strategy

Social media strategy photo of a sign saying You Got This

During relatively normal times, it’s important to have some type of social media strategy in place. Right now, with companies of all shapes and sizes suffering due to shutdowns, it’s imperative to stay in touch with your audience. The best place to do that is to be in the same spaces they are which is on social media. Once you have determined which social platforms to concentrate on, you’ll need to have a strategy in place to make the most of those spaces.

Get engagement

Now is the time to up the ante for user engagement. Your audience is more connected, and online more often. Encourage moving your body, staying healthy, staying positive, and staying sane during this time. Let your audience know that we are all in this together.

  • Sample social post: The entire month of April is “Move More Month”. Now, more than ever, people are throwing on their walking shoes and hitting the pavement. What are you doing to move more this month?

Get Action

With every post comes an opportunity to connect with your audience. Use a strong call-to-action (CTA) to encourage your users to engage with you. This will increase traffic to your social media page, website, and keep your brand in people’s minds. It’s free advertising! When sharing blog posts in your IG story, add a link and encourage followers to swipe up! Tip: Negative posts can either be deleted or publically addressed before moving to private messaging. 

  • Sample Instagram post: Socially distancing doesn’t mean you can’t go the distance. Show us how you’re staying connected while keeping at least 6 ft of space. Tag us in your photos and we may share them on our page!

Get Trendy

Pay attention to current trends happening across social platforms and jump in on the ones that make sense. Take the I-Spy game spreading all over Facebook.

  • Sample FB Post: Flattening the Curve might sound daunting, but we can toast to its success once this is over. In the meantime, let’s play a game that’s all over Facebook. “I spy with my little eye”, something blue in your camera photos. (And the blue image for this post might be Lake Michigan or a mash-up of all the Great Lakes)

Get Festive

Give a nod to ‘real’ holidays, but also celebrate the super fun and relevant ones. You can find a list of quirky national holidays here: http://www.holidayinsights.com/  

  • Sample social post: Monday, April 13th is National Scrabble Day and with everyone home, board game usage has seen a huge resurgence. Call to action could be: What’s your favorite board game? Or, what games have you been playing? 

Get Pinning

Focus on sharing useful and original content. Pinterest is a very active network that can take products viral. Have boards that are both entertaining and product-based. 

  • Sample Pinterest Boards Subjects: Make boards about travel, fun destinations, and how those relate to your product. Show users real-life scenarios where your product is the hero.

Get Tagged

Set up a relevant branded hashtag. It will also make it easier for you to see who is tagging you on Instagram.

  • Sample Branded Hashtags: It could be something as simple as #XAtHome, or #StaySafeWithX. X, of course, is your brand or product name.

Get Real

Share employee stories and photos of how they are handling this time. Remote work stations, playing with their kids, anything that connects to the audience. Make your brand more human. Consider doing Facebook live or even pre-recorded videos. 

  • Sample Post: Make an announcement regarding how your company is taking care of its employees during this time. Show your remote workspaces or a pic of your Zoom meeting thumbnails. 

Your social media strategy can be as simple or complex as you deem necessary. Whichever you choose, the important goal is to be present so that when this is over and a bad memory, your brand hasn’t been forgotten. Remember to be thoughtful and tasteful in your messaging, everyone is feeling uncertain right now. 

Organic Content Is Your Kingdom

Organic content is your kingdom

We’re all getting restless. But, as anxious as we are to be able to move around freely, there’s still a sense of hesitation due to the unknown. What is out there waiting for us? In what way is it going to affect us? How can we possibly recover from this? And, all of those questions are just on a personal level. Business owners have a whole slew of concerns piled onto the personal slush pile. I have some words of advice based on over a decade of professional content writing and strategy. I really hope this helps you to navigate your own organic content strategy and writing. 

Content Congestion

More than ever, you must up your organic content game. Up until now, the saying was “Content is King”. Truth is, your content and its context is going to be your entire Kingdom. Businesses that put up a basic website, secured their social handles, and then didn’t do much with them? Well, they are either going to have to start pushing a budget into their online marketing efforts or simply fade away. For the foreseeable future, every audience imaginable will be searching for you online. We were headed toward a complete online culture prior to the pandemic, and that seal has been removed. We’re there, all in. 

