Here are six marketing tactics that businesses can use to recover as swiftly as possible and reconnect with audiences.
1. Put your focus online
A surprising side effect of COVID-19 and global lockdowns is that more people are buying online. In the U.S., online sales have increased by 42% year over year in August, so now is the time to invest in the online aspects of your business and maximise your digital presence to ensure that existing channels are working to their full potential.
A great first step towards success in this arena is to analyse the data – what promotion was the business doing pre-pandemic and how effective were those efforts? What are the main sources of traffic and which have provided the most conversions? From here, you have the basis for a stronger digital marketing strategy that can be developed further for greater success during COVID-19.
2. Being honest
Honesty may not seem like a typical marketing tactic, but it genuinely helps a business to be open with their customers and to have a reputation as an honest brand. COVID-19 has taken its toll on everyone and with so many aspects of our lives changing from week to week, all customers want to know is where they stand.
Whether it’s amendments to delivery times and stock levels or the number of employees on hand during a shift, it pays to be honest and open. Not only does it provide a better customer experience, but it also humanizes your business.
3. Provide valuable information
Many businesses understand the importance of optimizing their pages for sales but providing informational content can be just as crucial.
Your customers come to your site at various stages of their journey – it may be when they’re primed to buy a product or a service, or it could be simply for information. It’s important that you cater for users at every stage of the buying journey so that they understand what you have to offer.
4. Ask how you can help your customers
The pandemic has been extremely tough on businesses in all sectors, but it’s important to remember that it’s been hard on customers too. As a business, you need to understand what you can do in order to help your customers during this challenging time. Your marketing strategy should be centred around what your business can do for customers and what additional services and support you can offer them.
5. Now is the time for paid search
Many companies are looking at their current situation and believe that it’s the right time to reduce ad spend. Doing so actually gives businesses who are willing to buck the trend the opportunity to improve their marketing effectiveness and see positive results.
If you’re willing to stand out from the crowd during this time and take a risk, you’re likely to find that now is a great time to experiment with paid search. With online spend so high from customers, it could be a game-changing marketing tactic for your business.
6. Try something different
There are sure to be aspects of the marketing world that your business has yet to try. Perhaps it’s social media, trialling video content or email marketing, to name just a few. If there’s a channel that you’ve been considering for a while but haven’t had the time or the courage to try , now could be the time. Marketing during COVID-19 is altogether different than previously, so why not take a leap and try something new?
It’s understandable that businesses will be uncertain about what the future holds in the wake of COVID-19. But with the right digital strategy, brands can build better relationships with their customers, enhance online publicity and see long-term success.