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4 Essentials for Marketing During COVID-19by Liiko Willis, on Apr 25, 2020 / Perspective
COVID-19 is affecting everyone, especially businesses. It can be a stressful time trying to respond to the market while seemingly under fire. We know, it’s a lot to deal with; however, there is light at the end of the tunnel. Understand that the times are different and the same needs to be true for your marketing efforts. Here are 4 essentials for marketing during these times.
Know When To Pause Your Ads
Pausing your campaigns may be something you inevitably end up doing, but make sure you use the proper data to make that decision beforehand. While you might see a drop in orders, there too can be an associated drop in clicks and spend. If you see this is the case, continuing to run your ads will give you the same or an even higher ROI.
You should also consider that right now competition has had a bid drop with Amazon no longer running Google Ads. This gives your brand the opportunity to move into a better position at a lower cost.
Along with the unpredictably of the times, we know this can lead to huge spikes in orders. If your ads are paused, you could miss out on this opportunity.
Highlight How You Can Help
Right now people are panicking and you need to show your audience that you understand that. Create pertinent content to highlight how you can help them solve a problem or help people while they stay at home.
Use email marketing as a very inexpensive way to stay top of mind and show the customers you’re there for them. Making this type of content with email marketing can still boost sales and will continue to add to your remarketing list.
Improve Social Media
Mobile screen time is at an all time high. Take this time to revitalize your social platforms. Make sure all of your profiles are updated and add relevant and improved creative for your audience to engage with.
Just like with your email marketing, ensure that your content shows how you can take care of your customers during this time along with vibrant branding to stay noteworthy. Even if this doesn’t lead into immediate sales, this strategy will help strengthen your brand awareness and leading into your sales cycle.
Optimize Organic Search
Continue optimizing for organic search. This is one of the few low cost marketing efforts when companies need to cut costs. You want to clean up your blog and SEO so you can ensure that your brand is as visible as possible right now.
Now is not the time to make any major SEO changes. Because of COVID-19 there’s extreme rises and falls in your data so it won’t be able to accurately compare past strategies in determining what would be successful or unsuccessful. Instead hone in on additive SEO efforts. Look for innovative ways to bring new content or strategy to your SEO program’s scope.
You’re not in this alone. If you have any questions, or would like our help in taking back control during this time, contact us and we’d be more than happy to help.
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