First receive our well wishes during these burdening times. We care about you. Stay home Stay safe.
Most countries have set in place strict measures to combat the spread of Corona Virus, which is a commendable move. This has however thrown months of research, strategy and planning down the drain. Marketing is one of the industries most affected.
With limited movement, several planned marketing events simply couldn’t happen. Roadshows are completely off, very minimal promotions happening and billboards are generation little impressions. TV and Radio are a feasible alternative since most people are home and are spending a lot of time seeking information. But the cost and targeting aspect closes out most businesses that are struggling to balance the books.
This leaves digital marketing as the low hanging fruit when it comes to positioning your brand as we fight to beat Corona Virus. Here are a few tips we thought could useful in optimizing your digital campaigns during this time.
1. Connect with your customers on social media
All of us are dealing with the impact the coronavirus outbreak has had on our lives whether you’ve tested positive or not. We’re all taking caution. We’re locked in our homes and our kids aren’t in school. We can’t visit our friends or relatives. We can’t visit our places of worship. This is a time to really show empathy to others and help out where you can. This is a time we all need to be sensitive — and not too salesy or pushy — but it’s a great opportunity for your brand to stand out during a difficult time. More people are on social media now, scanning for updates and trying to stay connected in a suddenly isolated nation.
This is the time to share helping information, contribute food, medical items to area institutions or assist the someone in a unique way. And promote your good deeds with social media marketing to help build your brand.
2. Make sure your business is easily found online
As you may have noticed, more people are online right now than in their cars or walking the sidewalks. Search traffic has increased significantly over the past week and will keep to climbing as we lie low. We’re all glued to our computers and phones looking for updates within our community, entertainment and ways to pass the time. And for many, that includes shopping online.
Anything online right now will be consumed more than ever before. This is not the time to be hidden online. You should be using search engine optimization (SEO) strategies to climb to the top of Google’s search engine results pages (SERPs) so your business can be easily found. This is not a time for a business to go into a shell and poke out your head every few days to see if the sun has come out.
3. Utilize Pay Per Click(PPC)
With more people at home and online, it’s a great opportunity for businesses to use PPC marketing to engage with their customers and gain a competitive advantage. And it’s a great chance to save some money within your digital marketing budget. On average, cost-per-clicks have decreased by 6 percent across all verticals since last week, according to Hakika Marketing senior PPC manager Dan Otieno. The trend is likely to continue in the coming weeks, reducing the amount an advertiser pays a publisher for every ad click. That gives your business another opportunity to scoop up that lost market share from others pulling back during this time.
4. Prepare your business for the bounce back
As we noted earlier, the coronavirus outbreak should fade (just as it has in China) after a few months. That’s when normalcy returns and consumers’ spending habits stabilize. You have to remember that SEO is more of a long-term strategy. What you do today for your SEO campaign will affect your organic search traffic two months from now. Pausing your SEO campaign now could have a detrimental impact on your revenue potential two months from now when the coronavirus starts to become a distant memory.
5. Give Out special offers
During this uncertain time period, you have the opportunity to show support for your customer base by offering special discounts that will keep your revenue flowing. Identify your product-market fit and create a special offer. Many people are at home browsing, looking for discounts to save money during a time of unrest. It’s a great way to engage with your customers and keep a steady stream of revenue that will keep your doors open. You can push out your special offers through pay-per-click (PPC) advertising and social media.
6. Don’t Panic
How much toilet paper do you have at your house right now? If your answer is a closet full, you’re likely one of the people who flocked to the store when the coronavirus hysteria started to accelerate over the weekend. That’s not how you want to react if you want to implement a smart digital marketing strategy. You never want to make a panic move. You always want to use metrics and analyze all of the data you have available before making a decision.
Knee-jerk reactions usually don’t end well in digital marketing. Take caution when quickly reacting to a sudden shift in the economy or market.
7. Complete your digital ToDo List
Now that you’re not commuting to the office or taking in-person meetings, your schedule has likely freed up some time for you. Those marketing items that may have fallen through the cracks and been overlooked can now be addressed.
Perhaps your website needs a fresh look with a redesign. Hakika Marketing website design professionals can overhaul your website in a months all while working remotely. This is also a great time to check your analytics and audit of your website to ensure your call-to-actions (CTAs) are turning leads into customers.