Our world is facing a very serious challenge with the spread of Coronavirus, but there is hope on the horizon.
Companies have been hit hard since the economy was affected by COVID-19. Groceries are left with empty shelves, while restaurants are like ghost towns.
It is a unique opportunity for brands to unite together. Our societies need each other now more than ever before. People need support, understanding, education, and resources. Social media can provide exactly that and can be very powerful if implemented correctly.
Try to Stay Positive – It’s Going to Get Better
If you followed continuous news updates about the coronavirus, you may be wondering whether we will be able to leave our homes again. But this situation will not last forever. And your business isn’t closing.
"It will get worse before it gets better,". But don't miss the end of that quote: It’s going to get better.
Do you want any proof? See further where the Coronavirus started.
According to CNN, China is lifting travel restrictions and life is returning to normal. The outbreak of the coronavirus has been largely contained in China, with uprisings prohibited and staff returning to work.
China also marked a milestone recently. For the first time since December, China did not have new local cases of coronavirus to report.
The United States is six to eight weeks behind in spreading the virus. If this trend continues, the United States of America should also see a significant drop in the positive tests for COVID-19 sometime around May.
This should only be a small disruption to your business. And when normalcy returns soon, you don't want to fall behind in your race to compensate for any possible loss of income.
As many come to a standstill, business owners must continue to move forward the fact that they will need to put them in the strong second fiscal season of 2020 to achieve their revenue targets.
It would be a mistake and a total waste of time and resources you have already invested in your business to gain strength in a crowded online marketplace. You will lose ground against your competitors and put your business in failure in the second half of 2020 when, according to all indicators, we will overcome this unfortunate outbreak.
History Shows If You Cut Less During Down Times You’ll Gain More in Better Times
Historically, companies that have chosen a more progressive strategy to redirect spending during the recession have outperformed companies that have made big cuts, according to studies analyzing recent recessions described in a blog post on Thursday by CXL.com.
A study focusing on what happened during the recession affected the company's performance after the recession. The study found that "successful leaders, who traded lower profitability in the short term for long-term gains, reoriented spending rather than cutting it."
The Harvard Business Review study studied 4,700 public companies analyzed three years before, during and after the recession. The study identified the percentage of firms that outperformed their competitors: 21 percent for companies that chose a prevention approach (more cost reduction) and 37 percent for a more progressive approach. The study found that "companies that cut costs faster and deeper than their competitors do not necessarily thrive." They have the lowest profitability (21 percent) of applying to compete when times improve. "
Additionally, Bain's report found that doing it right during the lean years had a major impact on the company's growth rate after the economy improved.
10 Digital Marketing Ideas to Consider During the Coronavirus
1. Connect With Your Customers on Social Media During a Critical Moment
We all deal with the effect of coronavirus outbreaks on our lives, you’ve tested positive or not. We all take precautions. We are locked in our homes and our children are not in school. We cannot visit our friends. We cannot eat in our favorite restaurants or go to the movies. This is the time to truly show empathy for others and help people wherever you can. This is a time when we all need to be sensitive, not excessive or aggressive, but it's a great opportunity for your brand to stand out during a difficult time.
Now there are more people on social media while they're stuck at home, looking for updates and trying to stay in touch in a suddenly isolated country.
It is a unique opportunity for brands to meet! Our societies need each other now more than ever. People need support, understanding, education, and resources. Social media can provide exactly that and can be extremely powerful if done right.
2. Make Sure Your Business Can Be Found Online
In case you haven't noticed, there are more people online now than in their cars or are walking on sidewalks. The number of search visits increased significantly during the past weeks and will continue to rise as we bunker down. We are all stuck to our computers and phones looking for updates within our community. We are also looking for entertainment and ways to spend time. For many, this includes online purchases.
Anything online will be consumed more now than ever before. This is not the time to hide. You must use SEO strategies to reach the top of Google's search engine results pages (SERP) in order to find your business easily.
3. Pay-Per-Click (PPC) Advertising is a Smart Move Right Now
With more people at home in front of their screens, this is a great opportunity for companies to use PPC Marketing to communicate with their customers and gain a competitive advantage. It is a great opportunity to save some money in the digital marketing budget. On average, CPC has fallen 6 percent in all areas since last week, and it is likely to continue to decline next week, reducing the amount of money the advertiser pays to the editor for each click on the ad. This gives your business another opportunity to earn that lost market share from others who retire during this period.
This is the time to continue digital marketing as other advertisers may communicate right now and companies may capture traffic and conversions due to reduced competition. In the interest of customers and we work to provide solutions to maintain exposure while giving priority to budget spending during these uncertain times.
