The coronavirus has affected all businesses – and marketers need to adapt their digital marketing strategy. And Why It’s More Important Now Than Ever To Continue Your Marketing Efforts! If you’re a small business owner, you probably have additional questions like this: Should I even market my business during this time? Answer to this question is yes, and here’s why?
Times like these, some businesses have a thought that to pull back or stop their marketing all together, while the smartest businesses use it as an opportunity to get ahead.
Let’s look at a few ways the rest of us can utilize best digital marketing to get ahead and come out on top!
What Digital Marketing Actually Mean?
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital marketing also involves the promotion of products and services through a variety of digital channels, using the internet and mobile technology. marketing techniques are applied, targeting consumers both directly and indirectly.
Digital marketing is now more important than ever as many people are self-isolating. As a result, they will be hungry for content. With people sitting on their laptops, phones and tablets consuming online content, demand for online advertising and eCommerce is likely to grow due to people avoiding physical transactions.
If you want to make an impact on your online presence using digital marketing, now is the time. But there is so much information floating around regarding COVID-19: how to avoid it, proper hand-washing techniques, practicing social distancing, what to do if you get the virus and more.
But outside of personal concerns, there are added professional concerns for small business owners trying to minimize financial impact on their businesses during this time.
So which one are you? You have two options as a business owner:
1. Take your business by the horns and maximize this opportunity to get ahead!
2. Embrace being a victim, pause all advertising efforts & brace for little to no results.
Now, you may be thinking, “Yes of course I would rather see results than not, but how do I do that? How do I market my business through the Coronavirus?” If you sell toilet paper or hand sanitizer, you probably don’t need to read any further. Otherwise, valid question!
The Best Digital Marketing Strategies That You Can Utilize Now
1. Email Marketing
As a business owner, are you ever really done learning about your audience? Is there ever a good time to stop building relationships with your potential customers? Whether you’re B2B or B2C, email marketing can be a great way to connect with your clients. For B2B businesses, take this time to nurture your existing leads via email newsletters!
For B2C and ecommerce businesses, understand that consumers purchase from brands they trust. Establishing that brand-consumer trust is invaluable to the longevity of your business now and long beyond COVID-19, so why not take the time now to set yourself up for long term success? Email marketing is a great way to do just that, and it is one of the best digital marketing.
2. Search Engine Optimization
Given the nature of your business, is it common for consumers to Google search the product or service you provide? If so, SEO is a process that can help your website appear in the top rankings on a search results page.
For those who are already familiar with SEO, you know that it really is a process that can take some time- unless your competitors pause their SEO efforts!
This is exactly what’s happening for many of our clients; their competitors are scaling back their SEO efforts out of panic, causing our clients to jump ahead in SEO rankings at a faster pace! Search engines are the answer machines.
3. Social Media Marketing
People are spending more time online now more than ever. With so many adults working from home, kids taking classes at home and people in general trying to stay in as much as possible during the Coronavirus, people are glued to social media right now!
With increased reach, engagement and time spent on social media platforms, why would a business owner choose now to pause their social media efforts? Put your brand in front of where your target audience is already scrolling.
4. Social & Google Advertising
When business slows or uncertainties arise like they are now, it’s a common reaction for business owners to want to stop all advertising efforts.
Why continue spending money if consumers aren’t actively purchasing as much, right? Wrong! First of all, it’s important to note that not all consumers are tightening their wallets. For those that are ready to spend now & continue life as normal, you want your business to be ready and in front of them!
For consumers that aren’t spending as much now, they will later as soon as normalcy resumes, and who do you think they’ll purchase from? A business they spent all of COVID-19 learning about and familiarizing themselves with- not companies they didn’t see or hear about at all.
Advertising on social media and Google keeps your brand relevant and in front of your target audience so that when they are ready to purchase, they purchase from you and not your competitors.
5. Content Marketing
Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere.
Content marketing is a form of the best digital marketing strategy focused on creating, publishing, and distributing content for a targeted audience online. Content marketing is a great way to grow your business online.
Content marketing works by offering readers informative and useful material that provides insight and value. Using blogs, eBooks, social media posts, graphics and videos. content marketing attracts potential customers, keeps them engaged and moves them further along the sales funnel.
6. Search Engine Marketing (SEM)
Search engine marketing (SEM) is a form of great Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
SEM is an important conversion driver for digital marketing campaigns of any type. The reason is because paid ads are commonly linked to conversion-focused landing pages or sales pages that move web traffic through the sales funnel.
How to Use Search Engine Marketing Effectively
- Before you begin.
- Create your search strategy.
- Generate a list of keywords.
- Optimize your website.
- Generate inbound links.
- Implement additional internet campaigns.
