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.
Jonathan Benya
May 7, 2011 at 9:35 am
Love some of the designs, but I think a lot of them are really walking a very fine line here: They're just too catchy. I would argue that while catchy logos are great, it's possible to overshadow the brand perhaps?
Heather O
May 7, 2011 at 12:06 pm
I love it. Be different and 86 the vanilla. Let a graphic designer do their job and stop tailoring it down to what "everyone else" does … if your content, presence and attitude are upbeat, why not have a clever logo that's memorable and clever to match … 🙂 Love this post. And if cost is the issue, aren't you using it on every item you own daily? It's not time to be a cheap-wad. Biggest thing before is making sure you are buying vector art from your designer so you can always scale it on every level, not just raster files (.jpg)
David Hatch
May 7, 2011 at 8:58 pm
For a while we at Trulia were looking at redesigning our logo (which didn't end up happening as research told us customers identified with it). And that was also during the Gap logo fail that was attacked mercilessly so who knows how that may have lessened our resolve. In any case, through that process we tried many things that visually said real-estate and many of them felt extremely tired. How many ways can you style a home? A for sale sign. Etc. I think we literally created over 100 possible logos. One of the design groupings we even called "Roofs n' Doors". A good logo is hard to create. If any readers here have any logo inspirations please post them.
David
Intown Atlanta Real Estate
May 10, 2011 at 10:37 pm
Yep, we've been on the minimalist logo bandwagon since we opened our new brokerage 4 years ago!