Watch the Video:
Read the Transcript:
Identify the customers who have successfully converted to an online class with a “good” performance (identify what that metric is for your industry) that are unique from your old data set.
Conduct interviews and surveys with that unique group to learn more about how your future audience may differ from your pre-COVID audience and whether you should pivot your marketing efforts to serve their needs:
Check out the competitive landscape using SEO ranking tools such as SimilarWeb, SparkToro, and BuzzSumo to get an idea of what is resonating with the audience that is different than what it was before.
If you are in the midst of changing your fundamental value proposition and your core value offering in a remote quarantine world, you have to understand this new audience in a way that that to the extent that you understood your old audience and be able to shift your tactics and your messaging and your positioning.