How to Pivot Your Marketing Strategy Through Uncertainty or Change

Remember when your biggest marketing dilemma was picking between two email subject lines? Now it’s ‘Should we pause this campaign?’ ‘Is this platform still relevant?’ ‘Do people still click on links anymore?!’

Whether it’s the shifting algorithm, a surprise budget cut, or—oh, I don’t know—a global crisis (looking at you, 2020), change in the marketing world is like that one guest at the party who shows up early, eats all the snacks, and never leaves. Rude.

Even so, that one guest keeps showing up, because instances of change and uncertainty are inevitable. What matters is how we as marketers react. Out of necessity, marketers have learned to become professional shapeshifters. We adapt, we improvise, and we find creative ways to keep the momentum going—even when circumstances outside of our control feel uncertain.

So, if you're faced with a curveball right now, here’s how to pivot your marketing strategy without losing your mind (or your brand voice).

1. Start with a Gut Check, Then Check the Data

Before you make any big moves, take a step back and assess:

• What’s still working?

• What’s falling flat?

• What’s changed in your audience’s behavior?

Give yourself permission to “Marie Kondo” your current strategy. If it’s not sparking engagement (or revenue), it might be time to let it go. While your gut is a great starting point, data is your BFF when it comes to making smart decisions under pressure. And we all need our best friend around to keep us in check when we get wild ideas.

Bonus tip: If digging through analytics makes your eyes glaze over, let AI help you find the patterns faster—just to give yourself some breathing room so you can focus on the human stuff (aka empathy and creativity).

2. Revisit Your Messaging

The tone of your messaging matters. When people are anxious, uncertain, or feeling more sensitive than usual, they turn to places of safety and comfort. That means empathy and authenticity are even more important. Consider that what was funny or edgy a month ago might now feel tone-deaf. That doesn’t mean your brand has to go silent or lose its unique personality. But it does mean you should double-check that your messaging meets people where they are.

Ask yourself:

• Are we offering value or just noise?

• Does this content feel helpful or self-serving?

• Would I engage with this if I were in my customer’s shoes?

Hint: If your current messaging reads like a sales pitch from a used car lot in a lightning storm, it’s probably time to rewrite it.

3. Don’t Panic, Test

When the ground is shifting, resist the urge to throw out your whole strategy and start from scratch. Instead, test and tweak it. Small experiments mean big opportunities for learning.

Try:

• A/B testing subject lines or CTAs

• Launching a limited-time offer to gauge interest

• Shifting ad budget to higher-performing platforms

The goal isn’t perfection—it’s progress. You’re looking for signs of life in the data so you know what to do next. Think of it as marketing CPR.

4. Tap Into Your Team (or Brain Trust)

If you’re leading a marketing team, now is the time to get collaborative. Some of the best ideas flow when you open the floor to those who are closest to the work—your designers, copywriters, and social media managers likely have a pulse on what’s really landing (or flopping).

If you’re flying solo, lean on your network. Schedule a virtual brainstorm, or just send a Slack message to your favorite creative friend, asking, "Can I run a half-baked idea by you real quick?" You’d be surprised how much clarity you can get from an outside perspective.

5. Don’t Burn It Down Just Yet: Opt for Consistency

Do not—I repeat, do NOT—throw the baby out with the bathwater. Just because you’re not seeing the results you hoped for right away doesn’t mean you have to scrap everything and start over. 

With approximately 23,974,099,348,934 pieces of marketing flying across people’s screens every day (okay, maybe that’s a slight exaggeration… but not by much), your audience needs repetition and consistency before your message sticks. The worst thing you can do is change your content or strategy too quickly and end up confusing the very people you’re trying to reach. Instead of reinventing the wheel every other week, zoom out and look at what’s actually working. Then double down on that. Consistency builds trust—and trust builds results.

6. Above All, Stay Human 

This might sound cliché, but it’s true: your greatest asset right now is empathy. People don’t want perfect—they want real. They want brands that show up and listen. You don’t need to have all the answers. You just need to show your audience that you’re here, you’re paying attention, and you’re still in it with them.

And if that means scrapping your Q2 campaign in favor of a new email series you wrote in your pajamas at midnight—guess what? That’s still progress.

TL;DR? You’ve got this.

Having to be flexible in response to change can feel annoying, exhausting, and sometimes even personal. But it’s also an invitation—a nudge to innovate, refine, and reconnect with what actually matters.

So, take a breath, pivot with purpose, and remember: you’re a lot more adaptable than you think.