“Pivoting” in marketing has come to be one of the new “trendy” terms. The idea: you make small changes in your company’s marketing, approach, business model, or in some other way that allows you to do better to address customers’ needs during the pandemic. Different companies have pivoted in different ways. There’s probably a “pivot” (not to overuse the word) that’s right for you…
“How do you market your company?” Ask that question to a business owner, and you’re liable to get many different responses. Many will start with: “uhhh….” If you’re stuck and aren’t sure what to do, think of it as a conversation.
Yes, it’s a conversation you’re directing and starting. Sure, it’s not exactly a “conversation” as you aren’t hearing the other side’s response in “real time…”
It’s important to “pivot” and not “chase.” Adapting to circumstances is good.
Completely altering your company’s marketing, services, goods, or otherwise to fit a moment (that may be fleeting) is not.
As you might imagine, it’s not always easy to tell the difference…
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