You have a higher chance of getting struck by lightning than you do of contracting the deadly virus. Nevertheless, it is inevitable to overlook the fact that this virus, which originated from West Africa, is a highly contagious disease – it is at least to the media!
Here are some lessons we can take away from the virus:
Here are some lessons we can take away from the virus:
1. Media Manipulation or Media Information?
Media polls reveal Americans are taking precaution and changing travel plans in order to avoid the outbreak. What outbreak? One Texas man died, two nurses were treated, and a New York doctor has been placed in isolation and is currently seeking treatment. The NPR reported Americans have a higher chance of getting killed by a lightning bolt ( 1 out of 9.6 million) than they do of catching Ebola (1 out of 13.3 million). By comparison, we can use this case study to conclude the power of media coverage. Whether it manipulates Americans to become obsessive over the virus, or cautions us all to wash our hands more so than often – it begs the question on how businesses can strategically use the media to position their branding message in order to become both informative and proactive . As business owners, we should caution against an oversaturation of information because like it or not the Ebola bubble will soon burst. Rather, we should aim at media coverage that provides useful and valuable information to our prospects and current customers.
2. Current economic, political, and environmental conditions dictate consumer purchase habits.
This is certainly true given previous news coverage on the Y2K problem (Millennium bug), Hurricane Sandy storm, post 9/11-heightened security measures, and most recently, the “Ebola outbreak epidemic”. When the media portrays images and messages that tap into our areas of vulnerability — fear, security, safety, and health—our brains are wired to go into survival mood. We frantically stock up on all essentials: water, gas, food, matches, generators, and even health insurance policies. Understanding current market trends is important, but more importantly, understanding current economic, social, and environment conditions are crucial because it dictates the way customers or prospects will behave or react towards our products or services. If we fail to recognize what it most important to our customers, then we fail to deliver a branding message that aims to solve their problem(s) or address an untapped insecurity. You see, customers don’t simply purchase because you appear to be amiable; they commit to purchasing when you’ve mastered to identify their priorities and/or insecurities. How can you demonstrate that there is a problem or that a need exists? And if so, can you offer them a solution that will address that need? What will the future look like if they apply that solution? These are the type of questions you should ask yourself as a business owner.
3. Quarantined, Quarantined, and Quarantined: Key words stick to us like pancake mix on a hot frying pan.
Can you honestly admit that you were familiar with some of these more technical jargon prior to the Ebola outbreak? It strikes me to hear my eight-year old daughter utter the words, “Mom, will I be quarantined because I am sick?” What is my point? Extensive vocabulary is fantastic (if that’s one thing we can benefit from this whole frenzy), but as business owners, it is more important to recognize the power of message branding and key word positioning. Google Trends displays how words like quarantined, U.S. Center for Disease and Control Prevention (CDC) , World Health Organization (WHO), Guinea, Sierre Leon, and Liberia have been “googled” over 100,000+ times, in the United States alone.
This proves that with the appropriate media exposure and strategic key word placement, online visibility for a business can sky rocket to indefinite frontiers. Whether I invented the only vaccination proven to fight the virus, it would mean nothing if no one knew about, searched it online, or shared it on Facebook. Key word positioning is one way of reaching customers. As business owners, we have to strategically position our branding message so that key words resonate with customers. Your business’s branding message should be Google search friendly, clear to understand, and consistent on all online platforms and social media sites. If you are creating marketing material or publishing your own press release, think about key words that customers are more likely to search for in Google. Check out Google Trends in order to test and see if your company’s name, business branding message, or tag line are popular amongst Google searches.
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