How do I pivot my marketing message for these times? [#129]

Posted by Adam Franklin

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Updated on July 25th, 2021

Pivot your marketing message

[Brisbane, Queensland, QLD, Australia]

VIDEO: How do I pivot my marketing message for these times?

TRANSCRIPT: How to change your marketing message

Today’s question is:

How should I be changing my marketing messaging to be appropriate for these current times?

I think what a lot of consultants realise is that now is a great time to be communicating, internet usage is up, social media usage is up, email open rates are up. But where we’re coming a little bit stuck is, what do we actually say?

How do we be helpful? How do we communicate but not seem opportunistic, not seem off-tone?

Especially what we said two to three months ago is now irrelevant, so what do we say instead?

How to pivot your marketing message in a crisis

What I encourage you to do is to talk to your prospects, talk to your clients and get a good understanding of what are the conversations that they are already having. What’s already going on in their head?

Once you’ve worked this out, there’s probably three main things that are keeping them up at night or that they’re worried about or that they’re excited about, work out what those things are and then create bits of content that speak to each of these topics.

Create a content plan to address these issues

The format that you decide on doesn’t really matter, and if you prefer video, by all means, if you prefer to write, that’s fine too.

Create content that addresses the things that they’re thinking about already and enters those conversations that they’re already having in their head.

Break that into nine pieces of content, three pieces of content for each of the challenges or opportunities that they’re facing and that can form the framework for the next three months, moving forward.

That’s how to change your marketing message to be appropriate for these times. My name is Adam Franklin, hope that helps.

My name is Adam Franklin. Hope that helps.

MY MARKETING METHODOLOGY

PS. When you're ready, here are 6 ways we help consultants & advisors grow:

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About Adam Franklin

Adam Franklin is the bestselling author of Web Marketing That Works. He is an international social media speaker and CEO of Bluewire Media. His blog was Australia's #1 Business Blog and his podcast was #9 on the top marketing podcasts in Entrepreneur magazine. His work has featured in Forbes, Entrepreneur, The Australian, Sydney Morning Herald, Huffington Post and iTunes. Download the popular Web Strategy Planning Template which has been used by hundreds of thousands of businesses worldwide. His weekly 'Bluewire News' email goes out to over 32,000 readers.