There’s going to be, what I’m calling “Content Congestion”. Meaning, as much content as there has been online up until now…it’s going to get even more congested. More content being published on social channels, as well as websites. And, that will make it even harder to be found. 

You must have content. Lots of it. On your website, on your social channels, and on your company or personal blog. If you want to reach the right audience, you must have the right message, at the right time, for your organic content to show up in their search. 

Position Competition

Because there’s going to be a massive uptick of online content, that means it’s going to be harder to hit page one. Another little phrase I’m using is “Position Competition”.  Every company using your keywords are all vying for the same search engine results. Page one. 

Again, this means you must have content. It does NOT have to be the best written. What it does need is the best possible answer to your audience’s question. 

You can find what sort of topics people are searching for as it relates to your product or service by using SEO tools. My personal favorite is Answer The Public. Using one or two keywords, this tool pulls up real-time search engine queries related to the topic you’re searching for. Once those are displayed on the screen, you’ll have a whole series of questions you can use as topics to talk about across your platforms. Take some of those questions and use them to create content for your blogs, for social media, for videos, and for subtopics on your blog. Answer the questions to the best of your ability, edit your words using another tool like Grammarly, add an image, and hit publish. Just do it. And find a comfortable cadence for consistency’s sake. The more content you have, the better. If you’re already creating content, it’s time to double down. 

Seen and Heard

The ubiquitous ‘they’ claim that everyone has a story. Sometimes, that story is obvious. Other times, it takes some digging. But, your story is there. And, it’s important to start crafting that into words and weaving it across all your platforms. Plant those seeds and grow your garden so the world can enjoy its glorious flowers.

Once you have your flow, and you’re creating consistent content, use what you’ve created as a script, and record a video. Video is the fastest-growing consumable content product. It definitely can be daunting. Personally, I can’t stand how I look and sound in videos. But, I know that it’s a valuable piece of content that will make a business become human. So, it must be done. Because, it’s us humans that run the business, and at the end of the day, it’s our story that needs to be told. Through us. Video and content are where our business and personal brands need to collide. 

If you need help with your organic content strategy or ideas, please…don’t hesitate to reach out. We can guide you toward creating content that will make you the envy of every competing business. You can contact me directly at mbrodsky@adaptstudios.co  or you can go through our website contact form: Adapt Studios

What To Focus On When Your Business Is Temporarily Closed

What to focus on when your business is temporarily closed

COVID-19 has created a climate ripe with unforeseen circumstances. Most of us, both professionally and personally, did not prepare for the reality this pandemic brought into actuality. Physical distancing means many businesses have had to adjust their working hours and conditions. And, in some cases, that means they’ve had to let employees go and shutter their doors. 

At the time of publishing this article, social distancing guidelines have been extended through the end of April, and it could potentially continue through summer. A fourth relief initiative to help businesses is being looked at, once the data of the currently created one can be measured. In the meantime, there are some steps and measures you can take to help your business. 

Small Business Administration Loans, Tax Deferrals, and Grants

In the United States, 58.9 million people, or over 47% of our workforce, are employed with a small business. As such, securing assets to prevent these companies from permanently closing is imperative to our economy. In response to COVID-19, the U.S. Government has increased funding for affected businesses. 

  • Low-interest loans up to $2 million are available, which will help cover costs such as lease and payroll. When your state has declared a state of emergency, loan applications will be available through email or online. Another option is to apply through your local Small Business Development Center office. 
  • Payment has been deferred until July 15th if you own up to $1 million in taxes. Payroll taxes may also be deferred, and pre-payment plans may also be extended. 
  • Private loans and grants through banks, foundations, and other businesses are available to help small businesses stay afloat. The government will have over $350 billion available for companies that employ under 500 people, which will be overseen by the Small Business Administration.

