How can businesses use digital marketing to reverse the economic impact of Coronavirus?
City streets and neighborhood parks are at a standstill.
Your morning coffee walk leads you to a sign on the door that says it is closed
until further notice. The office is empty, only monitors and offices occupy the
room. Slowly, your community is turning into a ghost town. However, for the
virtual world, it is not the same thing. The population of active online users
is increasing dramatically and they do not know exactly where to turn for
information. You may notice that companies are at a loss for words or are not
rotating their strategy for this unique and strange time, and you might ask
yourself: does this mean that your company should do the same?
Advice and a positive mindset will take us through this
period - don't be afraid of change. People are looking for answers and your
business has the power to intensify and give confidence to your audience.
The recent global pandemic has led governments to announce
partial or complete closures to curb the spread of the disease. This, in turn,
has increased internet use worldwide by 70% according to a Forbes report.
This is the best time to start an online business or
increase your company's online presence using digital marketing, as this can
lead to a higher percentage of lead conversions. Reducing digital marketing
efforts now can provide you with a competitive advantage over others.
Whether you are an experienced or aspiring digital marketer,
this blog can help you improve your business revenue with a few simple digital
marketing strategies. Read on to find out how your business can benefit from
online marketing strategies in the wake of COVID-19.
Public Relations During the Coronavirus Crisis
Right now, everything is so out of our control, brands and
consumers are panicking, and people are unsure which brands they were loyal to
before. They no longer engage in the same way as before. But, what we can
control is how we communicate a message about the brand and the route we take
during this period.
Ideally, you and your business are prepared with a proactive
crisis communication plan already in your back pocket, which can help you
navigate an unexpected crisis. Unfortunately, many companies are forced to be
reactive and do not have these crisis communication plans on hand.
Digital Marketing Tips to Help Your Company Thrive
While a physical lockdown may not be suitable for many
businesses, having an online presence may be a silver lining for some
businesses. An online brand not only maintains your relevance to the market but can also increase the visibility of your brand due to increased online
traffic.
Audit Content
While a business stop may mean slow activity, it can also
give you enough time to do a thorough audit of your content. Make an inventory
of all your web pages, emails, blog posts, videos, etc. will give you the
opportunity to refresh your site by removing irrelevant or ineffective content.
It can also help you follow the pages that need to be updated or optimized,
which can help promote your brand once the business has taken over.
Do Not Reduce Your Digital Marketing Budget
During the economic uncertainty surrounding a business
closure, it may be necessary to reduce certain costs to maintain a positive
cash flow. However, you may be making a mistake by cutting corners in your
digital marketing budget. While this may make sense in the short term, you will
realize that this is a reactionary movement rather than a strategic one.
According to a Harvard study, companies that reinvested in
their digital campaigns during a recession, rather than cutting costs,
outperformed their rivals by 21% when the economy rebounded. Digital marketing
can help you develop a better sense of trust and connection with your customers
in difficult times.
Focus on Reviews
Most consumers are looking for local businesses for supplies
and services during an foreclosure. Therefore, using local SEO strategies can
help you optimize your business for "near me" searches.
A great way to boost local SEO is to review reviews online, because
it's a great way to assure your customers that they matter, and can help you
connect with them during a chaotic time.
Email Marketing
You may have noticed that your inbox is currently awash with
Coronavirus updates from brands you sign up with daily or brands you haven't
heard of in years.
There are do's and don'ts of email marketing during a global
crisis like COVID-19. Here are some questions to ask yourself before pressing
"send" on this COVID-19 E-mail to your entire subscriber list:
Affect COVID-19 How I do Business with My Customers?
If you are in the retail space and customers are no longer
able to attend your establishments in person or if there has been a change in
hours or even changes in the way you operate (for example, you offer pick up or
deliver or offer discounts online), then by all means, go ahead and hit
"send!"
However, if you mainly do business online or if your
customers' relationship with your business will not be affected or changed by
the current situation, we recommend that you do not send a dedicated email
about how your business manages the COVID-19 pandemic.
Do I have an Ongoing Relationship with this UserBase?
If you haven't sent an email to your subscriber list for
more than 3 months, this is probably not the best time to adopt an active email
marketing strategy. It can present the brand in a “not so positive” light and
have the opposite effect on the way your audience perceives your brand.
Is My Business Positively or Negatively Impacted by Coronavirus?
This is the most important and most important question you
can ask yourself during this time. If your business is negatively affected by
COVID-19, use email as a resource to inform your customers of how it affects
shipping times, store closings and inventory availability. Be transparent and
honest with your message here. It goes very far.
If your business is positively affected by COVID-19, market
it with empathy to your subscriber list. Do not send a message that could
indicate that you are exploiting or profiting from the situation. Instead, use
the unique position you are in to authentically raise the “new normal” of your
subscribers.
This can be done by offering discounts or incentives on
essential products or services, creating uplifting messages and delivering
value for your business. By properly managing this situation, your brand will
become a true industry leader.
PPC Advertising
With more people at home surfing the Internet, now is the
perfect time to focus on pay per click or PPC advertising. As other advertisers
choose to opt out, paid marketing can help you gain traffic due to reduced
competition. It can also give you the opportunity to gain greater market share,
which can help you dominate the market.
While supply chain disruptions, social distancing, and
impending economic depression can be a serious deterrent to your business, a
solid SEO strategy and digital marketing approach can ensure your recovery time
is quick.
Incorporate an activist mindset into your COVID digital
marketing strategy. Get on the plate (aka computer) and do your part to lead
the community to a better place. Everyone has a voice online, we want you to
share yours. Be the guiding light during this dark period. The best thing you
can do is to leverage your skills or your business offerings for the better.
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