What a strange year it has been. As we face a multitude of changes this year with the pandemic and resulting effects, brands and marketers are having to shift their focus to a new strategy.
Travel and trade shows for the moment are gone. Traditional type marketing channels like print advertising are being cut back.
Marketers have shifted to digital in so many ways. From working from home and Zoom meetings to online marketing initiatives and website updates.
When trying times occur, try not to cut back on all of your marketing. You want to communicate to your audience that you are still in business and that you are still there to solve their problems.
Look at your messaging and make sure it reflects the current state with humanity. Empathy and compassion go a long way in having a conversation with your audience. Now is not the time for the hard sell.
If you scale back, be sure to focus on what has worked for you. Your customer email list, your website and blog and social channels are ways you can continue to communicate. Be sure to remain in the landscape of your industry.
Talk to your customers. Find out what has changed for them this year. Be a resource and engage with them.
After all, we are all in this together.