Why reactive strategies are so important in marketing
by Courtney
Marketing is constantly changing, so this question comes up more often than not.
In the last couple of years, the need for reactive content across brands has increased massively, especially on social media. If you’re not talking about what’s happening in the world, then the chances of your brand being heard through all the noise are quite slim.
I’ve always found that a mix of proactive and reactive content hits the sweet spot! How do I know? I’m a social media copywriter who’s constantly researching the next hot topic or ones that I’m confident my audience will love. I do this for brands across different industries. I want to share what I’ve learnt.
I will talk about reactive marketing and why you should include this alongside a proactive strategy in your overall marketing strategy.
I’ll sprinkle some examples to help you get the just of it.
What is it?
What is reactive marketing?
The best type of marketing doesn’t feel like marketing, which is why reactive strategies work well in building brand awareness or what some marketers might refer to as newsjacking.
Newsjacking is when a brand creates a campaign or content around current news and trends. An example of this reactive marketing strategy can be responding to breaking news or a trending topic centred around a brand.
Here is an example of reactive marketing. Our recent social media post was a meme centred around the Will Smith and Chris Rock – a slap heard from all corners of the globe. The internet flooded with memes, videos and debates around the incident. We thought it would be fit to react to it to ensure our brand was at the centre of the conversation.
Why & How
As you can see this post was very engaging. Why?
Because it was trending, relevant, and simply a hot topic that everyone was searching and discussing.In fact, Will Smith was searched for 25 times more than the best film of the Oscars and Chris Rock’s Stand-Up Tour was almost sold out.
But be mindful that not every trending topic or latest news will fit your brand. You’ve got to find something that harmonises with your brand. More importantly, you need a mix of proactive and reactive strategies.
It’s not an easy task, which is why I’m going to share my proactive and reactive strategies
1. Browse the news
To improve your reactive strategy, spend at least 15-20 minutes of your day reading about the latest news. This will allow you to piggyback on the latest topic. Remember, you must act fast! Reacting to old news is so yesterday.
2. See what’s trending
Another reactive strategy is staying on top of trends. When it comes to trend research, Twitter is my best friend. Take a look at the ‘trending’ tab in the app to see what people are tweeting.
3. Research National Days
For a proactive approach, you need to plan your content ahead of time. I always look at daysoftheyear.com to find specific days that our brand and clients can discuss on social media. Also, consider seasonal days and bank holidays as people mostly love to celebrate, especially online. Plus, they are relatable to everyone.
Hit us up if you’re seeking more marketing knowledge or just marketing in general. We’d be more than happy to help out.
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