If recent years have shown anything, it’s that we can’t guarantee that tomorrow will continue to look the same as today. Unexpected change can come from any angle, and like with any section of a business, your marketing needs to be able to adapt to the changes that might come along. In today’s article, I look at four ways that you can prepare yourself and your marketing to deal with unexpected change.

1) Leave room in your plans for change

A marketing calendar gives you the opportunity to lay out the content that you will be using ahead of time. This is a great tool for any marketer, helping to ensure that you have material on hand at all times, and that you are prepared for predictable events such as holidays, sales and your businesses regular sales shifts. However, a good marketing calendar should not be so packed with content that it leaves you with no room to manoeuvre. A good rule of thumb to follow is to break your content down into three main categories; one third of the material is new content, one third is repurposing that content for other formats, and one third is left open, allowing you to create material that is relevant to your needs at the time it goes live.

2) Plan for possibilities

While you can’t predict everything that might come up to disrupt your usual marketing plan, there are some things that you can assume will happen even if you are not sure when. Things like a disruption in foot traffic, a very visible customer complaint or an increase in demand for one of your products can all impact on what you might need from your marketing. Take the time to think through some of the events that you might encounter and come up with contingency plans you might use to offset any issues or take advantage of any opportunities.

3) Have a growth strategy

It’s surprising, but many businesses don’t have a plan in place for the one thing that they most want to happen – the growth of their business. This is a more specific version of point two, but it covers something that every business should be able to expect, even if you don’t know exactly when and where it will happen. Be sure that you have a plan in place for what will happen as your business grows, and how you will orient your marketing to best handle and manage the opportunities that growth will give you.

4) Take advantage of evergreen content

Sometimes, no amount of planning will prepare you for what has come up. Sometimes, nothing you have planned will fit with current events, and there isn’t much your marketing can do to take advantage of the situation. At those points, don’t be afraid to run some of your evergreen content, such as general advice or guides, to at least keep your content fresh and updated.

John Rowbottom Design and Marketing can help you build a marketing strategy that works for your business. If you would like to find out more about what we can do for you, visit us online at jrdm.com.au today.

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