With no conferences, no travel, and no face-to-face interactions happening anytime soon, businesses everywhere are starting to feel the pain of the pandemic. But some are hurting more than others. Businesses like liquor stores, grocery stores, and some online retailers are experiencing gains in traffic, however, small and local businesses, restaurants, travel companies, spas, hair salons, and even larger companies that rely on referral and foot traffic are starting to wonder what this all means for them as their sales decline and their doors close.
So how can companies like these weather the COVID-19 storm and come out stronger on the other side? The one thing that any company, big or small, can do to help feed leads, make sales, and promote their business during this time of crisis is Digital Marketing.
But why is that the answer? We’ll walk you through our thought process, the reasoning behind it, and even provide you with advice on how to build a digital marketing foundation. Let’s get started!
Times like these first cause panic, then worry and fear. But instead of dwelling on and worrying about things out of your control, you can be using this time to rethink, restrategize, reinvent your brand, and create new processes and ideas that better reach your customers and clients. But shouldn’t you stop advertising right now? Isn’t that the simplest way to save money? While some advertisers are backing off and cutting your budget in this area may make sense, it’s important to consider the big picture. Instead, think about what your competitors are doing. What if you keep your ads running, pivot your strategy, or make small tweaks for the crisis at hand? What if you wait it out, let your competitors pause their campaigns, and instead, you reevaluate your ad strategy? Use this time to figure out what channels make sense for you and if you are targeting the right audience. Really hone in on your initiatives, both evergreen and as they relate to COVID-19, and make the most of them.
Nielsen research, for example, finds that there’s a 60% increase in the amount of content that is watched when forced to stay home during a crisis. That means millions of Americans will be using streaming services and digital channels, offering an ample opportunity for ads. So why not take advantage and get your brand out there while most eyes are looking?
Are you someone who is used to word of mouth referrals, trade shows, and having opportunities to talk your way into a sale? Or maybe you have a small local shop or restaurant that relies on foot traffic to meet your monthly numbers. With the disappearance of any live events, networking opportunities, and face-to-face business, B2B companies and brick-and-mortars especially, are going to need to rely on a digital strategy now more than ever.
The key to making it through a crisis (whether it be a hurricane, tornado, flood, or virus) is pivoting your strategy and adapting to the new norm. Many of these smaller businesses do not have an online presence. But by developing a plan and creating new opportunities, it is possible to adapt to the current market, survive, and even grow your business.
According to Forbes, “Larger companies are now finding themselves in the position of having potentially lost millions through canceled events. They won’t claw back hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies will leave them with a marketing budget to reassign.” Business owners are wondering what to do with this money that would normally be used elsewhere. But for the smaller ones they are “used to getting new customers through word-of-mouth referrals or on the strength of hard-won reputation.” For these companies who may not even have so much as a Facebook page, they’re struggling to know where and who to turn to. “By transitioning to a digital presence, companies can leverage things like social marketing, content marketing, SEO, and influencer-led campaigns to help them get their brand out there.”
With challenges like newly remote teams, needing to cut budgets, and the day-to-day worldwide changes, it’s difficult to understand what is best for your business and where you should shift your focus. So where should you start and what will have the most strategic leverage to help your company evolve and stay afloat?
Being at home leaves ample amounts of time to develop digital strategies and to better understand your company, your customers, and your brand. Think about things like who you’re trying to reach, what does your brand stand for, and how will these values impact your response to a crisis? Does the current messaging you’re using make sense with everything that’s happened? For example, some businesses built a foundation on networking and continued to do so because that’s what worked. But now, it’s time to pivot and do something as simple as refreshing your website and the content on the pages. Take a look at each page and ask yourself, “Does my website answer the questions and provide the information that I normally would give to someone in person?” If the answer is no, this is a great place to start. Make sure your services are current, that you provide the answers your visitors are looking for, and that there’s an easy to find contact form or button so people can reach out to you. This may be a little out of the norm for someone who is used to the face to face sale, but this provides a way to still do that, just digitally and from a safe distance.
We know that in times of crisis that also means budget cuts, and sometimes a lot of them. But now is the time to be smart and cut back where it’s absolutely necessary. Use data and insights to see where you can cut costs where it seems the most productive, but you should also make sure you invest in your brand presence, customer relationships. You’ve worked hard to build those relationships and a brand people can trust. Don’t let it fall by the wayside because everything else in the world is on hold. Keep up and engage with your customers through digital efforts like social media to gain a better understanding of their wants and needs during this time. It’s also a way to communicate to them that you’re there for them and you can provide updates like new hours of operation, updated service offerings, and more.
It’s important now more than ever to be mindful of the content and messaging that you’re creating and presenting to your customers. You want to make sure you’re putting out content that will help and not hurt your brand. So, make sure to keep these recommendations in mind when creating ads in a time of crisis:
By understanding the benefits of a digital marketing strategy in times of crisis, you can set a good foundation for your business now and into the future. Businesses that normally may have not gone this route with their marketing budget may find that what digital marketing services can offer is well worth the investment even after the COVID-19 pandemic is over.
During this time it’s even more important to communicate with your customers and let people know if you’re open, what hours you’re operating, and what precautions you’re taking. That’s why we put together a communications package that can help you spread the word through your website, email, social media, Google My Business, and more.
If you need help getting started, reach out to our team at ZGM. We have experts in all things digital marketing and are ready to help you pivot your strategy and provide your website with the audit it deserves.