5 Ways to Plant Your Virtual Seeds

5 Ways to Plant Your Virtual Seeds

5 Ways to Plant Your Virtual Seeds

DIGITAL ACTIVITY HAS GROWN at an unprecedented rate during this time. Since early March, online shopping tripled — from 12% to 36% of consumers who once shopped in physical stores for non-grocery items. In general, the digital growth, and the decline in physical shopping, will likely be permanent. (source)

Historically, businesses that have chosen to refocus spending during a recession have outperformed businesses that tightened their budgets, according to studies that analyzed recent recessions. (source)

How about planting some virtual seeds to grow your business?

Consider your current digital presence. In the absence of in-person networking and events, how much effort are you putting into being noticed online? Check out the list of 5 things to look at when evaluating your digital presence that I recently put together.

1. Find Your Target Audience

From Facebook to YouTube, The New York Times to Ted Talks, where are your customers frequently found online?

2. Keyword Your Messaging

Aside from working on addressing the top-most concerns of your audience, it would benefit you to do some research on the best keywords to use in those messages so that they’ll be found.

3. Social Media

How are your Facebook, LinkedIn, Instagram pages? Did you slap something up there 2 years ago because you thought you should? If your social media pages have content that is over a week old, get a plan in place! And look around – there are a lot of opportunities to interact and network on social media – without pushing any hard sell.

4. Video

More than 50% of consumers want to see videos from brands … more than any other type of content (source). Do you have any video content? It’s easier than ever these days to create a short video with a Zoom recording and your computer’s camera. Try searching for DIY video marketing and explore!

5. Virtual Meetings

Suggest having a Zoom meeting with a prospect or client. Nothing takes the place of an in-person meeting, but seeing a person’s facial expressions and body language creates a far superior experience than voice or text only. Not only can you read them better, you can create a stronger connection with them through your own personal presentation.

Of course this list is just a way to get your wheels turning. Remember, doing one thing with commitment is better than trying to do 10 with none. Start small and work your way to more.

What other ways are you approaching your digital presence? Share with me in the comments below.

Find Your Voice

Find Your Voice

Find Your Voice

EVERYONE IS HUMAN…and yet every single one of us is unique. We form groups based on a unique quality that all in the group share. Even when sharing certain interests, there is still a distinct individual quality that every human being possesses — without even trying. In fact, trying to be like anyone else is an exercise in futility. In the end, you can only be you. But since being you is not a completely conscious act, understanding what makes you you can be elusive.

Businesses are like people in a way. Even two businesses with the same offerings have their own unique qualities, distinct from one another. The mistake that I’ve seen so many businesses (and people) make is trying to be like another (or a competitor.) Inevitably, when businesses become over-homogenized — steeped in imitation — they drown out their own unique voice. Then the only competitive edge they are left with is price. It becomes a race to the bottom where no one wins, not even the customer, because the product or service has had to cut so many corners to lower the price, that it becomes sub-standard.

If a business has the capital to distribute their lowest-price products to a wide enough audience (read: the loss of any unique or special qualities,) then they might survive.

For the rest, the key is in finding your audience that shares an interest in your unique, very special offerings and personality. Rather than trying to be “everything to everybody,” (which, by the way, only leads to being nothing to everybody — an expendable commodity that will be replaced without a second thought by the next lowest bidder,) find your unique voice.


This is a common question, but it can be as elusive as trying to explain what makes you you. How do you explain it in a way that reaches the others that share your unique values?

A Brand Strategy answers this question by probing more deeply into the inner workings of your business, processes and motivations. A successful Brand Strategy is not a logo, name or tagline. A successful Brand Strategy leaves you with a well-defined company culture with a clear set of values, goals and vision. A solid brand will inform all of your promotional efforts, effectively reaching your unique target audience and prompting sales from a place of integrity and honest value.


1. Define your Target Audience (those that share your unique values.)

2. Define your unique Value Proposition (what sets you apart.)

3. Research: imagining and creating sales tools like social media ads, emails and landing pages are only half the battle. Research and testing are necessary parts of the process in finding out if your audience is who you think it is, and that your values do resonate with them.

4. Messaging: Developing a consistent voice, meaning what you say and the way you say it, is essential to implementing effective communication with your Target Audience.

5. Naming & Visuals: We know that your company name, logo and tagline are not your brand. What is? Your brand is essentially the experience your provide your prospects and customers with.

The content – copy and visuals – you use are like a microphone. Content is used in service to your voice. As the mic will only amplify a voice, good or bad, the communication of the voice of your brand is amplified by your text and visuals. Very important components, indeed, but without the prior steps, they will lack meaning.

In the same way that you have different levels of friendships as well as people who don’t even fall under the category of “friend,” you know when you’ve met a true friend because of the way you feel with them. When you have the ability to create a satisfying experience with your Target Audience, then you know you have an effective brand and a voice that will be sought after.

Lindy Bostrom is a Brand Expert and the founder of Bostrom Graphics.