- Start testing paid search.
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs) Search engine marketing is also alternately referred to as paid search or pay per click (PPC).
7. Mobile Phone Marketing
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
Mobile marketing may include promotions sent through SMS text messaging, MMS multimedia messaging, through downloaded apps using push notifications, through in-app or in-game marketing, through mobile websites, or by using a mobile device.
Tips To Execute These Marketing Efforts
During COVID-19 Period and Manage your reputation
Remember, in a crisis; people will be looking for evidence of who they can trust, and who they can’t. Trust and respect are the holy grails of marketing and sales.
If you want your customers to continue to buy from you both during this difficult time, and after COVID-19 has gone, then you need to make sure that you’re delivering the right image.
As a brand, it’s important to maintain a level of sensitivity to your messaging. But don’t let this scare you away! Showing empathy can actually cause a consumer to favor and respect your brand more, giving you yet another edge over competitors. Let’s look at a few more tips together:
While a lot of people are taking precautions against catching the Coronavirus, it’s important to keep in mind that many people have already caught it or know someone who has caught it.
Add something new to your strategy
If you’re worried that your digital marketing campaigns will fall short when you’re advertising things like Judo sessions that clients can sign up for three months in advance, it might be time to start adding something new to your campaigns. Perhaps you can only offer your in-depth classes in person when things have blown over.
Still, you can get people started with a beginner’s taster session that’s delivered online through video conferencing. This could be a great way to attract new customers, and develop your position as an industry leader while giving yourself another opportunity to earn cash.
One of the most important things that any business can do right now is make sure that they stay top of mind for their clients.
Be Mindful Of How Your Business Fits Into The Big Picture.
Think about what your business offers as it relates to the general public and the Coronavirus. Is there anything you could do differently? For example, many restaurants (which depend on in-store foot traffic to make money) are closing their dining halls and instead offering delivery options.
This presents their brand in a responsible light to the public while still giving them a means to make money that’s helpful and convenient for their customers. Even if all you can do is let your team work from home and carry out business as usual from home, communicate this message to potential customers!
Let them know you’re doing your part to end COVID-19 and that you’re still here to help them. Consumers will appreciate your communication and your acknowledgement to the world outside of your industry.
Benefits Of Marketing Efforts During COVID-19
1. Build relationships with potential consumers
Whether you’re a B2B company that needs to nurture leads or a B2C company that needs to “warm up” potential customers, every business can benefit from guiding potential customers through the sales funnel.
Why let this time go to waste? Use this time wisely to build real relationships with your potential customers and convert them into a paying customer.
Use this time wisely to build real relationships with your potential customers and convert them into a paying customer. Provide information, advice, and tips on your area of expertise.
You may not be able to sell to them now, but these customers will get to know you, appreciate your service and remember you as a company that offered them something of value.
2. Learn More About Your Target Audience
It’s always beneficial to learn more about your customer base. What are their pain points? Their buying behaviors? What motivates them to purchase? The more you understand about them outside of their demographics, the more strategic you can be in creating content that converts them into customers.
Your research can equip you with the ability to create content that addresses their specific needs. You can position your product or service as a solution to your audience’s specific problems.
Taking this time to learn more about your customer base will allow you to be strategic in the language and imagery you use in your content moving forward.
3. Capitalize On Customers Ready To Purchase Now
So many businesses are temporarily closing down for COVID-19, narrowing down the public’s options of where they can turn to for goods and services. If you’re open for business, let people know!
Continuing to market your business through the Coronavirus can be as simple as letting customers in need know that you’re here, you’re open and you can provide your product or service like usual.
At some point the lockdown period will pass, so now is not the time to stop marketing efforts, now is the time for you to be even more strategic in implementing them.
4. Set Yourself For Success Post COVID-19 period
This is probably the most important benefit of them all. At some point, the Coronavirus will pass. When that time comes, do you want to be starting from scratch with your marketing again?
Or do you want to be leaps and bounds ahead of the competition, building on the efforts you’ve already put in for the past few months? We know that most business owners are long-term-minded anyway, so don’t let the Coronavirus deter you from that forward-thinking mindset.
5. Get ahead of competitors
Anything you do now that your competitors are not doing is putting you ahead. Think of it like a race. Even if you’re running slowly, you’re still lapping everyone who’s sitting on the couch!
Digital marketing is now more important than ever as a result of people sitting on their laptops, phones and tablets consuming online content, demand for online advertising and eCommerce is likely to grow due to people avoiding physical transactions.
If you want to make an impact on your online presence using digital marketing. Now is the time. COVID-19: how to avoid it, proper hand-washing techniques, practicing social distancing. Take your Business online Click here to learn more and Stay safe by staying at home.