What happens if your business goes silent right now?

When there’s a sudden downturn like the one we’re in right now, many of us want to put our heads in the sand, stay silent and hope it blows over quickly. But for your creative business to survive and come through the other side somewhat intact, it’s important to think about how you can stay front of mind. 

Many of you will tell me that it doesn’t feel right to promote yourself or your business while we’re in this crisis. I understand that. What I want to let you know is that it’s not about promotion - it’s about creating and sharing content that is relevant and adds value to your audience. Doing this consistently will position your brand as a thought leader in your field. The benefit is that you remain front of mind for when this time passes and businesses start getting back to ‘normal’ - whenever that may be.

What is the cost to your business and brand if you say nothing? 

Your audience will make assumptions about your brand and business based on its perception. Saying nothing - or avoiding it by presenting yourself as if nothing has changed - will impact your brand significantly. You need to help them perceive your brand the way you want them to see it, not by what they assume. Keep in mind that assumptions leave a lot of question marks. 

What message should you give your audience? 

It should be relevant to what’s happening now and it should also project the audience forward to consider what may happen in your field beyond this time. It is a good idea to consider:

• How you want them to feel after reading what you’ve shared. Do you want them to feel informed? Confident in your abilities? Seen as leaders in your field? Perhaps you just want them to feel their situation is understood?

• What’s happening in their world right now. Are there ways you can help or provide insights? 

• How will the changes impact or alter their business in the future. Are there ways you can help them adapt or evolve? 

What channels should you use to get your message out there? 

To ensure you have a wide reach within your audience, it’s important to consider a multi-channel approach. Not everyone uses the same platform to get their information and updates. Think of the different people and client types within your audience and take note of the platforms each of them use. Some may not use any of the online options, so you may need to consider other ways you can get your message to them.