Read more on how to survive COVID-19 from the U.S. Chamber: Resources To Help Your Small Business

Protect Your Employees

So many companies, across many industries, have fully transitioned their teams to remote work. Stay transparent with them through your company’s communication channel. Schedule one on ones with team members to find out how they’re doing. Not just work-related, but personally, as well. Set clear expectations for each team and individual, so there are no surprises.

Now is an excellent opportunity to learn about your employees. 

Hold Your Network Close

Even if you had to close your doors, keeping those virtual windows open will be crucial. Stay connected to your customers online. Let them know what your company is doing during this time, just as it is important to remain transparent with your employees. The same holds for your clients and customers. In the end, this will create a tighter knit community. Once they are allowed to close the physical distance gap, customers will come back to you to fill their needs in the same way you tried to fill theirs during tough times. 

Have information expressing how your company is handling COVID-19 on display. Whether it’s on your store’s door, a post on your website, or a pinned update on your social platforms. Your audience will be watching you more than ever. And, like Santa’s naughty or nice checklist, they’ll be keeping tabs on who they consider is handling it right or wrong.

Learn how to utilize the Nextdoor app to reach your audience more effectively.  

Give And You May Receive

Right now, your strategy could be focusing on goodwill and giving back, providing useful, enlightening, or entertaining content across all your platforms. If there is a way to involve your company in community outreach, this is a good time to do that. But, stay smart and safe about it. 

It was mentioned earlier, but it is worth repeating. Brands, big and small, are under scrutiny right now. Like elephants, people will remember who did what when this is all over. You want to be one of the businesses people remember fondly. Because, when we reach the other side of this pandemic, consumer’s money will go back into companies that did good things when the community needed it the most. 

Rebuilding When The All-Clear Whistle Blows

In the meantime, while we are all struggling to figure out what comes next, effort should also be put into what reopening, relaunching, rebuilding–what that will look like. This will be a different approach for everyone. For some companies, it will merely be flipping over the closed sign to read ‘open’, and flicking on the lights. For others, it could take months, or even years, to regain the momentum lost during the COVID-19 pandemic. 

Tips for Small Businesses

  • Consider a different, but temporary, business model. For example, corporations are transforming their operations to make hand sanitizers instead of perfume, face masks instead of clothing, and ventilators instead of cars. 
  • Smaller-scale options could be online ordering, webinars for conferences, online classes for salons. 
  • Focus on your business. Many companies’ digital assets go by way of the shoemaker’s daughter. So much effort goes into the client’s business that it leaves little room to work on your own company’s matters. Now is the perfect time to re-do that website or paint those walls. 
  • Go all in online, if possible. Many stores may be able to transition to online sales entirely. It could be a way to mitigate significant financial instability. 

Not going to lie, the next few months are going to be trying on all of us. But, it’s become undeniable that we are all in this together, and we will all do our part to make sure we come out of this dark time victorious. 

Adapt100: In This Together

Adapt100 graphic over a dark background

We’re grateful. Despite the current climate, our clients are still operating. This allows our Adapt Studios team to remain working. For us, it’s getting used to the new normal as we continue our work from home. We feel we have a unique opportunity right now; we are in a position to help. So, we’ve started a little something we like to call Adapt100. 

Who We Are

We are brainstormers, creatives, analysts, and problem solvers. We look at the big picture and how it relates to individual businesses. As a full-service marketing studio, no stone is left unturned when we’re knee-deep in branding and marketing for our clients. 

What Is Adapt100?

Adapt100 is an initiative we’ve put into effect to help inform and guide 100 local Michigan businesses through these difficult times. Through an in-depth brand audit, we will create a strategy that will carry you across these strange times and beyond. 

Resilience is key. And, the Adapt’s unique brand audit was created to help you gain deeper insight into how effective all of your marketing efforts have been, what needs to be improved, and how you can adapt to these new times we’re facing. 

Using our auditing method, we will create a strategic roadmap that will help you identify your strengths, weaknesses, and opportunities. This will help to guide you forward so you can weather this storm. When we are done, you will have a step-by-step process. You’ll learn how to grow your brand recognition and gain a loyal following. Once you’re back to business-as-usual, you’ll be thriving. 

