ADAPT YOUR WEB AND MARKETING COMMUNICATIONS TO BE TIMELY AND RELEVANT FOR TODAY’S WORLD
The world has changed. Has your business changed with it? If not, it’s time to get serious about adapting. Every company out there will need to do this in some way, shape or form. The sooner you do it, the better off you will be.
If you thought marketing was dynamic before, marketing effectively during this crisis is next level. You need to pay attention to how things are trending in your business with your customers, prospects and the market as a whole — every week. Then, you need to pivot to keep pace with these changes. This means regularly refining your website, landing pages, social media, webinars, etc. All of this takes dedicated time and patience, but it’s better than being tone deaf or, even worse, irrelevant.
When the crisis hit, our agency developed watch lists for each of our clients. Every week we look at their competitors’ websites and social media channels to see what they’re saying about their company, offerings and business strategy as it relates to this new world that we find ourselves in. We also analyze industry websites and online articles that are relevant to each client to get a sense of where things are heading. Then, we help our clients reframe their positioning and messaging to solve the problems their target audiences are facing in the here and now. For some clients, we’re modifying their messaging monthly, since things are changing so rapidly. We then weave this modified messaging into the appropriate marketing mix, which often includes paid search, online advertising, webinars, email marketing, social media, etc.
In short, if you had a 2020 Strategic Marketing Plan in place prior to the crisis, you need to hit pause on it (if you haven’t already) and focus on ensuring your web and marketing messaging are timely and relevant. Then, put your energies into thoughtful, targeted campaigns where you measure results, refine messaging as needed and then repeat.
Here’s how Pomerantz can help: