Since the start of the COVID-19 pandemic, successfully marketing your company can be challenging. Current events and what’s important to your audience can change on a day-to-day basis and even at a moment’s notice, ultimately affecting your marketing strategy and overall messaging. In fact, according to the Association of National Advertisers, 92% of marketers have adjusted their creative messaging since mid-March!
For example, when it comes to digital marketing, content can easily get lost among a timeline that’s filled with the urgent buzz of COVID-19 and our current political climate. In order to forge a successful effort amidst this stressful environment, it’s important to be agile… continually creating engaging, relevant content that speaks to your audience. Finding new ideas for content, and publsihing those articles can help a brand appear more engaged and relevant in trying times.
Here are three tips to move towards a more agile approach. We use them for our clients, which has helped their messaging maintain relevance and effectiveness:
Making a point of checking the news regularly can help you stay up-to-date and allow you to better reflect the current times in your messaging. Avoid contributing to the noise on social media, but always remain aware. In order to successfully engage your target audiences, your content should communicate that you care. Failing to be empathetic and mindful of what’s going on in the world can make your business appear insensitive, uninformed, and solely profit-driven.
Adjust your messaging on the fly.
When planning your content calendar, be flexible and readjust your messaging accordingly. At present, we plan two weeks out, which avoids creating content that may or may not be appropriate. With situations changing day-by-day, we need to stay relevant.
Being agile can involve last-minute edits or holding off on posts that were previously planned or written. It’s important to stay flexible and make any necessary changes a priority.
Keep tabs on your competitors.
In order to retain your competitive edge in the marketplace, we recommend paying attention to what your competitors are posting about. Based on this research, you can determine what works for them as well as assess ways in which your business can remain unique. Successful marketing requires maintaining a clear differentiation among you and your competitors, especially during these unprecedented times.
We keep track of our clients’ competitors’ messaging by engaging in social listening as well as periodically reviewing their websites. You should, too.
Need assistance being agile? Give us a call at 631-842-4600 to learn how we can help.