2020 will be a year to go down in history. It is remarkable to think that we are currently living through a lethal pandemic in which the world will never look the same afterward. COVID-19 has infiltrated every part of our lives, including social gatherings, recreational activities, and many businesses.
It is a sad reality that many companies are fighting to survive, especially small businesses. As we turn the corner and begin to re-open the economy, marketing will be an essential part of business recovery.
While many companies would consider themselves tech-savvy in our digital age, COVID-19 really put some businesses to the test when it came to digital preparedness. The switch to working from home, having proper CRM systems set up for business continuity, and having a strong digital presence to stay connected with your clients/prospects is more important than ever.
A recent poll showed that internet usage is up a whopping 50-70% since the Stay Home declaration in March. Although not everyone is going to be purchasing products/services at this sensitive time, it is clear that we have consumers’ attention and engagement online. The New York Times cites “coronavirus has changed the way we internet.” Our tolerance for screen time has never been higher, and that’s not likely to change.
Businesses can’t stay idle for long and priorities have shifted. Therefore, your marketing strategy should reflect that. Here are some marketing strategies companies can utilize as we navigate to our new normal:
Organic Traffic:
It is no surprise that Facebook’s ad spend is in a significant downturn this quarter. One area companies can revamp their marketing approach is with organic traffic. The best way to increase free traffic is to post consistent and engaging content. Companies can post about relevant topics such as ways they are helping their communities, protocols or other trending conversation pieces. A recent study from the American Association of Advertising Agencies found that 43% of consumers find it reassuring to hear from brands. 56% said they like learning how brands are helping their communities during the pandemic. Only 15% said they’d rather not hear from companies.
Make Use of Existing Mailing List:
Email marketing is a free tool to connect with people who are already familiar with your brand. This allows you to provide a personalized message to your loyal customers about how you’re responding to COVID-19, offering discounts or special offers, or other ways you’re helping your community. It’s important not to over-communicate at this sensitive time. From our experience, 2-3 emails a month is sufficient to keep your audience interested without annoying your contacts!
Social Media
Email marketing is an effective way to strengthen relationships, however, social media allows for quick responsiveness, and live up to date information. Due to trending topics and hashtags, being active on social media also allows your company to tap into a broader audience and cultivate new relationships.
Being active online is becoming increasingly important, and COVID-19 has kicked everyone’s digital initiatives into high gear. If you need support coming up with the brand messaging on social media, mass deploying to your email list, or creating fresh content, give the experts at TSquared Marketing a call!
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