8 Digital Marketing Tips to Help Your Brand Through the Corona Virus Pandemic
Search Engine Optimization Tips
This article was originally sourced from a Content Marketing Professional who runs the youtube channel, e-Content Marketer that provides latest tips on Content and Digital Marketing trends
How to adjust your marketing strategy during the pandemic.
Are you a brand that sells non-essential items on complete lock down at the moment? Worried how you are going to get back on your feet?
While increasing your ad spend at the moment may not be the thing to do- at the moment. Here are eight digital marketing tips to help you get through this pandemic.
Tip 1
This is something that is vastly overlooked by digital marketers I feel. Your site search.
Look into your site search from post pandemic days. What kind of keywords are your customers typing into your site search off late?
This is your customers literally telling you what they want from you- you don’t want to miss out on this data that is sitting right in front of you in your very reach. Go for it.
Focus your content marketing efforts around these topics.
If you don’t have the bandwidth to create new pieces of content at the moment, look for some evergreen pieces of these topics on your site and repurpose them- after some careful tweaks in relevance to the current situation.
Tip 2
Pull out pages that rank well on your site from Google Search Console but have low click through rates. Now optimize the content in the meta description- update it with the right keywords that captures the essence of the article.
It is very hard to create pages that rank but here all you need to do is find pages that already rank well and appear on Google SERP and optimize the meta description so people click and get in.
Tip 3
It comes as no surprise that all digital marketing channels have been found to have increased engagement- but not so much with their ad spend.
Like for example, Facebook was reported to have seen 70% more time spent on it ever since Covid 19 entered the global scene.
Increased engagement means that your target audience is all online- leave them pieces of content like how-to guide’s or other useful materials free of cost. Use social to build your relationship with them.
Tip 4
You have to invest in an efficient, fast, and affordable online marketing tool- if you haven’t already.
As the world becomes more and more digital, you have to be well equipped if you want to not just survive but thrive. You need to understand how people are reacting and engaging with your site to be able to offer them the right solutions they are looking for.
Some good tools are SEMrush, MOZ, Google Search Console, and so many more.
Tip 5
Email open rates have been found to have gone up by 25% this month, with Monday’s having open rates of 40- 50% higher than usual and conversion rates up by nearly 80%.
Why we’re seeing this is because less people are on their phones and on the move with distractions everywhere and more of them stationary and with their desktops.
People are now spending more time on longer form content through email, that are basically content-driven messages. As compared to the more promotional email strategies that used to work
in recent pre-pandemic times.
What do these stats mean though?
Basically, people are ready to buy products through emails. So invest efforts in growing your email list and make sure to engage with your customers with different email messages based on where they were in the funnel, from pre- pandemic times or even post- pandemic. If maybe you can offer any of your services online, you could send them useful emailers with discounts for your loyal customers or even freebies to encourage them to come back to you for more in the future.
Tip 6
I know I’ve mentioned this quite a bit in my previous videos. But this being an exceptional situation- I would advise you tone down and even refrain from using terms that signify scarcity or urgency the way we usually do for our marketing pieces- Phrases like for ex: “limited availability”. Given that you don’t want that to be another source of stress in a situation like this.
It’s always good to put yourself in the customer’s shoes and read the message before you finalise on it.
Tip 7
Yes analysing data to arrive at what the target audience is looking for and will look for once things get back to normal is important.
But here’s one more thing you could do: ASK THEM YOURSELF!
Send out a survey to your existing customers asking them what it is you can do for them as a brand when the world gets back on its feet.
This way you can understand what their expectations are and start drafting a plan to make for lost revenue in this period.
The more you understand their painpoints and expectations- the more success you are likely to have.
Tip 8
We need to monitor online shopping trends. By the time this is over, we will find consumer spending just doesn’t look quite the same anymore.
To sum up…
The only way forward is digital.
How to adjust your marketing strategy during the pandemic.
Are you a brand that sells non-essential items on complete lock down at the moment? Worried how you are going to get back on your feet?
While increasing your ad spend at the moment may not be the thing to do- at the moment. Here are eight digital marketing tips to help you get through this pandemic.
Tip 1
This is something that is vastly overlooked by digital marketers I feel. Your site search.
Look into your site search from post pandemic days. What kind of keywords are your customers typing into your site search off late?
This is your customers literally telling you what they want from you- you don’t want to miss out on this data that is sitting right in front of you in your very reach. Go for it.
Focus your content marketing efforts around these topics.
If you don’t have the bandwidth to create new pieces of content at the moment, look for some evergreen pieces of these topics on your site and repurpose them- after some careful tweaks in relevance to the current situation.
Tip 2
Pull out pages that rank well on your site from Google Search Console but have low click through rates. Now optimize the content in the meta description- update it with the right keywords that captures the essence of the article.
It is very hard to create pages that rank but here all you need to do is find pages that already rank well and appear on Google SERP and optimize the meta description so people click and get in.
Tip 3
It comes as no surprise that all digital marketing channels have been found to have increased engagement- but not so much with their ad spend.
Like for example, Facebook was reported to have seen 70% more time spent on it ever since Covid 19 entered the global scene.
Increased engagement means that your target audience is all online- leave them pieces of content like how-to guide’s or other useful materials free of cost. Use social to build your relationship with them.
Tip 4
You have to invest in an efficient, fast, and affordable online marketing tool- if you haven’t already.
As the world becomes more and more digital, you have to be well equipped if you want to not just survive but thrive. You need to understand how people are reacting and engaging with your site to be able to offer them the right solutions they are looking for.
Some good tools are SEMrush, MOZ, Google Search Console, and so many more.
Tip 5
Email open rates have been found to have gone up by 25% this month, with Monday’s having open rates of 40- 50% higher than usual and conversion rates up by nearly 80%.
Why we’re seeing this is because less people are on their phones and on the move with distractions everywhere and more of them stationary and with their desktops.
People are now spending more time on longer form content through email, that are basically content-driven messages. As compared to the more promotional email strategies that used to work
in recent pre-pandemic times.
What do these stats mean though?
Basically, people are ready to buy products through emails. So invest efforts in growing your email list and make sure to engage with your customers with different email messages based on where they were in the funnel, from pre- pandemic times or even post- pandemic. If maybe you can offer any of your services online, you could send them useful emailers with discounts for your loyal customers or even freebies to encourage them to come back to you for more in the future.
Tip 6
I know I’ve mentioned this quite a bit in my previous videos. But this being an exceptional situation- I would advise you tone down and even refrain from using terms that signify scarcity or urgency the way we usually do for our marketing pieces- Phrases like for ex: “limited availability”. Given that you don’t want that to be another source of stress in a situation like this.
It’s always good to put yourself in the customer’s shoes and read the message before you finalise on it.
Tip 7
Yes analysing data to arrive at what the target audience is looking for and will look for once things get back to normal is important.
But here’s one more thing you could do: ASK THEM YOURSELF!
Send out a survey to your existing customers asking them what it is you can do for them as a brand when the world gets back on its feet.
This way you can understand what their expectations are and start drafting a plan to make for lost revenue in this period.
The more you understand their painpoints and expectations- the more success you are likely to have.
Tip 8
We need to monitor online shopping trends. By the time this is over, we will find consumer spending just doesn’t look quite the same anymore.
To sum up…
The only way forward is digital.