Thinking About.... Resilience in Marketing

Thinking about… the pressures of modern business challenges

The economy is unpredictable, buyers are overloaded with information and misinformation, and people are more overwhelmed than ever. When your marketing message competes with daily challenges, it can feel like another burden rather than a solution. 

Add to this the constant threat of layoffs, shrinking budgets, fluctuating SEO algorithms, and the rapid evolution of AI, which promises to shake up the marketing landscape in ways we're still uncovering. 

So, what does resilience even look like in these conditions? 

At its core, resilience in marketing means being willing to understand the unique struggles of your audience while remaining empathetic and adaptable. But it also means never using these challenges as an excuse to stop pushing forward. 

Building a resilient marketing team means finding people willing to experiment and try new things, even when "this is how we've always done it" or "this works for competitors" might seem like safer, easier paths to growth.

So, how do you build a team like this?

Thinking about… strategists

Resilience in marketing begins with strategy. Building a resilient team means having a clear direction, which requires seasoned strategists who understand the complexity of this marketing landscape. You may not need or be able to retain every strategist long-term, but strategic input is crucial for laying the groundwork.

Strategists map out the 3, 6, and 12-month visions for your marketing efforts and define the roles and skills you'll need to achieve business and marketing goals.

Consider hiring freelancers or agencies for specific projects and shorter, specialised needs. They bring fresh perspectives and experience across various industries and can be cost-effective.

However, you'll need someone in-house or on retainer for an ongoing, adaptable strategy. This blend of one-time and long-term support creates a balanced foundation for a resilient marketing team.

Thinking about… resilience in key roles

Once you have a solid marketing strategy, the next step is figuring out which roles should be in-house and which are better to outsource. Some roles, like design and copywriting, can be effectively handled by freelancers or external specialists, as can technical tasks like SEO audits or data analysis, especially if you only need them now and then.

For roles that need to stay deeply connected to the brand—like content strategy, social media management, or campaign coordination—it's usually best to keep them in-house. These roles need ongoing access to internal teams, quick insights, and the ability to make fast changes.

But here's where a hybrid approach can make all the difference. Keeping a trusted agency on retainer gives you the best of both worlds—the whole team is grounded and fully aligned with the brand. And the bonus: The agency offers extra flexibility, bringing in fresh ideas and specialised skills whenever needed. This setup keeps your team resilient and allows you to maximise resources without overloading your in-house crew.

Thinking about… realistic efforts and flexible KPIs

Resilient teams are motivated by achievable, impactful goals—not by benchmarks that may no longer be relevant. Instead of rigid, comparative metrics, establish realistic yet meaningful KPIs. Flexibility in goal-setting doesn't mean compromising; it means prioritising the metrics that matter most at any given time.

Rather than trying to hit every KPI simultaneously, determine which metrics will drive the most significant impact based on your current business stage and challenges.

What's most important right now—engagement, leads, conversions?

A resilient marketing team knows how to pivot, adapting to changes in audience behaviour and industry trends without losing sight of the most important goals. With a focus on quality over quantity, your team can stay engaged, avoid burnout, and remain agile enough to adjust as priorities evolve.

Thinking about… tools and resources

Imagine going into battle without armour or weapons—marketing can feel like that when the team lacks the necessary tools. The right tech stack is essential, and it includes tools for various activities, from monitoring audience sentiment to analysing competitor activity, communicating effectively, testing campaigns, and scaling efforts.

No one has time to waste on manual processes or inefficient workflows anymore. Give your team tools that automate repetitive tasks, provide actionable insights, and simplify cross-functional collaboration. This could mean investing in social listening software, project management platforms, or analytics tools that empower the team to work smarter. Your marketing team needs time to focus on the creative, strategic work that builds resilience and drives long-term success.

Thinking about… your attitude

Above all, a resilient team needs to know they have your full support. Marketing success depends on access to valuable information and insights from various company departments, from product and sales to customer service and beyond. To create an environment where marketers can thrive, ensure they have access to these internal resources and that their work is integral to the business's success.

Build a culture where marketers can contact subject matter experts, ask questions, and receive feedback without resistance. Encourage other departments to see marketing as a strategic partner, not just a service department.

This collaborative environment builds trust and empowers your marketing team to take calculated risks, innovate, and stay adaptable. When they know they're supported and trusted, resilience follows naturally—and your marketing team can adapt, grow, and succeed in any situation.

HAVE I GOT YOU THINKING ABOUT what your marketing team could achieve if they had your full support? Creating a resilient marketing team is not about shielding them from the industry's challenges but equipping them to thrive in the face of those challenges.

Start with a strong strategy, define the right roles, and give your marketers the necessary tools and support. Our team can assist you with all or part of this journey. We can help you build an adaptable, motivated team ready to drive your brand forward, no matter what the future brings—or, if you prefer, we can step in as that team. Or both.

Contact us at info@dxdmedia.co.uk to share your vision, and we'll help you bring it to life.