DIGITAL MARKETING IN THE AGE OF COVID-19:
A GUIDE ON HOW TO MAKE IT WORK
Why are people endlessly scouring social platforms for the latest news?
The need for communication.
Why is Professor Charmaine Gauci bracing the nation EVERY DAY with immediate updates on local COVID-19 cases?
The need for communication.
In an era where uncertainty reigns, the only way the public quenches its thirst is by gathering and processing information. And amongst the flurry of media, there’s one that’s keeping the world receptive.
The digital space.
Online information is taking precedence on almost all media channels. Ask yourself: what if customers are waiting for YOUR message too?
In the hour of reduced sales and pending job cuts, the first thing that’s usually thrown out of the window is marketing. But is that really wise?
Customers are shifting their attention to the digital spaces to learn how they can get their hands on their favourite product. How their preferred service provider is adjusting to the situation. And because of this, a verdict was reached.
Your business NEEDS digital marketing now more than ever.
Because DIGITAL MARKETING IS COMMUNICATION.
This hour of need has altered the usual promotional trends companies were adopting and many are finding themselves in a hurdle; asking “But what type of promotion should I do now?” The answer is simple – see what your customers want, and give them just that.
Our team of digital experts have assembled an easy-to-follow guide, full of digital marketing tactics that will help place your business amongst the winners.
SHARE THE LATEST COMPANY UPDATES
Most brick-and-mortar stores have no other option but to close their shutters and forgo their usual customer traffic. A proportion are making their utmost to keep basic operations going; others have hung their ‘closed for business’ sign for the foreseeable future.
Do all your customers now about the new systems of operation? Unless you want customer dissatisfaction to break your business, use that Facebook page for good use. Create a post explaining the way-forward and amend your page’s business hours. Make sure you pin it to the top to give it precedence over other info.
Turn your attention to your Google listing. Update your hours and publish a Google Post with the necessary notifications. Information is key!
AMEND YOUR ADVERTISING CAMPAIGNS
Which product do you think will sell more during the COVID-19 pandemic – an expensive kitchen top or an ergonomic chair? We’re inclined to point to the latter.
Maslow’s hierarchy of needs implies that customers will satisfy the most basic needs first. Think about all the items people are concentrating on at this point in time.
Forget toilet paper; that’s foolish.
Food supplies, hygiene products, craft materials to keep kids entertained, comfortable furniture to work from home, vital medicines, internet data and call bundles, fitness equipment, insurance services, emergency medical care and the list goes on.
Listen to what customers’ current deficiencies are. Optimise your ad budget to boost those products. Use high-quality images to showcase your inventory, place all pricing information and outline all the details. Re-target to past customers through email marketing or encourage new ones through Google Ads.
CHANGE YOUR CALL-TO-ACTIONS
Every promotional effort should be accompanied with an encouragement to act. During such troublesome times, avoid asking customers to get out of the house.
Drive interest to your online channels by placing a ‘Message’ button with your ads, create promotions that take users to your website or catalogue, and offer consultations through virtual conferencing tools such as Skype.
Create content which customers can relate to. Adding delivery options, expedited shipping offers or request for call-backs can improve your return.
Keep your communication lines open. In the age of digital, getting quick answers is what differentiates you from the competition. Keep your Facebook and Instagram message centres open. Respond to customer queries in the quickest time possible. There’s a possibility your website’s Contact page will get frequent traffic, so keep your inbox open at all times.
With competition so rife at the moment, your only life jacket is to keep the communication flowing.
HIGHLIGHT FREQUENTLY ASKED QUESTIONS
Facebook’s messaging system is the perfect business assistant.
- Go to your business page
- Click on Inbox
- Select Automated Responses
- Assign the top FAQs to be listed through messenger.
Its advantages are limitless – you’ll give customers quick answers to their problems, you’ll avoid repeating the same replies and will make your business look ready for whatever the occasion.
FIND ALTERNATIVES METHODS TO SELL
Been putting the idea of an online shop on the back-burner? Time to promote it to first preference.
Instead of halting all operations, an ecommerce website will make it possible for your customers to access all your inventory and make their purchases without leaving their homes.
That means, your revenue keeps a constant flow and your business doesn’t lose momentum. Set up Instagram shopping ads to get discovered and apply re-marketing tactics to reach those most interested in your offer.
With years of experience in the strategy and creation of e-shops, our digital gurus are ready to make this dream come true.
DEAL WITH CUSTOMER OBJECTIONS ONLINE
Most of your customers are feeling helpless. Quick thinking, empathy and reassurance are the order of the day. Remember, building meaningful relationships, even when done through online channels, is what makes customers come back again. Be a solution-provider, not a problem-fighter.
SHOWCASE GRATITUDE TO YOUR EMPLOYEES
Some believe that the way a company treats its employees is the way one regards its customers. Such a statement couldn’t be truer.
Show your appreciation to those that, when in dire times, are keeping your business afloat. Whether most employees are working from home or taking hefty precautions to keep away from possible contagion, your staff deserve a huge clap. Proudly display their efforts on social media and showcase their accomplishments for the world to see.
In an era where everything carries its own trifle of uncertainty, one thing remains certain. The need to correspond, to inform and to support.
Not sure how to get started?
You’re in luck – our team of digital marketing experts are ready to make your promotional efforts reach the right audiences and get the return on investment you’re aiming for. Hit our inbox and let’s get started.