Kickstart Your Digital Marketing Strategy During a Pandemic
20 August 2020
COVID-19 has completely transformed our daily lives. Not only has it had severe public health implications, but it’s also had an astronomic impact on our economy. In fact, the pandemic has plunged the nation into the depths of a financial crisis.
Businesses around the world are slowly beginning to reopen under strict safety conditions. Just like us, they are learning how to adapt to the so-called new normal. Of course, hand sanitiser and social distancing guidelines aren’t the only things businesses must consider. Many must rethink their business plan entirely to reflect the shift in consumer culture.
One area that companies must focus on during these unprecedented times is digital marketing. The businesses that are thriving during the pandemic are those who operate virtually. Thus, it’s now more important than ever for businesses to prioritise their digital marketing strategy. For many, this will mean rethinking their entire approach.
Where do I start?
According to WHO (World Health Organisation), staying at home is the safest measure we can collectively take to protect ourselves from transmission. This means that we cannot physically interact with our favourite businesses as we once did. To maintain a positive customer relationship, businesses must come up with a new way to communicate with them from the comfort of their own home. Here’s how it’s done.
1. Increase online presence
With a large portion of the population staying at home, we’ve experienced a 60% surge in media content. Even television engagement is on the up. Now is the time to increase your content output. Make sure that it is relevant and timely, and use your social media insights as a guide.
2. Re-examine brand messaging
Regardless of the size of your business, the products and services you offer must reflect your overall branding. Make sure to maintain a consistent tone across the board. Be creative in how you engage with your target audience, and communicate your message clearly.
3. Be remarkable
Just because your marketing budget has been cut, doesn’t mean you stop all efforts. It’s crucial that you keep your marketing alive so that you remain at the forefront of your customers’ minds. By keeping in touch with them during a global crisis, you’ll set your brand apart. Take advantage of advertising packages at reduced costs. Businesses are supporting each other during these difficult times, so keep an eye out for sales and promotions.
4. Execute cross-platform strategy
With a cross-platform strategy, your reach is much wider and richer. Here’s how to implement yours:
- Create and optimise your website and web content for search engine visibility.
- Optimise websites and online real estate to deliver superior online UX.
- Strategise, plan and execute an OmniChannel Digital Marketing program. This is to help reach targeted audiences across several platforms.
- Engage with targeted audiences on a deeper level with an engaging social media marketing campaign and strategy.
- Implement PPC (Pay-Per-Click) online advertising to guide highly-targeted audiences directly to your landing pages and websites.
- Optimise ecommerce functionality on websites if you have products to sell in order to provide an engaging UX.
- Use chatbots and comprehensive FAQ for customers with queries or concerns.
- Provide easy-to-use virtual appointment booking facilities so prospective clients can engage with you online.
- Educate target audiences on the value of your products or services by providing free webinars, virtual conferences, and online meetings.
5. Leverage analytics
Immersive analytics programs and services can provide rich marketing insights. Capitalise on this to achieve the best results. Marketing efforts should be ultimately focused on ROI, and analytics will help to increase this. Your chosen analytics program must be flexible to provide useful insights on both marketing and non-marketing activities, and secure information to steer your business on the right path.
Every business has been impacted by the pandemic in some way. Whether they sink or swim will depend on their approach. It is possible to thrive during a pandemic, and digital strategy has an instrumental role to play.
We can all dance to this new digital pulse together. It takes two to tango – partner up with us and let’s make the new normal work to your advantage.