A Guide to Digital Marketing: What Your Business Needs During the Coronavirus
For a business owner, this is a critical time to minimize the financial impact the COVID-19 is having on your bottom line.
Questions like, how is COVID-19 going to affect my business? How should I market during this? Should I market my business during this pandemic? The answer is yes! It is time to market or continue to market your business.
You may have had a marketing strategy in place, you most likely may need to adjust given the current world status. Here are a few ways that you can utilize digital marketing to help your business thrive.
Tips for Execution on All Digital Marketing
As a brand, it is important to be sensitive to how people are feeling during the crisis. Showing empathy makes your brand more likeable and respect you even more. Language and imagery are going to need to be carefully chosen. Don’t shy away from using the different avenues of digital marketing. Just be conscious and mindful.
Social Media Marketing
Everyone is online more than ever these days, and people are bonding through social media. With increased reach, engagement, and time spent on the various social platforms, it is the time to have a strong content strategy in place. Put your brand in front of potential customers, and stay present in front of followers.
Have a social media marketing plan to engage with followers, so that when they post a comment or question, that you are responding back quickly. Follow-up and engagement do wonders with customer service, even on social media.
Maximize your social media reach by using relevant hashtags. Do research to find the hashtags that are getting used for your industry. Relevant hashtags extend your reach while portraying your brand in a positive light. There are hashtags that are related to COVID-19, such as #StoptheSpread, #SocialDistancing, and #BrandsSupportingMoms. Think about what your brands offer, what you are doing during this time. Use hashtags that are relevant to what your brand is doing to end COVID-19 or how you are supporting them.
Optimize Your SEO
Search Engine Optimization is the organic way to move your site up in search engine rankings. The multi-facets are selecting target keywords that you want to rank for, optimizing your pages with those keywords, blogs, and acquiring backlinks.
SEO is a process that will take time for your ranking to improve. Go through your website and analyze the current keywords. It may be time to make adjustments if your rankings are not where you want them to be. You may also find that your competitors are pulling back on their SEO efforts, which means your brand may go up at a faster pace than usual.
Why Is Moving the up on Search Engines Right Now so Important?
If you are open for business right now, then it is even more important to be on page 1. With many businesses shut down, you want customers to be able to find you. If they are ready to purchase and looking for a business that can help them, you can increase your sales.
If your business is not open you want to stay in their minds, as you will be opening up again after COVID-19 and you can be at the top of their list to go to once life returns to “normal”.
Whether you sell a product or service a B2B or B2C company, it is about relationship building. Every business benefits from leading prospects through the sales funnel.
The sales funnel is a step-by-step process that your prospect will take from the first contact until a purchase is made. It is widest at the top and narrowest at the bottom. Each stage of the funnel pushes prospects to the next stage while filtering out those that are not fit for your offer. In some cases, it takes time, so why not start now and continue to work on growing your customers. It will set your brand up for success after the crisis.
Email marketing is a great way to connect with your audience. It is a tool that can be used to establish long-term success.
Continue to send out email newsletters and take this time to nurture clients. Share information and tips, if you are hosting a free webinar, include that in the newsletter. Consumers buy from brands that they trust.
For current customers, if you are still open, send out specials and thank you’s for continuing to be a loyal customer. Gratitude is an effective tool.
Pay Per Click and Display Advertising
When there is a slowdown in business, it is coming to stop all PPC and Display Advertising. While some consumers are slowing down, their purchasing others are not. For those that are searching on google for a product, they are looking for a business to purchase from.
Advertising on social media platforms and google keep your brand relevant, whether they are purchasing now or purchasing later, you want them to remember you and not your competitor.