With social distancing being urged around the world and with many countries in nationwide lockdown, the COVID-19 pandemic has affected thousands of individuals, families and businesses.
As business owners ourselves, Amica Digital understands the financial strains your business may be facing. However, through innovative thinking alongside sensitive and effective digital marketing during COVID-19, your brand could come out the other side of this pandemic even stronger than ever before.
Adapt To Survive
It’s time to think creatively and work with what you’ve got! Prepare to be flexible, nimble and proactive. Take a good hard look at the regulations and current situation in your area. What role can your business play in order to remain pertinent?
Many businesses are using the resources available to them to reinvent their products and services and make them relevant to the current climate. We’ve seen gin distillers creating their own hand sanitisers, trucking companies assisting with necessary relocations and textile brands creating face masks…just to name a few examples!
Not only does this reinvention allow you to add value and perhaps provide some sort of relief to this crisis, but by providing an essential product or service, you may be able to keep your doors open.
Unfortunately, not all businesses are in a position to reinvent themselves overnight. But there are ways that you could still operate through serving customers online or via delivery, should normal operation not be possible.
Take New Regulations Into Account
Ensure that you are playing by the rules. The last thing you want is to receive a fine for operating when you shouldn’t be. Regulations are very much area-specific so ensure that you are well-versed and up to date with all new regulations and guidelines in your area.
If you are still able to operate, it may be worth your time to advertise online. With most international borders closed, you are going to want to focus on local engagement through:
- Updating your Google My Business details
- Ensuring you’re listed in a number of online local directories
- Advertising on social media
- Running local ads
It’s also extremely important to keep your audience informed of any new changes in your services, operating times etc. so that they are not left in the dark. It’s also just as important to inform your audience about the precautionary measures that you are taking to stop the spread of the virus. Whether it be increased hygiene at your premises, taking online orders only or urging all of your staff to wear protective gear, let your audience know the steps you are taking.
Act With Care When It Comes To Social Media And Marketing
Many people are facing extreme emotional, physical and financial stressors, so when it comes to online marketing and social media you need to be sensitive and thoughtful with everything from your wording to your imagery.
People may be spending a lot more of their time online but that does not mean that they want to be bombarded with irrelevant adverts and marketing material. Put yourself in your audience’s shoes. What content would you want to see during this time?
Please DO NOT act as if everything is normal. Everything is very far from normal and if your marketing looks like ‘business as usual’ you will definitely come across as uninformed and tone deaf.
With many people stressed and worried about the current situation, you do not want to fuel any fears. Ensure that all of your content has a calm, sensitive and professional approach. Most importantly, ensure that the information you spread is factual and educational. The last thing you want to do is spread fear – mongering fake news.
Use this opportunity to show the compassion and empathy your brand has to offer.
Time To Work On Your SEO
You are probably going to have a bit more time on your hands than usual and it’s vital that you use this time to your advantage. While you may not be able to work ‘on your business’, you can definitely work ‘in your business’.
This is not the first economic crash that we’ve seen in our lifetimes (think back to the 2000 dotcom crash as well as the 2008 GFC). What we have learnt from economic downturns is that the best time to invest is when others can’t afford to.
Right now, you have probably a once-in-a-lifetime opportunity with regards to SEO. With so many struggling businesses pulling the plug on their marketing budgets, you could drastically improve your rankings and climb to the top of search results.
You may also be able to find some great advertising and pay-per-click deals, with many digital marketing agencies offering discounts to support businesses who need to get their message out.
If you are lucky enough to have cash to spare in this crisis, we highly recommend investing some of it into SEO and paid advertising strategies.
Investing in SEO now will bring your company out of the other side of this crisis stronger than ever.
Elevate Your Online Presence
If you are unable to keep your physical doors open, this is a great time to elevate your online presence by revamping your website, providing insightful content and being proactive on social media.
Is there anything that your business can offer over social media during this confusing time? Just a few ideas include:
- Exercise classes
- Streamed events with entertainment
- ‘Cook with me’ events
- Educational information
- Interactive events
- Online contests
- Training courses
As we have mentioned before, it’s very important to be sensitive when posting to social media. Ensure that you stay informed of the latest developments so you know how to approach certain topics.
A recent Brands Get Real survey showed that 91% of consumers trust in social media’s ability to connect people, and that 78% of people want to see brands using social media in positive ways to connect people.
With so many people spending large portions of their days on social media, you have an opportunity to connect with your community and build up an engaged and interested following.
Now is a great time to start a Group on LinkedIn, Facebook or WhatsApp. Be the person leading the conversation, instead of just joining it.
Things Will Get Better…Eventually
It may feel like the end of the world right now, but this pandemic will end eventually. When things start turning somewhat back to normal, you’ll thank yourself for not giving up on your business!
Need assistance with your digital marketing during this challenging time. The team at Amica Digital are online marketing specialists and we use custom strategies to ensure your voice is heard! Contact us today or book a 30 minute call below.