The specter of Covid-19 is looming large. With the complete halting of vehicles’ and peoples’ movement, the businesses are already feeling the devastating pinch. That’s understandable so as there is a total disappearance of all possible channels connected to live events and conferences – putting more barriers on face-to-face business. It’s needless to say that businesses may be looking at massive losses.
However, there is a silver lining to it. With more and more people are self-quarantining themselves, it’s only natural that they will be hooked to the internet and social media accounts. And that’s where digital marketing can give the much-needed boost to your currently dormant business. The reason is simple. When the whole world is going through a lockdown, your potential or existing customers can’t come to you. But through the viral nature of the internet, you could be a click away from them.
Financial and Logical Rationale That Lies in Opting for The Digital Marketing –
Being in the industry for more than 15 years, it’s easy for us to gauge that if you are doing anywhere between $1 and $5 million in sales per year, you might be spending 7% to 8% of gross revenue on advertising and marketing. Ideally, you should be maintaining this level of expenditure to keep your revenue wheels spinning. But as lockdown is the most visible scenario all across the globe, it might be a wise decision to curtail it – albeit momentarily.
But at the same time, you need a viable option to cover up that cutting, which is going to result in lesser visibility of your business. Since the operational cost of digital marketing is much lesser than that of traditional marketing, the former always score better in terms of ROI- the thing that the distressed businesses need most in this panic situation. Note that you have already invested in structuring your processes and workflow, safeguarding data quality with stringent measurements, constructing an audience and customer base, and generating quality content that ranks. Why let it remain dysfunctional? Digital marketing perfectly chips in to ensure the steady distribution of the quality content to the targeted audience – something which traditional marketing cannot do when there are no people on the streets.
Another important thing is there are greater chances that others are about to panic and undervalue the influence of non-action on their 6- to 12 months’ business horizon. Naturally, their engagement will drop, publishing will be skewed. This is what precisely opens up an opportunity for you to move ahead and come out on top. We have pinpointed 6 digital marketing components through which you can achieve it.
1) Use Webinars
With self-isolation and social distancing, people have more time in their hands. Guide them to make better use of this time by educating themselves about your products/services. And being visual and interactive, webinars are tailor-made for this task.
You can create how-to webinars or webinars that explain in detail the tangible benefits of your products/services. Involve the key members of your organization. Or, to spice it up and get more reach, you can take the help of influencers. Note that this can be a very effective marketing tactic in B2B, as 91% of professionals say webinars are their preferred content format for learning.
2) Switch Up Call to Action to Remain Relevant
Small changes to CTA’s will let you capitalize and convert the traffic you’re spawning rather than wasting it away by being unsure how you are functioning. It’s, thus, important to evaluate your CTA’s and make necessary changes to reflect the current situation. For instance, instead of proposing a consultation, you can offer a “Free Video Consultation” and arrange a skype call. There is no point in having Contact Us CTA in your email or other conversation. No one is going to call you or visit you in this time of universal quarantine. Instead, you can say “Chat Now Via WhatsApp.” This is the only way you can make people act in a way that benefits you.
3) Develop Your Online Reviews Strategy
People don’t trust all-too-glossy and pompous marketing communication that comes from businesses. The inherently “salesly” tone of those efforts repels people. They are more likely to trust the reviews posted by the actual users of services/products. It’s not a coincidence that 72% of customers won’t take action until they read reviews.
The effectiveness of reviews become even more relevant in the times of quarantine, where people are desperately looking for products. With the possible shortage in mind, people tend to hoard products. And if they come across good reviews about your products in these trying times, they are just inches away from the final conversion. If a single business review can boost its conversions by 10%, imagine what 100 or 200 reviews can do. Just think.
You can write some template responses and hand over them to your online reputation management team. Give them the tools for monitoring reviews. Make it clear to them what is required from them as far as measuring the value of reviews, and monthly reporting is concerned.
4) Be Persistent with Email Marketing
With Covid-19 allowing no face-to-face conversation with potential customers, businesses need to find ways to reach out to them. And considering the emails’ ability to create personalized, targeted, and accessible communication, they are the silver bullets for businesses in this regard. It’s not a coincidence that the eMarketer study has calculated the median email marketing ROI as 122%. That’s almost four times higher than any other digital marketing channel.
5) Use Paid Advertising
Though some may feel that investing in paid marketing is counterproductive in current economic insecurity, with less competition due to others in your industry taking away their investments, you can achieve farfetched results with a minimum budget. Certain search terms may begin to peak. You can take advantage of exploring fresh keywords to identify new niches that you can mark.
Understand that even if people are in self-isolation, they still need products and services – making them search for the same via the internet. Driving relevant traffic to your website via search, shopping, or display ads, thus, can become a great revenue booster.
If cost becomes a challenge, there are cheaper alternatives to generate traffic. Bing, Yahoo, and Google Display Ads are great affordable alternatives to keep costs under control. Don’t forget that the key is to ensure that your brand remains visible to your target audience.
6) Keep Your SEO Intact
Even if the world is in quarantine, Google’s algorithms aren’t. They will keep picking up the most relevant, original, and detailed content and display it in their SERP. Naturally, not being in those search results when people are desperately searching for products and services amidst a severe lockdown can turn the tab off on your revenue stream.
Moreover, when things would come to normal, and the world would start to move again, you will have a competitive edge over those who had stopped their SEO efforts. The reason is, you would still feature in the top results due to fresh content and strong backlinks. Your presence will become starkly noticeable due to the absence of others.
In A Nutshell
In times of crisis, the most important thing is to maintain appropriate connect and communicate timely with your existing and potential customers. Don’t let Covid-19 drop off the hard-earned trust and bond that you have developed with the masses. In the current scenario, where people are forced to glue to the digital screens, no elixir is better than digital marketing in keeping that connection intact!
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