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Adapting your marketing strategy during a crisis

Written by Kacelyn Oliveros

COVID-19 has meant that all small businesses are trading under changed conditions. Many have fully stopped operations while others are trying their best to stay afloat and are adapting to the times.

If you want your business to remain competitive and continue to deliver your products or services to your customers, you can follow these tips to better adapt your marketing strategies for different crises.

  1. Rethink your target audience

What’s your audience up to these days?

Most are probably staying at home (let’s hope so) and relying heavily on e-commerce websites, video streaming platforms and social media for shopping, learning and entertaining themselves.

Most people are using Google to find out if their favourite businesses are trading and offering concessions like takeaway, home delivery and online appointments.

Take a closer look at your target audience and look at your metrics to determine their needs.

For instance, if you’re running a dental clinic, patients may put off their regular check-ups. For them, going to the dentist is not worth the risk.

This is a pain point to solve and if your audience is using Google, you need to be where they are. Update your Google listing to reflect critical information.

  1. Refresh your online real estate

Take a look at your social media accounts, your website and other pieces of online real estate. Update them if necessary.

Here’s what you can do:

  •     Do a site audit of your website and see if your keywords match what your customers are looking for within your industry.
  •     Post a blog or update your home page about your procedures during the crisis. Are you closing on certain days? Do you offer out-of-store services like delivery? Do you have a product page where people can shop remotely? Identify what you can offer to your customers to help them feel at ease when doing business with you.
  •     Be transparent. Social media lets your customers know what you’ve been doing to improve your business despite the ongoing situation. Tell them any changes you’ve made to your operations or show pictures of your team working at home or on a skeletal workforce. Let them know that you care about them as much as you care about your business.

What if you don’t have the time to do so or if you don’t know where to start? There are several digital marketing companies that remain open to help businesses boost their online visibility.

Hiring a digital marketing company can be beneficial to your business. These agencies can deliver more leads and sales because of their specialities in, among others:

  •     Search engine optimisation services
  •     Pay-per-click advertising
  •     Facebook and Google advertising (also known as lead generation)
  •     Web design
  •     Social media

While their main job is to increase your visibility online, they also help you integrate and operate various online platforms and perform market research, audits and reports throughout and beyond your campaign.

Businesses have thrived during the pandemic and have seen positive results since partnering up with their preferred digital marketing company.

Hire a digital marketing agency if you want to stay relevant to customers while staying afloat during the pandemic.

  1. Realign your marketing campaigns

Once you have made the necessary changes to your online real estate, you can improve your marketing campaigns.

For example, you’re running a skincare company and you rely on live events to introduce new products. Now that you know your audience is most likely to watch videos on social media, particularly on Facebook, you can use your Facebook page to host a live video to release your newest line.

On Youtube,  you can start uploading skincare routines that use your products. If you want customers to try samples of your product, you can start a lead generation campaign targeted to existing customers. They will receive the products via post so they don’t have to go to your stores (if you have several locations) and have a working skincare routine at home.

If they’re happy with your products, you can send over a discount e-coupon so when they buy online, they can get more products that work for them.

The digital landscape is flexible and can work with you during any crisis. With the right mindset and the right strategy, your business can really succeed.

“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."

About the author

Kacelyn Oliveros

Kacelyn Oliveros works at SocialFox

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