Why We Are Doing This

Things are tough all over for everyone. We worry about our local economy and those that this shutdown will impact. We couldn’t sit back and do nothing. Sure, we are a new company, but our team has over twenty years of combined marketing experience. We know our stuff, and we want to use our strengths to help you come through this tough time stronger than ever. 

What We Hope To Accomplish With Adapt100

We hope to help our fellow Michigan businesses survive. Armed with knowledge and tools, this will allow them to adapt and thrive throughout this pandemic and into the future. 

If you feel your business could use our help, please reach out to hello@adaptstudios.co, and we will get back to you as soon as possible.

If you’re an agency that would like to partner with us, please email hello@adaptstudios.co In the subject line, write “agency partnership opportunity.” 

We look forward to the privilege of helping you adapt and thrive. 

Transitioning To A Remote Team In The Time Of Crisis

Remote Team Office

WHO has declared COVID-19 a pandemic. The Italian government has shut the entire country down. The predicted global statistics surrounding COVID-19 are staggering. For most of us, we’ve never seen this type of situation before, and it’s surreal. As a result, many businesses are transitioning to a fully remote team in response to the COVID-19 virus.

This transition can be difficult. Particularly for employees who have never worked remotely before. But, with the right tools in place, a fully remote team can be productive and successful. 

Remote work isn’t feasible for every type of business, but having a backup plan in place is recommended. If you aren’t sure how to go about moving from in-person to remote, we’ve got information that will help you transition to fully remote teams and individuals during the time of a crisis. 

Create a Crisis Operations Plan

Before sending your teams home with their computers, the leadership team must get all their ducks aligned. During this unprecedented time, the goals must be made clear. Put together a document outlining expectations and outcomes. 

  • You’ll need to have your remote work policies defined
  • Assign team leaders if they aren’t already in place
  • Team leaders and managers will need preparation
  • Find creative ways to carry on company culture
  • Trust your team. You hired them for a reason! 
  • Make sure your team has all the tools they’ll need to function remotely. 
  • Schedule online meetings. This also helps teams feel less isolated.

Tools For A Remote Team

To make the transition from the workplace to work-from-home as seamless as possible, you’ll need to make sure your teams have everything necessary for productivity. Assign someone the task of creating a checkout list, so it’s easy to keep track of who is taking home what. 

  • Computers: Many companies assign laptops to team members. If that’s not the case, consider giving each team member who doesn’t have one some budget to allow them to buy one. Or offer a monetary bonus to those who will be using their personal computers for company business. 
  • Monitors: There are many positions throughout a company that uses one or more monitors for their work. 
  • Hardware: If your company runs on a specific type of hardware installed on computers, ensure this is functioning correctly outside of the work environment. 
  • Cords: This may sound silly to keep track of cords, but there are a lot of them involved in a workspace setup—chargers, power strips, adapters, HDMI cords, dongles, extension cords, and more. 
  • High-speed internet access: Not everyone has decent home internet. If any of your team members express that, consider offering a stipend to aid them in getting high-speed internet access.

Setting Those Work Expectations

Setting guidelines and expectations will be critical components to staying organized throughout the transition to remote teams. 

  • Check-ins: Although this can get cumbersome, have one of your IM channels set up for check-ins and outs. 
  • Productivity: Give teams thorough outlines of daily work. There are productivity tools like Monday and Trello to help organize this effort. 
  • Hours: Set expected work times and daily hours. 
  • Feedback: Providing consistent positive feedback to teams can prove to be beneficial in keeping morale up and productivity high. 
  • Communication: Encourage teams to remain communicative throughout the day.

Utilize the Many Available Tools

There are many apps available that will keep your remote teams connected and productive. You’ll need to make sure your employees do have access to the internet. 

