The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Rob Aubrey
November 27, 2008 at 8:46 am
A shifted market makes you really look at each item on the budget and ask are you carrying you weight?
It is healthy for your business to get rid of bad habits (spending money on crap that doesn’t create profit).
The trick is to NOT CUT the quality of service.
One of the things that will help an agent survive is to stop using words like up or down market.
There is no such thing as a good or bad market. It is a buyer’s or seller’s market and the shift between.
During the unprecedented seller’s market it was not always good for the buyer and no one called that a bad market. It was called a hot or great market, the people that it was great for were the unskilled, because they could make money in spite of their lacking.
I would like to ad one more tip. Understand what is selling in your market and go there. It sounds very obvious. But most are not doing it. If you sold higher end homes, then you need to become a student of FHA and learn how to get people to the table, tht is what you are paid for.
Missy Caulk
November 27, 2008 at 10:25 pm
Test, test, test. If it works continue on and if it isn’t then move on to what does, or put more money in the things that are bringing in business.
Russell Shaw
November 28, 2008 at 1:15 am
Wonderful post, Mark! Great job. Real words of wisdom. This was something I had intended – for about a month – to write about and never got around to it.
Cutting out all promotion to “save money” is a sure-fire route to complete failure.
Mark Eckenrode
December 1, 2008 at 9:42 am
great additions and comments from folks. thanks.
i find most folks are quick to cut their marketing because they don’t see returns from it – meaning, they don’t actually track where business is coming from.