Coronavirus marketing guide: set up your battle plan!
The Coronavirus has been (and still is) a crisis at all levels: political, humanitarian, economic… and it has completely shifted how businesses go about their duties. Today we want to write about marketing, sales and branding in the age of COVID-19: Coronavirus Marketing Guide.
We want to give you the weapons to know how to respond to the pandemic and its effect on the business world. It won’t be easy, but it’s a challenge we all must face.
What can we do to weather the crisis?
6 essential techniques or practices that should be implemented:
Take advantage of Google Trends
A lot of people do their keyword research (or should) with tools like Semrush, Answerthepublic, Google Ads…, etc. but you have to keep in mind that context is everything. Don’t just look at the search volumes, but use tools like Google Trends to see what trends are transpiring and what is being searched for around the world. You may find searches that are related to the COVID-19 world, and you can take advantage of any useful information.
Optimize your SEM campaigns
We have talked about this many times, but now more than ever you have to make the most of every penny spent. In times of crisis, saving and investing your money in an effective manner can go a long way.
Adapt your ads
Google has begun censoring various keywords that are highly related to the virus, so you may need to adapt your ads accordingly. This can be tough, but with a little intuition and commitment your ads can be up and running smoothly while accounting for the pandemic at hand.
Find new sales channels
Consistently improvising and improving your strategy is an essential part of any business, and now more than ever is the time to do so. Finding new sales channels as well as going out into new markets or launching new products may be a necessary component.
Encourage and show empathy towards your customer base
This can vary from business to business, but a simple email with a discount coupon can be enough detail for your customers to know that you are there, and that you care about them.
Create a branding campaign or other actions to seek notoriety
Think of actions that will allow your company to re-launch its volume and notoriety for when the pandemic will come to an end. Having a good branding strategy lined up for the return to normal life can be a very effective way to attract customers to your store.
Consider your metrics
You cannot know which actions or campaigns perform the best if you do not measure your results. Use tools like Google Analytics and Google Search Console to detect which landing pages are having a better performance or which typology of pages is having more favorable results. You’ll be able to better define a dashboard that helps you have a more accurate control of your site.
Prepare a specific landing dedicated to your services & the coronavirus
Employing a specific landing for content related to the coronavirus and your business, this is an expectation that your customers will take into account. Answer questions about the subject such as how the coronavirus affects shipping periods.
SEO trick! If you do this in a FAQ’s format you increase the chances of appearing organically in the search results.
Transmit messages of reality & peace of mind
A great way to gain loyalty from your customers is transparency. We advise you to always tell the truth and be clear, especially in a situation that has affected us all in a negative way. Therefore, be clear and real with your purchase processes, conditions, delivery times, etc. with messages that transmit security to the user.
Extra tip: an infographic is a great way to convey messages to your users about any updates your business has faced in response to the pandemic.
Content: it has to be empathetic, communicative & supportive
Last but not least, never stop creating new content. One of the most important things in wake of the pandemic is to humanize yourself as a company. Leave purely commercial content aside as we navigate through these difficult times, and make it so your company shows compassion in such bleak times. Creating a strong and real relationship with your customers is one of the best ways to ensure retainment. Also don’t forget to answer any and all questions they might have, especially in this time of uncertainty.
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