The COVID pandemic has led to a sharp increase in time spent online. With so much of the world actively engaged online, your brand should not be an exception. Many brands, however, are left wondering what kinds of messages they should be sending, and how to stay relevant when nearly every brand is fighting for attention in the virtual space?
Building your online presence during a pandemic is no easy feat, but with the right tools and perspective you can develop a genuine connection with your customers that leads to increased online interaction even as consumer purchasing patterns fluctuate.
The Best Digital Marketing Strategies for Today’s Circumstances
If you’re looking for a roadmap to guide you through this unfamiliar environment, we can help.
Here are our tips for maintaining your brand’s image and connecting with customers in the current climate of uncertainty.
Tip #1: Focus on Delivering Value
Be sure any message you send is one that contains some kind of value for the customer. With so many brands taking the “we’re in this together”, it’s no surprise that many consumers are starting to feel a little skeptical or even cynical about these kinds of messages.
Rather than putting all of your efforts into projecting positive vibes, focus on serving your target audience in concrete ways. It’s through action, not just words, that you will build trust and retain attention.
Tip #2: Understand that Mistakes Happen
We’re all new to this, and no one has a degree in marketing during a pandemic. If you do get started off on the wrong foot or find that your messages aren’t generating the positive reaction you hoped for, don’t be afraid to apologize. Listening to your audience and acknowledging that you’ve made an error is the best way to move forward.
Tip #3: Cater Content to Consumers’ Current Needs
Right now, it may be best to emphasize qualitative over quantitative data. You may need to focus on creating content that doesn’t necessarily generate the kind of outcomes you’re used to.
Instead of producing content meant to increase your ROI, you may want to ask yourself how you can provide consumers with a positive experience they’ll remember in more stable times. This could involve putting out some kind of “infotainment” that helps customers fill their time in a constructive way, or other types of creative content that are relevant to your industry but don’t necessarily promote your product or service outright.
Tip #4: Take Advantage of PPC Marketing
With fewer people out and about, more and more individuals have taken up residence in front of their screens. This means more Google searches and more eyeballs on pay-per-click (PPC) ads.
If you’re not already using PPC marketing, there’s never been a better time to start. Thanks to a decrease in cost-per-click and increase in viewership, you’ll get the best bang for your buck with this digital marketing strategy.
Tip #5: Put an Emphasis on SEO
Don’t consider this lull a time to pull back on your SEO efforts. Instead, you should be optimizing your website and content on a very frequent basis to remain on the front page of Google SERPs.
Implementing local SEO strategies is also more crucial than ever as many families are sticking to their local neighborhoods for supplies and services. Local SEO can help ensure your website appears in “near me” searches and makes it easier for customers in your area to find your information. Not only can local SEO drive new customers to your business, but it can also help you be there for your community when they need you most.
Tip #6: Use Social Media for Its Intended Purpose
Connecting with others has always been the main goal of social media. Now is the time to take a moment to connect with your audience over the shared experience of the pandemic.
There will be time for sales pitches and marketing pushes in the future. However, as we all begin to embrace a new normal, you have the chance to tap into the emotions your audience is feeling and let them know they’re not alone.