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The COVID-19 pandemic presents a major challenge for businesses around the world.
Even though everyone is struggling at the moment, the pandemic has shown that there are two kinds of businesses in the world:
1) Those who know how to leverage digital
2) ... and those who don't.
The difference between the two is clear.
Brands that can sell their services and products, or communicate with their customers, online, have a better chance at keeping their head above water.
But how can you support your business with digital marketing during the pandemic?
If you don't know how to make the most of digital marketing during this pandemic, or you need some ammo to convince the decision makers in your company to take digital seriously now, this article is here to help. We will show you 5 ways digital marketing can have an impact on your business and help keep you competitive during this pandemic.
1. Stay in touch with your customers via social media or email.
Simply using social media, a newsletter, or Google ads to let your customers know that you're still operating, or informing them of any updates, can have a major impact on your business.
Your regulars will love to know that, at least, something hasn't changed and will appreciate the sense of normalcy you can bring to their lives.
And, since social media use is skyrocketing during lockdowns, you'll be able to capture the attention of people who might have just scrolled past your messages or ads in the past.
2. Show empathy through your content.
Times are hard, and a social media strategy focused on sales might not be the best to follow for some brands.
Depending on your business's nature, the lockdown might be the best time to accelerate a digital marketing tactic that is usually slow to deliver on results: Content Marketing.
If you have tips to share related to your field of expertise or business which can help people during a lockdown, you could write a blog post about it and share it on social media.
It might not result in a direct sale, but there's never been a better time to put your brand top of mind if the advice provides value.
For example, this pest control company offers easy to follow advice on how to stay safe during COVID. No selling, just friendly pointers.
You can also adapt your social media messaging and marketing to show empathy by running special promos for frontline workers or encouraging people to donate to a cause. Just make sure the content is well thought out, sincere, and doesn't come across as tone-deaf.
3. Maximise your marketing budget with paid ads on social and Google
Google Ads and paid ads on social media are the most cost-effective marketing strategies in the world today.
They help you reach your target audience, measure your marketing campaign's results, and cost a fraction of the price of traditional mass marketing campaigns (Radio, Tv etc...).
COVID-19 or not, your business should consider getting onto it.
And now, when marketing budgets are getting lower, making sure you spend every dollar has never been more important.
If you haven't used these marketing tools yet, and don't know how to make the most of them, get in touch with a digital marketing company that can help you. It's well worth the money spent.
If you're already using Google Ads and your business is still running during the pandemic, don't cut your ad spend completely. Most of the competition already is, so staying in the game already puts you one step ahead.
4. Create an online store or digitise your services
Finally, the pandemic is the perfect excuse to set up that online store you've been procrastinating on.
If you don't want a custom website (though we strongly advise you to opt for one), you can always use a template from WordPress, Wix, or even consider using Shopify to get your foot through the door. You can also take a "soft digital" approach by using the marketing tools WhatsApp, Facebook and Instagram offer.
If you have an online store, make sure it's current by adapting your offers and deals to meet people's needs during the pandemic and making sure any offers you have are visible on the homepage of your website.
5. Strengthen your online community
This tip is for the post lockdown world we'll eventually enter (yes it will happen!).
If you can't be open for business right, making sure your product or service remains top of mind for your customers can give you a leg up on the competition once things return to normal. For example, theatres in the UK are closed right now, but that does not mean that their social media pages are silent!
Lockdowns are forcing change on businesses, and integrating digital marketing into your tactics is one of the easiest ways available to help you adapt.
It's not a perfect solution because, as digital marketers ourselves, we've felt the sting too.
But you know what? We're pulling through, and so are other businesses who have adopted digital. Even though you might not be a digital marketing wizard, you can use the steps above to get ahead right now.
Or, if you'd like some help, why not get in touch with us? We'll make you go digital in no time.
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