The previous recession offered us valuable lessons on how to adjust marketing activities to difficult economic times. None of us, however, could have predicted the necessity to make our content strategy pandemic-proof. Think about how your marketing priorities have changed after COVID-19.
What measures will you need to take in order to manage both client connections and the future of your company? And, without sacrificing content quality, how can your team become more flexible and adaptable? This is what you need to know about marketing resiliency, regardless of your brand's sector or location, to survive any economic setback.
When a recession is on the horizon, the traditional response is to slash costs drastically rather than intelligently. However, these short-term savings might have a significant negative influence on an organization's long-term performance. Instead of making hasty judgments, take a moment to consider how you might enhance your brand's marketing resilience.
Marketing resilience is a mentality as well as a set of specific activities. It's time to build a blueprint once you've grasped its essential components and taken the first steps toward adopting an opportunity mentality. You'll need to manage your resources wisely and consider the implications of marketing pivots for your company. These steps will assist you in developing a plan for more resilient marketing.
Be ready to move quickly if something unexpected happens.
A resilient marketing team is adaptable, shifting each day in reaction to news and events that impact their business, audience, and industry. You'll need the right mechanisms in place, as well as a team of adaptable creatives, ideators, and strategic thinkers, to respond fast and effectively.
Segmenting your audience into four categories is a good idea:
Customers that care about their experience rather than their money are those who should be live for today. Buyers who put their entire budget on wait are known as "slam on the brakes."
Consumers who are comfortably well-off:
Those who have the financial means to weather a downturn but who are more frugal in their spending.
Buyers who are hurting but patient:
Those who are enthusiastic about the long run but are more cautious in the immediate term.
Though no two users are the same, keeping these common thoughts in mind may help you create content that is more in line with how they're feeling right now.
Consider the following factors while putting together and nurturing a rapid-response team:
What resources (internal or external) do you have at your disposal to build a plan quickly?
Is your marketing infrastructure built to scale quickly? This might indicate having access to top-notch creative talent or just having the capability to launch a cross-channel campaign quickly.
Is your management and authorization chain well-defined and geared for quick action?
Make your teams more collaborative by enabling them to work together digitally.
One of the most important aspects of rapid-response marketing is having access to effective collaboration tools, especially when your teams are distributed around the globe and your business relies on global talent. With the proper digital tools in place, your team can have brainstorming sessions and collaborate while delivering high-concept, on-brand, and beautifully executed consumer experience and marketing strategies.
The following are some digital options to explore for your company:
Microsoft Teams and Slack are both communication and collaboration tools.
Project management software that lays out clear procedures for remote workers and provides management with real-time information.
Content monitoring, publication, and social media management tools that may be used from anywhere.
Real-time data and insights on campaign performance and customer mood are provided by social and market intelligence technologies.
Establish an Emotional Bond with Your Customers
During challenging circumstances, resilient marketing finds a way to connect emotionally with audiences. Demonstrate that you understand their requirements and that you have answers to satisfy them. Your
brand should also demonstrate that you are resilient and ready to weather the storm.
This may imply changing your messaging from innovator to institution or from suppliers of the next big thing to carriers of a limited number of highly customized solutions. While these decisions concerning product development and service delivery are made at the corporate level, they are conveyed to customers through key marketing channels.
Brands that are well-known and trusted, have strong connections, and demonstrate emotional intelligence will flourish both now and in the future.
Make Your Brand Experience User-Centered
Customer-centrism marketing is effective, but consumer marketing is ruthless. Companies should double down on chances to bring their brand mission to life and to truly be there for consumers in order to come out ahead throughout the pandemic and its economic consequences.
You must also provide online assistance throughout the whole client lifecycle. The majority of physical workplaces is presently closed, and travel to customers or clients is out of the question. In order to keep your business afloat, you'll need the right people, technology, and tactics in place to help clients online. Is your sales staff capable of using a configured, price, and quote system to clinch a new deal and acquire
digital signatures? Is there a plan in place for digital onboarding with your
implementation team? Is there a way to contact you over the internet?
Content should be interesting: content marketing is and will continue to be a key component of a successful marketing strategy. Finding innovative ways to create content might help you fulfill expectations on a lower budget while also increasing your return on investment. You'll need to do the following to do this:
Leverage strategic capabilities: A content strategy is essential for aligning your creative initiatives with your broader brand objectives and ensuring timely delivery. As your brand navigates a rapidly changing market, tying content production to a defined plan will help you explain your efforts to stakeholders.
Look for methods to reuse material: Conduct a content audit to determine what assets you already have and which ones may be repurposed. For example, a long-form piece may be turned into a list or utilized as source material for social media updates.
Use your imagination when it comes to content sourcing: For interviews and contributions, tap into your current talent and subject matter experts. To supplement employee capacity, collaborate with external creatives, and make use of your freelancing community. Consider
using consumer-generated content to engage people through crowdsourcing efforts.
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