Video Conferencing/Screen Sharing

Interoffice connectivity

Productivity

Time Management

Distraction Busting/Program Blocking

Premium Tools Offering Temporary Free Services 

  • Microsoft Teams six-month free trial
  • Google Hangout until July 1, 2020
  • LogMeIn free for three months
  • Cisco Webex 90 day licensing free
  • Zoom unlimited free conference calling
  • Comcast Internet Essentials 2 free months for new users
  • AT&T suspending broadband data caps

Keep Open Lines Of Communication

These are looking to be trying times. Pay attention to the behavior your newly remote team is exhibiting. For some, working from home can be stressful as they adjust to the new process. Reach out to everyone when possible, to do a mental wellness check. Most likely, you are fully aware of each employee’s productivity and potential, so keep that in mind as they adapt to working remotely. 

In conclusion, it’s always beneficial to have a disaster response plan in place. And, the health of the community needs to be a priority. During this time, patience will be a virtue. But, having faith in your team and being there to guide them when necessary will only make you a stronger organization. 

Stay healthy! Stay productive!

How To Become A LinkedIn Thought Leader

LinkedIn thought leader, chessboard with king and several pawns

If you’ve been on Linkedin, even for a brief moment, you’ve probably seen a lot of your network sharing many of the same posts, written by the same individuals. Every industry represented on Linkedin has its own list of “top voices” or a LinkedIn thought leader. They are the thought leaders with a highly engaged audience who use their experiences and ideas to educate their followers. 

Whether you’re a CEO, entrepreneur, or professional, improving your online presence is beneficial to your growth and success. Joining the ranks of those “thought leaders” gives you more eyeballs within your industry. If you’re trying to increase your online presence, becoming a Linkedin thought leader can do that for you. 

What Is A LinkedIn Thought Leader Anyway?

Dictionary.com defines the term ‘thought leader’ as: noun whose views on a subject are taken to be authoritative and influential. 

Thought leaders and influencers are all across the internet, on every platform. This article will focus on LinkedIn thought leadership. That term, in reference to Linkedin, is similar to the dictionary definition. A Linkedin thought leader establishes him or herself as an authority or expert in their field. This is done by presenting information in a way that is easily understood by their audience. 

Who Are You?

The industry you’re a professional in does not necessarily define your entire area of expertise. Maybe your knowledge in early science fiction and cooking rank equally with that of your profession. You could brand yourself where those intersections meet. Finding a niche will set you apart from other industry thought leaders. 

Who Are You Talking To?

Once you have a grasp on who your audience is, structure your thought leadership pieces to resonate with that group. Your target audience is dependent on what you’re planning to achieve through building your thought leadership platform. Are you selling a service or looking for speaking engagements? Once you determine what you’re doing on Linkedin, you’ll be able to narrow down your audience. 

What Do You Mean?

What is your brand headline or tagline? To determine that, you must first understand what your message is going to be and who it is you want to share that message with. When you have refined your headline, use it in your Linkedin profile along with other brand marketing assets. Once this step has been completed, it will be much simpler to complete the rest of your Linkedin profile, and you’ll have consistent messaging. 

What Are You Saying?

It’s not just about what you’re saying over on Linkedin, but also HOW you’re saying it. Video is huge right now, and Linkedin’s algorithm will boost video before text. Your video doesn’t even need to be shot by a professional, the camera on your phone will suffice. 

Topics to write about can be your professional achievements, industry news, or whatever you find interesting. 

Using the Linkedin Publisher platform:

  • Your article titles should be 40 – 49 characters
  • You need to include up to 8 images depending on the article length
  • Use subheadings (H1, H2, H3, etc) to make your article easily digestible
  • The sweet-spot for article length is 1900-2000 words 
  • Shorter articles are ok, too
  • Thursdays are allegedly the best day for posting on Linkedin Publisher
  • Publish something at least once a day, whether it’s content you’ve written or simply sharing another author’s work.

What Are You Doing To Become A LinkedIn Thought Leader?

The point of any social networking platform is to be social. You can’t just assume people will engage with you just because you’re creating some kickass content. You’re going to need to put in the work to nurture relationships, just like real life. Comment on other people’s posts, respond to comments left on your posts, and return private messages (as long as they’re not spam). 

Be social.

To position yourself as a thought leader, you don’t even have to write your own articles, which is nice for those who don’t particularly enjoy writing. Being a curator of other thought leader pieces and sharing your thoughts on the topic can open up a conversation just as easily. 

