The novel Coronavirus/COVID-19 has impacted the business world in every conceivable way. Half of Americans who have lost a job due to Coronavirus remain unemployed, for instance. This economic uncertainty is causing virtually everybody to be financially cautious.
This is obviously having an enormous impact on how marketers and business owners are approaching sales and marketing. 62% of American consumers report shopping more online now than they did before COVID-19. This needs to be factored in for a variety of reasons. You want your marketing spending to go as far as possible, for one thing. A misstep in your digital marketing strategy runs the risk of being distasteful, as well, leaving your customers with a negative impression of your business or brand.
To help you avoid these missteps and make the most of your digital marketing strategy, we've compiled some tips on how to modify your digital marketing strategy in the wake of COVID-19.
How To Amend Your Digital Marketing Strategy For COVID-19
This simple statistic alone has profound implications for how people are working, as well as the best way to reach them. It could mean that people are getting into work earlier, for instance, meaning you might want to change the time that you schedule your marketing messaging.
Here are some other ways that you might alter your digital marketing strategy in the light of Coronavirus/COVID-19.
Shift Your Services Online
If you've got a digital marketing strategy, that means you most likely already have a strong focus on digital products and services. Following Coronavirus/COVID-19, you should put all of your eggs in that basket. A large majority of information workers are working exclusively online, at the moment. Putting time, money, energy, and resources into physical marketing campaigns would be a waste.
If you sell physical products, this is an excellent time to pivot to eCommerce. You might consider offering an incentive for first-time online buyers, as one example of how these types of insights can be leveraged to have a concrete impact on your digital marketing services. You might even consider developing new products, if you happen to notice a niche in your industry waiting to be filled.
The Coronavirus has brought forward issues that were already prevalent in the world of business and finance. Physical retailers have been struggling for some time as part of an on-going process known as the "retail apocalypse." Retailers had started to recover from this digitalization to some extent, barely, after slowly bouncing back from the Great Recession. COVID-19 is going to reverse that trend in a major way so take that under consideration while you're laying out your business plans.
Use Your CRM And E-Mail Lists
Digital marketers and sales teams are being forced to get creative in light of soaring uncertainty. Everybody's working with less resources, so spending is going to be tight and people are going to be carefully considering every penny that goes out.
Now is the time to get the most out of your e-mail list and customer relationship management (CRM) software. Pay special attention to customers you haven't engaged with in a while and investigate strategies to resuscitate those relationships. You should also revisit your largest clients and seek to reconnect however you can. A simple message inquiring about their well-being alone is reason enough to get in touch.
If you've not yet invested much in email marketing, now would be an excellent time to do so. You might look into some of the resources available for making attractive sales or promotion emails, for instance. Email marketing offers one of the best ROI of any marketing discipline at any time, anyway, so there's no better time to bolster your marketing campaigns.
Don't Forget PPC Ads
Time is of the essence when it comes to coping with Coronavirus. There's no telling how long longform marketing strategies like SEO or SEM can take, for one thing. Your customers need to know that you're still in business and operating at full capacity to hell them with their Coronavirus-related difficulties.
Now is a time to invest in PPC ads, as they offer immediate results. They can also be highly targeted in ways that no other marketing discipline can. You might consider investigating different networks to reach different demographics, for instance. You might tailor an ad on Instagram for your millennial customers, for instance, while crafting more high-end marketing for a professional network like LinkedIn.
Virtually every social network has been experiencing a surge in usage due to Coronavirus, as well. Use that to your advantage!
Virtually everybody are offering virtual meetings via teleconferencing software like Zoom+. This fact alone can be interpreted in a number of ways that could impact your digital marketing strategy. For one, it means that people are likely to be more comfortable using video conferences from this point forward. It also means that your customers could come to expect to be able to chat with your or your sales team or marketing department via video.
You might want to get ahead of that trend now, while your competition are still adapting. It could place you at the forefront in your customer's consciousness, so they'll think of you when they have a business need.
There's no telling how long we're going to be dealing with Coronavirus. No matter what happens or how long it takes, we're going to be impacted in many different ways for a long time to come. Let your digital marketing strategy reflect that and make the most of a bad situation.
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Digital marketing is constantly evolving at the speed of thought. There's no telling how the industry might change in the wake of these challenging and unprecedented time.
Whether you're looking for ideas on how to adjust your digital marketing strategy or how to make the most of your marketing strategies, contact us today to let us know how we can help you!