The COVID-19 pandemic has forced a lot of people to stay inside their homes. This changes the way you market your company. Billboards, pamphlets, and other physical marketing methods are now challenging to get engagements and conversions from. And while the pandemic is a popular topic, it’s also a touchy one to tackle. How do you market your products and services effectively during this difficult situation?
Double-down on Your Digital Marketing Efforts
Even during normal circumstances, digital marketing continues to grow in importance, as an overwhelming majority of Americans have access to the internet. Over 70% of them are active on social media as well. You’ll need a plan that includes social media marketing, pay-per-click advertising, search engine optimization, and website design.
If you’re not familiar with these methods, outsource a CMO (chief marketing officer) experienced in these practice areas. They’ll provide strategies that improve your Google search ranking, social media presence, and overall online reputation.
Review Your Customers’ Purchasing Habits
If you’ve been in the business for a long time, you likely have your customers’ buying habits on-lock. However, that’s just under normal circumstances. COVID-19 has changed the way people purchase products and services. As such, it’s important to reevaluate them, especially if you run a primarily brick and mortar business.
Send an email newsletter to your customers with questions about how they buy their products, when they do it, and the factors that influence their purchase. Consider asking about their payment methods as well. If they primarily purchase products and services online now, you may want to open an e-commerce site and partner with delivery couriers. If your customers prefer contactless payment over hard cash, update your POS to accept them. But if you can’t conduct surveys at the moment, just think of ways to make buying safer and more convenient for your customers.
Be Responsible with Your Language
Whether you’re using text, photo, or video, you need to be extra careful about the message you’re putting out. As a rule of thumb, avoid messages that imply close physical interaction with other people and pictures with large crowds. Medical experts and the government recommend social distancing and staying at home during this quarantine period. You don’t want to provide a negative example to your customers.
It’s good to share information on how to stay safe during the pandemic, no matter which industry your brand is in. However, you shouldn’t go overboard with it and start spreading fear, or worse — misinformation. Do thorough research before writing your blog articles and fact-check them before posting. If possible, consult your local medical authorities on how you can use your voice so that it’s beneficial to the cause.
The pandemic has shaken up the way people consume their products and media. If you want to engage your customers properly during this time, you need to be responsible and innovative. Use these suggestions to make your marketing efforts more effective, impactful, and most importantly, accountable.