What an interesting year we’ve had so far. Schools have closed and more people work from home (with their children as “coworkers”) than ever before. We have all had to adapt to situations we never anticipated. Additionally, all of this has highlighted shortcomings we never knew we had. For the most part, professionals have adapted really well. For example, teachers (aka superheroes… I was one for 12 years) stepped up to the plate and changed their strategies almost overnight. Most businesses made a sudden shift to teleworking, adhering to stay-at-home guidelines to keep employees safe. Unfortunately, “the way we’ve always done it” no longer works in many aspects of business. For that reason, more and more businesses have realized the need for an easily adaptable marketing strategy.
Out-of-the-box thinking has never been more crucial than it is right now. Early in the pandemic, I read a great article on how some small businesses used quick thinking and changed their strategies to keep afloat. The examples included:
- A cleaning company could no longer go into homes because of social distancing guidelines. They created a service sanitizing entrances and high-touch areas for businesses who had to stay open, allowing them to keep employees working and getting paid.
- A gift shop whose hallmark was working personally with customers to choose the perfect gift was no longer able to do that in person. The owner quickly created a Google form that asked many of the questions she would discuss in person. Customers fill out the form, and she uses that information to help them choose a gift virtually.
Out with the Old
So if your business is floundering during these times, maybe it’s time to head back to the drawing board. The old Talking Heads lyric “Same as it ever was” should not apply when it comes to an adaptable marketing strategy.
In fact, if you have people on your team who insist on doing things the way they always have, it may be time for a frank conversation. Don’t call them Frank, but you get what I mean. Now is the time to embrace new technology and different ways of thinking. If that means scrapping everything you’ve always done, so be it.
How to Create an Adaptable Marketing Strategy
I recently told a friend one of my favorite quotes: “Do what you know really, really well. Google everything else.” I loved his response:
“Sometimes google what you know to help update skills and reduce bias.”
You are an expert in your field, but that doesn’t mean the field doesn’t change. What’s new in your industry? What emerging trends do you see? Stay up to date on everything having to do with your trade. Always thinking you know everything about what you do does you (and your clients) a huge disservice.
What does your client base or audience need right now? How have those needs changed with current circumstances? Use social media or email marketing to ask your clients about their needs and interests. They may present you with solutions you hadn’t considered yet.
Present Yourself as a Solution
Once you’ve determined the problems someone may face during a particular situation, present yourself as a way to solve it. Potential customers may not even realize they have this problem. You can use email, social media, blogging, or a combination to bring it to their attention. Good marketing puts itself in front of an audience. Excellent marketing presents itself as a solution to a problem.
Your Adaptable Marketing Strategy
We’d love to hear from you. What are you doing to adapt your marketing to the current situation? Drop a line in the comments to tells us what you do (or plan to do) to create an adaptable marketing strategy. If you can adapt to this situation, you can transfer that knowledge to adapt to anything. In the meantime, keep swimming along!