Your business’ status and how this affects your marketing tactics during Covid-19.
I wrote a post called, “Flex, Freeze or Fix – marketing strategies in the time of Covid-19”, that I published on my Influencer Marketplace’s blog on the 21st of May 2020.
In that post I spoke about marketing strategies. This post is about marketing tactics.
Last year I completed the Marketing Week Mini MBA in Marketing from the legend that is Mark Ritson. A few weeks back I was on his webinar about Covid-19 and its effects on business.
He proposed 3 generic stages for this Corona-time. This was Flex, Freeze and Fix.
These terms resonated with me:
- ‘Flex’ – where a business/organisation can ‘flex’ their existing capabilities.
- ‘Freeze’ – or ‘stasis’, where the business/organisation goes into hibernation e.g. to furlough and wait it out.
- ‘Fix’ – where a business/organisation can use this slow-down time to ‘fix’ their people | processes | strategy | tech stack | resources | deliverables | products | acquisition tactics etcetera.
How does this affect tactics?
This post is about Marketing acquisition tactics and how they could be affected by your business stage.
|Paid Search :||Pushing hard. Adding budget. Building out new campaigns. Running tests.||Reviewing your accounts. Reviewing your £CPAs. Optimising campaigns. Checking creatives. Reviewing landing pages. And thinking about bounce back offers.||Paused|
|SEO:||Continuing. Ongoing optimisation of pages. Pushing to continue with any dev backlog. Analysis works with a focus on landing pages’ CRO.||Taking time to do a technical audit of the site. A deep analytics review. Link profile analysis and Toxicity review. Rechecking of your audiences/personas/portraits, their language and entry pages. Competitor benchmarking. And, investing in new skills & knowledge.||Paused|
|Social Media:||Promoting posts. Merchandising lead offers and building communities.||Auditing what you have done in the past. What was the engagement and outcome. Benchmarking against competitors. Planning future campaigns. Reviewing tools and subscriptions.||Paused|
|Influencer Marketing:||Doing more. New campaigns and new ways to engage with influencers. Maybe ambassador recruitment.||Investigating your first campaigns. Finding tools/marketplaces and drafting campaigns. Conducting pilot studies on method, engagement, costs and what type of campaigns fit into the wider campaign plans.||Paused|
|CRM:||More of the same. Personalisation and custom offers.||Analysis of existing customers. LTV and RFM analysis. Creating customer portraits and how this could feed into audience understanding. Reviewing your tech stack.|
Looking at the most likely customers to target to aid the bounce-back.
|ATL:||More of the same. Media buys are currently cheap – so do more. Maybe with CSR we care messages OR revised messaging. Push for larger share of voice.||Conducting a bottom up marketing acquisition plan to see if ATL fits into your mix.|
Consider spending early, take advantage of current rates to build awareness ready for future other comms.
As a marketing consultant, many clients and prospective clients want to get straight into the tactics under the guise of strategy. These are the general tactics and my [generic] take on what might be happening at this ‘unprecedented time’.
If you wish to discuss a marketing audit. Working on your marketing people and processes, use the contact form. Will be happy to discuss.