COVID-19 has changed the entire world—and marketing is no different.
Marketers have been understandably cautious with their messaging, scared to say the wrong thing. So they’ve all ended up saying the same thing and it’s difficult for audiences to discern one brand from another.
If you’re a marketer, then now—more than ever—you need to find a way to differentiate your brand’s voice and make it heard. You need to shout for yourself (and for your budget) so that you can continue to keep eyes on the brand you are marketing.
Here are four ways to make sure you make the right kind of noise.
1. Choose the right tactic
Just as restrictions lift and we enter phased recovery, marketers are beginning to move away from the reactionary planning that has dominated the last two months, and toward forward planning.
In fact, one recent survey suggested 35% of marketers are currently working on new campaigns—and in doing so, looking to adjust to how consumer habits have changed, as well as their own new realities as a business.
What are they planning? The one thing all digital marketing tactics have in common is content. Content is to digital marketing what black is to fashion; a classic that can be dressed up or down. It never fails.
That’s exactly what marketers need right now, an adaptable, affordable, zero waste, no-fail way to get their brand’s message out there and add value. Just as it was in the past, content is king.
2. Bring your brand’s voice to the places it will be heard
Brands need to go where their customers are—and these days, that’s almost exclusively online. It’s time to ramp up your content marketing and be seen on social media, in search engines, on websites, in webinars, and anywhere else your audience is now spending its time.
Whether concentrating your spend on certain channels, remodelling your distribution, or repurposing content previously earmarked to land elsewhere, amplifying your message in the right space has never been more important.
3. Focus on connection
The purpose of content is to form a connection with your audience. That connection builds a relationship, and relationships build loyalty and relevance—especially vital in a physically distanced world.
More and more customers are buying only what they deem necessary—so now’s the time to make your voice, and your brand, indispensable. If you want your brand to continue being heard, your value proposition needs to drive solutions.
That starts, and ends, with content that connects.
4. Whip up a short term strategy
If you already have a content strategy in place, now is the time to adapt it. But if you don’t have one, it’s time to create a short-term content strategy.
Why? Because in almost all cases, the needs and wants of the audiences you communicate with have changed. You need to adapt—and fast.
A short-term content strategy will help you:
- Create and curate content that effectively addresses your audience’s current needs
- Ensure that your strategy is aligned with shifting business operational goals
- Inform team members (internal, external & agency partners) so they can move more quickly to the new strategy.
Be flexible, and prepare to adapt your strategy as news, audience behaviours, and government updates unfold. The landscape can change quickly; you’ll need to be ready to do the same.
You’ve got this
You don’t have to have all the answers. Remember, trust your instincts and put your hands up when you make a mistake and learn from it.
If you need help, send me an email: gmiltiadou@zahramediagroup.com.
