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10 Marketing Tips During The Coronavirus Crisis | Coronavirus Marketing Ideas

Marketing Ideas and Tips during the
Coronavirus:
1. Don’t Make Knee Jerk Reactions Out
of Panic
Yes, times are tight at the moment. Trade may have
plummeted for your business. You may even not be
trading at all for reasons beyond your control. But
things will get better. China has shown that
coronavirus cases reach a peak and then start to fall.
They have lifted lockouts, and workers have returned
to work. They have even begun to export and import
again, although international travel will be slow until
the Coronavirus vaccine is developed and made
widely available. There is light at the end of the tunnel.
That isn’t to say you should underestimate the terrible
effects of Coronavirus. They are real. Many people
worldwide are catching the virus, with numbers
increasing at an exponential rate, and some of them
dying. And you may have to cease trading for a while.
You may need some assistance, and this will differ
from country to country. But you shouldn’t make knee
jerk decisions out of panic. Most businesses will
survive the chaos, just as they have through wartime,
recessions, depressions, and pandemics in the past.
You don't want to find that while you shut up shop
through panic, your competition rode the waves and
was ready for the revival.
Even if your income dries up and you need to claim
any government assistance available in your country or
region, you should keep some digital marketing going.
It will keep your business name visible and in people's
minds for when customers decide to return.
2. Keep Connected with Your Customers
on Social Media
Image Source: ryze.ro
People use their social media accounts more than ever
during hard times. This is particularly the case if they
are scared or uncertain about what is going on around
them. If you live somewhere in lockdown, then social
media will be one of the most significant forms of
communication.
Internet usage has increased dramatically over the last
month. While part of this is people turning to Netflix
and the other streaming networks when locked-down,
much it is for communication purposes. And social
media is now a preferred form of communication for
most people.
Sure, people may not be thinking about being close to
their hairdresser or taking their car in for a service.
They may not be allowed to order a takeaway or go to
a bar. But they will still be interested in you. They will
take particular notice of useful, engaging content you
may share, and are likely to remember your name,
even if they have never used your services previously.
3. Take Any Opportunities That Arise to
Help People in the Crisis
The best form of marketing is always when you create
goodwill. People remember the good thing your
business does.
If you can help people get through this time, do so. For
example, in New Zealand, several breweries and
distilleries have changed over some of their production
lines to making hand sanitizers. "We had our whiskey
and gin program going for a while, and we thought the
world needs hand sanitizer more than it needs gin and
whiskey right at the moment," said co-founder of Good
George brewery, Brian Watson.
Also, both dairy giant Fonterra and fuel company, Gull
Service Stations, have donated high-quality ethanol to
help with the hand sanitizer shortage.
Marketing may not have been foremost in the minds of
these companies (or other companies making similar
decisions around the globe). Still, people will
remember their actions when they start to spend
money again in the future.
4. Improve Your Online Presence
More people are online than ever now. They are also
becoming warier of personal interactions. But that
doesn't mean that they have lost interest in the
businesses around them. In some cases, enforced
time alone has given people more opportunities to
make Google searches and research potential items to
buy.
Quite a few firms devote part of their marketing budget
to trade shows, exhibitions, and events. Yet many of
these are now canceled, and fewer people are
interested in face-to-face meetings. This is particularly
the case for B2B companies. Figures released by data
intelligence company PredictHQ, show that in February
there was a 500% surge in cancellations and
postponements of significant events.
Image via PredictHQ
You might need to alter your website to reflect current
demand better. For instance, if you run a broad sales
mix of stock categories, you might want to emphasize
your food and home essentials products over more
luxury items. In some cases, where government
restrictions limit what you are permitted to sell, you
might need to alter your website to remove any
prohibited items temporarily.
However, remember that digital marketing has one
significant benefit over most other types of marketing.
It doesn't require any face-to-face interaction. It is
also one of the more measurable types of marketing,
making it easy to set clear ROI goals.
5. Improve Your Site’s SEO
It’s all very well having an improved digital presence,
but that is worth little if people can't find their way to
your website. Any business with a website needs to
operate good search engine optimization (SEO)
principles, if they don’t want to end up lost amongst
the competition.
Google and the other search companies continually
change their search engine algorithms, so you need to
ensure that your site frequently changes to keep up
with the trends. Good copywriters and content
marketers know how to write their content with SEO in
mind. Likewise, your developers should be able to
ensure that your site operates in such a way to make it
easy for the search engines.
The aim of proper SEO is that when your potential
customers search for keyword terms critical to your
industry, your website posts and pages come up near
the top of the search results, preferably in the first few
positions. There is much competition for these slots,
meaning you aim to have better SEO than others in
your sector.
