We’ve all heard the old adage: expect the unexpected. I don’t think any of us were prepared for quite how extreme the unexpected could be, though, until we were forced to live through the year of 2020. 

This year has brought a seemingly endless stream of challenges and lessons learned. Everyone who has managed to stay optimistic and motivated through it all deserves an extra pat on the back. As we reflect on such a tumultuous year, we can’t help but think about the many things we learned as a marketing agency. Our thoughts boil down into three main takeaways, which are sure to stick with us for years to come. 

Plan to be Flexible 

Throughout the pandemic, businesses learned to adjust their overall operations and messaging at a moment’s notice as restrictions changed. For marketers in particular, this meant creating plans to be prepared for quick changes to websites, social media profiles and storefront signage. Though it wasn’t always possible to anticipate specific changes in advance, smart marketers found ways to give themselves a little extra time to prepare. By keeping a close eye on local news for upcoming reports and asking industry contacts for inside knowledge, we were able to create messages that could easily be adjusted when plans changed. 

At our agency, we had to pivot campaigns many times throughout the pandemic, especially for a restaurant client with stores located in multiple states. As restaurants moved to carry out only, and then reopened with various occupancy limits, we had to quickly let audiences know of these changes and create new promotions accordingly. Sometimes these changes came with just a few hours of notice. However, monitoring each state’s progress helped us stay ahead of ongoing changes and make plans for various scenarios. By keeping a close eye on news reports, we were able to be more adaptable and ensure that our client was always publishing correct information, while also catering to their customers’ changing needs. 

Marketing Should Feel Human 

Though we were all already stressed throughout much of 2020, brands who went out of their way to show they care often felt the love from their audience in return. Today, marketing is much more than boilerplate branded phrases shouted into the void. Consumers know there are real people behind the screen, and during a stressful time, a thoughtful message from anyone (including businesses) is much appreciated. Your business’ marketing should reflect the very real human experiences and feelings of the people the brand represents. Consumers are interested in and expect such messages – 90 percent of all consumers believe companies should support social and environmental issues. 

On the social media accounts for our own agency, we wanted our content to speak to the current experiences and feelings of our followers. In the midst of the protests for social justice over the summer, we created articles discussing the pros and cons of cause marketing, and how brands can be a true ally to important issues. In November, knowing that many professionals had been dealing with burnout, we posted dozens of imaginative and goofy Instagram stories to help lighten the mood. These pieces of content were appropriate for the moment, and they were truly reflective of how our own team was feeling, too.  

Show What You Care About 

On the note of supporting important causes, we saw historic numbers of businesses speaking up for issues they care about this year. By publicly showing support, your business gets to promote a cause you care about, and consumers get insight into what you stand for as a brand. We always encourage our clients to speak up for the things they’re passionate about, as long as they don’t do it in a way that is overly combative. This year, our agency created content encouraging people to vote, warning of the controversial nature of social media algorithms, and honoring missing soldiers on Veterans Day. 

The pandemic has also undoubtedly been hard on the majority of businesses. Still, most businesses made the choice to prioritize the health and safety of their staff and customers above much-needed revenue. This is a gesture that will not (and should not) be forgotten. Putting others first shows you are a caring and trustworthy brand. According to consulting firm Invesp, 31 percent of consumers believe trustworthiness is the most important aspect of a brand. Your audience will reward your company for responsible and “walking the walk,” rather than just talking the talk.