Digital Marketing in the COVID-19 Era

The COVID-19 pandemic has affected all facets of our lives, from work to social activities. With increasingly strict lockdowns and the economic crisis, businesses have been struggling to remain open. Since work and retail have both moved online, it is essential for marketing to follow in the same direction.

Adapt or die – this perfectly encapsulates what this pandemic has taught us about marketing – adapting to the new normal is essential in order to survive. Digital marketing has always been important, but with the shift in the world, it has become more important than ever.

E-commerce is becoming the norm – however, this does have mixed results. Essentials like groceries and household supplies have seen a huge increase in sales, while luxury products and travel have seen a large decline. While consumer needs and financial situations affect a lot of purchasing, clever digital marketing can be the difference between running that summer sale in June and closing down your business.

Making the Most of Digital Marketing During the Covid-19 Pandemic

Businesses that are keeping the future in mind are utilizing digital marketing to get ahead of the competition. Digital marketing not only attracts customers but also aims to maintain them, making it an excellent option for those looking to further long-term goals.

Social Media Communication

Communication with customers and potential customers is key – sales cannot be possible if customers aren’t aware of your company’s existence. Being active on social media platforms is more important than ever before – since people are constantly indoors, internet activity and social media activity have skyrocketed.

Since effective marketing includes going where the audience is, social media marketing has become an integral part of digital marketing. Consistency in posts will make sure to keep your company fresh in people’s minds. Pinned posts containing key information will make important information available to everyone, including newcomers.

Social media communication also fits multiple business models – it is not restricted to B2C since it also works for B2B. However, you should note that content should be tailored to the platform – for example, image-heavy beauty products would work best if advertised on Instagram and Pinterest.

Changing communication strategies to respect consumers’ schedules and priorities is also important. Instead of flooding their inboxes with email blasts and causing annoyance, communicate better by providing short and less frequent newsletters informing people of sales or new procedures.

Empathetic Marketing

Empathetic marketing includes listening to customers’ needs and considering their situations and requirements. Since the pandemic has made life harder for almost everyone, it can be considered extremely tone-deaf to continue with the same marketing tactics as before.

Addressing the situation can go a long way. Many companies have also garnered goodwill by donating items like masks and sanitizers or switching their production to manufacture PPE. Of course, going this far isn’t necessary – other examples include educational platforms offering free content, and other businesses offering free lessons and free trials.

Empathetic marketing can even be as simple as considering the change in consumers’ finances or needs, and thus, offering smaller packages and shorter terms. Positive communication can also go a long way but beware – since so many companies keep posting about how “we’ll all get through this”, it can come across as disingenuous if done incorrectly. An experienced digital marketing consultant can help refine your message.

Reallocate Your Budget

This includes shifting funds for traditional marketing toward digital marketing or redistributing funds within digital marketing itself. One example of the former is pay-per-click (PPC) advertising. The pandemic has decreased the cost of PPC advertising, making it more affordable for you to try out. This, coupled with more time spent online in general, can make for a successful marketing strategy.

Digital Footprint & E-Commerce

Brand exposure and awareness aren’t possible if your target customers can’t even find you online. If you want to drive traffic and sales (and I’m sure you do), make your website or e-commerce platform easy to find. Invest time in social media management to establish yourself on various platforms.

Digital marketing fundamentals come into play here – proper website development and SEO can ensure customers find you online easily. In summary, invest in a digital storefront. Brick-and-mortar stores are out, and e-commerce is in – embrace technology wholeheartedly and reach a wider audience while you’re at it. Don’t worry, this isn’t just exclusive to retail – it can be implemented for services as well by offering services digitally through Zoom or Discord.

Pandemic Promotions

Promotions and special offers have become more popular during the COVID-19 pandemic as a way to encourage sales. Incentivizing customers with discounts and samples puts the reciprocity principle into effect and can work in your favor – after all, no one can resist freebies.

Free trials, one-day shipping, and more can be used to promote your business during this crisis. However, while doing so, make sure that you don’t go overboard. Advertising that is too in-your-face may alienate people.

Digital Marketing Isn’t Going Anywhere

As the COVID-19 pandemic subsides, life will eventually start looking a little more like early 2020 we all miss so dearly. However, this does not mean you can abandon all of the strategies you’ve implemented throughout this period – that’s essentially wasting all your hard work. Traditional marketing has its time and place, but digital marketing is here to stay.

With standard business practices resuming, you may have less time to devote to digital marketing. An easy fix to this is hiring a digital marketing agency to take care of your digital footprint for you. Professional expertise will not only improve your online presence but may also drive customers to your brick-and-mortar locations, making this a win-win situation.

If you’re interested in discussing this more or any other topics on digital marketing, feel free to contact me to keep the conversation going!