4. Stay Ahead or Jump In Front of Your Competition
SEO helps your business increase free traffic to your website and outpace your competition. You want to be on the first page of Google SERPs, at the top of the list, so that when your customers search for specific keywords, you are the company they end up calling. Climbing to the top of SERPs takes time and strategic improvement strategies. If you do not continue to improve your website and content on a daily basis, you will lose valuable ground in the search results, and your free fall may result in the loss of thousands of dollars for your business.
It is important to stay ahead and do everything in your power to constantly update your website. The level of competition within companies is likely to increase in the near future, and it is also important that you remain competitive with your digital marketing strategy to help your site rank higher than its competitors.
What you don't want to do is stop the SEO campaign. This could be a critical mistake for your business. Prospects and income will suffer. This is also the time for your company to push more aggressively to outpace its competitors.
The competitors may stop their campaigns because of their fear of what will come or their current situation. This is the time to boost your campaign to improve your ranking and outrun your competition.
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5. Prepare Your Business For the Bounce-Back Surge
As we noted earlier, the coronavirus outbreak should fade (just as it has in China) after a few months. That’s when normalcy returns and consumers’ spending habits stabilize. You have to remember that SEO is more of a long-term strategy. What you do today for your SEO campaign will affect your organic search traffic two months from now. Pausing your SEO campaign now could have a detrimental impact on your revenue potential two months from now when the coronavirus starts to become a distant memory.
As SEO professionals, the work we do today will affect the results months from now. If you stop the momentum now when the market starts to rise you won’t see the results you want. Anticipate the low times, prepare and press now while others are letting up. The results will be in your favor when you will need it.
6. Unique Circumstances Provide Opportunities for a Special Offer
During this uncertain period of time, you have the opportunity to show support to your customer base by offering special discounts that will keep your income flowing. Select the suitability of your product market and create a special offer. Many people browse looking for discounts to save money in times of anxiety. It is a great way to interact with your customers and maintain a steady flow of income that will keep your doors open. You can send your special offers via pay-per-click (PPC) ads and social media.
Get ready to take action with new strategies to help your brand return to a "healthy market". Preparation should start today.
7. Local SEO is now More Relevant; So Are Your Online Reviews
We all made our trips and stayed close to home. In the rare moments that we leave our home, we search for nearby destinations for services and supplies. Therefore, you should ensure that your company uses local SEO strategies to improve your website for "near me" searches. You want customers in your geographic area to be able to find you easily online so they can come to you first. While we're all looking for more comfort, this gives your business the opportunity to help during a critical time for families.
Another way to boost your local SEO during this time is to forget the importance of adding positive comments. During coronavirus, managing reputation online is as important as ever because this is the time to truly communicate with your target audience during the chaotic time. To provide the right service or product to people during a difficult time like this, when they desperately need it during this COVID-19 pandemic, you will likely be rewarded with a comprehensive repair.
Although Google My Business (GMB) has temporarily suspended publishing reviews online, it still needs to be pushed to submit reviews to be posted when GMB returns to normal. One way to boost your brand during crises is to turn to a professional online reputation management company.
Companies have a great opportunity to improve their Google profile during this time of crisis. Companies can create a competitive advantage using a proactive approach.
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8. Be Prepared to Pivot as a Business and Inform Your Customers
Your business should also be flexible. This is the time when you should find ways to connect with your customers like never before. Show empathy, tell your customers what all you are doing to be future-ready and what all you have done increased your sanitation practices.
Gyms closed in an attempt to prevent the spread of coronavirus, but why not gyms offer online training lessons right now? Dentists can provide advice online. All of these opportunities can be promoted through strategic social media campaigns.
Since people are being quarantined right now, there will be more eyes than ever on the Internet, so people will consume more digital marketing on all fronts, People on social media will especially search for shutdown updates, new business procedures, and news. They will also seek to see how brands and companies interact with today's business environment. This is perhaps the most important time to be digitally visible as other forms of traditional marketing will be stalled.
9. Don’t Fall Victim to the Panic Move
you would not want to interact in a panic if you want to implement a smart digital marketing strategy. You do not want to panic. You always want to use metrics and analyze all of your data before making a decision.
Knee-jerk reactions generally do not end well in digital marketing. Be careful when responding quickly to a sudden change in an economy or market.
Homeowners still need home service providers. People still need goods and services. Money continues to change hands and consumers continue to trust Google to find people to do business with.
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10. Use this Down Time to Finish Your Digital To-Do Lists
Now that you don't go to the office or meet in person, your watches will likely be freed up some time. Marketing articles that have been forgotten and ignored can now be handled.
Your website may need a new look with a redesign. website design professionals can review your site within two months while working remotely. This is also a good time for a Conversion Optimization Specialist to perform a CRO audit on your website to ensure that CTAs turn leads into customers. Also, it is the perfect time to do an SEO auditing for your website to make sure you're adding optimization strategies.
