3 ways to create a modern and adaptive agency
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There will always be forces that put your plans aside and readjust themselves – whether they take the form of political changes, a natural disaster, a cultural change, or a single pandemic. So, for marketers, the question is not “How do we plan for the new normal?” But instead, “Why are you waiting for one?” “
While at a general level, the phrase “new normal” only represents a desire to return to a time when we were not all constantly stressed and life did not depend on high social and political consciousness. , what she really represents is a desire for stagnation. To be able to breathe. But no matter what the world is going on, marketing has never been about taking a break.
Our clients don’t hire us to create a “new normal”. They want to be ahead of the pack in their industry and position themselves as movers and shakers. But with more competition and an increasing rate of media circulation, it is getting harder and harder to be at the forefront.
There are a few techniques marketers should embrace or dust off that can help put their customers ahead of the pack.
1. A greater focus on social listening
Effectively, social listening is just an improved version of the research you are already doing in your industry. It’s a bit like doing a competitive analysis, but of your audience rather than other members of the industry. What are customers saying about your brands compared to others? When they search for you, what terms do they use? How many mentions do you get compared to your closest competitors? These and many more reasons why social listening is my most recommended technique that marketers should start adopting if they are to be on the cutting edge of technology.
But think about the future: Once you’ve been actively social listening for a month or so and amassed a fair amount of data, what should you do with it? Data has no value if you collect it and let it sit there. Start incorporating it into your strategic discussions to help guide your campaign. If you’ve listened carefully enough, you should be able to identify at least one key desire or pain point among your audience that your competition isn’t responding to.
Related: 10 Marketing Strategies To Fuel Your Business Growth
2. Reputation is everything
The world is more connected than ever and people have more ways to make their voices heard. While this is a net positive for global communications, it does mean that brands are less and less protected against online outrages and bad reviews. For this reason, reputation and review management will be crucial services that marketers can add to their repertoire.
This is also where strong competitive analysis and social listening techniques will do marketers a great service. The ability to know the successes or misfortunes of your competition will be the best browser in your campaign. Imitate what similar businesses do well, but feel free to point out the differences between you and your competition if one accidentally finds itself at the mercy of an online crowd.
Marketing is a full contact sport. When you have the means – ethically, of course – to take other players off the pitch, you should take it.
Related: 10 Laws Of Social Media Marketing
3. Build a community, then a campaign
A loyal fan base can help a brand weather virtually any storm unscathed, so channel a large part of your marketing efforts to fostering a community around your customers. Go public in the first few weeks of your campaign.
Engagement isn’t something you have to extract from your client’s audience – you just have to put in more effort to ask questions. Audiences will see liking and sharing as a Herculean task if you don’t give them anything to chew on, but they’ll happily write you a novel in the comments of a Facebook post when they get the right prompt.
Make sure they feel like they’re part of a semi-exclusive club. If you don’t have a newsletter, start one. If you have one, start another one reserved for the brand’s most dedicated members. Hire influencers that your audience connects with and ask them to start creating content for you.
Marketers need to realize that there will be no new normal. Instead, marketers should use this time to fully experience campaigns and see what type of content hits the nail on the head in the ever-changing content cycle. With more competition and more content, there is less chance that the proven methods of digital success will continue to hold. This way, even though it may seem like constant chaos, we have an opportunity: the world cleans the board and says, “Impress me.”
Related: 3 Reasons Marketing Is The New Sale