As though it wasn’t tricky enough to develop engaging marketing content in an ever-changing digital landscape, the COVID-19 pandemic has brought even more challenges as consumer behaviors change radically. Our president, JG Wolfe, shared some helpful tips and insights with the Triad Business Journal for a recent feature on the Triad’s largest advertising, marketing and public relations firms. We’re happy to share what we’ve learned over the past year:
- Look six months ahead. Do your best to predict your customers’ behavior, and commit to tactics that meet your customers where you expect them to be. Half-measures aren’t enough. Commit, and own that position. From a message standpoint, this means staying true to your brand voice. But…
- Be flexible. Change will happen. Your strategy and position should be flexible enough to pivot. There should also be enough room in your brand’s voice to dial tone and attitude up or down, as needed. When in doubt, let your organization’s core values guide you.
- Move past “here for you” messaging. If you’re looking ahead, you know that the pandemic now is much different than it was a year ago. Be empathetic but keep your perspective. Now is not the time to overpromise or overstate the role your brand or organization can play in an individual’s world. Substantiate any claims and speak to exactly how and why you are relevant to your audience in a way that your competitors are not.
- Reassess how you measure marketing performance. Now’s the time to consider whether you are measuring the right things. Can your metrics tell you if your marketing is supporting your profitability?
- Prioritize tools that support building relationships. Form a solid foundation for driving sales for your customers. These include CRM and email and marketing automation platforms.
- Meet people where they are. Schedules and daily routines are no longer normal, so what may have worked in the past to reach your audience has most likely changed (in some cases, for good). Digital channels allow for more precise targeting, and user interaction with digital platforms has increased during the pandemic. Integrating video, for example, can help fill gaps related to interaction. Short-form video content for advertising and social interaction garners heightened engagement. Live streaming and video presentation of former in-person events is becoming a new standard.
- When it comes to social media, sometimes it’s good to just pause and listen. Understanding when to speak up is often just as important as what you say.
For more tips and to check out the annual list of Triad marketing, advertising and PR firms, visit the TBJ website.
Need help designing and executing a digital marketing strategy that works for your business and the modern consumer? Contact us today.