Hey, Marketers! Is your crystal ball on the fritz? Is your historical marketing data not helping you now? It’s time to start looking – not thinking – outside of your box. You don’t know what you don’t know, now. You probably don’t even know what to ask to get an answer. The good news is that you don’t have to know, you just have to know how to look.
Here’s some guidance:
Invest in a monitoring tool. There are so many on the market, probably in the 1,000s by now, that I am not going to make a recommendation as to which one to purchase. However, I can tell you, as a person who has used social and media monitoring tools since 2009, first you should develop a Client Brief. While these documents are typically used by agencies to help scope out an advertising plan, they can be a useful tool to outline your marketing objectives, goals, strategies, and tactics – and ultimately lead you toward choosing the right monitoring tool for you.
Identify Narratives. The old school part of me wants to tell you to dump a bunch of keyword phrases into a software program to wait for results. But, back to my original point of “you don’t know what you don’t know, now.” So, don’t limit yourself to what was trending or what you think is. Start with the base assumption that various customers are working toward blending into the conversations around post Coronavirus life as it relates to their products. Talk with them about it. Now look at the narratives within their markets, outside of your own messaging to those markets, and the audit the competition (direct and indirect).
Find the holes. In other words, what isn’t being said? How do you know that? You can see what has been said to start. For example, at first automobile manufacturers were saying that “we’re in this together and we’re here for you.” Now, the narrative is changing from a national campaign of “togetherness” to a local campaign of “here’s what we can do for you, while keeping us both safe.” Where’s the hole? Don’t forget we’re talking about marketing, not business development or selling here. From all of the automobile ads that I surveyed; none are talking about offering a touchless service experience. Is that possible? Makes you want to learn more, right?
Don’t establish a new narrative. The Coronavirus has created a rushing river of information and news. You cannot get away from it. It will overcome and take you in. The challenge is going with the flow. Your business will not operate as it usually did. And, subsequently, your marketing will not either. However, the act or process of product positioning and differentiation are still key. The idea isn’t to do something different or change but adapt within the current.
Break out. If you were once running a SaaS unicorn that’s now a decacorn, you’re in a lucky position. Most of us, though, are on the fringe. Your customer base and market caps are a lot smaller. How do you compete? Once you’ve identified which hole you are going to fill, develop a marketing campaign that highlights one area of your business. Remember, information is at an all-time high. Try to focus on one core message. Depending upon what you’re selling to whom, there are many creative ways you can grasp the attention of your prospects and customers across industries with one campaign.
This post originally appeared at 2pinz.