No wonder that the world is facing a very serious problem during the COVID-19 pandemic. The majority of businesses have taken a hit which has put our economy in very bad shape. Restaurants and malls have been like ghost towns and in some areas, grocery stores and supermarkets are left with empty shelves. We humans need each other more than ever in order to fight this virus. People need to be educated, understandable, and resourceful. A proper digital marketing strategy can provide all this if used correctly. For brands, it is a unique opportunity to work together.
Like most business owners if you are looking away to survive by shifting digital marketing budgets then this article is for you. Marketing is often the first thing that businesses cut from their expense list. However, this shouldn’t be the case. During a crisis like the one we are facing now; local businesses should communicate with their customers and use the time to build relations. Businesses should find unique ways to market themselves on social media and tweak their services for the current situation. This has to be done in a properly structured manner with proper guidance. We have listed down a few digital marketing techniques that you must consider during COVID-19.
Stay positive. Things will get better
Constant negative news about the virus on television, Whats app, and social media is sure to make you feel sad and depressed. You might be wondering is this going to be the new normal. Well, let us assure you of this. Your business is not going to close down because this is not going to last forever. It is only getting worse until it starts getting better. China has already lifted travel restrictions and lives are beginning to get normal there. China is where it all started and saw the worst lockdowns. However, people have started to go to work which is a huge contrast to what we heard about China in January and February 2020. India and other countries are 2-4 weeks away to see a dramatic decrease in cases.
This is only a small obstacle for your business. So, when things get normal again you do not want to be left behind by your competitors loose on big profits. Businesses should focus on the third and fourth quarters for increasing their revenue and profit. The goals for the next two quarters should be even bigger. It will be a mistake if you halt the digital marketing during COVID-19 as it would mean a complete waste of time and money that you had spent all these months to get the online traction.
Cut less now for better results later
If we look at some cases, businesses that have had a progressive strategy during the recession, and focused approach in spending, outperformed the businesses that have layoffs or cut down on their budgets. It was studied that smart leaders who did not trade short term gains performed extremely well when the economy strengthened after the recession. In a Harvard study where around 4,700 public listed companies were analyzed during recession and after, found that around 37% of companies outperformed their rivals by opting a progressive strategy once the recession was over. Also, making the right decisions during bad phases impacts the company’s growth exponentially when the economy improves.
Stick to paid advertising – It is a smart decision
People are spending more time than ever on their mobile phones scrolling their social media profiles. It is a great time for businesses to use paid marketing tools to reach your audience online during COVID-19 and have a competitive advantage. Digital marketing during Coronavirus will even save you some money if you opt for paid marketing now! The cost per clicks has reduced to almost 5% across all business verticals. So, for the same amount, you will get 15-20% more clicks than before which is really great. Your business will have a better opportunity for conversion and shovel up the lost market share from others. Also, many big players have gone offline or reduced their budgets by 50%, therefore, allowing small businesses to capture traffic which was earlier going towards big players.
Always one step ahead of your competitors
Search engine optimization (SEO) helps your website to rank top in google search engine result pages (SERPs) and bring in more organic traffic. So, if potential users search for a certain keyword your company will be the first one, they call. It takes time and effort to rank in google pages. You need updated content and optimized website on regular basis to be in the game and not lose revenue. The level of competition during the pandemic has reduced as compared to a normal business year. The average search number or traffic might have reduced during lockdown however, for a business, it is an ideal situation to improve their ranking. Your competitors may have stopped the digital campaigns they were running, and it can be an advantage for you to pull back on your campaign and push it even harder. You can strengthen the campaign and outrank them during the lockdown.
What after lockdown? Prepare for what’s ahead
As we mentioned earlier. Things will be normal again and peoples’ spending will normalize. Always remember, digital marketing is a long-term game. What you do today will affect the traffic 3-4 months from now. So, start marketing your business during the coronavirus by preparing strategy and content for the time ahead instead of staying home and worrying about what’s going to happen next. Gain the momentum that you earlier weren’t able to accomplish and pounce back hard when the market surges to a new level.
Are you ready for a change? Show empathy and that you care!
Your business should be fluid. It should change as per time and adapt shape that the current situation demands. Find a way to connect with your customers as you have never before. Show kindness and empathy towards them. Offer them some free value-added services during the lockdown and build a stronger relationship. Businesses like gyms have to remain shut and are amongst businesses that have suffered the most. But they can offer online classes and keep the work going. Online consultations would really help during the lockdown as people are bored sitting home. With webinars that we are conducting for our existing clients, we have seen a 50% spike in the number of attendees. Make sure you tap into such opportunities with strategic digital marketing campaigns. Now is the time to be more visible on social media while traditional marketing is doing no good.
Ask for help. It is okay!
Managing a business and the pressure one might be going through during this phase can be very daunting. Our experienced team can help you execute your digital marketing strategy depending on your industry. Even if taking one task out of your long list can help you achieve more results then we are happy to do so. At Magnarevo –digital marketing agency in Malad, we are committed to be your partner amidst this bad time and help your digital marketing efforts succeed.