February 9, 2021

Pivot: more than just a buzzword

If one word could be used to summarize business during this pandemic, it’s “pivot.” It’s not the usual noun, meaning a pin that allows a turning motion. It’s not a noun describing a position in basketball or roller derby, either. It’s a verb, now. It’s an action that a person or business takes in order to change direction towards survivability and thrive-ability.

In 2020, the whole world pivoted due to the COVID-19 pandemic. Retailers developed new systems for curbside pick-up and online ordering; schools switched to virtual learning, whether or not teachers knew how to teach that way; restaurants beefed up their delivery and pick-up options and sometimes retooled their entire menus; manufacturing figured out how to make physical distancing work better. Industries found a way to survive in a world that no longer included crowds of people visiting in-person.

For survival, these changes were necessary, even if they were difficult and scary, leading to uncertainty about whether or not they were worth the investment. For many companies, they were. These fundamental changes to how they do business are now defining businesses instead of helping them scrape by in uncertain times.

As you may be working through this evolution at your business, are you still able to reach all of your customers? Is there a piece to the puzzle that might be missing that could make a big difference in your bottom line?

As a media partner to our advertisers, we’re working hard to ensure that we know where our readers — your customers — are consuming the content they need for their businesses. 

This means we’ve pivoted, too. In the media industry, there used to be those who do print and those who do not. These days, it’s important to do both. To better support our advertisers and readers alike, we’ve added digital-only issues, expanded our interactive digital products like webinars and lead generation efforts and increased availability of market surveys and sponsored digital editorial pieces to build you up as a thought leader. We’ll still have the same print issues our readers rely on, but your marketing options have even more variety with these additions.

In our last blog post, we discussed the things that a marketing campaign needs to include. Part of that is ensuring that you are maximizing your budget in ways that allow you to capture your entire audience. For B2B businesses, this could mean that you need to advertise digitally outside of your own platforms and work with trade publications who are experts in your industry.

No matter what your marketing or lead goals are, we offer solutions to support you. Reach out to your integrated marketing consultant today to see how we can help you meet your customers where they are. If you’re not sure who your rep is, here’s where you can find out:

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About the author

Jess Schmidt brings a creative writing degree and over a decade of professional writing experience to the team. As a career marketer with a background in the design world, she works with clients to make their brand stories stand out. Her specialties are thought leadership, compelling descriptive language, technical details and marketing strategy. She writes content for all of the publications under the Great American Media Services umbrella and manages advertiser-driven projects. She’s also the in-house SEO and SEM guru. Learn more about our team here: smartsolutions.media/contact-us.