Times of uncertainty can cause businesses to make emotional decisions. One of these emotional decisions is to quickly cut all expenses viewed as unnecessarily to maintain operations.

I get it. Cash flow is important and for certain businesses, it’s just not there to support certain marketing efforts. Instead of coming to a yes or no decision on whether or not to keep certain marketing efforts going, start going into that decision with the mindset of pivoting.

The video above will help you develop a plan to pivot your marketing strategy in times where market demand and consumer behavior starts to shift.

Here are the key take aways:

  1. Research demand – consider using tools such as Google Trends to highlight aspects of your business that are important to people during uncertain times (e.g. delivery services, online courses, curb side service, etc.)
  2. Create value-based content – e.g. share guides, resources, links, articles and other forms of content that express the needs of your current and future clients
  3. Communicate with your existing contacts (e.g. clients, prospects, influencers, etc.) – run email campaigns and re-marketing campaigns on platforms where your contacts live (e.g. YouTube, Facebook, LinkedIn, etc.) to share your newly created content (e.g. guide, resource page on your website, new way you are delivering services, etc.) to spark activity
  4. Expand visibility to our value-based content on search engines and social media – e.g. highlight innovative services you now offer on paid search campaigns (e.g. Google Ads), Facebook/LinkedIn ads targeting your ideal client(s), etc.

Remember, in times of uncertainty, businesses that get scared, make an emotional decision and don’t take the time to look at the data and see the opportunity, are going to lose to businesses that capitalize on that fact alone.

Pivoting your marketing is about re-strategizing.

It’s about taking a closer look at the facts.

It’s about re-allocating time and money to meeting shifts in market demand and consumer behavior.

It’s about being agile and never giving up.

Take time to consider incorporating these steps into your planning process and you will end up stronger on the other side.


I believe you need to pour all your passion into something that you truly believe in. Marketing is to me what a cabinet is to a carpenter. It needs to be carefully planned, measured and executed using the right tools to get the finished product you want. You live for the end result. You treat your work as a craft, and not a job. Let's Connect →