By timaj100

Posted by timaj100

We are living in a fast-moving time with new technology, ever-evolving social and political landscapes, and a pandemic on top of that. Any predictions about what to expect in 2020 for marketers was no doubt lightyears off what we’re experiencing now.

So what can we learn from this year as we move forward? You can bet things will continue to change and evolve in unpredictable ways. What worked last year might not work now. Heck, what worked last week might not work next week! How, then, can you be sure you’re getting the most out of your marketing efforts?

Evolving and finding opportunities

There are a few ways you can try to stay on top of things. No matter what, having a strategy for post-COVID is important.

Learn from others

For one, pay attention to those around you. Learn from your peers and competitors. Some may be sharing: read blogs, watch webinars, consume all you can in your space. But you can uncover even more by doing things like conducting a competitive analysis of other sites, advertising messaging, advertising spend, and content creation.

Learn from yourself and adapt

Pay attention to your own analytics and results closely. Take in what you are seeing and adapt. Have a willingness to branch out and pivot strategy based on what the data is telling you. Again, something that worked before may not be working now, and vice versa.

Always. Be. Testing.

Knowing for sure what is going to work for your business, in your space, and at this particular time is a tough task. So the only way to find out for sure and stay on top of the changing trends is testing. We’re all vulnerable right now — and any time tough circumstances fall on us. Figuring out a new course of action, whether it is macro marketing decisions or micro adjustments, is key.

What to test

It’s easy to sit here and say “test to see what works and go with that”, but that can mean a lot of things. As I tie this back into maximizing your return during tough times, let’s talk about where to start first as you look to elevate your marketing and drive revenue and return.

Too often I see brands being timid in times of crisis. There is something to be said about caution, but testing and learning shouldn’t be a risk — it’s an opportunity.

The reality is, every industry is being affected in different ways in 2020. But challenging times come for us all, and when they do, focus on these few areas first.

Advertising

Advertising is always one of the first areas I look to when testing. It’s a fantastic testing ground that is often more controlled, and in which it’s easier to identify new, successful opportunities. You can look at ad copy, keywords, landing page content, calls to action, audiences, and different strategies altogether within the advertising platform.

We’ve measured positive results for clients in varying …read more

Source:: Moz Blog