Bottom line: Establish yourself as an authority on a topic, assert your opinion, and encourage discourse within that posts comment section. Tag other subject matter experts and have them weigh in on the subject. 

Becoming a thought leader on Linkedin doesn’t happen overnight. You will need to put in the work and stay consistent. 

To learn more about using Linkedin, check out our article here:

Our Adapt Studios experts can help you take your brand to the next level. Contact us today to learn how. 

How To Create A Brand Strategy In A Critical Climate

Brand strategy in a crisis blog with photo of emergency toilet paper

In marketing, communication is a daily occurrence. There are messages flowing from every direction, whether internally or client-facing. But, when a crisis occurs, such as COVID-19, it’s time to take a hard look at what your brand is putting out there to be consumed. Being flexible and agile are important facets to marketing. You need to be able to adapt to any situation, from disruptions to weather to what’s currently happening, a global pandemic. So, what’s the strategy when you need to be sensitive to current events but have a need to keep operating as usual? Having a brand strategy in place in the event of a crisis is necessary, and we’ll walk you through the steps. 

Plan For The Worst-Case Scenario

Not all negative events become a crisis. But, when they do, planning and preparation are imperative. First, make sure your employees are taken care of, and the workplace is a safe environment. If it isn’t, then it’s best to send your team home to work, if possible. 

Communicate Sensitively

How your company reacts to a crisis is going to be critical to your success. Have clear cut guidelines on how your teams respond across all of your channels. This virus is going to impact unthinkable numbers of people across the globe. Leveraging any kind of crisis for company gain is distasteful and could cause serious backlash. 

Some best practice tips are:

  • Pause all scheduled social posts
  • Acknowledge the crisis without making light of it
  • Have regular team meetings
  • Stay sensitive, especially during times of panic situations
  • Focus on the user
  • Remain empathetic and not salesy
  • Provide resources and information
  • If you’re a brand that has customer service, add more team members
  • Be prepared to honor requests of refunds and cancellations
  • Avoid fueling the fire of fear. 

During trying times, provide helpful content without wanting anything in return. Make a positive mark on your audience, and they’ll remember that once the crisis has passed. 

Make Smart Strategy Decisions

According to AdWeek, only 1% of companies marketing during the COVID-19 pandemic will get it right. The other 99% will fail, and they will “suffer irreparable brand damage”. Work on your own internal processes. There are always tasks and projects shoved to the backburner during busy times that can be taken and ironed out.

If your company works for brands that have had to hit the pause button during the crisis, consider:

  • Updating old content on your business website
  • Fixing and updating SEO
  • Having post-crises marketing brainstorm sessions
  • Start a podcast or YouTube channel
  • Up your Instagram game
  • Invest a bit more in ad spend
  • Offer goodwill content or services

National and international events like COVID-19 are always unfortunate and scary on both a personal and business level. 

A Shift In The Online Climate

Maybe your clients are restaurants or spas, conferences, or other types of service-related industries are shutting down temporarily. Their business is being halted for a minimum of two weeks. It’s a good time to expand your client base and service offerings. 

Over the course of the pandemic, and even beyond, there will be a significant shift toward companies growing their online presence. Maybe even the companies you’ve done services for like:

  • Restaurants: They’ll be shifting to curbside and delivery and will need to get their message out.
  • Gyms: Live Streaming workouts are going to grow as more people are looking to stay in shape while confined to their homes.
  • Retailers: Their online stores will need to be created and promoted. 
  • Medical: Doctors will be making more video appointments.
  • Lawyers: Similar to doctors, lawyer consults and appointments will be moved to phone or video. 

There is going to be a significant transition across every single industry, especially now that we may be isolated longer than we initially anticipated. Businesses are going to find ways to adjust in order to thrive, and that will include a different direction in their branding and marketing efforts. 

A critical climate calls for heightened measures to mitigate potential financial losses. Unfortunately, as the COVID-19 pandemic escalates, every part of the economy is going to be dealing with the fallout. With the right strategy in place, you will be standing tall once the threat has passed over. 

Looking to rebrand or in need of marketing help? Adapt Studios is a full-service agency specializing in all areas of digital marketing. 

