The global Covid19 pandemic has turned the world economy on its head. Many businesses have closed their doors, and those that have managed to stay open have had to change the way they operate.
One of the biggest changes has come in the digital marketing strategies that affected businesses must deploy. Engaging in smart and responsible marketing during this time of crisis is of great importance and should not be overlooked. Unfortunately, many businesses do not know how they should undergo their marketing campaign during the COVID-19 crisis. Here we will deal with just that.
Focus On Unaffected Products Or Services
Not all products and services will be equally affected during the crisis. It is important to analyze which offerings have the most relevance during the pandemic and focus on those. For businesses that offer a single product or service, it may mean scaling down marketing efforts if said products/services are not viable during the pandemic.
Communicate Positivity, Not Ignorance
It is important to communicate to prospective customers that the business is taking the crisis seriously. With this being said, there is no need to be overly negative. Make sure to communicate that the pandemic will pass but that in the meantime, all recommended health and safety measures should be followed.
Consider Pay Per Click (PPC) Marketing
Recent studies have shown that PPC costs have decreased by almost 10%, and the overall cost per click is expected to fall even more in the coming weeks. Because the advertiser only pays when their ad is clicked, if markets are properly targeted, it could mean savings in the long run.
Prepare Bounce Back Strategies
We all know the pandemic was not going to last forever. “Even now, there are several governments around the world looking at how they plan to open their economies back up. Businesses should have a marketing strategy in place that incorporates these reopening plans,” writes Jane Shirley, a business writer at Lastminutewriting and Writinity.
While there are some exceptions, the overall trend is towards lower consumer spending. Because of this, businesses need to compete more than ever for customer purchases. As of now, most online retailers are offering promotions on their products and services in an attempt to increase sales. Those who choose not to offer some type of promotion will likely capture less customer attention than their competitors.
Focus On Content Creation
Quality content is still the most effective marketing tool available to businesses. While preparing for the bounce back, businesses should take the downtime to prepare a catalog of quality content products that they can roll out when economic activity picks back up.
Pay Close Attention To Imagery Being Used
There have been many marketing scandals over the last few years that resulted in poor image choices. Because of the atmosphere of the current crisis, more attention than ever should be applied to what images and messages are being communicated. For example, images of people touching, gathering in large groups, or anything encouraging close interactions can be met with negativity.
Constantly Adjust Schedule Timelines
What to advertise and when is always a major question businesses have. “Making the proper choice requires constantly analyzing and adapting to market data. If certain ads are not receiving the number of impressions or clicks that they need to be economically viable, something needs to be done right away,” writes Bradley Forshire, a marketing blogger at Draftbeyond and Researchpapersuk.
Increase Customer Communication Through Social Media
Now more than ever, businesses should focus on maintaining contact with their customer base, even if the majority are not currently in the position to make a purchase. Those who fail to do so face the risk of losing relevance with customers they have already gained. When the economy opens back up, these past customers may be inclined to try a different provider.
Re-evaluate SEO Data
Major events such as pandemics often have a large impact on how people search for products and services. Because of the increased amount of free time people have due to the lockdown, they may search for items without any intention of making a purchase.
Because of this, it is important to analyze which search terms and keywords are leading to the highest number of qualified traffic and focus on those items.
Don’t Make Knee-Jerk Decisions
Toilet paper is a great example of an item that is not scarce but because of hysteria was the subject of mass buying. There are now many people who sit with a garage full of toilet paper with no use for it.
This is just one of many examples of how overreacting can result in undesirable situations. Businesses should make sure they analyze each decision from a rational, non-emotional perspective. Failure to do so may result in becoming too lean for proper operations.
Although the COVID-19 pandemic has thrown a wrench in the global economy, this does not mean that businesses have to stop advertising to consumers. All it means is these businesses now have to adapt to the current situation and make the proper decisions.
Those that do not risk going out of business or a loss of market share.