In challenging times such as the current COVID-19 pandemic, communicating brand identity and values remains important. As the majority of people are staying at home during this time, more people are online right now, glued to their computers and phones looking for updates and trying to stay connected via social media. That makes this the best time to realign and refocus your marketing efforts, to reach out to a wider audience through Digital Marketing.
Digital marketing can become an effective way for you to remain in touch with your customers and increase lead generation during the Coronavirus pandemic.
In this post, we’re sharing 7 tips that may help your digital marketing stay afloat during this difficult time.
- Build conversations with your customers or clients
Consider this an opportunity to grow your relationship with your current customers. Make your customers feel a little bit more special and engage with them. Starting a conversation with your customers, can help you finetune your brand, by listening to customer and consumer trends and being armed with topics of interest.
Here are some important points to note:
When interacting with your audience on social media, exchange ideas and listen to your customers in terms of how you can improve your brand and the value it adds in their lives.
Create a discussion forum or develop an easy, time-saving online FAQ for customers. This creates an open discussion that allows you to see what customers may be missing from your brand.
Interacting with your audience on positive and negative matters offers you the opportunity to learn more about corners of your business that you never knew existed.
- Re-optimise content you’ve already created
If you’re worried about your new content getting buried by the 24-hour Coronavirus coverage, invest some time and effort in improving content you already have.
Re-optimising blogs and landing pages that rank in search but not in positions that drive traffic to your site, is one of the best ways to show content marketing ROI. This will ensure that your content ranks for keywords that matter when demand for your products and services bounces back.
- Stay online and keep your brand top of mind
With social distancing in place, many of your customers will be online more frequently. Not only will they be more likely to engage with your business during this time; they might also have questions or comments, so ensure you’re there to answer any queries they may have. Keeping in touch with current customers and getting your business in front of your target audience through social media, ensures that your business is right there when customers need you most. Stay in touch with your online community, so that they can see your business is available to them.
- Add flavour to your website
With audiences being indoors, there’s a high possibility that your website will get more visits than before, as audiences are now living with limited options of entertainment. Here are a few things you can do to try and improve your website:
- Rearrange your call-to-action (CTA) strategy to fit in with the current situation. For example, enhance your CTAs to make them easy to find and communicate special offers clearly.
- Relook at your SEO strategy. Try to use current and relevant keywords that will be picked up on searches. For example, add interactive content that synchronises with the current situation and make sure to use words that are keyword-rich.
- Start competitions
For a long time, competitions have been known to improve brand awareness and attract new audiences. And through digital platforms, there are many ways in which you can host competitions. For example:
You can share interesting information about your brand and even ask questions like “In which year was our business logo rebranded?”. The follower who gets the answer right could win a prize deliverable after the lockdown.
If your business is a restaurant, pub or venue, you could, for example, ask your audience about their best moments at your outlet. The consumer with the best story could win a voucher, which they could later use at your establishment.
Competitions are a good way to keep your consumers engaged and entertained, especially during the COVID-19 crisis. Audiences are always looking for ways to keep busy, therefore create contests that are designed to be fun, educational and captivating.
- Send regular newsletters
A regular email newsletter allows customers to read when it is convenient to them, while giving you the opportunities to push products, and include click-throughs to your website.
Your competitors will be fighting hard to win over your customers, so it’s up to you to ensure you keep your customers loyal to you. Sending email newsletters is one way to keep your brand at the forefront of the minds of your customers and to keep them loyal to you.
- Plan for after the pandemic to bounce back stronger
Demand is going to rebound, and you want to make sure you’re ahead of the competition when it does. Now is the time to audit your strategy and ensure you have the foundation in place to find and engage your target audience during and after this crisis.
During these troublesome times, it’s important for your business to use digital marketing as a platform to continue keeping the relationships you’ve already built, while cultivating the new ones. Try to be as authentic, empathetic, and as transparent as possible with your customers during and after this time.