How to Adapt Your Digital Marketing Strategy During a Time of Rapid Change

COVID-19 has been a real wake up call for all of us, both personally and in business. A wave of uncertainty that’s washed over the globe, urging us to STOP what we’re doing, take care of ourselves, take care of each other and to adapt.

As natural born problem-solvers and optimistic-thinkers, business owners and leaders have an immense level of resilience through periods of uncertainty. We know that adapting and leaning in to the unknown, is quite often where new opportunities and efficiencies are discovered.

Here are some cost-effective and practical steps you can take right now, to adapt your digital marketing strategy and expand your opportunities during this time of rapid change.

Tune in to your analytics

Now is the time to pay more attention to your online audience and how they are interacting with your brand online. During a time of rapid change (whether it be cyclical, forecasted or unprecedented), you will undoubtedly see new trends emerging through your Google Analytics and social media insights. This data can help provide the clarity and direction you need, to make swift and calculated decisions for your next marketing campaigns.

  • Your audience’s behaviour on your website, can help you define the offerings that are of highest demand.
  • Your audience’s geo-graphic location, can help you identify new markets worth exploring.
  • Your audience’s engagement on socials and journey to your site, can help point you to the right channel for sharing your message and solution.

Review and adapt your messaging

Be ready to serve the shifting needs of your customers. Now is the time to prioritise relevant, authentic and consistent communication with your audience. Times are changing and so are buyers’ motivations, which means the creative and messaging that worked before, might not work now. Develop content that speaks to your audiences’ immediate needs and problems, without triggering fear and panic.

Launch that new service or product

If your existing offerings aren’t in demand right now, get creative. If you’re currently practicing social distancing, you might find that slowing down and working in a new environment, allows space for innovation. Taking action on those ideas that you have been re-writing on your to-do list for the past few months, may just be what your customers need right now. Getting your team involved in the project, can also be a great way to boost team morale.

Engage the prospects and customers you already have

Email marketing still stands as one of the most cost-effective and future-proofed marketing strategies of the decade, and that’s unlikely to change anytime soon. Growing and nurturing an email list of prospects, will ensure that you build brand trust and loyalty with your audience for years to come.

In the immediate future? We recommend using EDMs to keep you customers engaged, provide updates on your team and communicate how their product/service delivery might be impacted.

Written by:
Tamara Ehlerth – Thryv Digital