Over the last three months, I have read countless articles and LinkedIn posts from marketing leaders across a multitude of industries discussing how organisations need to implement ‘resilient’ marketing strategies to help them recover from the effects of the pandemic.
While I agree with the overall notion, successful marketing strategies have always needed to be resilient from the very beginning of implementation – it shouldn’t just be a reaction to an unexpected challenge or crisis.
Resilience is defined as something that is able to withstand or recover quickly from difficult conditions, or able to recoil or spring back into shape after bending, stretching, or being compressed.
We are all aware that marketing is ever-evolving. The landscape is continually changing, along with the needs of your audience, which is why the marketing approaches you put in place for your brand need to be flexible, malleable, and be able to be propelled at a moment’s notice.
Here is what you can do to ensure your marketing will stand the test of time:
Keep communicating proactively
Many brands’ initial response to the pandemic was just to stop all proactive marketing altogether and keep to minimum operational communications. While the pandemic isn’t new to us and we are likely to see other crises arise, it doesn’t mean you can, or should, slow down your proactive messaging. Continually keeping your audience informed and your channels up to date with quality content will ensure you generate valuable engagement.
Persistence and consistency come hand in hand. There is little point in implementing creative campaigns and high-end strategies if you aren’t going to stay true to your brand. Ensure your efforts aren’t wasted by communicating your brand messaging, tone of voice, and marketing activities consistently both through your internal and external channels.
Stay aware of your competitor landscape and changing market conditions
Reviewing your position in the market should be a regular process in your marketing management and not seen as just a step in creating an annual plan. We have all heard the phrase “knowledge is power”, so it’s your responsibility to gather that information and harness it effectively for your own gain continually throughout your strategy.
Operate with a growth mindset
While this comes naturally to most entrepreneurs as individuals, a growth mindset isn’t always utilised in the sense of marketing. By constantly learning and developing a variety of skills, benchmarking results within the market, reviving your activity regularly internally, and reviving existing activity and strategies, your results will improve momentously.
To discuss how we can support you in developing a results-driven marketing & PR strategy, get in touch.