If standing out marketing-wise when you’re going up against coverage of the UEFA Euros 2024 and Wimbledon this summer weren’t enough, we’ve now also got a general election in the UK to contend with! Businesses will find themselves navigating not only the intricacies of political discourse but also the passionate outpouring of these popular sporting events. With audiences divided between political engagement and sports enthusiasm, we face the challenge of standing out while most social media feeds are being flooded with even more information than usual. Here’s how your social media marketing strategies for UK businesses can be tweaked to thrive this summer.

1. Understanding the Landscape: Political and Sporting Frenzy

As the UK gears up for the general election, political discussions will dominate both online and offline spaces. Simultaneously, the nation’s passion for football and Wimbledon will reach its peak, captivating audiences across demographics. Marketers must recognise the diverse interests of their target audience and tailor their messaging accordingly.

Action: Review the content you have planned already, everything from visuals to email subject lines to ensure you’re on message.

2. Capitalise on Shared Values: Bridging Politics and Sports

Incorporate themes that resonate with both political enthusiasts and sports fans. Highlight values like unity, perseverance, and teamwork that have relevance in both domains. By aligning your brand with these shared values, you can appeal to a broader audience base and create a sense of camaraderie.

Action: What are the values of your business that relate most? Focus on these during this period.

3. Leverage Social Media Trends: Stay Relevant and Engaging

Monitor trending topics on social media related to the general election and sporting events. Engage with your audience by participating in relevant conversations and leveraging popular hashtags where you feel this is appropriate. What I mean by that is that if it’s relevant to your business, the sector you serve, or you know it will be of high interest to your avatar – use the opportunity. If not, however, be careful not to get pulled into political debates or conversations around sporting events that could alienate your audience or compromise you. Remaining aware of the tone of online conversation can help you position your brand as current, relatable, and in tune with the interests of your audience.

Action: Make a decision now as to what is and isn’t relevant, and set your boundaries.

4. Timing is Key: Strategic Content Deployment

If, after following the previous point, you’ve decided there are content opportunities you’ll be using, coordinate your marketing campaigns to coincide with key moments during the general election and sporting events. Whether it’s releasing a themed ad during halftime, scheduling social media posts during peak engagement hours, or hitting send on that email marketing campaign with the tasty subject line, strategic timing can significantly enhance the impact of your efforts.

Action: Make your plan, diarise key dates and times and prepare content for all outcomes so you’re not rushing around at the last minute before hitting the send button. You may also need to think about what happens next – does someone need to be immediately available to monitor or manage any responses?

5. Embrace Creativity: Stand Out in a Crowded Space

Incorporate creative elements to capture the attention of your audience. Whether it’s through engaging visuals, funny stories, cheeky memes, or interactive content, your creativity can set your brand apart and leave a lasting impression, cutting through the noise of the general election and sporting events.

Action: Think! What can you create that will help you stand out in a way you’ve never done before? Use your tools, whether it be a Canva creation or a live stream using Streamyard!

6. Diversify Your Marketing Channels: Reach Audiences Across Platforms

Are you using all your available marketing channels to maximise your reach and engagement? Now might be the time to implement an old-school traditional print campaign. Perhaps you have an underutilised social media channel that would be perfect for being part of this conversation, or maybe those occasional email marketing campaigns have the opportunity of now becoming more frequent!

Action: Review your current marketing channels to identify opportunities to connect with your target audience more effectively.

7. Monitor and Adapt: Agility in Response to Trends

Stay agile and adapt your marketing approach by continuously monitoring the evolving news cycles of the general election, the Euros, Wimbledon, and everything else that starts to kick off when the time comes! Analyse audience feedback, track campaign performance metrics, watch your engagement and reach and be prepared to make real-time adjustments to optimise your marketing strategies for maximum impact.

Action: If you’re scheduling your content ahead, you may choose to temporarily work a little differently. Leaving some empty slots will give you the flexibility you need should you need to post something extra – or avoid any embarrassment along the way! Still, plan content, though; I’m not letting you off that easily!

Seizing Opportunities Amidst the Chaos – Marketing Strategies for UK Business

As we experience the convergence of a general election and popular sporting events, UK businesses have a unique opportunity to elevate their marketing efforts and connect with audiences on multiple levels. By understanding the landscape, capitalising on shared values, leveraging social media trends, strategic timing, embracing creativity, diversifying marketing channels, and staying agile we can all get through the next couple of months with confidence and grab a few opportunities amidst the chaos!