At the moment, your competitors may be too busy
trying to survive than think about the quality of their
websites. Exceptional SEO gives you an excellent
opportunity to be first off the mark when things
recover.
This applies even to those firms in industries most
affected by the Coronavirus. As long as you have
internet access, you can easily work on your SEO from
home . And even if your business has to go into hiatus,
good SEO will make it much simpler for you to rebuild.
6. Use PPC Advertising
It probably depends on your industry, but now could be
the perfect time to increase your pay-per-click (PPC)
advertising. More people than ever are on the internet,
giving a greater chance for your ads to appear before
relevant pairs of eyes. This can give you a tremendous
competitive advantage.
Image via biz9infomedia.com
Of course, you will want to balance this against the
possibility that few of your customers may be in a
position to use your services. There is little point travel
agents using their cash flow for paid PPC advertising
at the moment – there are few if any people likely to
click on their ads with a genuine aim of buying
international travel.
However, this is an excellent time for firms wanting to
stand out from their competitors in specific sectors,
however. For instance, with so many people isolated at
home, sales of software useful for home offices will
be skyrocketing. And if firms can deliver these
digitally, there is no concern about them being caught
up in distribution hold-ups. Some products have
rapidly jumped up the best-seller lists. According to
The Mercury News , products to gain prominence in
March 2020 include obvious ones like toilet paper and
face masks, infrared digital thermometers, cloth
diapers, exercise clothes, and laptop desks.
7. Adapt Your Offers to the
Circumstances
Have you noticed all those television ads of late that
seem irrelevant to the current situation? Television
networks have even still been running ads for travel
agencies, suggesting you should take time out now to
travel the globe. You will also see numerous ads
imploring you to go on a consumer spending spree,
enjoy Spring Break, and save on brands of toilet paper,
long since sold out to panic buyers.
Presumably, these ads are more an indication of the
long lead times in the television advertising industry,
rather than any genuine belief by those firms
advertising that the viewer will suddenly buy their
products at the moment (particularly so, if you are in a
country experiencing lockdown).
Successful marketers move quickly and adapt to the
circumstances. There is little point continuing your
marketing as normal if consumers are unable or
unwilling to buy your usual products at the moment.
8. Keep Nimble and Adjust to Meet
Customer Needs
Image via progressivesunited.org
This connects with the previous point. You need to be
nimble and adjust to your customer needs.
Ford is providing an example of this at the moment.
There is probably a much-reduced demand for new
cars at the moment. In some countries and regions,
there will be zero sales. So Ford had realized that they
could repurpose some of their 3D printers into printing
much-needed respirators. Ford has joined forces with
3M and GE Healthcare to quickly expand the
production of urgently needed medical equipment and
supplies for healthcare workers. They plan to assemble
more than 100,000 face shields per week.
Smaller businesses may have to modify their
operations for the situation. If you run a fast food
store in an area not yet locked down, you might have
to consider temporarily closing down your in-store
dining facilities and ramping up your takeaways. If you
are a gym that has to close its doors for a while, you
might want to make some videos of exercise routines
your clients can do at home, uploading them every day
to YouTube.
9. Keep on Top of Your Marketing
Metrics
It is more important than ever now to keep a close eye
on your marketing data. Take notice of what works and
do more of that. If previously successful marketing
currently lacks impact, it has become irrelevant;
reduce or stop that type of marketing for a while.
This should, of course, be your everyday philosophy.
Examine the data; see trends; make changes as
required.
It is relatively simple to determine the ROI of digital
marketing activities. You just need to identify a
specific marketing goal for each campaign and decide
the relevant metric to measure.
10. If Forced into Lockdown Plan Your
Future Marketing
If you are in lockdown, you probably have more time
on your hands than you are used to. Just because you
may feel stuck at home, doesn't mean that you can't
plan for things once the Coronavirus crisis comes to
an end.
Many marketers complain that they are always busy
and haven't got the time to do such things as analyze
their website performance and check on their SEO.
Well, if you are in lockdown, you have plenty of time
now.
Now is an ideal time to plan your future marketing and
how you will get yourself back up and operational gain.
Depending on your situation, you may have to plan
your marketing rebirth on a shoestring budget, but
digital marketing doesn’t have to be overly expensive.
This is one of the reasons that you still need to keep
your website up-to-date and keep on updating your
social pages. If they still exist, you won't have to
spend time rebuilding them from scratch when the
world comes back to life again.
As well as spending the time to check the current
performance of your website and existing marketing,
making appropriate changes as needed, you could also
begin to plan out your recovery content. Sketch out
your future campaigns, create content, write scripts for
videos, and anything else that you can do by yourself
wit

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