As companies navigate this uncharted territory brought on by the coronavirus pandemic, most brands might need to redirect their marketing campaigns or even innovate.
As expected, traditional marketing is hardly hit. Most companies are not likely to run TV ads. And if they have an annual commitment with TV channels, they might request to pause or change ads considered inappropriate. A case in point is KFC pulling advertising that focused on finger-licking after receiving complaints it was inappropriate during a time when health officials are reminding people of good hygiene practices.
Big events have been cancelled, and marketers are trying to come up with new ways of promoting their brands. One thing has become clear: Digital transformation is now crucial than ever before. Companies unable to adapt well to the current situation are likely to disappear. A sad reality for many people who stand to lose their jobs.
To survive brands need to consider the following:
1. Make sure website content is well-optimised for search
Google advises companies to build a website with the intention of benefiting users. What does benefiting users really mean? Not an easy question, and this is why: Most business owners believe the main purpose of having a website is to promote their businesses. Or at least turn most of the new visitors into prospects. Nothing wrong with that. But does that mean by just launching a website they will have new prospects waiting to become paying customers? The answer to that question is no.
Then how companies should build a website that benefits users? One of the easiest ways is by publishing quality content. “Build a website to benefit your users, and any optimisation should be geared towards making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimisation is about helping search engines understand and present content,” says Google.
Currently more people are looking for engaging content to keep them busy as they try to tackle the emotional burden of self isolation. Content that shows true consideration for the consumer is likely to win big. Furthermore, content centred around mental health and keeping healthy will resonate more with consumers at this time.
2. Update their Google My Business page with the most accurate, up-to-date information
According to Google when information on Google My Business changes, update it immediately. “Keeping your account up-to-date makes sure that Google has the most accurate information to share with potential customers. In some cases, Google may not accept changes if we believe they’re inaccurate,” says Google.
Here are the types of business information that you can update with Google My Business:
- Business hours
- Physical address (If you change your address, you’ll need to complete the verification process again to confirm the new address.)
- Phone number
- Category (What kind of business do you run?)
- Website
3. Improve website user experience to increase online conversions
In order to improve a website’s user experience focus on four elements – this is according to Smart inSights.
- Responsiveness: how responsive is your website?
- Speed: Slow websites aren’t as frequent as they used to be even just a few years ago, but unfortunately, it still happens often enough.
- Navigation: Another element that visitors will expect from your website, is a clear, easy website navigation.
- Design: Visitors also expect a beautifully-designed website, especially when it comes to a business website. If your website looks cheap or has ugly images, it will lose you a lot of visitors
4. Explore new paid advertising opportunities, including social media ads
Have you ever considered running PPC campaigns? If so, how successful were they? Did you follow a certain strategy? Those are some of the questions you need to ask yourself.
Facebook offers advertising solutions for every level of expertise. You can create and run campaigns using Facebook’s simple self-service tools, and track your campaign’s performance with easy-to-read reports.
5. Develop more engaging email marketing campaigns
Email marketing is more than just sending various types of content to a list of subscribers via email. Just like any other marketing campaign it begins with setting clear marketing goals. Are you trying to drive traffic to your website, introduce a new product or invite your subscribers to attend a webinar?
Also, you can’t send more targeted email marketing campaigns unless you segment your subscribers.
Lastly, as we all on lockdown and work from home, many of us are on our mobile phones. Research by Global Web Index found that there is a huge increase in people checking social media across all age demographics. This on its own gives brands a good reason to invest in social media ad spend.
