Upside-Down Thinking by Patric Fransko
by Patric Fransko
May 20th, 2020

The New Marketing Normal … Nothing is “Normal!”

I think it would be safe to say that these past couple months have been far from normal. As I write this, things are beginning to open back up in many parts of the country and it feels like so many people want things to get back to “normal” as quickly as possible.

This feeling extends into marketing. Two months ago, the strategies that had been working were disrupted almost overnight. All of the things many of us had spent years learning changed and we all were handed a blank sheet of paper to start over and find out what would work in the age of COVID-19. We longed for the day when the strategies we honed would begin working again and things would get back to “normal.”

Here’s the thing … marketing is not going back to the way it was three months ago. The new normal is that nothing is normal. We need to re-learn what is working by paying close attention to what the market is telling us. With that in mind, I wanted to give you a couple ideas on how to begin this process and get your marketing strategy back on track.

  • Spend More Time Listening Right now it is more important than ever to spend more time listening than talking. Spend time watching what is happening in the marketplace. See what kinds of posts from others are working and resonating with their audiences. Try to learn what type of content is being consumed and shared. With a little more listening, you will be able to determine much faster how to begin modifying your plans to be more effective.
  • Run Some Experiments – Based on what you learn by listening, begin creating some content, posts, etc., based on what you have noticed is working. Then, allow the data to speak to you. Whether you are doing paid advertising on social or just posting organically, you can track what is happening with these campaigns. The goal is to begin modifying future campaigns by closely watching what is happening to your current campaigns. Do more of what is working and stop doing what is falling flat. This is where the idea of a “science experiment” comes in.
    – Gather data and run initial experiments;
    – Track results and modify experiments based on what the data are telling you;
    – Re-run the modified experiments; and
    – Repeat often and ongoing.
  • Do Not Fall Into a Rut – One thing we should all plan on is that the coming months will be a fluid situation. Be prepared for things to continually change. The above two points should be done on a continual basis. Do not spend time figuring out what is working and then just put things in cruise control. Listening and running experiments needs to be a part of your new “normal.”

I hope that these points help you get your marketing kicked back in gear as we begin to emerge from these past couple months. The only thing we can be sure of is that we cannot really be sure of anything. We must listen, test and adapt.

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