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.
John Carr
November 4, 2011 at 2:48 pm
What a breath of fresh air. Not another me-too site. This is one is a keeper and I will certainly try to emulate the tone, design and concept with my own site. Great Article. Thank you.
jarvisteam
November 4, 2011 at 4:38 pm
I was on the fence about the quality of content from AGBeat. I can only hear "offer value" so often. However, this feature, just made me a fan, I signed up, I'm liking it all now. I've even got the koolaid mustache to prove it.
This line did it: "competition that insists that this (below) is somehow acceptable."
Thanks!
Ryan McCann
November 10, 2011 at 2:55 pm
Hello all! Thanks so much for all the positive feedback on our site! At the beginning of this year we decided that we needed a major change to separate us from other Agents in our marketplace. We went through a full re-brand – business cards (which are oversized with QR codes), main page, several landing pages and our Facebook page. Templates didn't work for us. They failed to accurately represent who we were and more importantly didn't relate to the market. Design has definitely made the difference – our listing inventory has doubled and our builder business has picked up significantly. We're on pace to sell 90-100 homes next year! Thanks again! R.M.
Roland Estrada
November 12, 2011 at 1:24 pm
Ryan got it right. I've been experimenting in iWeb using an icon based front page because I can't stand the boring formatted agent sites that are out there. Even the real estate site vendors that claim to be cutting edge don't cut it. Bravo!!!!