Look at messaging receiving positive traction within your website, organic and paid media, and especially social channels. Now is the time to focus on the voice of the customer: Read customer comments, emails or chat. If you’re not getting enough customer interaction through marketing channels, tap into your call center, sales or customer service teams. Monitor calls. You’ll be amazed at what you can learn by just listening for trends. Are you seeing shifts in purchasing behavior across your revenue channels? Shift to align with where you’re seeing positive results. For example, if you’re seeing a shift from retail to online purchase, revise your strategy to increase messaging that focuses on online calls to action. Or start creating positive results. On the other hand, be sure to play good defense with any challenges or problems that crop up. For instance, if you’re an e-commerce retailer and shipping is delayed, be proactive and tell your customers, maybe with a huge banner on your site. Create the right organic or paid messaging strategy to communicate well with your audience while staying true to your brand’s core values.