How To Use LinkedIn To Effectively Market Your Brand

Using LinkedIn for your brand

Linkedin has over 570 million accounts.

260 million are actively using the platform on a monthly basis.

Even more impressive, is 40% of those active accounts are used on a daily basis.

This makes Linkedin one of the most widely used professional social platforms. But, are you harnessing the power of Linkedin correctly?

In this article we will give you tips on how to network, grow, and market your brand using Linkedin. 

The Benefits of Linkedin

Despite the fact there are so many active Linkedin accounts, many aren’t using it to its full potential.

The site went live in 2003 and was created specifically for professional people and brands to create connections, increase brand awareness, and drive website traffic through content sharing. 

Whether you’re on Linkedin for business or personal, it has a plethora of benefits.

Some of the top reasons for using Linkedin in your marketing strategy are:

  • Increases your visibility 
  • Connects you to like-minded people
  • Generates leads for your business or for personal
  • Opens potential business opportunities
  • HR and recruiters are both plentiful which can help in job hunts or filling open positions
  • Position your brand as a thought leader
  • Research potential connections or brands

Building Your Brand On LinkedIn

Whether you’re building your personal or company brand, there are quite a few ways to leverage Linkedin effectively.

  • Customize your URL: When you begin using Linkedin, you get a personal URL, which directs traffic to your profile. When it is assigned to you, there is a string of numbers attached to your name. By customizing your URL, you will be able to eliminate those numbers and you’ll be left with your name. You will be able to do this right from your Edit Public Profile in the View Profile section of your page.
  • Optimize your Linkedin headline: Mention the industry you’re in or targeting. Your headline is searchable, and a fully optimized one will reach the right people. 
  • Use the banner image space: That’s a great piece of real estate to enhance your profile, company, and industry. You could include your logo, website address, or a few explanation bullet points.
  • Make your profile searchable: Adding industry keywords to your summary, and work experience adds SEO to your profile. This will increase the likelihood of being found when someone is searching for related keywords. 
  • Humanize your brand: People connect more with other people. Even if your brand is computer software, put a human element behind it. Images of the faces behind the software can make it more relatable. 
  • Use the “About” section: This is the perfect space to add tidbits of context to your brand. There is a 250-word character count, but you are able to edit it as often as you’d like. 
  • Use those hashtags: To make your posts more discoverable, use the generated hashtags that appear at the bottom of the post. There is no hashtag limit, but don’t go over five or your post will be clunky and look like spam. 
  • Turn profile views into connections: You will receive notifications when your profile has been viewed. If that viewer doesn’t reach out to connect and is someone potentially relevant, make the first move. Send a connection request. 
  • Build your brand: Create thought leadership articles, comment on or like shared posts, and interact. Actively participating on Linkedin is free advertising. Besides, you never know who you’ll ‘meet’. 
  • Join Linkedin groups: If you can think of it, there’s a group created for it on Linkedin. Some are full of very self-promoting people, but there are many groups that offer ample opportunity to connect and learn with like-minded individuals. 
  • Create your own Linkedin group: Set yourself up as a thought leader by creating an industry-related group. Doing this will allow you to connect and interact more closely with others in your industry. 
  • Use Linkedin’s publishing platform: Linkedin now lets anyone publish articles to the platform. You could syndicate old blog posts or write new ones and share them with your connections. This is an important step if you are trying to become an industry thought leader.

Picked for you: Becoming a Linkedin Thought Leader 

Marketing on Linkedin

Once your Linkedin page and profile are set up, you are ready to begin your marketing campaign.

Plan on spending a total of an hour throughout the day networking on Linkedin for optimal effectiveness.

Some people spend a lot longer there, but you have to do what works for your schedule. 

To reach more people, try experimenting with sponsored content and native ads.

Linkedin allows you to target based on job titles, functions, industries, and more. This makes reaching people most beneficial to you much easier. 

As with any other type of marketing campaign, you will need to pay attention to your Linkedin insights and refine what you’re doing based on those results.

