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.
BawldGuy
December 4, 2009 at 11:10 am
Any thoughts? Are ya kiddin’ me? You’ve essentially chronicled my professional learning curve. Though some of what you say doesn’t apply totally to the investment side of the biz, conceptually you’ve hit ground zero.
Almost all local clients visit my office, as it should be. My office, therefore, must meet a minimum standard of what clients expect. We do that, and with a budget.
Marketing? OMG have I ever screwed the pooch on there. Mea culpa. But gimme a pass on that one, as I was an Old Schooler doin’ his best to make the transition from 1969 to the 21st century — not to mention while trying to operate in the new virtual world. No kiddin’, I’ve sent over a quarter million over the falls for bupkis results. I speak broken internet-speak now, so I’ve learned where to spend for what results. Still sittin’ in the front of the class though, as I’m barely passin’ with a C- I think. 🙂
Good stuff, Erion.
Janie Coffey
December 4, 2009 at 11:15 am
Great great blog post!
Last year we chopped our office rent by 2/3! This accomplished 1) less stress, 2) more flexibility, 2) more money for the things that really count (ie marketing and debt reduction). It was the best thing we ever did. I tell everyone I see struggling, that you need to just cut what isn’t necessary for the end result. Kill the fluff. I am glad you pointed it out so clearly! Just in time for 2010 business planning.
Oh, and Bawldguy, you made a stunning transition!
BawldGuy
December 4, 2009 at 11:28 am
Thanks Janie, but you only see the shiny paint and gleaming chrome. 🙂 It’s the power train I’m workin’ on now.
Rob McGuirt
December 4, 2009 at 1:02 pm
Good points. I opened my own office, via a virtual “pay as you use” office space. Fully staffed with reception, conference rooms, break area, color copier, etc…. Cut out my former brokerage fees for office space. Went from $1000/mo to $65/mo.
Josh Ferris
December 5, 2009 at 1:34 am
Having gone from a traditional office brokerage to a virtual one back to a traditional office again I can say that offices are a huge waste of space. I meet my clients at our office occasionally but more often than not I meet them at the sales office of my builder clients. Great article Erion!
Ken Brand
December 5, 2009 at 2:03 pm
WISE counsel, especially the part about, analyze and act as an offense not after fit-as-hit-the-shan, gangrene has set in and it becomes a defensive amputation.
Great stuff!
JR of Sun City Real Estate
December 6, 2009 at 10:10 pm
“don’t become an “If only” agent” This is what greatly struck me in your post. Thanks for all the insights!