Whether you serve a local, nationwide or global consumer base the Covid-19 pandemic has changed the way we all do business. Those in an essential product, service, or supply industry are busier than ever, but most businesses are struggling to find ways to stay afloat. Here are some tips for adjusting your digital marketing strategy during the pandemic. These tips are designed to help you stand out online, and not only survive—but thrive.
Halt Most Offline Marketing
The first thing you want to do is halt most, if not all, of your offline digital marketing spending. For example, now is not the time to invest in new retail POP or offsite billboards. Depending on your audience and industry, you may move forward with or create new direct mailers. Begin with what to pause or cancel so that you can free up a bit of your marketing budget to reinvest in digital.
Create Or Revise Your Digital Strategy
The next step is to work with a digital marketing specialist to discuss how you can leverage digital marketing while your brick and mortar locations are closed. Even if you have an online-only business, your digital strategy must be revised This includes creating strategies for:
- How to provide your services digitally
- Launching a new eCommerce shop
- Creating Covid-19 response products and services
- Revising your email marketing strategy
- Getting a bit more active on social media
- Leveraging technology to keep your business up and running remotely
- And more
Find A Way To Sell Online
Where a lot of business owners are struggling is that they didn’t sell their products or services digitally before the pandemic. If you sell products, this is a matter of creating an eCommerce shop and identifying a safe way to access and ship your inventory. For those selling a service or B2B products and services, you’ll have to think outside the box. Get creative because there are always ways to shift. For example, a local mould remediation company is now offering Covid-19 sanitation services as their mould disinfecting technology can kill the virus. Also, find ways to engage with clients, colleagues and staff via Zoom to brainstorm or do business that would typically be completed in person.
If you haven’t yet it’s time to reach out directly to your largest accounts and send targeted emails to your email lists. Statistics show that in the midst of the pandemic consumers find comfort hearing from brands they know and trust. The goal here is to connect and engage. Let them know how your company is responding to keep everyone safe. Share any paused or new products or services. Express your sincere concern for their health and well being and let them know you’ll be in touch.
If you provide products or services that can help your clients be more productive, engaged, or feel safer or more secure—share this in your email too. Be compassionate and understanding, not sales-heavy. If your products are out of stock, keep them posted as to when you expect to be restocked.
Focus On Function
Consumer and business priorities, wants, and needs have shifted dramatically. This means your marketing mindset must shift. Digitally marketing is always more effective if it is function-focused, solving your consumers’ pain points—but pain points have shifted. Your current campaigns must speak to these new concerns in meaningful ways.
Invest In Ads
Retail shopping is down by 90% but online sales are surging. To ensure you stand out and have a steady stream of new and returning traffic to your website, it’s time to invest in Pay-per-Click ads. PPC is complex and if you don’t know what you are doing your cost per acquisition will be high. This means now is not the time for DIY, as hiring a PPC expert will optimise your outcomes.
It varies by demographic, but at least 50% of each age range is spending more time on social media. This means some of your digital spending should be invested in social media posts and paid advertising. If you already had a campaign mapped out, it needs to be adjusted or entirely revised. Memes, quote cards, graphic images, and videos are popular at the moment. Focus on inspiration, humour, community, and human connection.
Another way to get social is to live stream a closed or community event to help people stay social and active This could be a virtual happy hour, Q&A, virtual dance party, live reading of poetry or a play, brainstorming session for business owners, live cooking class, at-home hair and beauty tips, and more. If not live stream, consider these ideas as a video which we discuss below. Also, post your live streams on social media afterwards so people can watch them later.
Create New Videos
Video consumption has skyrocketed in the last few weeks. Even when they are short and sweet, videos are an engaging way to pass the time. So, create a few new videos that connect and engage. Consider providing tips on how to be productive, remain social, stay active, be healthy, and any other at-home tips that speak to your demographic. No, you don’t necessarily need to feature or discuss your product or service as engagement can be a powerful driver.
Build Your List
You should never lose your focus on building your email list but now is more important than ever before. This tip is especially important if you are experiencing a major slow down. Focus your digital marketing on capturing new leads so that once things pick back up you have at least a few hundred more people to market to.
As you can see there is a lot that needs to be considered when refreshing or creating your new digital marketing strategy. Co Media is here to help your business thrive in the midst of the pandemic. For a limited time only we are offering our $1,000 30-minute strategy session for FREE. Reach out today to get started!