Since the start of the pandemic, I’ve written a lot about the need for business owners to adopt agile thinking. So it may come as a surprise that the title of today’s post is taken from Matthieu Pellerin, the founder and head of Google’s Growth Lab.
Pellerin wrote a very interesting post yesterday, Inside Google Marketing: Agility is the new growth. In it, he generously shares what he’s seeing, regarding changes required when marketing during the coronavirus pandemic. I found the following quote especially interesting:
“Our raison d’être continues to be driving responsible and sustainable growth, but we’re now operating under a new mantra of ‘organisational agility’.”
Whilst his post focuses on what his team at Google are doing, there’s clearly a core message we can all benefit from.
The needs, wants and situation of your clients and prospective clients is changing rapidly. In some cases, daily. Your marketing messaging needs to be just as agile, if you want to be as useful, valuable and relevant to them as possible. This includes your email marketing, website content, blog posts, social networking updates and vlogging, etc.
You simply cannot expect a pre-pandemic marketing message to strike the correct tone. Pellerin gives an example of just how important he believes it is, to get agile and move fast:
“We readjust these plans regularly and continue to switch resources as needed. Our key product priorities are shifting at lightning speed”.
If, like many people reading this, you’re getting fewer sales or new client enquiries, check the messaging you’re using. If it fails to address the new and evolving priorities of your marketplace, it will also fail to deliver the results you need.
Whenever possible, hire a professional marketing copywriter to create compelling, relevant content for you. If that’s not within your budget, do something yourself. And in either case, review the message at least every 7 days. Sooner if it isn’t generating the results you need.
Yes, this means spending more time on your marketing. However, an agile situation demands an equally agile response.