Marketing Blog | Addison Clark | Richmond, VA

business processes

At Addison Clark, we believe in the importance of continually refining our processes to optimize our efficiency and quality of work. As we, along with other businesses, begin the process of returning to our “old normal” in the coming weeks and months, we have been reflecting as a team on the changes we have made as a result of the coronavirus pandemic and which of those changes we want to bring with us as we return to our “old normal.” For us, returning to our “old normal” looks largely like transitioning from remote working to working in the office and resuming in-person client meetings. For our clients, this transition can mean a number of things. Whether your business experienced minor or major disruptions to business over the past several months, consider what aspects of ‘business as usual’ work well and what processes can be further improved upon. Optimize your business for success by continuing to evaluate and improve upon your processes on an ongoing basis, even after you have returned to ‘business as usual.’

Here are some of the areas that benefit from continual process improvement:

take 5 with whitney

We asked Whitney, one of our senior account managers, some marketing questions. Here's what she had to say....

1. What’s the best piece of marketing advice you’ve ever heard?
Offer value to people. Consumers are selfish creatures and they want what is useful to them. Sometimes that comes in the form of free content, education, inspiration, tips, etc. The more value you offer, the more people will buy what you have to give.

2. Where do most people go wrong with their marketing?
When they try to tackle too much. More is not always better in marketing. Businesses should focus on the marketing avenues that are most likely to reach their target audience and produce the best results for their specific goals. This may mean saying no to what’s popular or trendy at the moment.

WordPress vs. Joomla

A web platform is a system that you use to create and manage your website. In the past, building websites was a lengthy process that required separate creation of each page using HTML, CSS, and JavaScript. With the addition of more dynamic tools, skilled web developers created systems that made it possible to create pages with less input and more functionality. Joomla and WordPress are two of these advanced systems that are frequently used for web development. Below, we discuss the pros and cons of both over a variety of important categories. 

customer communication

The current pandemic has taught us many things, but one of the most important things we have learned is how quickly things can change. While things can be uncertain, you can offer your customers stability and clarity by keeping the channels of communication open. Whether your business is having to close, adjust hours, re-open in phases, or anything in between, being able to quickly and easily communicate with your customers is key. 

Here are a few platforms we recommend using to do that:

user experience

“No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. – Don Norman

One of the most effective ways companies can differentiate themselves from competitors is not through pricing strategies or product innovation, but through a unique and seamless user experience. The user experience begins from the moment a customer first encounters a product or service and continues through the journey of acquiring, using, and maintaining a product. Whether through online banking, scheduling an appointment, or searching for local services, user experience is an essential component in the creation and execution of digital marketing strategies.

User Experience (UX) Design is the process designers use to create this seamless experience. It is user-centric and relies on a deep understanding of a customer - what motivates them, what their values are, their limitations, and more. By thinking like the customer, companies can deliver an experience that builds and maintains a loyal customer base and sets them apart from competitors.

There are several reasons to incorporate UX design as part of your digital marketing strategy.

social media by generation

It's no secret that we live in a digital world. This has become even more obvious over the past few months as businesses and consumers alike have transitioned to a more virtual way of life. While it has always been important for your business to be visible on social media, it has become imperative during these times of social distancing. 

A recent survey of 1000 consumers and 500 businesses showcased the influential role that social media plays in consumers' buying decisions. Interestingly, the report showed a wide variance in social media platform preference among different generations. This is why it is so important to make sure you're optimizing your social media presence on the platform your target audience uses. The flashiest TikTok video is not likely to reach your Baby Boomer customer. 

video messaging

In light of canceled marketing events and less face-to-face interactions, utilizing video messaging is a great way for you to connect with your customer base during this time. Consumers crave authenticity and even more so during times of uncertainty. Video is a way to speak directly with your customers, share a genuine message, and keep your business top of mind. Luckily, video  doesn't have to be intimidating or involve costly production sessions. If you have extra time on your hands these days, now is a great opportunity to work on your video presence. 

marketing during covid

Most of our clients have had to change the way they do business over the past few weeks. Whether it's moving to a virtual platform or following stricter safety guidelines, all small businesses have been impacted in some way due to the COVID-19 pandemic. While these changes are necessary, it's important to consider how you talk about them. 

Now, more than ever, consumers are online. From their inboxes to their social media accounts, they are — for better or worse — much more active online. How do you make sure your message isn't lost in a sea of coronavirus talk?

marketing in crisis

"When times are good, you should advertise. When times are bad, you MUST advertise."

When the economy slows and business is uncertain, one of the first things companies often cut is their marketing budget. We get it. Amidst the current coronavirus pandemic and economic crisis, small businesses everywhere are taking a hit. However, for businesses that have the resources, marketing is more important now than ever for maintaining the health and longevity of your business. By intentionally creating and sticking to a marketing strategy throughout the current economic downturn, companies can create opportunity where competitors are not and recover quickly after the economy has recovered, positioning themselves for growth for years to come.


COVID-19 has rapidly pushed businesses into a more virtual world. As we all continue to adapt to our new normal, it’s important to keep the lines of communication open with your team. At Addison Clark, we pride ourselves on our collaborative work environment and have found ways to continue this collaboration even while working remotely.

While a simple phone call will suffice in many cases, we've put together a few more options that your team can utilize while social distancing.

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