It’s been about two months since coronavirus changed our lives. During this time we’ve discovered an unfound love for Netflix, long walks to keep us sane, and the importance of digital marketing to keep our businesses alive.
Global Web Index reports that about 80% of consumers in the U.S. say they’re consuming more digital media content like TV, online videos, and online TV streaming services.
I can almost hear you thinking about the amount of online traffic that s exploding and what that might mean for your business. If you’ve thought it through enough, you know you’ll have to readjust your marketing strategies to focus on building your business’s online presence.
But how do you do this?
Our marketer’s guide will show you how to get started!
Our business and marketing professionals have outlined the 3 first steps on how to readjust your digital marketing strategy during COVID-19 to enhance your online presence. These steps include:
- Reconsider Your Business Goals
- Understand How Consumer Behavior Has Changed
- Adjust Your Digital Marketing Strategy
Let’s get started!
1. Reconsider Your Business Goals
Companies need to understand how this disrupted marketing landscape has impacted their goals, marketing strategy, and stakeholders.
Specifically, businesses will want to consider the following questions:
- What do customers want now?
- How can we market our goods and/or services adjusted to what customers now want in this coronavirus age?
- Can we fulfill the needs that our customers have?
If your service and/or good can fulfill that need, great! You should make it the core focus of your marketing message. If not, you’ll have to reassess and update your business goals so that you can create effective online marketing strategies.
Also, your new business goals should adapt to a change of sales from a physical store to a digital store.
2. Understand How Consumer Behavior Has Changed
Given the current global circumstances, it’s fair to assume that people’s lives have been turned upside down, and with that their consumer behavior has too.
Just look at what happened to people’s internet use!
This table from Visual Capitalist shows that across generations, people’s overall internet activities have spiked. This is easy to understand from the stay at home orders and lockdowns.
Another trend in consumer behavior has been the change in spending habits from COVID-19.
Check out this illustration below:
Let me break this down for you:
The New York Times shows us that people are spending more on general merchandise and e-commerce. This is a major indicator of the power of digital marketing and online platforms for the future of business.
Tools for Determining Consumer Insights
Want to learn more about the changing consumer behavior? Check out these online tools!
Google Trends is an online search tool that lets the user see how often specific keywords, subjects, and phrases have been searched up over a specific period of time.
This is important because a majority of people’s searches take place on Google.
Use this to stay on top of current consumer trends!
Marketers go crazy for YouTube!
Youtube Analytics is a platform that uncovers trends to see what’s working and what’s not on your channel. It also allows you to see what your audience likes to watch, who’s watching, and which videos could make you the most money.
Google Analytics->Search Console
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.
Remember, we love Google!
3. Adjust Your Digital Marketing Strategies
Your priorities may shift because of your new business goals, consumer behavior, budget, and timeline.
As mentioned before, people are spending a lot more time online. On top of that, because of the economic impact of the coronavirus, many small businesses are unable to advertise on ad networks like before.
So, paid ad prices are way down because many businesses haven’t yet grasped the full value of digital marketing. This means that the cost per click (CPC) for ads is low.
Online traffic is increasing and the cost per ads is decreasing. This can be the perfect time for you to start investing in digital marketing!
Adjust for more payment options
Now, I know what you’re thinking.
How do I invest in digital marketing when people are buying less because of the economic impact of COVID-19?
Stay with me.
One trick is to use apps like Affirm that allow users to shop online and make payments over time. The best part is that it’s helpful to both the business and the consumer.
Now, let’s get into the details on adjusting your digital marketing strategy.
Consider what to prioritize and what to pivot
Be smart with the strategies in your digital marketing campaign in this unpredictable time. Also, know that some projects may need to be moved around.
Don’t hesitate to check out our services page as Colibri is an expert in creating marketing strategies!
Assess the digital marketing strategy’s use of imagery & language
Adding key visuals and interactive content is a powerful tool to improve the overall experience of the user.
Make sure that your visuals and language send the right message. For example, include the Current Health Guidelines by the CDC like social distancing, wearing masks, and the importance of washing your hands.
This will make you more credible and up-to-date.
Focus on how your company can enhance the life of the consumer
A company’s purpose is to provide value to its customers. Clearly communicate on how your company can enhance the lives of the consumers right now by:
Explaining your benefits: What is the potential value of your company during this pandemic?
Creating helpful content: Engage with your community! Provide content to entertain, educate, and motivate people in quarantine. Similarly, it will give you good word of mouth.
Adapt and Adjust Your Digital Marketing Strategy!
Overall, COVID-19 has created an unpredictable reality. But one thing is for sure, online marketing is steadily growing, and it’s here to stay. Make the most of your time at home to adjust your online marketing strategy using these tips!
Interested in growing your business even further? Check out our blog post on 4 steps to new market entry.
Contact our digital marketing strategists at firstname.lastname@example.org to see how we can help expand your business.