Top 3 Marketing Tactics to Keep Pace in Uncertain Times

Marketing Lessons from Kate Adams

When the global health crisis began last year, it drastically changed the way businesses operate. Organizations from all around the world had to move quickly to gather the resources they needed to navigate the new normal. Fast forward to 2021, and we’re now seeing gradual ease of restrictions—aside from modifying their work setups, businesses are also rethinking their marketing campaigns and strategies for reaching more audiences. This is a crucial move, especially when most business aspects transitioned from physical to virtual in such a short span of time, and people are more reliant on digital means for consuming information. 

Last year, we had Kate Adams, VP of Marketing at Drift, speak about what it means for marketers to be agile in a pandemic-stricken world and what the future ultimately looks like for marketing as it goes through digital transformation. Here are some valuable takeaways from her talk that businesses can still apply to boost their marketing strategies in a fast-paced and competitive digital environment.

1. Steer clear of generic messaging.

People need tools, partners, and help now more than ever. Nowadays, they are expecting an immediate and real-time response. To do this, Kate recommends improving your lead generation strategy and engaging prospects as they reach your landing page—clearly communicates how you can give them solutions tailored to their specific needs. Also, revise your email messaging and try to divert from the too-generic message used at the start of the crisis—talk instead about how you can be their long-term partners in moving forward.

2. Invest in the proper channels.

The past year saw a drastic increase in online activity as people spent more time indoors and discovered new interests. Now, businesses must meet the demand by utilizing channels such as webinars and social media to engage people and streamline their online experience. As this becomes the norm, Kate strongly advises businesses to constantly reinvent their content so people would always have something new to see and look forward to. 

3. Empower your marketing team.

Ensuring that your team aligns around new initiatives is key to succeeding in your post-pandemic marketing efforts and surviving in a digital-first world. “Empower and align your team around shared goals and keep it all transparent,” Kate encourages. “Make sure that the team is celebrating each other, celebrating their wins, and showing their work along the way so that the whole team understands all of the momentum that your team currently has from end to end.”

Read more from Kate Adams’ session for our annual Ascent Conference here.

 

Photos by Paul Skorupskas via Unsplash

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