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As millions of people acclimatise to life in lockdown, the internet is proving to be more vital than we ever could have imagined.With so many people spending time online, digital marketing offers higher returns than ever before.
Facilitating remote working arrangements and keeping people connected, the internet has been central to the global response to COVID-19. Of course, the internet isn’t just providing a crucial tool for work and relationships. It’s also critical to delivering a wide range of at-home entertainment to billions of people around the world. From streaming services to online gaming, there are a variety of ways to keep boredom at bay via the internet.
Although digital entertainment was growing significantly prior to the coronavirus pandemic, the introduction of lockdown restrictions has fuelled the trend. While some people are using internet entertainment platforms more often, others are signing up to online streaming sites, multiplayer games and forums for the first time ever.
The impact of COVID-19 on the business community is not yet fully known. Some industries are experiencing phenomenal demand while others are unable to operate and remain at a standstill. For many businesses, the pandemic has thrown up logistical and practical challenges which require creative solutions.
You may be offering new services in a bid to overcome social distancing measures, for example, or slowing down production in order to accommodate a reduced workforce. Some firms are increasing in-house automation, while others are relying on emergency loans to provide a much-needed injection of funds during a difficult time.
Although different industries, sectors and businesses will require varying responses to survive the economic impact of COVID-19, there’s one thing that’s universal: the need to engage with your target audience.
No matter what demographic you serve or what industry you operate within, maintaining engagement is critical to business survival. When your company is present and active online, you can keep your existing customer base up to date on how you’re operating. Furthermore, your efforts and contributions to the national and global response should be widely shared amongst your loyal fanbase.
However, it isn’t just engagement with your existing customers that you need to focus on. At a time when consumers and businesses are struggling to access the products and services they need, there is a significant opportunity to attract and acquire new customers.
As we explained last month, many businesses reduce their marketing activity at the first sign of economic difficulties. Perhaps understandably, many people assume that a temporary suspension of marketing activities will reduce their outgoings and enable them to redirect funds to critical bills. However, abandoning your digital marketing strategy now could be disastrous for your business.
Marketing your brand isn’t a one-off activity. It begins from the moment your brand is conceived and should continue even after you stop trading. Ceasing marketing activity during a time of unprecedented global difficulty means you’re effectively abandoning your customers and your target audience. In short, it doesn’t show the kind of loyalty you would hope to see from your regular customer base.
A lack of marketing means you’ll miss out on the unique opportunity to serve your audience when they need it most. In fiscal terms, this equates to turning down business and giving profitability the cold shoulder.
Regardless of how COVID-19 has affected your operations, successful marketing activity can keep you engaged with your audience. When they think of related products and services, you want to ensure you remain in the forefront of their minds. Even if you’re unable to offer your usual USPs, you can still generate goodwill amongst your target demographic. Not only is this good practice, it’s vital if you want to return to a prominent position in the market.
If you’ve already stopped or reduced your marketing activity, there’s no need to panic just yet. It’s not too late to reengage with your audience and get your brand back on message. If you want to use all the tools at your disposal to keep your business thriving amid COVID-19, take a look at these top marketing tips:
People are spending an increasing amount of time on social media platforms, so it’s time to ramp up your own social media activity. Creating new content and repurposing existing material is a great way to inform, entertain and engage with your target audience across all social media sites.
The ultimate way to increase organic traffic to your website, updating your SEO strategy will enable you to acquire a new raft of customers. As online behaviour changes in response to COVID-19, your SEO strategy needs to evolve accordingly. With an emphasis on keyword research, you can understand how your target audience are searching for content. Once you’ve got this information, you can update your SEO strategy accordingly. By doing so, you’ll climb the rankings and secure a top spot for your webpages.
Paid advertising is always an effective way to increase your reach and it offers remarkably swift results. If you’re eager to get your brand back up and running, an innovative PPC campaign can help. Offering highly targeted advertising, you can increase your conversion rate at a time when sales really count for everything.
When you’re dealing with financial uncertainty, it’s essential that your marketing activity offers a high return on your investment. To achieve this, you’ll need to ensure that your digital marketing delivers measurable and actionable results.
At ClickSlice, we work with businesses across a range of industries to increase brand awareness, boost conversions and enhance profitability. By increasing your rankings, optimising conversions and turning your brand into a social media powerhouse; we’ll help you overcome the challenges you’re facing.
To learn more, contact ClickSlice today on 020 3287 3638 or email us at hello@clickslice.co.uk
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