Online behaviors have changed amid the COVID-19 pandemic. While some companies that provide “essential goods” may thrive in the midst of the Coronavirus, many others are being forced to reevaluate their business strategy and budgets. Doing business in uncertain times can be stressful, but all the work shouldn’t stop simply because demand is low. Here are three types of digital marketing initiatives that you need to keep going, even through a crisis.
1. Social Media
The first thing to keep in mind is that “staying home,” means even more people are on their devices, and especially social media. That’s why even though business may be slow, you can’t let your social media presence lag. Your customers still need to see and hear from you. Keep them entertained and informed. They’ll be back after all and they’ll appreciate that you didn’t disappear in bad times. Lower your paid social media budgets, if necessary, but maintain an organic social media presence, because we all need a little distraction as we’re all scrolling through endless posts about COVID-19 and streaming the “Tiger King”.
2. Email Marketing
You’re still receiving promotional emails, right? That’s because email campaigns are both cheap and effective. It’s not the right time to push out hard sales, but it could be beneficial for you to remind the public to stay home and that online purchasing is the way to go. People most likely still need what you’re selling, so keep reminding them that you’re still here and ready to serve. Once things get back to normal, they’ll remember that you helped make getting what they needed quick and easy.
3. SEO and Content
Now more than ever, it’s critical to maintain and grow your Search Engine Optimization (SEO). Even if search demand is low in the midst of the COVID-19 pandemic, keyword rankings are staying the same, so reducing or pausing spending on SEO and content marketing will affect your rankings drastically. Just as in business, in SEO it’s all about the long game. You’ve invested in getting to where you are, don’t give it up now.
As suppliers of goods and services, we all have a responsibility to be sensitive to and prioritize our customers’ needs in the midst of a crisis like COVID-19. If you keep your brand in front of them in a respectful way and maintain a healthy digital marketing campaign in line with the three key points above, you’ll have a head start on your competition once things get back to normal.