Covid-19 had made a dramatic entry into our lives last year. It changed us and the way we behave with one another. It is still changing the way we interact with the world and how we do business. It won’t be an inappropriate thing to say that for many businesses, this is a life-and-death situation. They are fighting tooth and nail to survive Covid-19 and thrive in this supposedly shrinking market. We have entered an era where physical offerings have become nearly impossible. The clear and visible goal now is to ensure the survival of your company because only then you can focus on sustenance and growth in the future.
You can find several examples of industries where demand has plummeted rather drastically. But many companies have also beaten the odds and have been able to survive through this tough time. Waiting for the day when normality returns seems like a futile thing to do. It is time we adapt, change and evolve and focus on the following 5 major changes in our digital marketing strategy to ensure the survival and growth of our business.
1. Devise A Retention Strategy For Your Business
Tweaking your business retention strategy / business continuity plan is going to give you a different perspective of the adverse effects and possibilities that the pandemic has brought about. Focus on your challenges with facts, research, optimism and creativity. As a millennial marketer, it is important for you to center on retaining clients and operating fully even during COVID-19 and for that you will have to:
- Find the best ways to help your clients with their queries amid the lockdown/ post lockdown
- Work towards improving communications with your existing and prospective customers
- Think of ways to support your teams and employees who are working from home
2. Work On A Social Media Presence
People all around the globe were introduced to the terms “self-isolation” and “social distancing” during the pandemic. What transpired after that is that their only source of information was social media. Needless to mention, it was also their only and biggest source of entertainment as well. The internet was their sole rescuer for the longest time.
Facebook says that it recorded a 70% increase in its use time in Italy alone. A survey conducted in the U.S. found that 43.1% social media users used Instagram much more when faced with confinement to their homes. A huge 63.7% and 62.3% user base claimed their usage of YouTube and Facebook (respectively) to hit an all time high since the imposition of the lockdown.
Your Key To Survive Here? Bank On Social Media!
- Leverage various social media platforms to build a brand presence
- Put out useful, positive and informative content
- Back your trivia and claims with viable stats and sources
- Engage your audience with interesting audio visuals
- Make it a point to interact with them on a regular basis
- Be more empathetic and considerate in your posts
- Display solidarity with people in distress
3. What About Reviewing Your Target Keywords?
The prevailing economic conditions have influenced the choice of search terms and phrases that your audience uses. According to search engines like Google and Quor, the interest for the word “coronavirus” has spiked by more than 260% ever since the pandemic hit. The search terms such as “near me” and “grocery delivery” have also become extremely popular during the lockdown / self isolation period being practiced globally. What are you waiting for? It is time to review your keyword strategy right away.
4. Be More Creative With Your Emails
People carry their smartphones practically everywhere they go. You may choose a mix of digital marketing channels to target your prospects and stay connected with them 24/7. It is time to understand what your target market / customer is expecting from a business/ brand like you, especially during this crisis. Following are a few things that you will have to be mindful of when targeting your prospects with creative email messages:
● Remember to have an empathetic and cordial tone in your emails
● Refrain from sounding too casual or humorous when there is no need for it
● Come up with helpful, positive and inspirational content in your promotional emails
● Focus on providing value to your reader rather than initiating conversations
● Promise only on counts where you can actually deliver
● Provide them with products and services that they need at this critical hour
5. Revamp Your Marketing Approach
● Work on search engine optimization more diligently than you have ever before
● Be more vocal with your customers and give them a reason to connect with your brand
● Communicate with them more proactively so that your consumers know that you are there with them in all solidarity ever ready to help them out through this difficult time
Use these approaches and you will see that you are able to reach out to an even broader target audience who would have never even considered connecting with your brand before the pandemic or otherwise. Companies who are able to turn this difficult time into an opportunity and don’t see it as a threat will be the ones to survive, thrive and grow.