“How has the pandemic affected your day-to-day?” This is a common question we’ve probably all been asked lately, it’s a hot topic amongst friends, colleagues, and across the media. We are all adapting, shifting, and trying to balance a ‘new normal’. We are all trying to learn from one another, and grow in this new state that we are in. So how has marketing been affected? Here are some of our key takeaways:
Back to the basics. Step one is to conduct an internal health assessment. Not the sort that we’ve grown accustomed to lately with temperature checks, but a check on systems and processes. Take the time to pause, take an inventory of systems, processes, and resources. This is a time to identify strengths, weaknesses, opportunities, and threats. What works, what doesn’t? Where are there gaps, what are the pain points? The answers to these questions will help in building a roadmap for moving forward with a strong, intentional strategy. Peeling back to this core layer will help your team not only survive but thrive.
Listen. It was important for us to take the time to hear from our existing customers and partners what their greatest concerns were as the situation developed. In our specific industry, the leading concerns and questions revolved around the concept of ensuring payments were taken securely within a remote working environment and, of course, maintaining compliance during these unprecedented times. Take the time to connect with, survey, and listen to the voices that make your organization what it is. You can release new content all month long, but if it’s not addressing the concerns and questions of those that you are trying to reach, it’s falling on deaf ears and there’s still an audience out there that is no closer to a proper solution, service, or product. Once you’ve taken the time to listen, your team is better equipped to get to work.
Prioritize. Equipped with an understanding of what’s in your marketing arsenal and the needs of your consumers, you can begin prioritizing your go-to-market strategy. What is the content or the tools that you can get into the prospect’s hands the fastest? What will have the greatest impact? What do you have already that can be modified versus what needs to be sent over to design straight away? We saw our existing marketing strategy for the quarter pivot after listening to our consumers and partners, we saw that our original messaging while relevant to the industry, wasn’t going to meet the needs and concerns of our consumers and partners during this specific time. We reprioritized and focused on the impactful pieces we could deliver and tried to help reduce the noise of non-critical information.
Meet the consumer where they are at. The shift to a ‘new normal’ has proven to have a ripple effect. There are changes in workspaces, contact mediums, business hours, and the list goes on. While we as individuals remain the same, our roles have had to adjust. We still communicate, and we still transact business, but we are seeing a shift in the mediums in which we use. In 2019, we met and interacted with many prospects, customers, and partners face to face. Industry events, QBR’s, and onsite sessions were often a preferred method of connection. 2020 has brought with it some changes as live events have turned to digital interactions. Webinars and discovery sessions have been amped up to deliver relevant information in a timely fashion. Go ahead and ask yourselves if your customers, prospects, and partners are able to get to you and what you’re trying to deliver with ease.
Deliver. Once you’ve taken the time to set a strong foundation, listen, prioritize, and efficiently connect with your consumers and partners, quality delivery is key. In a time of chaos, your team’s consistency and industry education can be a source of reliability. Whether delivering new solutions, thought leadership content, or other resources, you can do so knowing that your team is not only surviving the pandemic but thriving through it. Go back to the basics, build up from there, stronger and better than before.