Is it time to return to “normal” messaging

But take the lessons you learned last year.

Things seem to be changing.

Recently, my wife and I went out to eat for the first time in over a year. It was a wonderful experience and a step closer to normal acting. The fact that someone else was preparing the food I ate that evening was just amazing.

As I enter my professional life, things seem to be changing as well. Since the launch of the calendar in 2021, I have seen a change in the messages in my work with clients, in the emails that appear in my mailbox, in advertisements, advertisements, and other marketing links.

This is a familiar thing. As before, these are messages before COVID-19 takes over. Before we leave our 2019 guides and reform our relationships to reflect the new reality.

Marketing with COVID-19

Let me trace the recent history to give you the right context.

For ten months to 2020, marketing will be a rapid blend of action and response. The purpose of the message was clear: first COVID-19, then manufactured.

In the midst of the chaos, some companies withdrew their advertising and marketing spending due to financial hardship or to see where the pandemic would go before committing themselves to new budgets.

Then came the vaccines

As more and more people around the world got their chance, the business’s attitude towards food began to change. In my office, the phones ring with customers and prospects ready to intervene again.

This renewed enthusiasm can probably stem from new expectations – containing the pandemic, new confidence based on US election results, prospects for the new government in Washington – who knows?

Messages are starting to disappear to ensure customers know you are complying with government locks and security protocols. Let’s change that now.

Today, our customers know what we are doing to protect everyone from infections, as we explained in our internal email last year. We can say, “You know what we’re doing for COVID. We don’t have to mention it in the report. It’s our sale.”

Consumer confidence is increasing today. The Coresight Survey documents the growing willingness of customers to return to the store, eat, travel, and gather in large public spaces.

But we need to soften the growing confidence with a renewed fear of objections to vaccinations, more virulent strains of COVID-19, and the sudden emergence of new infections. We are not out of the woods yet, but our customers want to look normal.

Time to change our messages

But how do we do it? Here’s what I want to focus on: how should you redirect your postings, apply what you have learned about your business, your customers, and your entire messaging strategy, from content to process and goals?

1. Start processing what happened

We have learned a lot over the past year as marketers. I’ve been saying this for months: if you arrived in 2020, you need to include it in your resume. It’s an honor.

Yes, we make mistakes. But it was good because everyone had to make quick decisions, often without data, and many others made mistakes as well. Those who practice qualified marketing over time have seen it bear fruit in that compressed atmosphere.

Reflect today on what you have learned from your experiences. What new strategies, processes or procedures have you tried? What worked? Which changes should be temporary and which are permanent?

Document everything. If you do not have a diary or timeline, write down everything you remember now. Ask your team members about their memories. Document your results via email, paid search, content marketing, direct mail – write, whatever you have done.

Do this because you will not be in the same job forever. This way, your team will have guidance the next time a serious problem arises. In addition, you have the history to change if necessary.

Did you call an agency to guide your messaging strategy faster? Keep using it to continue your innovation arc. You may have found a way to reduce steps in your workflow or shorten approval times.

2. Reprint the marketing plan you discarded in March 2020

But it also works. Not only based on what you have learned but also by adding what you need to change – what your new goal will be.

First, we need to rethink how we use innovation to advance our marketing programs. I strongly believe in increasing innovation, which is a series of small changes over time that lead to a big change. It’s scalable, it’s easier, and it doesn’t wait for you to perfect your innovations before you start.

Last year, rapid innovation was the path to success. Now is the time to innovate step by step. You don’t do full make-up at the same time. Instead, try to achieve smaller, related goals that contribute to long-term sustainable change.

We need this incremental mindset for change because it helps us develop strategies that lead to tactical approaches first.

Second, proceed with crisis mode planning. In 2020, we based the move on a five-minute phone call instead of a six-month planning session. It’s not just agile marketing, it’s quick marketing! But this compressed strategic framework only works in a crisis.

Now we need to think about longer processes that assess the impact on your brand, the impact on your planning and production processes, costs, and benefits that we bring to the sea in the arduous effort to survive last year.

Then, reprint and design your marketing plan. Displacement changes associated with COVID. So, look to the future to predict what might happen next. What is your unexpected situation and how will you respond?

Marketing plans will change across industry boundaries, as marketing looks at the possible start. As you did? For example, have you discovered a new way to automate messages?

Remember that your marketing plan still needs to determine how you plan to expand your program, increase your earnings, reach your numbers and achieve your goals. Requires you to optimize current applications or create new ones.

3. Watch the news because we’re not done yet

See the news every day. You don’t have to have a TV wall, because each device is tuned to a news channel 24 hours a day, 7 days a week (just like you). But COVID-19 is not going to take off anytime soon, as is multilevel marketing, which allows you to vary your placements based on local conditions and restrictions.

Also start reading digital news. Getting smarter in the world around you means getting smarter about your customers and your marketing practices.

I plan to read articles, innovative leadership, white papers, or webinars for at least an hour a week. This is not a waste of time. This is your investment in a broad growth strategy.

With conferences that date back to face-to-face events or evolving into hybrid experiences, an active topic for speakers is ‘What I learned during COVID and how it saved my business’.

4. Look for ways to streamline the manufacturing process

I recently had a follow-up interview with a client and talked about his email production process. It was complicated, long, and repetitive. This client asked me to review their business processes and show them how they can improve them.

I have seen many opportunities to help them find the right job. But the good thing is that they realize that they need to change. In addition, they take advantage of the time saved to invest in strategic activities and in the development of new programs.

During the pandemic, many business processes became shorter. The workflow became faster, leaner, and more tolerant of the steps that followed. Sometimes it was approved by Suite C. Sometimes it wasn’t.

Now is a good time to review the “temporary” changes you have made to see which changes should be permanent. Can you create a new policy to develop new campaigns quickly? Can you outsource some parts of your process?

For example, by reducing production times, you can free up time for more strategic thinking to drive innovation.

It’s time for a change

I remember leaving my job, which was a battleground every day. I felt a little guilty about leaving my friends at the office. But when soldiers are in a foxhole with bullets flying high, our camaraderie develops.

At the time, I needed time to decompress my head in a productive space. You should do that too. You don’t stop working. Reload your transactions

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