Digital Marketing during COVID-19 – How to make it work
It’s nearly the end of 2020, but next year is still looking far from normal. Digital marketing during COVID-19 can be a tricky landscape to navigate but it’s more essential than ever if you want to grow your business and give it a strong foundation.
Whether you spent 2020 feeling out of your depth, or just want to check you are on track, use these suggestions to supercharge your digital marketing strategy for 2021.
- Connection is key
Even in periods with low restrictions, people aren’t out and about in the same way they used to be. Keep connections alive and build new ones by ensuring your social media and newsletters are relevant and reaching out to people on a personal level. You don’t need to get too emotional but let them know how you’ve adapted and how you are still a useful service or retailer for them.
- Be easily found
It may seem obvious, but if people can’t find you, they can’t engage with you. Make sure you have active social media profiles on the channels your customers favour and a website that can be easily found. Existing customers may know your website address but use Search Engine Optimization (SEO) techniques to make sure potential customers or those new to the web can locate information about you with ease. Make sure to include a Google listing too; an easy way for people to find your website.
- Explore PPC Advertising
You may not have felt the need for Pay-per-click advertising previously but the combination of COVID and the winter months mean people are spending extending periods indoors, and that means increased screen time. Get your business in front of the right people by running a targeted ad campaign.
- Don’t be afraid to incentivise
The rulebook is out the window now, so make the most of it! Are your competitors running offers that you should be matching? Are there ways you can get people shopping more regularly? Now is a great time to try out e-commerce techniques such as subscription selling. People are delighted to remove items from their to-do lists and embracing the regular receipt of goods straight to their door.
- Support Local
There has been a surge towards local businesses both due to practicality and people’s desire to keep them afloat. Embrace it! Make sure you showcase reviews from your customers, optimise SEO for local keywords and partner with other local businesses to increase your reach.
- See the opportunities
When your well-thought-out plans are turned upside down, it may feel like there is nowhere to turn, but the switch to a digital workspace provides fresh opportunities for any business. Services can offer online consultation, consultants can provide webinars, and retailers can use e-commerce platforms to alter their trajectory. Don’t jump in feeling like it’s a stop-gap – start planning for a future where your business embraces in-person and digital options to maximise its potential.
Need a helping hand?
If there’s one thing we have all learnt from 2020, it’s that adaptability is key to our success, in business and at home. Your digital marketing strategy needs to reflect that so be prepared for some sudden pivots. We’d love to talk to you about creating a digital marketing strategy for 2021, so please get in touch if you want to chat.
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