Want to know what digital marketing looks like in the face of the coronavirus pandemic? This article is a good place to start.
Here, we’ll simplify what’s arguably a broad and complex topic so that you can gain an understanding of the current situation. Ultimately, what we want is to provide you with an outline of what you should do going forward.
What the Pandemic Has Done
The crisis we’re all facing has had many profound effects on businesses as a whole. Let’s take a closer look below:
One, it has restricted physical interaction. Your employees have to stay at home and away from each other to ensure everyone’s safety. This also applies to your customers, making it difficult to reach them and serve their needs.
Two, it has changed people’s priorities. Society is going through a collective crisis that has shifted everyone’s needs to basic survival. This means superfluous expenses are now avoided, as spending power and access to products and services have been severely limited.
Three, it has made it difficult to plan for the future. Businesses and private individuals are now faced with unprecedented and uncertain times. Everyone is trying to be optimistic, but the realities we’re all facing have made the future all the more impossible to predict.
There are obviously other effects the pandemic has given rise to, but the aforementioned are some of the most crucial you need to keep in mind.
What These Mean For Your Marketing
The conditions highlighted above mean that your business has to change the way it normally carries out its digital marketing strategies. Let’s tackle each point separately to come up a conclusion.
On physical distancing: This is where digital marketing can shine. You can leverage the power of the Internet to sustain brand awareness in your customers. You need to let your customers know that you are still up and running, although make sure to make your message relevant and sensitive to the difficulties people are facing.
This leads us to people’s priorities. Health and financial security are the two biggest concerns your customers have today. You must market your brand in a way that addresses these needs, and this will depend largely on what type of products and/or services you provide.
A few ways that apply to any business, however, include a) highlighting safety precautions your business has implemented to protect everyone’s health; b) using your platform as a way to deliver relevant and important information to your customers; c) providing flexible payment options such as discounted rates and installment schemes.
The goal is to realign your brand to fit into your customer’s priorities. Once you’ve found the hows that are specific to your business, you must communicate them to your market.
To conclude, we’d like to focus on what we believe is the most important concern of the three: people’s perception of the future. As a business, you’re in a unique position to influence people’s thoughts and behaviors.
Use this chance well by giving them hope for what’s to come. Get involved in relief efforts around your community, keep your customers engaged in the meantime, and persevere through your own challenges so that the market can follow in your footsteps.
Want more specific advice from a marketing consultant in the US? Feel free to browse through our many resources. We provide digital marketers with industry guides to help strengthen their brands, even in difficult times such as this.