The aim of this post will be to highlight the fact that more people will be online now than usual so businesses utilising digital marketing such as social media marketing will experience higher reach and engagement rates
As our world’s move online more than ever before, it’s safe to say that digital marketing is having a moment. However, just how will your business use digital marketing and what strategies can you adopt to ensure they benefit, rather than hinder your business?
Today, we’re answering exactly that to help guide you during these unprecedented times.
So, let’s dive in!
Connecting Online
As everyone endures their form of ‘social distancing,’ we’re all finding ways of staying connected and, unsurprisingly, the online world is offering a great solution.From Facetime to Zoom, your customers are actively online (whether they like it or not) and this presents a great opportunity. Plus, they’re most likely feeling a range of difficult emotions as they contemplate and digest all that is occurring.
So, if you’re leaning in to digital marketing, it’s paramount to do so with a down-to-earth attitude. Your business may be struggling and the same rings true for your customers. Simply checking in with your network can go a long way and may even result in a new lead.
After The Storm
It’s easy to be positive during positive times but to keep the same uplifted spirit during hardship is a different story altogether. And, this principle relates to your business. The way in which you present yourself, your team and your business right now will hold weight in the future.Whilst COVID-19 is indeed paralysing the world and the global economy is heading into hibernation, there is an inevitable end to the chaos. When this time comes, customers will remember what your business stood for and how they approached digital marketing during such a period.
That’s why it’s a good idea to head back to the drawing board. What does your business stand for and how would you like your customers to perceive you? The answer to this question should inform, influence and guide your digital marketing strategy.
For example, if you’re a for-purpose agency, it’s a great time to focus on the good news stories and share them with your network. Whilst you’re not directly selling, you are inadvertently advertising who you are and what value you can offer; in this case, shareable content and an effective communication strategy.
So, stand strong during this time and be clear from the outset about how you’re going to use digital marketing. It would be a missed opportunity to simply sign out until this pandemic passes. However, at the same time, it may hinder rather than benefit your business if your strategy doesn’t adapt and evolve to meet new customer expectations.
As a rule of thumb, consider what your customers truly need right now and deliver it to them in an easy-to-digest format. With this approach, you’ll be off to a good start!
Keep It Real
Whilst digital marketing was once a place of edited photos and manicured videos, customer expectations have changed and aesthetics are no longer the priority. As COVID-19 has significantly changed many areas of everyday life such as health, our livelihoods and the state of the economy, the priority is now focussed on content that people can relate to and find uplifting value in.
What’s more, positive news is having it’s time to shine with many looking to grab on to whatever hope, joy and humour they can find. Considering this context, it’s important that your digital marketing strategy has a human element that your viewers can relate to.
For example, an unfiltered and somewhat raw video of you explaining your tips to working from home is likely to be better received than a promo video selling your product. Remember, it’s a chaotic time both online and offline so keep it real, keep it valuable and keep it simple.
The Verdict
In this strange new world we now find ourselves a part of, there are unexpected opportunities if your business adopts the right approach. Whilst it may not be the time for direct selling, it’s an ideal time to build your network and to establish real connections founded on shared interests and emotions.
The world is experiencing this moment collectively so tap into the feelings, topics and ideas that both individuals and businesses can relate to. From humour to helpful recommendations, digital marketing can absolutely benefit your business with a well-thought out right approach.