With the onset of the novel coronavirus, times are strange. The coronavirus has changed the way we live and work, and the way that businesses are reaching their customers. Since the pandemic began and people have been forced to stay in, online sales have been steadily on the rise in all corners of the country. For many businesses, staying relevant and adapting to the new normal is crucial for survival. Ramping up your business’ online presence is going to be the single most important thing you do during this time. Here’s some tips for using digital marketing to your advantage in pandemic times.
What’s So Special About Digital Marketing?
Digital marketing offers new abilities that are not possible with most traditional marketing avenues. Taking your advertising online not only opens up a world of new channels for customers to find you on, but also creates a sustainable way to obtain information that you can use to bring in new customers. Digital data collected from online advertising channels can be used to paint a better picture of who your customers are, what does and doesn’t resonate with them, and how to get them thinking about your product again. This customer data makes it possible to retarget customers and reach them at various touch points of the sale cycle, which is pivotal in helping them make a purchase decision.
Tactics You Should Be Using to Your Advantage:
Digital marketing strategies can have as many or as little tactics as you want, but a unified, exhaustive approach tends to work best. Think of digital marketing as an ecosystem, each aspect feeds into the others to create an experience. Some of the most common tactics include:
Paid Media & PPC
One of the most effective ways to raise awareness of your brand and encourage purchases is through a PPC campaign on Google. Whatever your conversion goals are, you can track and optimize with PPC. The data gathered from these campaigns can also be used to retarget users who may have viewed your site or even a specific product, so that they can be served relevant ads to keep your brand top of mind. As customers spend more time online, using PPC campaigns is a great way to stay in front of them.
Email marketing is noted as the first digital marketing tactic to ever be used. It’s come a long way from where it used to be, and is a powerful tool when used correctly. Since more people are forced to stay home right now, more emails are getting read and opened than ever before. Emails allow you the space to tell customers about new products, projects, or news from your company. The only catch is that you’ll need to already have collected emails to reach these individuals, so it’s a good idea to put an email sign up on important pages of your website and to collect emails when a customer checks out.
The best part about social media marketing is that it’s free (unless you choose to use paid advertising on social, which can be another great tactic). All that’s needed to get started with this is to write some captivating posts and find engaging pictures to share with followers. It’s important to be hyper-aware of what you’re posting right now since COVID-19 is affecting so many, so just be sure you’re being sensitive to users. Social media is a great tool to raise awareness for your brand, and often acts as the first touch point for many users.
SEO & Content
It’s likely that your business already has a website. So what’s important now is to start writing content for it. Your site should have content on it that users find helpful, such as well thought-out product pages and even blogs. This content not only helps users on your site, but it helps your ranking on Google as well. Again, since people have more time due to lockdowns, they have more time to perform research. You want to make sure you’re giving customers the tools they need to make a well-informed decision, and Google the resources it needs to rank your page. And as a bonus, this content can be used on social media and in emails as well.
Staying Relevant in a Changing World
One thing is for sure, the way that the world does business will never be the same. Now is the time to experiment with new things and find what sticks. Digital marketing tactics are fairly easy to roll out and can be the lifevest your business needs as we navigate these strange times. And if you’re not sure where to start, that’s okay too. Reach out to an expert for guidance and implementation. However you get started, don’t miss out on all the great things digital marketing can bring to your business.