The world is currently facing the health and economic consequences brought by the COVID-19 pandemic. Since a vaccine is still commercially unavailable, adopting good hygiene and practicing social distancing remain the most effective methods of keeping the virus at bay.
The pandemic has also resulted in governments and other relevant agencies all over the world to call for the temporary closure of public spaces like schools and malls, affecting several businesses.
Apart from medical front liners, small brand owners are naturally experiencing great difficulties during this period. Even though most companies have been forced to cease their operations, a select few were able to continue by making some tweaks to their processes. However, there’s no denying making changes can become a very overwhelming experience.
If you’re a business owner, you’ve likely been faced with different challenging scenarios in the past few months. Apart from adjusting to a remote work setup or recruiting new employees, you’ve probably also had to cut some funds on certain areas of your business. If you want to sustain and ensure business continuity at the highest level, you shouldn’t make the mistake of drawing back your advertising budget.
With the world continuously shifting towards the digital space, establishing a strong online presence has turned into a must. Now that people are spending most of their waking hours at home, it’s time to find ways to optimize your marketing strategy. Fortunately, the guide below will teach you how to effectively market your brand and improve your business during a pandemic.
1. Take advantage of social media
Pandemic or not, businesses that win big on social media will always be one step ahead of the competition. Now that your potential customers are spending more time online, you will need to find new and creative ways to earn their trust effectively. Luckily, all social media channels allow you to create meaningful relationships with your customers.
Platforms such as Facebook and Instagram are all-in-one tools. Not only do they allow you to advertise your products and services, but they also encourage interaction between brands and consumers. Proactive communication is vital, and being present on multiple channels will help you address client concerns, post thought-provoking content, and update followers regarding the status of your business.
2. Improve the customer experience
Customers nowadays don’t only value your services; they also take into account the experience they get from your brand. Your ads may have a ton of mileage across the web, but your clients will not be convinced to close a deal if their journey towards a transaction is filled with gaps.
To give your innovative products justice, you need to make sure that your customer service quality meets the same standards. With this in mind, you should do everything you can to create a seamless customer experience.
Other than quickly responding to concerns and adopting the best customer service practices, you should make sure that your website is optimized and user-friendly. Given that brand-to-consumer engagements are being compromised by the pandemic, simplifying your transactions and providing a frictionless customer experience will make a massive difference in your sales.
3. Know how your customers want to be reached
Now that we’re in the era of social media, it’s easy to fall into the notion that all customers want to be reached on the same channel. Even though platforms such as Twitter allow quick and easy engagements, this does not necessarily mean that your customers want to be contacted through this platform.
With this in mind, it is imperative to know that there is still a vast majority of people that prefer to be reached via email or SMS.
On the one hand, email marketing is an extremely underrated means of promotion. Sending out content and promotions via email is a lot more formal and gives your customers a more personalized experience as compared to other channels. Statistics show that every dollar you spend on email marketing has an average return of $42.
On the other hand, SMS Marketing is a great practice that is often overlooked. Most people do not mind getting texts from brands they like, and since SMS messages have an open rate of 98%, it’s an excellent channel for sending out promos and offers.
Given these statistics and the demands of the pandemic, you should maximize the communication channels of your brand. As you develop your customer database, make sure to properly segment your clients to maximize the effectiveness of your campaigns.
4. Double Down on Content Marketing
Is blogging one of your strong suits? Good! Content marketing remains one of the most powerful tools in the digital marketer’s arsenal. Posting timely and informative content helps you sell the idea of your brand and gives you the chance to build a stronger relationship with your audience.
Given the effects of the pandemic, many companies are likely to reduce the blogs, infographics, and media they produce. Businesses may opt to cut down on marketing costs or simply focus on more important tasks to maintain their stability. For whatever reason it may be, you should grab this opportunity to bolster your content creation.
As you develop your content strategy, you’ll need to consider the challenges your audience and industry are facing. Understanding the needs of the market won’t only aid you in the production of content, it will also help your business navigate through this sensitive climate.
Drive Your Business Forward
Times may be tough for small business owners, but always remember that opportunities for progress tend to arrive in challenging situations. While there still may be no definite date to when this pandemic will end, you should always keep your head high and adopt a solutions-oriented mindset.
As you make the necessary adjustments to your operations, do know that doubling down on marketing will play a significant role in sustaining your business. With the tips mentioned above in mind, you will be able to adjust to any crisis that may come your way.
