There’s been only one way to engage customers during the Covid-19 pandemic, and that’s by using effective digital marketing strategies.
Over the last few months, we have seen companies such as Google, Spotify, and Apple embrace home working and use online platforms to complete jobs that before were only doable in a structured office environment.
No one can predict what a post-coronavirus world will look like. But, one thing is certain for marketers; digital marketing channels are more crucial than ever before.
In this article, we highlight the 5 most effective ways your company can use digital marketing to adapt and meet your revenue goals during the coronavirus pandemic.
1. Adapt to Customers’ Changing Demands
No matter where you are in the world, we’re all dealing with the impact of the coronavirus outbreak.
As a business, you should not underestimate the effect it has had on your target audience. Have their demands changed? How do they want to escape reality? How should you be communicating with them? These are all questions you need to consider. Re-locate your target audience, figure out how their lifestyle has changed, and map out how you should adapt your digital strategy to retarget them.
Additionally, this is a time a brand needs to show sensitivity to others and stand out during a difficult time. High-end brands like Louis Vuitton and Ralph Lauren took matters into their own hands and have redesigned factories to make hundreds of thousands of protective face masks or donated to help fight against the virus.
Understandably, not every business can afford to do this but maybe your business can contribute to local food banks or help the elderly. Whatever it is you decide to do, promote your good deeds on social media to help bring credibility to your brand as well as carrying out an activity to support the community around you.
It’s important to remember the majority of the population in the UK are currently remote working or on furlough, so customer calls to the office are likely to be a no-go. Try to answer queries on social media promptly and attempt to stay connected.
2. Make Sure Your Business Can Easily Be Found Online
The sudden increase of people voluntarily self-isolating has led to a drastic change in lifestyle. Consumers are spending more time online looking for updates or entertainment to pass the time. Lockdown restrictions have started to ease in the UK but for many, online shopping is still the way forward.
If your company has an eCommerce site, you can sell your products and services directly online. Sales of online products and services have soared since the start of the pandemic as we’ve seen an increase of 129% week-on-week in Europe alone. You may need to alter your website if possible, to reflect current demands like home essentials rather than luxury items but make the most out of your online presence.
3. Improve Your Website’s SEO
SEO is crucial for any business with an online presence. A comprehensive SEO strategy will help to
increase organic traffic to your website, stay ahead of your competitors, and as a result – increase your sales.
The ultimate SEO goal is to appear in the top 3 of search engine results pages (SERPs) when customers search for certain keywords related to your business.
To plan the effective SEO strategy, you would need to consider the 5 following points:
Conduct Thorough Keyword Research
SEO keyword research allows you to find topics and keywords to use when writing a blog post or creating a landing page.
You can use different free and premium tools to find the questions your customers are asking or take inspiration from other businesses – even those outside of your industry.
Create High-Quality Content
Use your keyword research to create high-quality content for your audiences to consume and share.
It’s believed word-of-mouth is the most effective form of marketing so make it groundbreakingly good!
Don’t Overlook Technical SEO
Technical SEO will ensure that your website is fast, crawlable and indexed by search engines.
Optimise Your Landing Pages
Landing page optimisation will help to improve your webpages and optimise them for search engines. This may include updating content and metadata, improving descriptions and photos, and making the layout more user-friendly.
It’s also worth considering local SEO. With people reducing their travel and staying closer to home, it’s important to make sure your business is using local SEO strategies to optimise your website for “near me” searches. And even if your business has to go into hiatus, good SEO will make it much easier for you to rebuild your brand post-Covid.
4. Capitalise on PPC Advertising
With more people at home on their internet devices, it’s a great opportunity for your business to use PPC advertising. There’s a greater chance for your ads to appear and connect with your customers as well as gain an advantage over your competitors.
Naturally, consumer goods like hand sanitiser and antibacterial soap have seen a surge in demand in recent months. In fact, hygiene products, in general, have gone through the roof! Some of the bigger name brands are cutting spending on advertising such as Amazon, as they have more orders than they can process. This creates an opportunity for other businesses to take up their ad space and expand on advertising strategies.
5. Consider Special Offers and Discounts
Everyone loves a bargain! With a great number of people at home browsing, more are looking for discounts to save money during a time of uncertainty. Offering discounts is a great way to engage with your customers and keep a steady stream of revenue for your business.
Try to stand out from the crowd and ensure your message counts. Ask yourself: What do I want to convey to my customers?
You can push out your special offers through PPC advertising and social media.
By creating an all-encompassing digital marketing strategy, you can ensure your business drives revenue effectively and increase market share.
If you need to brush up on your digital marketing skills, Google is offering a fantastic and free course which can be found here.
NICOLA MONGON is the MD of Spotlight Recruitment, the leading marketing recruitment agency in the UK since 2008. Read our 5* Google reviews from candidates and clients to find our more. If you would like to discuss recruitment, you can reach Spotlight on 020 3008 4254 or firstname.lastname@example.org.