With the insights, you will know what type of reach your posts have, how much interaction they are receiving. The benefit is, you will know what type of content resonates with your connections and you’ll be able to tailor your messaging more effectively. 

There is no such thing as an overnight success. It’s normal to have ups and downs; traffic and interactions will vary depending on the day and time. 

Linkedin is getting noisier as more people are discovering how truly effective it is for business.

Patience and perseverance will be needed.

But, with the right strategy in place, you’ll find Linkedin to be the perfect platform for you. 

Using Nextdoor To Promote Your Small Business

Neighborhood aerial shot with Adapt Studios logo. Using the Nextdoor App

Being a nosy neighbor has never been easier. Nextdoor is a social media app designed to connect residents within neighborhoods. Neighbors can stay up to date on the latest gossip surrounding off-leash dogs, vans cruising streets, and doorstep images caught on Ring’s surveillance camera. Businesses, both large and small, have begun noticing Nextdoor’s popularity and are leveraging the app within their marketing strategies. Learn how and why your marketing strategy should also be including Nextdoor by reading on. 

Why It’s Good For Business

Local businesses now have a place to reach their audience more directly. There are many neighborhood conversations asking for service-related business recommendations. Nextdoor has made information highly shareable once a company claims their profile. When a neighbor makes a recommendation in the comment section of a post, the business information is made available. If you don’t have an account on Nextdoor, don’t let that valuable piece of internet real estate sit unclaimed.

Businesses best suited for Nextdoor are:

  • Service-related: Electricians, plumbers, IT, lawn care, and more.
  • Salons
  • Restaurants
  • Spas
  • Hotels
  • Retail
  • Residential real estate
  • Commercial real estate
  • Tutors
  • All businesses!

How To Claim Your Business On Nextdoor

To use Nextdoor for your business, you first have to claim your account. But, the process is simple. 

Claiming your business page:

  • You must be an employee or owner of the company. 
  • Determine if you’re a “neighbor for hire” or a “professional business.” 
  • Search for your company name in the directory.
  • Click ‘claim’ next to your business name.
  • Follow the prompts.
  • Set up your business page. You can even use your logo and other branding assets. 
  • Create your strategy before jumping into the conversations. The next section will cover this in more detail.

You can claim up to 10 pages under one account. This is good news if you have multiple businesses or locations.

Marketing Business Once You Create Your Nextdoor Account 

Nextdoor is an excellent opportunity to increase your local business. You’re reaching hyper-local prospects that are verified. This means their personal account has been authenticated, and all under one application for your business to easily reach. But, you need to do it the right way. This isn’t the place to post inspirational quotes or memes. Through Nextdoor, you can have real, meaningful conversations with your target audience. 

Advertising on Nextdoor is only permitted if you:

  • Are a realtor or broker
  • Have a $15K per month advertising budget

If you don’t fall into either of the two categories above, don’t worry. There is still plenty of opportunities for you to use Nextdoor to promote your business. 

There are some best practice guidelines to follow when you’re using Nextdoor as a business

  • Make sure to list your business on Nextdoor. See the above section on how to claim your business and follow the steps.
  • If you have a personal profile, add your business information to it.
  • Fill out your business and personal profile information. 
  • Never, ever spam your neighbors. Randomly promoting your business in conversations that are not relevant will only give you a bad reputation. 
  • Keep your responses transparent, genuine, and honest.

The Deal About Local Deals On Nextdoor

Not many local companies have ad budgets like the big box names. But luckily, there are still advertising affordable options. These are called “local deals.” 

Local Deals allow businesses to promote themselves through coupons and deals only available within the app. 

Deals you can run:

  • Holiday specials 
  • Price reduction ads
  • Fixed price ads
  • BOGO offers
  • New neighborhood/zip code specials

Your deals must run a minimum of 7 days and up to 30 days. Ads are visible immediately after posting them. 

In conclusion, with over 27 million active monthly users, and 236K defined neighborhoods, Nextdoor is poised for more significant growth. It’s one of the only social platforms where you won’t immediately be drowned out by the noise. By learning how to use Nextdoor effectively now, you’re setting your business ahead of the upcoming wave.