March 15, 2023
Is there anything that invokes more fear into a Marketer than an impending recession? Like a sixth sense, we become hypersensitive to cost-saving measures, making a mental note of every line item reduction on a proposal, and every time a client opts for a “more affordable” stock for their latest brochure.
For most of my early career I actually maintained a blissfully ignorant disposition, working in sports media I somehow assumed my job to be a crucial cog in the golf community’s machine. What would the people do if they didn’t know the final round scores of this amateur championship? I’m sure that thought crossed my mind once or twice.
It wasn’t until the COVID-19 Pandemic hit that I grappled with the harsh reality of my profession. I was the Marketing Manager for a regional shopping center that built its entire brand on hosting fabulous events designed to draw large crowds to tight quarters. While 95% of tenants shut down for months, I had never felt so non-essential in my life. But for reasons greater than me, the center’s owners decided to keep our tight knit team on the payroll, so we marketed like we knew best, with zero budget behind us.
While times have changed, and we’re no longer forced to stay inside our homes, we now have to come to grips with the fact that leaving our homes is putting a greater strain on our bank accounts than ever before. As an agency, we’re one of the first to experience businesses tightening their purse strings, which is a fair play, but what if your grip on your wallet is tighter than your competition’s? The answer to saving your bottom line isn’t axing your marketing strategy entirely, it’s implementing a strong strategy built on accessible tactics.
Now let’s get one thing straight – accessible does not mean easy. We all know that platforms like Instagram, TikTok and YouTube are free to use, but they take a considerable amount of strategy and content curation to reach your target audience. Sure, you could post an unedited photo on a whim and experience some engagement, but at a time when algorithms are prioritizing video, changing hashtag rules daily and shadowbanning when you don’t play by their rules, posting on a whim is not a sustainable strategy for growth or engagement. I mean, take me back to the days when you could get 100 likes on an overexposed photo of your sandwich, am I right?
A carefully-curated social media content strategy was the first tactic we implemented when COVID shut down our retail dreams. We devised content pillars that allowed us to stay true to our brand values, we stayed on top of the emerging online trends to be among the first to integrate them into our content, and instead of going quiet, we made sure our brand voice could be heard across all corners of the internet. When you don’t have the budget to allocate to paid advertising, strategic partnerships or your other go-to promotions, or even when you do, your brand’s most valuable asset is your organic content, and strategy and consistency are its keys to successful implementation and growth.
If you’re still not sure where to start, our future-focused Mantis team is ready to collaborate on a social media & content strategy that is both efficient and applicable. So, what are you waiting for?
Katrina Owens
Marketing Director, MANTIS Creative