Adapting your marketing strategy during the Coronavirus crisis
Businesses all over the world are adapting and strategising to survive the impact Coronavirus is having on the economy and all our lives.
For instance, with Audible; audio books from Amazon, we have a great example:
Audible could have sent out marketing to promote the price of their subscription, but instead they have made children’s audio books free for the duration of this pandemic.
This form of creative marketing is what will capture target audiences from around the world and turn them into long term consumers. Due to a feeling of reciprocity towards the company who helped them through a tough time.
To create a campaign like Audible did, consider your current target audience. What their new activity regime will look like and how they will be living over the next few weeks in isolation. This is in an effort to determine if you can become a positive part of their otherwise repetitive day. Whether that is provided through a gift, reduced price or an extra form of entertainment.
Alternatively, here are some other methods you can do to maintain brand awareness and organise your marketing activity during this Coronovirus downturn:
Work smart to maintain your customer base: Out of sight means out of mind. Share your innovations, any positive news stories and show how you’re adapting on all your social media platforms. This will help boost engagement and maintain communication with customers in a cost-effective manor.
Get even more visible with potential customers: Building brand awareness will get you discovered at every stage of the purchasing lifecycle, from exploring new suppliers to evaluating specific offerings with a lot more ease. Search engine optimisation is a key mechanism for this.
Revisit your old content and update it with the objective of improving your rankings in search engines. Ensure you are covering all the basics and that you are using the data to drive your marketing efficiencies:
- Do you have goals set up correctly?
- Have you connected your Search Console?
- Have you defined what you are measuring?
Are you taking advantage of all the free data that Google Analytics provides to you that can shape your strategy?
Focus on driving conversions: Small incremental changes to the user journey can improve your website engagement and turn visitors into customers.
How are you using case studies, recommendations and reviews? Take the time you have to weave this content throughout your website and share actively on social media to utilise social proof effectively.
It’s more important for others to say your brand is the best, than for you to say it is. Leveraging respected experts authority can help give your brand respect as well.
There is no one-size-fits-all answer to the digital marketing puzzle: If marketing budgets are tight, then knowing what works makes it easier to make the decisions of where to invest your cash.
You may want to measure sales, numbers of lead generated, up-sells, or referrals. Now is the time to ensure you have defined your key performance indicators.
You will need to be nimble and creative. Measure your success, and learn from the experiment. Here are some parting tips:
- Experiments should be quick, cheap, and easy to deliver.
- If it works, then well done, and more of the same, please.
- And if it doesn’t work so well, then kill the experiment and move on. No harm done. Be quick and be ruthless. You will have tested something, learned from it, allowing you to move on and test something new.