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.
Athol Kay
December 23, 2007 at 10:58 pm
I get all knee-jerk defensive about Her Majesty…
The “Royal Channel” is the Official YouTube Channel of the British Monarchy. Looks like they created it about a month ago. The annual Christmas messages though, are played on TV in dozens of countries world wide. When you consider she started doing the Christmas messages on TV in 1957, I think she’s been on the early adpoter cool train for quite some time now.
For me, it just doesn’t seem like Christmas without the message from the Queen. In all seriousness, she is the Grandmaster of Tone when it comes to public speaking.
I defy you to watch last years Christmas message https://www.youtube.com/watch?v=AZw2fZU-6jI and try and try and imagine any American political or religious figure matching her.
Go watch her Lani, you’ll like her a whole lot.
Lani Anglin
December 23, 2007 at 11:22 pm
I already love her. Silly pictures I can find of her (thumbing fun at YouTube, not her) are all in fun. She exemplifies grace, dignity and intellect more than any leader in recent history.
You’re right- Bush wouldn’t sound quite as sophisticated in front of a YouTube cam (but we did stand in the freak Texas snowstorm for hours just to vote for him for a second term). Y’all just don’t understand the Southern dialect. But seriously, if SHE is on YouTube, why aren’t other people?
If the great great great grandmother of Western Civilization is Web 2.0, it may be less of a “fad” than predicted.
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But Benn says that it was really because it’s the only way her grandchildren were going to pay attention to her. LOL.
Ben Bach
December 24, 2007 at 8:26 am
Youtube channels are powerful mediums, for Realtors, monarchs, speakers etc.
What I love about the site is the sense of irony inherent in the Queen speaking in ’57, her address being televised for the first time, talking about the new form of media she’s communicating on. It was a fitting first video of her to watch on Youtube !
Mariana
December 24, 2007 at 2:16 pm
WHAT THE EF?!?
Thank you, Lani. … I really like the “even if people don’t like it” part. Cuz apparantly video creates more opinions than text… in some situations.