We continue our discussion on resilience in business this week, but with a special emphasis on resilience in our marketing. 

Before you continue in today’s blog or podcast episode, go back and refer to last week’s (Resilience in Your Business) for a foundation in this concept.

In the introduction to their article “The Secret to Building Resilience,” authors Rob Cross, Karen Dillon, and Danna Greenberg define what it means to be “resilient:”

The ability to bounce back from setbacks is often described as the difference between successful and unsuccessful people. Resilience has been shown to positively influence work satisfaction and engagement, as well as overall well-being, and can lower depression levels. But resilience isn’t just a kind of solitary internal “grit” that allows us to bounce back. New research shows that resilience is also heavily enabled by strong relationships and networks. We can nurture and build our resilience through a wide variety of interactions with people in our personal and professional lives. These interactions can help us to alter the magnitude of the challenge we’re facing. They can help crystalize the meaningful purpose in what we are doing or help us see a path forward to overcome a setback — these are the kinds of interactions that motivate us to persist. Are your relationships broad and deep enough to help support you when you hit setbacks? Here’s an exercise to help you think that through.

Using that as our model for resilience, I can apply it to many interactions in my personal and professional life. I can apply it to various seasons in my personal life and my business at Molly Knuth Media, but I also think we can apply it to our business marketing, because Lord knows we need to bounce back from setbacks often when our marketing plans go awry.

So in today’s episode of the podcast, I ask the question: “How can we stay resilient in our marketing?”

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Molly’s Thoughts on Resilient Marketing

• “We become more resilient by the people that we surround and connect ourselves with…marketing is part of that.”
• Marketing is at its core about connecting with people – not just making you sales!
• This mindset helps us choose lasting platforms and think long-term in our marketing strategy and selection, not short term.
  • There will be ups and downs
  • Think broad and long, not short and narrow
• People do business with people.
  • draw upon how you help others live better lives
  • tell stories that are relatable and transformational
  • show faces
  • share timely updates
  • participate in conversations and commentary in your communities
  • don’t be nameless/faceless – give a shit about your people
• You choose the marketing trends, don’t let the trends choose you.
  • don’t care about TikTok? Fine! Don’t use it. Your energy will determine failure or success in your marketing
  • choose to invest in campaigns and platforms that are long-term solutions and tie in to your ultimate vision and values for your company
  • allow this to change over time as you change, your business changes, and the market changes
• Tell stories in your marketing content, assets, and channels.
  • people connect through storytelling
  • use your branding across platforms and in real life to give your prospective clients and customers something to connect with and hold on to
  • focus on communicating values, with products and offers connecting into that
• Focus on long-term impact, not short-term wins.
  • give yourself time and space in your marketing
  • plan ahead
  • look at data over time
  • bring in support where you notice gaps

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More Helpful Links

• Link to full article: https://hbr.org/2021/01/the-secret-to-building-resilience
• Submit your Q&A here: https://bit.ly/thefoundpodcastquestions
• Book a discovery call here: https://bit.ly/30minuteswithmkm