There’s no denying that 2020 has been a rough year for everyone. Businesses all over are struggling and having to adapt in the unprecedented times. Sales are down, conversions have taken a huge hit, and there seems to be no end in sight.
So how can you adapt your digital marketing strategy in these troubling times?
Luckily, we have a number of tips for you on how to improve your digital marketing tactics during this era.
Make Use of Organic Growth on Social Media
If you currently can’t afford to invest in paid advertisements on social media, you should instead make use of organic growth.
Post videos, images, and GIFs on platforms such as Instagram and Facebook and try your best to engage with your current audience. Everyone knows that businesses are struggling at the moment, and your followers will appreciate your honesty about your situation during the pandemic.
Try to engage with your audience as much as you can by responding to their comments. This adds a personal touch to their overall experience with you and this will allow you to stand out amongst your competitors.
Something as simple as continuing to engage with your current followers could really help your businesses during these tough times. However, if you do have any money to spare for paid advertisements, you can still utilise these to bring in new potential customers or clients.
Try Switching Up Your Content
It’s likely that you already had a content marketing strategy in place before the pandemic hit, however, you may find that this may now benefit from some changes. Unfortunately, since the start of the pandemic there has been a decline in the success of organic traffic in the majority of industries.
Changing up the theme of your content and trying out something new and exciting may just be the trick to achieving more traffic to your website. You could try covering topics that you have never covered before. You could even try focusing your content on a whole new niche.
Whatever you decide to do, you should also try to incorporate some content about Covid-19 and the way that it affects your business. Your customers and clients should be informed about any changes or differences that they may come across in their experience with you due to the pandemic. Let them know how Covid-19 has affected your business and how it affects the products or services that you offer.
Make Use of Paid Search Ads
During the pandemic, we have seen the costs for paid ads reduce by quite a bit, making it easier for small businesses to invest in this area.
Large ad networks work on an auction-style basis. This means that they depend on small businesses driving up the cost-per-click for ads so that the bigger companies have to spend more money on their ads. However, since less small businesses have the funding to put into paid ads at the moment, the cost-per-click rate is lower than usual, meaning you can get paid ads at a fraction of the price that they once were.
With more people making use of the internet during the pandemic, there’s no better time to make use of investing in some paid ads if you have the budget for it.
Advertise Your Products or Services on YouTube
During the pandemic, YouTube had to cut its streaming quality due to the huge spike in traffic. This is a clear sign that more people than ever are watching videos on YouTube as a way to pass the time, learn something new, or for general entertainment. With this in mind, it’s clear to see that making use of advertising on this platform would be beneficial.
One of the best things about advertising on YouTube is that it is completely budget-friendly which is perfect during these struggling times. A typical video advertisement on the platform runs at around £0.10 to £0.30 per view. The price will depend upon the type of targeting and video quality.
Plus, a huge bonus of advertising on YouTube is that, if a person chooses to skip your ad, you won’t pay a penny for it. That means that you’re getting brand awareness for no cost whatsoever.
Get Ahead of Your Competitors
With so many businesses struggling, there’s no better time to get ahead of your competition. Many businesses will give up or they won’t have the motivation to fight for their place in the industry. This gives you more room to fight for your place in your particular industry.
Focus on building relationships with your customers, offer incentives, target people who are spending more time online. Even if you find that you’re not getting as many sales or clients at the moment, keep going. Think about it this way; who do you think people are going to remember most after this pandemic? – those who disappeared off the face of the earth for a while or those who were constantly engaging with them? It’s going to be the ones that continued to engage with them.
By keeping up your presence within your industry you are setting yourself up for post-pandemic success. At some point, this Covid-19 set-back will pass. do you want to be a business that struggles to get back on their feet or do you want to be a business that has already built a strategy ready for success when the pandemic is over? Don’t let this setback get in the way of the long-term success of your business.
Final Thoughts
As you can see, there are many ways that you can alter your digital marketing strategy to keep your business afloat during these unprecedented times.
Focus on your engagement with existing and new clients, invest in new paid advertisements to drive in more traffic, and focus on getting your brand out there so that you stand out from the crown within your industry. Set yourself up for post-pandemic success through new digital marketing techniques.
Posted on Friday, October 23rd, 2020 in Digital Marketing.
