The rapid spread of the COVID-19 pandemic brought about the “new normal”, as we adapted to new routines due to the virus. As non-essential businesses were required to temporarily cease their operations, most employees found themselves working from home. Despite the physical distance, now is the prime time for businesses to reach out to consumers by keeping them informed and engaged – online.
Suffice to say; you should tweak your approach to digital marketing tactics. With that, here are some Dos and Don’ts to follow as you reevaluate your digital marketing strategy during this uncertain period.
1. Do take your tone into consideration
Adapting to the new normal may be hard for most, due to the adverse impact on our daily routines. Alongside safe distancing measures, such as remote working, social media platforms help ease communication – provided you have access to an Internet connection.
Depending on your products and services offered, you might want to be more mindful of your marketing and messaging tones during this period. At the same time, you’d want to ensure that your copy and article angles remain hopeful and optimistic.
Share your expertise and knowledge through writing helpful tips and tricks during this unprecedented period – as long as it aligns with the current environment. However, while it’s in your responsibility to publish content sensitive to the current situation, be sure not to dilute your brand’s voice during this process.
2. Don’t put a complete stop on paid advertising
As you reassess your digital marketing campaign, don’t eliminate your paid advertising plans completely. Just like how the crisis should encourage a halt on some tactics, it can also be a prime time for you to proceed with your paid efforts.
As people stay home, they’re becoming more active in the digital space. And as businesses are picking up the pace and moving, customers are continuously searching for solutions online.
Don’t risk being left behind. Look at campaigns that are effective and fits the current environment. Then, think out of the box and see if there’s an angle you can approach to stay relevant and helpful.
3. Do recognise campaigns to put on hold
With COVID-19’s impact on the economy, consumers are becoming more conscious with their purchases. This means that the current climate influences their attitudes, behaviours and purchasing habits.
So, if you have an email scheduled to inform consumers of an upcoming product you’re offering, you might want to put it on hold momentarily. With the ongoing pandemic, it’s completely fine to halt on advertising efforts that are not as urgent temporarily.
Instead, brainstorm on how you can add value to your customers based on the impact of COVID-19. For example, you can share helpful tips on how marketers can remain productive while teleworking.
4. Don’t neglect your social media platforms
Aside from Google search, social media platforms such as Facebook, Instagram and Twitter have become consumers’ primary sources of information. During this crisis, businesses can leverage social media for branding and engaging with their consumers.
Hence, you shouldn’t neglect your social media platforms because of COVID-19. Even if your timeline is filled with news relating to the pandemic, it doesn’t necessarily mean that you shouldn’t ramp up your online presence through social media.
Perhaps, you can find ways to curate meaningful content about your brand that resonates within your audience. This is a great opportunity for you to connect with your consumers while keeping them engaged with your content.
5. Do include digital marketing in your business plan
With the postponement or cancellation of offline events, face-to-face transactions, and more, most businesses are growing to be more reliant on digital marketing strategies to keep their business afloat.
It’s essential to reinforce the fact that your business will continue to provide its products or services to the audience. So, even if you may have closed your physical doors, that’s not to say that you still can’t remain visible to your audience through digital marketing.
Aside from increasing social media posts and relevant blog articles, you can also consider integrating SEO services into your current tactics. This is especially because consumers are spending more time online, which means that they’re also Googling more. With SEO, it increases the chances of your consumers finding you through specific keywords.
6. Don’t hesitate to seek help
With the expertise of a digital marketing agency, you can focus on other aspects of your business while entrusting your digital marketing efforts to an experienced team. Especially if you’re entirely new to the ways of digital marketing, enlisting the help of an agency can ease the load off your shoulders.
As such, our marketers and SEO consultants are always ready to help you navigate through COVID-19. Aside from managing your digital marketing campaigns, we look forward to collaborating with you on this journey to boost your online presence.