Two things? Not, three or five or ten or even twenty one? No. Two.

  1. Ask your audience
  2. Test & learn

Budgets are tighter (in most cases), competition for attention is higher and the market is tough. We don’t need a reminder that 2020 has changed the world forever, particularly in marketing. What we do need is to understand how to quickly pivot, stay relevant and interesting to our clients – be they business owners, service providers, consumers etc.

The easiest way to find out what your audience are interested in and will respond to is to ask them. Stop guessing, just ask. Surveys, focus groups and quick polls on social media can give you enough information to get started. Then all you need to do is figure out how to best implement this into your strategy, in the most profitable way, which brings me to my second point…

Test and learn. Put things in market, quickly, then assess the results: engagement, shares, clicks, purchases, etc. whatever your goal is. Then, ditch what doesn’t work and keep doing what does.

This isn’t a one-off thing to tick off your list, this is something you need to do continually. As much as the world outside changes, the needs of our customers do too. Stay relevant, ask them what they want, implement quickly and learn fast.