Invest In Your Businesses Online Presence

Jessica Piatt

Here in Northern New York, the idea of not having enough time or resources to invest in your business’ online presence is widely accepted as a fixed fact by many businesses and organizations.  It can be difficult to see the value in planning ahead in a digital environment where content is comprised of click bate, feedback is instantaneous, and comment trolls come by the dozen.  When you challenge the idea that you do not have the time, the resources, or the savvy to plan, you will find that this strategy is an investment in your brand, it will make your life easier, and it will prove to be effective.

It’s an Investment

                When you take the time to plan your social media content, you’re making an investment in your brand’s online awareness and therefore you’re making an investment in the growth of your business.  Planning your content ahead of time can be as basic as setting aside time in the beginning of the week, evaluating your business’ needs, offers, or values, and selecting content to reflect those priorities.  Craft a message with your followers, costumers, or clients, in mind, then schedule a time to post.

It Will Lighten Your Load

                Once you’ve taken the plunge and commit to investing in your brand’s digital presence, aim for consistency.  In being consistent, you will make this investment routine.  Once it’s become common practice, this routine will help transform your tendency to be reactive in the digital arena, reclaim control of your brand’s narrative, and be proactive with your online presence. This mega metamorphosis, you will likely free up valuable time at the office and reduce the paralyzing stress surrounding the use of social media as a tool.

It Will Yield Results

                When you commit the time, and maintain consistency, your efforts will yield results.  I’m talking real, quantifiable results here.  When you plan your content keeping your brand and consumers in mind, schedule your posts using measurable data to maximize your impact, and maintain consistency in your diligent efforts, your business will reap the benefits.  Not only will this strategy reduce the time you squander thinking of clever captions at the last minute or reduce the stress you associate with pressures of social media, it will benefit your brand’s overall awareness.  Being present, intentional, and consistent, on social media, makeup the cornerstone of building trust with your audience. 

Resources are your Friends

                Choose platforms which augment your brand.  Once you get started, use the platform analytics available to enhance your objectives.  LinkedIn, Facebook, Instagram, and Twitter, all offer free engagement analytics for business accounts.  This information is essential to the enrichment of your content production and scheduling.  There are also external resources that can be used to supplement your efforts and strengthen your overall effectiveness.  Give resources like Canva, ColorStory, Hootsuite, Planoly, and/or VSCO a try.  See which apps/websites work best for your brand and implement them into your routine.  If you’re still hesitant, or simply have questions, additional resources such as the Greater Watertown – North Country Chamber of Commerce, or other organizations dedicated to promoting and supporting business are a great start!

A Bright Future

                It’s time to invest in your brand’s online presence and take advantage of what the digital world has to offer.  Social media platforms help businesses grow.  When used intentionally, social media can lead to increased brand awareness and build trust with your audience. When you challenge the idea that you do not have the time, the resources, or the savvy to plan, and you recognize that these platforms can enhance your brand and better your business, you will discover the plethora of possibilities that planning content can bring to your business in the North Country. 

Social Media & Digital Marketing: Bringing business into the modern age

SYDNEY SCHAEFER / NNY BUSINESS
Jessica Piatt, director of marketing at the Greater Watertown North Country Chamber of Commerce, takes a photo of materials on her desk for the Chamber of Commerce’s Instagram story.

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Making Connections: An Introverts Guide to Networking

Jessica Piatt

Many professionals find networking to be a daunting, treacherous endeavor.  It’s uncomfortable, awkward, and at times, painful. There will always be those who have a natural talent for working a room, namely extroverts who thrive in social interactions, but for others networking in a room of strangers can make one feel phony or inauthentic.

As an introvert, I find it all a little overwhelming but in the last year I have found ways to make networking not only successful ventures but enjoyable ones! Here are some ideas on how any north country professional (introvert or not) can embrace networking just as I have:

Change Your Attitude

Networking events are an opportunity for growth and discovery. Treat them that way! All too often we set ourselves up for failure by approaching networking with dread and pessimism.  Now, if you’re an introvert, you can’t simply will yourself to be extroverted. But when you shift your perspective from viewing it as a chore to seeing the near infinite possibilities, you take control of the narrative and attain the opportunities networking offers.

Be Purposeful

Now that you’ve changed your attitude, set an intention for the event.  Sure, expanding your professional network is a great start but it can be broad and a bit scary. Try simplifying your intention.  Replace “expand professional network” with “make a meaningful connection.” By clarifying your intent you’ll enable yourself to have more natural interactions with those around you. Start small, find a familiar face, perhaps someone you have met before, but only briefly, and work on further establishing your professional relationship.

Find Common Ground

Okay, so you’ve changed your attitude and you’ve set your intention for the event. Now what? Find a common interest! This tiny trick might seem simple but, trust me, it can go a long way. Think about how your interests and goals align with those of people you meet. This can help you forge meaningful connections that yield collaborative initiatives and long-lasting working relationships.  When your networking is driven with intention and forged over common interests it will feel more authentic and meaningful. Bonus, it will also make you more memorable to others in attendance!

Bring a Friend

The next time you register for an upcoming social/networking event, invite a friend to tag along. You don’t always have to go at it alone. Having a friend or coworker by your side can make large networking events less intimidating.  You might just find you have a connection in attendance worth introducing your friend to

Networking is a necessary component of success in any career. It can lead to career opportunities, a broader knowledge of your surrounding community, improve the scope for innovation, professional advancement, and so much more. When you change your perspective, begin to have purposeful interactions, find common ground with others, and use the resources already available to you, you will find networking isn’t so daunting after all. Perhaps you’ll even come to embrace it.

JESSICA PIATT is the marketing director at the Greater Watertown-North Country Chamber of Commerce. You can contact her by calling 315-788-4400 or by emailing jpiatt@watertownny.com.