This is an ideal time for self-improvement, Use your newly discovered free time to work in your presence as a search engine optimizer, such as cleaning the house.
This is the time to go back to the roots, using some of your hours on your current service contract to review your marketing strategy with your specialist.
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Your Business Needs to be Agile and Prepared to Pivot Quickly
Businesses must remain nimble during this economic downturn due to the current quarantine, social distancing because of the coronavirus.
You should look for new ways to serve your customers while most of them stay home every day. Companies who think about standing up and quickly showing the ability to swiftly adjust will come out ahead of others that fail to alter their approaches.
Many companies now offer paid services as free options, including some self-improvement and entertainment resources that you can take advantage of.
Only “essential” brick-and-mortar businesses remain open in most parts of the country. But just because you cannot talk to customers without stepping into the showroom does not mean that you must stop selling or stop marketing.
For example, beauty salons are not considered as " essential" business and have been closed in most cities. But guess what? People still need haircuts. So now they’re searching on Google for “How to cut my son’s hair” or “How to cut my hair at home”. As a salon owner, you can benefit from this new search traffic by writing content that focuses on those keywords and answers these questions. Include a video for more of an SEO boost. Thus, you have the opportunity to reach new customers and enhance your brand that will improve your position on your way back to work.
Think about it for your business. Are you in an industry that has been suddenly shut down? What are your customers looking for at home now because they can't serve them?
The best way to drive content and SEO for this type of brand and target approach through COVID-19 is by hiring a full-service digital marketing company.
How Major Brands and Business Are Marketing During the Coronavirus
Not just small businesses have suffered during COVID-19. Big brands and big companies have been hit hard by their revenue streams, and will definitely not achieve their financial goals in 2020.
But they also adapt on the go. Many large companies are currently using smart marketing and advertising campaigns to enhance positivity and deliver important messages. Let's take a look at five companies in USA that are performing well:
KFC recently took to Instagram to participate in a smart social distancing campaign while promoting its chicken. Instagram said: “KFC is committed to providing delicious home-cooked meals for your family. Our drive-thrus are open and we’ll continue to offer order-ahead and free contactless delivery on kfc.com KFC used a smart infographic to promote driverless and contactless delivery services, as well as "industry-leading handwashing and sanitation policies".
Yes, as you might expect from the world’s largest search engine, Google has also used smart, timely marketing during the coronavirus.
Google's marketing idea during COVID-19 was to spread awareness about how to properly wash their hands. Google took to Instagram to promote a step-by-step infographic for washing your hands and to recognize Hungarian physician Dr. Ignaz Semmelweis, who is widely attributed as the first person to discover the medical benefits of handwashing.
Starbucks used compassion and empathy as part of an intelligent marketing strategy during the coronavirus. Starbucks recently posted on its Instagram account a "thank you" message to healthcare workers and first responders “who are working tirelessly to keep our communities safe” and offered to all “front-line responders a free tall iced or hot brewed coffee” at participating United States stores.
As part of his COVID-19 marketing campaign, Kroger took to Instagram to offer appreciation to its employees by expanding the brand’s emergency leave guidelines. The company also offered full-time and part-time employee bonuses. Grocery stores are more crowded than ever, and many employees risk working to keep shelves stocked. Kroger has also made a smart move to appeal to customers who don't want to go to its stores. Kroger used to charge at least $ 5 to process grocery orders on the sidewalk, but now he offers the service for free
Aldi, another national supermarket chain, also showed smart sympathy and marketing during the coronavirus. ALDI took to Instagram recently to offer “exclusive hours to vulnerable customers,” giving older people, pregnant women and anyone with a compromised or high-risk immune system the opportunity to shop before others can enter their stores. On Tuesday and Thursday, Aldi opens at 8:30 am. And book the first hour of work for weak buyers. Many other national retail stores, such as Walmart, offered something similar.
What these examples show us are business owners who refuse to bury their heads despite the difficult times. We also hope you are familiar with these smart marketing tips during the coronavirus and using them for your business.
Just be sure to adjust your marketing and strategies. Get to know your customers where they are right now (mostly at home and on the Internet). Find a way to pivot and give your business the best chance to stay afloat by making your website easily online with SEO's strategic strategy.
Yes, these are tough times for everyone. But your business still flourishes if you are willing to try a new approach and not step back from your marketing during your company's critical period to show compassion and empathy. Now is the time to connect with your customers like never before and not separate from them.
Picture Source: Influencer Marketing Hub, Thrive Global, Small business, Kyle, Thrive Internet Agency, the straits times, EMS Waste Service, Eater, PR newswire, thrive agency
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