What Coronavirus Means For Your Company’s Digital Marketing Strategy
The old saying “it gets worse before it gets better” seems to be playing out on the international stage in the wake of the Coronavirus epidemic. With experts now predicting that the virus will begin to die off in June, people continue to hold out as cases rise in some parts of the world, while falling in others. It’s obvious that COVID-19 is hitting its apex, and once the hardest period is over, things will start going back to normal.
In the meantime, you’re probably thinking about the long-term well-being of your company, your employees and your brand image. Digital marketing never stops, and it can be used not only to keep your company strong during the height of this pandemic, but after the danger has passed. Here’s a few things to remember.
With millions of people stuck in limbo as businesses remain in shutdown, more are at home surfing the web, checking the news and doing a little light shopping. Now’s the time to engage them with pay-per-click advertising methods. As PPC rates continue to drop during the COVID-19 outbreak, it’s a smart move to save money and get your company’s name out there for everyone to see. A reduction in competition during the lockdown era is an opportunity for your company to take advantage, and outpace your rivals.
Use SEO To Stay Ahead
Being at the top of search engine results is vital on a good day. Think how much more important it is during a crisis! By utilizing SEO at this time, you can remain relevant and high ranking in search results, which is a vital cog in the marketing scheme of your overall business plan. The last thing any company wants is to neglect this avenue, only to drop in ranking once the crisis has passed. Many companies are making the mistake of putting the brakes on their SEO campaign altogether, while Coronavirus runs its course. In reality, it should be the opposite. Don’t make the mistake of losing your SEO footing, or it could have detrimental effects later on. Remember the old saying “Out of sight, out of mind,” and keep it at the forefront of your thoughts.
Prepare For The Recovery
When COVID-19 passes within the next few months, we may see the most incredible economic bounce-back in history, driven largely by consumers who have been pent-up in their homes for what feels like an eternity. They’re going to want a return to normalcy, and with that comes purchasing power. Plan well enough in advance to account for a boom in customer spending, and don’t forget things like sales campaigns, Welcome Back offers, or flexibility in your services. When this is all over, you don’t want to be caught with an influx of business that you didn’t prepare for!
Keep Your Messaging Positive
It should go without saying that you should never capitalize on the fear and uncertainty revolving around COVID-19. Not only is it immoral, but it will speak untold negative volumes about your company’s ethics and reputation. Your brand messaging should be positive, inspiring and encouraging at all times. This is the right climate in which to engage your customer base on a human level, rather than a corporate one. Talk to them as if they were your neighbor, rather than a paying customer, and remind them that things are going to be Okay.
Tie Up Any Loose Digital Marketing Ends
Before COVID-19 hit, you may have had plans to work with your digital marketing agency on particular weak points, but never had the time. That time has now come. Before the recovery kicks in, take advantage and give yourself a few weeks with your digital marketing agency to patch anything up that needs work. This could include website optimization, your Email marketing strategy, or even a video ad. The trick here is to identify the things you wanted to fix before the virus hit, and amalgamate those fixes with an updated strategy that will put your company ahead of the pack once the virus is gone. For instance, an update to your website could strengthen its weak points, while also giving you a chance to implement that Blog section you’ve been meaning to add. Your first article? It could be a positive message to your customers after the danger has passed, which sets a great precedent moving forward.
One thing is certain – Coronavirus has hit its peak. We’re seeing the worst of it right now, but the numbers will drop in the coming weeks before there’s a return to normalcy. The fallout of the COVID-19 pandemic will be felt for a long time, but with the right digital marketing strategy, your company can recover faster, easier and with less stress than your competitors. For more information on how the right digital marketing strategy can aid you during the Coronavirus outbreak, please contact us today.