A lot of aspects of our everyday lives have changed since the global pandemic struck this past year. We often hear it being said that we must get used to the “new normal” and prepare for adjustments, but how does that translate to the business and digital marketing world? What is our “new normal”?
Since quarantining for preventative measures, many businesses and the way they handle their marketing strategies have been moved to an online environment, not out of desire but necessity. In saying that, not only have the customers of these businesses spent more time online, we now have a large portion of employees from these businesses working from home as well for safety precautions.
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Business owners across the globe are trying to find innovative ways to stay afloat amidst the pandemic that had a negative impact on numerous industries (hospitality, food, recreation, retail, and so on). As more and more countries slowly lift restrictions to reopen the economy, we have to think about enhanced sanitization, protective equipment, social distancing measures, etc.
Given these new circumstances, many companies have had to rethink their marketing strategies overnight. Some of these strategies were rather successful, and we’ve decided to share them with you. Here’s how you too can shift your digital marketing strategy and continue building your brand during and after COVID-19.
Redesign Your Outdated Website
Now is a great time to pay more attention to your business’s website. Even when the lockdowns are lifted, most people will continue to shop online and use contact-free services as a precaution. That’s why a website can be that multi-functional hub for your business that will not only promote your brand but also deliver your products/services.
The shifts in consumer behavior demand that every business rethink how to connect with their customers. This clearly calls for a stronger emphasis on having a website, be it for lead generation or eCommerce.
You need to reach customers who are online fast if you want to stand a chance. This speed to market is among the top reasons why having a website has become an indispensable component of rapid revenue recovery for companies navigating the current economic downturn.
Utilize Facebook Ads
As more people spend time at home and on social media, the ROI on PPC ads in many industries has skyrocketed. This is a good way to remind people that your business is alive and well and that you aim to be a very significant part of the “new normal”.
Facebook ads in particular are quite affordable and can help you showcase any changes you have made to your business or any COVID-19-exclusive discounts or promotions you might be offering. Online ads have always been engaging, affordable, and well-targeted, but now more than ever before, they offer you the ability to truly scale your business.
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With Facebook’s granular audience targeting capabilities, you can reach customers based on gender, location, hobbies and interest, marital status, profession, and the list goes on.
Focus On Your Existing Customer Base
If you are struggling to bring in new customers, try focusing more on the ones you already have or who are still with you despite the economic downturn.
In addition to creating services and ad campaigns to target their new needs, you may also want to issue refunds to clients who had prepaid memberships or were on auto-pay during the lockdown period. While this could hurt your cash flow for the short term, the money you give back will most likely come back to you tenfold when the economy restabilizes and your now loyal customers are ready to start buying again.
Get Into PPC
From what we’re seeing in current trends, now’s the time to start with PPC (Pay Per Click Advertising). COVID-19 made many businesses stop their PPC campaigns, but overall traffic on the web went up. Even if you’re not offering a physical product, you can still get some valuable traffic and leads. Keep in mind that users will browse the web more frequently now that they have more time, which means they will probably look for services after the storm is over.
Prioritize Paid Adverts
In the early days of the pandemic crisis, marketers were taking note of the plummeting prices for paid advertising. Due to suppressed economic activity, many small businesses were pulling their advertising; this dampened competition for ads led to dramatic cost per click (CPC) decreases. Considering that people were confined to their homes (and screens) during the lockdown, traffic and search volume was WAY up, so those taking advantage of these low CPC rates benefitted from a much higher ROI than before the coronavirus.
With many parts of the country and the world, emerging from their isolation hibernation and beginning to regain some sense of normalcy, businesses are also regaining momentum. While PPC (pay-per-click) advertising won’t undoubtedly slow down forever, CPC and online advertising competition remains lower than before the crisis. If you haven’t already integrated PPC as part of your marketing strategy, you may be missing out on an ideal – and incredibly affordable- opportunity to gain brand exposure, traffic, and sales.
Outsource Resources When Required
It’s no secret that Covid-19 put a lot of pressure on companies to come up with ground-breaking digital strategies in a bid to attract online customers, with a lot of industries having to re-invent themselves to cope with the changing consumer landscape. As we emerge from the other side, you might still be struggling to reassess your digital marketing strategy and budgets, in light of what is still an uncertain economic situation.
At a time like this, when a digital marketing strategy with a multi-channel focus is paramount, it can be helpful to outsource your marketing efforts to an agency that can ensure you are focussing on the channels that are going to most help with reaching your brand’s goals and therefore spend every penny of your budget wisely. Calling in a more experienced third-party can ensure that you’re not wasting energy and resources when working out how to best approach your digital marketing strategy post-Covid-19.
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Use Social Media To Spread Awareness During The Pandemic
The social network is a marketing channel – but that does not mean you should always use it to market your brand. Rather, use it to empathize with your followers, listen to their stories and tell them yours, and respond to their comments and mentions.
Many brands are using social networks to show how they are contributing to the wellness of the communities during the corona crisis. If you are also doing social work, social media is the right place to tell everyone about it. It will help reestablish you as a responsible brand – which without a doubt would be a one up for your marketing success.
Invest In Local SEO
Local search engine optimization (or Local SEO) is an incredible tool for small businesses looking to get noticed by potential customers. It’s essential for businesses that service a local market. With Local SEO your business can get discovered on Google by users who are immediately ready to take action.
Many Local SEO practices are similar to traditional SEO techniques, but they include the addition of geographical information. A big part of Local SEO is the optimization of your Google My Business listing, which helps you show up in the local 3-pack as well as on Google Maps.
Focusing on Local SEO can help to jumpstart your business. It also makes it easier for you to reach local shoppers many of whom are looking to support small, local businesses during and after the outbreak.
Conduct Multiple Surveys To Analyze Customer Behavior
Develop a plan that enables you to assess the marketplace as it now stands so that you and your team can begin to understand how to validate the new behaviors we’re all seeing as a result of the Coronavirus pandemic. The best way of finding out what your customers need is to ask them. Conducting market research, surveys, Twitter polls, and customer feedback by other means will mean you can analyze comments, attitudes, and data and prepare yourself to make changes accordingly.
Having a few solid digital marketing strategies to depend on while the world settles down can not only help your business get back on its feet but also give you a headstart against your competitors. The key piece of advice you should keep in mind is to focus on your customers’ priorities as much as your own.
Whether you are a graduate or a professional who wants to switch his/ her career, digital marketing has immense potential, which you can take advantage of heavily and enjoy being one of the best online marketing professionals in 2020. To become a seasoned digital marketer and learn more about digital marketing strategies, visit us at https://www.goal2learn.com/