The impact of COVID 19 pandemic continues to spread through various industries, and many business owners are struggling to find a way to improve their revenue. In these uncertain times, one of the best things you can do is to strategically shift your marketing efforts and prepare for anything that might come.
In case you don’t know where to start, this article will help you learn more about efficient tactics our marketers implement in their strategies, and teach you how to prioritize your marketing efforts in times of crisis.
This means that you should put a hold on anything that does not add value in this situation, and try to think what you can offer to your audience at this challenging time. Even if you have spent months planning your marketing campaign, try reconsidering the tone of brand messaging and critically assess to see whether the type of service/product you are offering is something people need at this time. This will help you represent your products in a way that will convince people that they do need them.
Also, make sure that your ads are not insensitive to the hygiene pleas from the health organisation. An excellent example of this is the KFC’s “finger-licking good” campaigns that had to be cancelled.
Focus on SEO
Even if you think you have already done enough, do more SEO. People are spending more than usual in their homes and browsing the web. Because of that, you will have to make sure that your website is seen.
One of the best ways to make sure that your SEO is well optimized is to use tools like SEMRush to perform analysis and see which pages of your website are ranking, as well as to discover the keywords they are ranking for. Apart from that, you can use MarketMuse to optimize the content on those pages. You will be surprised how these small actions can drive traffic to your website and improve your ranking. If you can afford it, hiring an SEO professional is always the best option.
Personalize Email Messages as Much as Possible
No matter if your email has been sent to a mass list, don’t forget to reference the recipient’s name, maybe even job title and company if you are B2B oriented. This will add a personal touch that will be highly appreciated. You can also create a survey and ask how your business can help your clients in these tough times, or incite your customers to share the challenges they are facing during the pandemic.
One more thing that should be implemented in your email marketing campaign, is creating two or three different emails per week. One should be focused on selling, while the other should be informative. This will help you provide value to your customers, and make your messages useful. While the other businesses are just clogging the inboxes, you will stand out with empathetic, and concise messages.
Create Reporting Based on Up-to-Date Results
Since the pandemic has changed the way we used to do business before, the year-to-year or month-to-month reporting will not provide relevant information. Instead of this, you should build a day-to-day report from the beginning of March, when this entire situation started.
Focus on engagement, CTR, brand search volume and other higher metrics, so you can quickly evaluate what is working and what doesn’t give results.
Hire Experienced Marketers and Prepare for The End of Crisis
This too shall pass, and when it does you should be well-prepared. The only way to do so is to constantly improve your marketing campaign, and highlight the importance of your target audience.
If you are not sure whether you can do this on your own, contact us to see how our experienced West Palm Beach digital marketers can help you.