The pandemic has accelerated the rate at which we are “going digital,” and it has given many Internet companies a boost. Never before have we been so reliant on Amazon or Zoom to quickly get through the day, which means that as digital marketing service providers, we want to make decisions that capitalize on our growing reliance on technology.
In this climate, those businesses that are better placed to succeed have started to switch to digital marketing. However, it is just half the fight to get a working webpage and e-commerce presence. The ability to access these product pages is just as critical.
This post will go through eight different approaches that talk about:
1. The solutions you can and should implement to market effectively in a post-pandemic market.
2. You will want to get these tools on hand if you want to improve your productivity and ROI.
3. Methods to repurpose the pre-COVID solutions to build a well-run structure that works for you.
Let’s have a closer look.
Digital marketing’s growing position
The competition for traffic becomes ever higher as more companies join the online marketplace. In contrast, smaller brands are challenged by online customers against such powerhouses as Amazon, Wal-Mart, and Target.
For this cause, the development of brand identity and increased traffic to business pages depends critically on digital marketing. The development of a search-optimized website and an engaging social media account begins with a robust digital marketing strategy. While many small businesses are focusing on organic marketing activities including social media and conventional services, paid media is becoming more relevant in the battle for online consumer interest.
Concentrate on the clients you currently have
If your strategy is not working to attract new clients, consider relying on the ones you do have or who have stuck with you amid the economic downturn. You can choose to give refunds to clients who had discounted memberships or were on auto-pay during the lockdown time, in addition to developing programs and marketing ads to target their new needs. Although this can reduce the cash flow shortly, the money you give back will most likely come back to you tenfold as the economy stabilizes and your already faithful clients can begin purchasing again.
For example, Maria began offering her premium Ubersuggest features with the free edition. Although she saw a decline in free trial signups, she did get an outpouring of gratitude from thousands of individuals in the company, who emailed and thanked her, and some even purchased the paid package as a token of gratitude. Also, although she did not see any benefit in terms of revenue, she did see the benefit in traffic.
Current clients are the subject of digital marketing solutions that make the most of COVID-19. When times are difficult and unemployment rates are high, watch out for your consumers, employers, and colleagues. They will be grateful to you forever. In addition, you will most likely see benefits in terms of an increase in customer satisfaction, brand recognition, organic traffic, social media participation, and maybe even new opportunities.
Make it available online.
With the pandemic’s lockdowns and transport bans, the industry must move to digital marketing. According to Scott Jones, CEO of 123InternetGroup, there has been an increase in businesses wanting to build or redesign blogs, create new social media initiatives aimed at home-based jobs, and concentrate more on e-commerce trends and platforms.
It’s time to beef up your online presence. You already conduct some of the business functions online, but the pandemic has taught us just how much more we can do online. You might, for example, automate your email correspondence or even your services. iNECTA, a cloud ERP app for the food industry, now helps consumers to collect products, log lots, produce invoices, and operate their food company entirely online. The same is true with anything as simple as online courses. Preply, a language learning firm saw an increase in revenue after CoVID-19 because they were ahead of the competition. There are still many things you can take online, no matter what business you are in, and having those skills can continue to set you apart from your rivals and stand out to prospective clients.
Here are a few examples of how this might look:
- Purchasing high-quality customer relationship management (CRM) applications.
- Hosting informative webinars to increase loyalty and draw potential clients, or even for the staff to help them develop their skills.
- Assisting with the employees’ work-from-home requirements.
The bottom line is that the more systems you can bring online, the more linked you can be with your customers and employees, which is vital for a business to thrive and remain resilient. The more procedures you can automate, the more committed you can be with your clients and staff, which is critical for the sustenance of a company.
Spend money on Facebook advertising.
As more individuals spend time at home and on social media, the ROI on PPC advertising has increased dramatically in several industries. This is a fantastic way to show people that your company is still alive and well, and that you want to be a big part of the “modern mainstream”.
Facebook advertisements, in particular, are relatively inexpensive—even for small businesses—and may help you highlight any improvements you have made to the company or any CoVID-19-exclusive deals or incentives you might be providing. Online advertisements have always been entertaining, inexpensive, and well-tailored, but they now allow you to fully scale your company further than ever before. You can approach customers based on gender, place, hobbies and interests, marital status, occupation, and so on, using Facebook’s granular audience targeting capabilities.
Since small businesses do not have a large media budget to play with, the pandemic has also reduced the CPM (cost per thousand impressions) on advertising. This is an excellent time to invest in a successful Facebook advertising campaign, which can act as a low-cost means of generating leads and sales that can help you make more money.
When an advertising campaign is coherent and repetitive, it is most powerful. This is why Facebook retargeting is a viable option to consider during and post the pandemic. Retargeting allows you to tailor campaigns to users who have already interacted with your company. Referring back to our first argument on investing in your current clients, the rationale is the same.
Run exclusive sales and promotions
When companies reopen, a good way to entice customers to come back is to deliver special promotional discounts or offers. These kinds of promos can attract new clients while also stimulating the interest of returning clients. This concept can be applied to a variety of industries (theatres, spas, gyms, etc.), but it fits very well in industries that have been hard hit by the pandemic, such as restaurants and travel.
Customers may feel the need to invest in you if you offer discounts, freebies, and other similar savings opportunities. You can also provide membership discounts to consumers who want to invest in you over a certain time frame. This can allow you to earn money even when times are difficult.
Revisit your contact strategy.
As people’s interests and schedules change, the previous communication approach becomes obsolete. It will be prudent to reconsider the emails you send out, the materials you create and your overall approach to your consumers. This may mean completely redoing your content calendar or placing certain blog posts on hold as you work on articles that address worries, concerns, and questions about the current situation. This suggests that you should take the time to get to know your post-CoVID-19 consumers.
One method is to send out an email survey with questions about their current objectives, pressure spots, and expectations. Make them simple to answer (multiple choice or pick a point on a scale), but leave certain questions open-ended so you can glean a few nuggets of knowledge from your clients. You can also use this insight to reconsider your contact style and provide great services to your clients. You can revamp your advertising, tweets, videos, webinars, and podcast episodes to reflect your customers’ current preferences.
Mediavine, an advertisement network targeted toward blogs, did an excellent job of sending out monthly newsletters with helpful resources, updates, and positive messaging both before and after the height of the pandemic. Taking the opportunity to tell your customers that you are with them in this together, can have a long-term effect that extends past the pandemic.
Concentrate on a few main paying advertisement platforms.
As previously mentioned, PPC ads are the way to go right now, but relying on Google Ads, LinkedIn Ads, Twitter Ads, Facebook Ads, and Instagram Ads simultaneously may not help you. Determine where your target group spends their time and then concentrate the majority of your PPC resources on those platforms.
As an example:
- Your target audience is likely to be on Instagram if you run a beauty store.
- If you have a more serious company, such as an alcohol recovery center, you might concentrate more on Google.
- LinkedIn is the place to be if you have a business-related product or service, such as a keyword analysis tool.
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Use these strategies to achieve and thrive throughout the COVID-19 term.
Having a few effective digital marketing methods to fall back on as the world slows down can not only help your firm get back on its feet but will also provide you an advantage over your competitors. The most crucial piece of advice you can remember is to prioritize both – your clients’ and your own requirements.
For further information, get in touch with us today. Kalpins is a leader in the digital marketing domain. We have the expertise across all domains of digital marketing to provide integrated marketing support to pandemic-affected companies across all sectors of the industry.
