Whether faced by a global pandemic or unforeseen internal organizational shifts, the best-laid marketing plans can often go off course.
Over the past few months — our clients, more than ever, have altered ad campaigns and messaging. Even if the pandemic did not directly impact your business, it likely impacted your customers/members, your employees and your communities. The challenge is seeking the right balance between supporting your current customers/members, acquiring new customers/members and finding how best to recalibrate your marketing strategy in this ever-changing “new normal”.
Start Now — Best Practices to Consider, Implement and Maintain
- Review the paid media campaigns you have in market. They should align with any changes in your business strategies or objectives and messaging. Review your text, image, audio and video ads. Update what you can and pause or remove ads that are no longer relevant.
- Review your landing pages and calls-to-action (CTAs). The new CTAs should align with your current prospect or customer journey.
- Review your website activity. Are visitors using your site search more? If so, what are they searching and how can you make the content more directly visible and easier to find? Create a report or dashboard that focuses on pandemic-related changes in activity.
- Review your geographic targeting settings. Do you have campaigns with broader geographic targeting that should be reduced due to travel restrictions?
- Pay attention to your local listings for new reviews or questions. Some platforms have announced delays in processing, making it important to respond as quickly as possible.
- Utilize live features on social media. Real-time updates connect you with your audience.
- Utilize Google My Business Posts feature. This features current information and updates with the public. The new “temporarily closed” option is available and links to pandemic-related content.
- Pay attention to various platforms, their rules on language and visuals in ads. For instance, Facebook prohibits ads with face masks and Google prohibits COVID-19 terms unless you have applied and received whitelist status.
- Ensure your phone support and live chat staff have current information. Are you staffed to handle an increase in customer service requests? Test AI chatbots.
- Shift media consumption behavior. Audiences are viewing more video content via streaming services and connected TV. A larger audience means more ad space but you will need the video assets to use it efficiently. Out of home and in-transit channels are seeing reduced audience sizes.
The messages we deliver and the channels we use will continue to shift. The method and the process for maximizing the value of the channels will not. Marketing is complex — that remains a reliable constant.