The world around us is changing.
The reality we face today is something we couldn’t even have imagined until a few months ago.
Over the past few months, businesses have grappled with an unprecedented situation and tried to find ways to weather the storm.
In situations like these, brands have to adapt quickly. A study by Bain & Co., featuring 3,900 companies, shows that companies that act fast during a crisis are able to increase their market share and profit margins.
The marketing landscape is changing…
COVID-19 has caused some traditional marketing channels to disappear completely. These include conferences, trade shows, live events, and exhibitions.
Additionally, physical distancing measures also mean that coffee meetings and other one-on-one interactions might not happen either.
So, how do you network and build customer relations?
This disruption in marketing activities means that you have to re-evaluate your marketing plans for 2020 and beyond.
What options do you have?
The ability to adapt is what makes a business resilient. While some marketing channels may not be available, at this point in time, you can still benefit from others that are.
Going digital Is the key.
i. Embrace Digital Media Marketing
If your business thrives on social interaction and networking, you can leverage your website and social media platforms to build and nurture relationships.
The possibilities are endless. Your online presence is not limited to just posting content. You can also use tools like Facebook Live, Webinars, and LinkedIn Group Discussions to engage with your customers and partners.
You can also consider reallocating your marketing budgets to run campaigns on social media platforms and in digital publications to reach your customers. This can get you more bang for your buck because COVID-19 has resulted in a 70% increase in web browsing!
A fully integrated digital marketing strategy can help you stay connected with your audience, no matter where they are.
ii. Focus on Search Engine Optimization
According to a report by Deloitte, digital sales grew by 18% in Q1 2020 compared to Q1 2019.
As many stores are functioning at a limited capacity, this trend is likely to continue. This means that, at some point, brands and retailers have to embrace e-commerce.
To ensure that your customers and prospects can reach you online, you have to focus on SEO.
By using the right keywords, you can achieve stronger organic results on search engines like Google, Bing, and Yahoo.
Keywords and link building are important, but the SEO of today is also about quality. The better your content is, the more visibility it will get. That is why it is essential to work with someone who understands how SEO works.
iii. Let your content take the driver’s seat
What brings your digital marketing strategy and SEO to life is solid content.
Content that is valuable, relevant, and engaging can not only engage current customers but also attract new ones.
With the situation evolving on a daily basis, because of COVID-19, content marketing can be a great tool to ensure that you are providing timely news and updates to your customers. This is particularly true for businesses in retail, pharmaceutical, and technology industries.
For instance, if you are a fitness apparel retailer, you could create a home workout series in collaboration with fitness influencers and trainers. You can also use your online platforms to keep your customers updated about store reopening, invite customers to share their content, and virtually launch new collections.
Today, you even have the option to outsource content creation to ensure faster turnaround times and a steady stream of relevant content.
iv. Enhance your web presence
Website is a key element of your marketing mix. Especially during a time where physical interaction is limited.
Companies need to carefully review their messaging and ensure that their websites provide adequate and accurate information. Everything from the tone of voice, imagery, content, and CTAs has to be aligned.
If you don’t have a website or need to upgrade an older one, you would need to do the following:
- Choose a platform to build it on.
- Site mapping and wireframing.
- Drafting content.
- Establishing CTAs for visitors at different stages in the buying process.
- E-commerce and social integration.
- Website testing.
Many companies choose WordPress to develop their websites because it is an easy to use Content Management System and also features an e-commerce store platform – WooCommerce. Today, it powers 35% of the internet, an increase of 2% compared to early 2019.
Your website can be a powerful marketing tool, which is why it is important to work with consultants who can empower you to use this platform effectively.
v. Try email marketing
Email marketing costs much lesser than other marketing tactics, such as advertising, and can help you reach the right people.
Inbound automated email marketing, for instance, ensures that you nurture every lead that gives you consent to market to them and creates valuable secondary conversion points on your website that help convert visitors at all stages of the buying process.
If you’re looking to boost your sales efforts, email marketing should be on your list of things to consider.
Developing a strong digital marketing strategy can help you get through this rather challenging year!
We can help you adapt your business and create a tailored email marketing strategy, outsourced content, web marketing, and more. Call 1-888-701-4441 or visit www.digiforcemarketing.ca for a free consultation.
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