Does anyone remember watching TV before 1980 when the news was not on 24/7?
It was June 1980 when Ted Turner launched CNN, the first 24-hour cable news operation. Then came the 9/11 attacks which dramatically solidified and amplified the ‘round the clock news cycle. Since then, if you’re a news junkie, you can get your fill of news coverage morning, noon and night. And if that’s not enough, there are plenty of social media platforms to feed you more facts and fiction any time of the day.
Without a doubt, we have become a news-consumed society. In the past few years, however, the amount and intensity of news coverage has increased. Between various wars around the globe and the political sparring and in-fighting that is taking place in our own country, there is always “breaking” news coverage to keep you up at night. Add to that in recent months concerns around a fluctuating economy, ICE raids on private property, and foreign conflicts that resurrect Cold War fears of nuclear war, and you have an unprecedented number of distractions and stressors causing business disruption.
From a marketing and PR perspective, this aggressive and prolific news cycle presents a major challenge: garnering attention for your company’s successes and new products and services. So, what can savvy marketers do to break through the noise to help ensure their brands and products/services remain top-of-mind?
Here are 10 thought starters:
1. Address your customers’ priorities. In uncertain times, people are likely to feel stressed about spending too much money. You can better connect with your target markets if you understand what motivates them, what worries them the most, and what they prioritize. You can learn more about your customers and their chief concerns through research (surveys, focus groups, etc.), analytics tools and analyzing their social media interactions. There is a treasure trove of information that can be learned by monitoring likes, shares, comments and overall engagement. Knowing what type of content your prospects engage with most can help guide your messaging, so it resonates, regardless of distractions.
2. Identify and optimize your value proposition. During times of financial uncertainty, customers and prospects are often forced to make difficult choices, especially as it relates to how they spend money. By highlighting how your product or service can help them save money or navigate current challenges, you have a better chance of connecting with your target market and building loyalty. Clearly and succinctly articulate what your product or service does and what specific problems it solves.
3. Empathize. The current market fluctuations and political instability are creating uncertainty and stress. Avoid hype or urgency-based language. Focus on solutions and ways your products/services can help without making false promises. If you have to raise prices, be transparent in explaining why.
4. Remain visible. This is not the time to disappear or cut back. Rather, it’s a time to invest and connect with your prospects in ways you never have before. Trade shows, webinars and panel discussions are great ways to be seen and heard above other market noise. There is value in thinking of marketing at this time as a long-term investment in your organization’s future.
5. Stay true to your brand and mission. Above all, be genuine. Don’t try to change who you are. Be open and honest about what you do, what you stand for and what you support. Especially in social media posts, it’s important to be honest. Otherwise, it will be difficult to build customer trust and loyalty.
6. Broaden your marketing mix to include opportunities for more personalized messaging tailored to prospects’ specific habits and interests. Digital platforms (paid and unpaid) and email marketing, for example, allow for more precise targeting. and tailored content with unique offers that appeal to specific demographics and interests.
7. Be creative in standing out from the competition. Develop engaging ads and content that are different. Incorporate interactive elements, if possible. Keep messaging short and simple, since there is already so much for customers and prospects to absorb from the world around them.
8. Promote thought leadership. People are more skeptical today, thanks to the spread of conspiracy theories, growing allegations of fake news and the growth of AI-generated and other doctored images. They are looking for people and organizations they can believe in and who are just as interested in helping them as selling to them. Educational, problem-solving content on your website and placed as part of a proactive public relations program can make prospects feel more confident about their ability to reach goals, fix problems, save money and become more efficient.
9. Build on existing relationships. Anyone who has worked in sales or marketing knows it’s easier and more cost-effective to retain existing customers than to garner new ones. If you don’t already have such programs, now is a good time to establish loyalty bonuses or discounts. You can also increase your engagement with existing customers through social media, online forums and special invitation-only events.
10. Monitor performance and pivot, as necessary. Leverage data so you can make informed decisions. Data analytics can also be used to understand market trends so you can optimize your campaigns. It’s okay to try and fail, as long as you learn from your mistakes. The market in six months will not be the market it is today. It’s vital that you remain flexible in your ideas and your campaigns so you can adapt and thrive.
Interested in learning more about these top 10 thought starters? Reach out to us today.
