Salvage Your Growth Marketing Plan in the Midst of a Pandemic — Hope Horner // Lemonlight

Quotes

• “With the shift that we have seen, you definitely need to step back and figure out what about your current growth strategy makes sense and when does it need to temper a little bit. There are opportunities now that we didn’t have before but we also have plans that are no longer relevant.” -Hope“Your money is more valuable than it used to be. People are holding on to cash and moving away from performance marketing and I do think that part of the exercise here is, resetting expectations.” -Ben “One of the first things we did was to ask, where were the opportunities? It was a bit scary to explore at first but I think we found some interesting places to think a bit of a longer-term and not just short-term.” -Hope“Pillarpages are something that was potentially coined by Hubspot. The idea is it’s a written content page and it is a very, very long piece of content and it covers every possible idea related to a certain topic and it branches out to other content that are shorter versions of the content whether it’s a video other blog content and then it goes back to the pillar page.” -Hope“The idea for a pillar page is like the end-all, be-all where people can find every piece of information they wanted about a certain topic but then it makes it really easy to dive in and find bits of information that are more specific on the topic. We found a lot of success with pillar pages.” -Hope“A hub is a great word for pillar pages. So, we typically look up words that we want to rank for, video marketing is a good example and then we create a tree about what are all the questions people want to know about video marketing. Then we highlight which of these need specific articles and which are primarily just going to live within the pillar page itself and which ones are going to be videos or infographics.” -Hope“If you have to pivot your marketing and you don’t have the sameplaybook that you can operate from, you have to look for creative new ways to market or maybe the reality is that your business is going to shrink. If that’s the case and there’s no point you running the same marketing operations before, that actually gives you luxury. It allows you to invest in some of the ‘can’t-get-to-it-right-now-but-want-to-do-it’ projects.” -Hope“One of the things we have seen our clients refocusing on some of their products that maybe were not as important as before.” -Hope“We definitely think that some of our customers are great in revisiting their messaging and talk more about product features that make more sense in today’s climate.” -Hope“The message is going to change in this era, it’s a dynamic shift that we are dealing with, and if there is anything else that we could use, it’s hope.” -Ben