You probably won’t get it right first time

But experimentation is a crucial path to new opportunities and business growth. Particularly when there’s an uncertain road ahead.

Being experimental isn’t natural for most of us. Generally, when something unnatural happens, we deflect it. Then try to understand it in order to get back to normality. Why? Because normality feels safe. Particularly in business, no news is often good news and marketing trundles along doing the same thing it’s always done until something comes along and forces it to change.

“I don’t have time to experiment with strategy”

Well luckily, one thing we all have right now is time. The simple fact is, if experimentation isn’t part of your strategy, you’re missing out. Now, you’re probably thinking; of course you’re going to tell me to try new things with my marketing, you’re a digital marketing agency – and you’d be absolutely right.

Day in, day out, we see the impact trying new things has on all kinds of businesses. Now more than ever is the time to prioritise this to impact your business and steer it in a new direction, away from negative uncertainty.

The great marketing irony

One thing most marketing and creative agencies are terrible at, is marketing themselves. It’s not because they can’t, but because they often use the same excuse: “we don’t have time”. The reason I say this, is because we raised the same question within the Momentum team earlier this year and the results have never been more relevant. Here’s what we learnt…

Collaboration

A change in environment requires a change in strategy. Sound familiar? The quickest way to change your strategy is to consider a new perspective and the best way to hear a new perspective is to listen to someone else’s. For us, that meant realising it was time to take a more empathetic approach and help other people during a time of need. So, we teamed up with our friends at Purple Tasche to create 12 weeks of content, which could be donated to the general public. Completely free. In fact, you can download yourself right here. For you, it could simply mean reading this perspective and taking a step back to look at your own business. In fact, there’s never been a better time to try it.

Creation

The key to good creation is finding something which is efficient to create and easy to consume. So, with 500 million blogs, 30 million YouTube accounts and 800K podcasts, there was an obvious choice. Yes, we started a podcast.

OK. It was mainly because we already utilise both blogs and YouTube, but you should definitely take note of the huge surge in popularity the humble podcast is experiencing. Helped on by new consumer tech and a massive need for long-form content within consumers, 2020 is set to be the year of the podcast. Why? Because there’s no need for a huge production (you can podcast in your pants – if so inclined) so it’s efficient to create. Plus, with the eyes of the multi-screening audience already engaged, there’s a wide open opportunity to target their ears.

Communication

Less work emails = more inbox space.

There’s millions of people across the world with spare inbox space right now. Many traditional office workflows have slowed, yet we bet you still check your inbox every 15 minutes, just out of pure habit.

So, why not take advantage of this attention while it lasts? Email marketing is nothing new, maybe you’ve even tried it before… But that was in the ‘old normal’. This is the new normal, and business as unusual has created a new field of play. People are using  social media more, yes. But mainly for news or entertainment. If you truly want to engage with your customer, hit them where their attention has space. We did, check it out.

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