Top 5 tips: How to adapt your Marketing Strategy
Many businesses, small or large will be reviewing their current marketing plans to remain reactive to ongoing changes in your industry. Long term strategies will benefit from shorter-term focuses allowing your business to provide a softer approach to building your brand and continuing to see an increase in goals.
Here our team of digital specialists have pulled together their Top 5 tips on how to adapt your strategy into a short term plan which will hopefully result in long term benefits.
1. Put the consumer first.
Your immediate priority is to increase your communication strategy with your customers, they expect reassurance and reasons to invest in your brand along with continuing to feel valued. Step away from the hard sales messaging and take a softer approach and most of all be honest and transparent.
Don’t try to leverage the current situation, but instead be a voice of consistency and positivity for your customers. We would recommend being careful with your marketing messaging, aiming to avoid direct sales messages and focusing more on the softer, personalised call to actions.
Your communication strategy should be built around your social channels and your website with your audience at the heart of your messaging, continue to build trust. Aim to be reactive on your social channels too, you need to keep customers updated and engaged throughout this period.
2. Be flexible with budget.
Search behaviours, traffic volumes, and conversion performance is changing daily and your budget and spend will need to be much more reactive to the demand of your customers. Forecasting a budget to continue to compete online is essential to the growth of your business, but you may need to adapt the way in how you budget for any online marketing activity.
It’s advisable that you review performance and your consumer behaviours online daily and ensure your budget adapts as needed.
Facebook has announced a $100 million program to help small businesses impacted during this time. Cash grants and ad credits are available for up to 30,000 eligible businesses worldwide.
3. Consider CTAs and goals.
With advisable changes to working, we recommend adapting your calls to action to be applicable to your audience and the service you are in a position to offer at this time.
Previously you may have a team on hand to answer calls throughout the day or 24 hours a day, however, is this still possible? Adapt your call to action to be reflective of how contactable you are as a business. If you now have team members available for a shorter period of time, and less so on the phone, adapt your call to action to be around email enquiries, live chat, direct messaging via social or video calls.
When adapting your call to actions, ensure your goals are updated to reflect these changes. If changes are put in place, make sure to reflect this in your goal tracking. It’s not good optimising your campaigns for calls if no-one is available to answer them.
Ad copy and extensions should also be updated to reflect any changes, especially if you have any callout extensions with your business hours. It’s advisable to update your Google My Business profile too if your opening hours have changed, as customers will be looking for reassurance that they can still reach you, should they need to.
4. Optimise your website for user intent.
User intent is still a key consideration for your website however, put the user experience first. With user behaviour changing resulting in search changing, user intent is a key consideration for your website as conversion performance has also seen a change. Ensuring the messaging on your site is consistent with the messaging that you are sharing across your social channels and marketing messaging, a united front and being a voice of consistency and positive for your customers is key.
5. Looking ahead.
Whilst you will be focusing on the here and now of your business, there is great opportunity to complete any tasks that you’ve struggled to achieve to dates, such as any audits, research project, review performances and audiences, complete pieces of development work or creative concepts that have been on your workflow for a while.
In terms of your call to actions and driving future goal completions, can you begin to launch a softer campaign that drives goal conversions for future purchases, enquiries or booking for your business? And potentially offer any incentives to those customers who are planning ahead.
In times like these people will be wanting to look forward to things.