Adjust and Adapt: Digital Marketing During COVID-19

Aug 14, 2020

Adjust and adapt: two words that are very important right now. These words are a mantra to hold on to this fall as businesses and the economy are still dealing with the continued effects of COVID-19. The process goes something like this: new information comes out—adjust. The situation changes again? Adapt. In digital marketing these are two key words to remember. New marketing trends and new data have been coming forward every month this summer. I’ve rounded up research from the web into four marketing moves to make as you continue to adjust and adapt: digital marketing during COVID-19.

Adjust and Adapt: Digital Marketing During COVID-19

1) Focus on retaining customers:

It’s easier to keep customers than to convert new ones. To do this, some companies have been offering discounts to their customers. That will help your company retain your customers and that will help your customers with their budgets (many of which are currently reduced). Another option is to keep regularly communicating with your clients — either through email or social media. This is a great time to up your social media presence. Building up and keeping up with your social presence allows you to connect with your audience in real time.

2) Shift to short-term goals:

Many companies have been shifting their efforts and resources to short-term goals. For example, some have chosen to divert Search Engine Optimization (SEO) budgets to Pay Per Click (PPC) advertisements. PPC ads have become cheaper and potentially have a faster return on investment than SEO. If your company needs faster results from its marketing, PPC ads may be a good option. As mentioned above, social media and email marketing are another great option for a quick connection with customers (both current customers and potential customers). Focusing on week-to-week goals or monthly goals lead to measurable results and data.

3) Update websites:

Make the shift from cleaning your office to  cleaning your website. Since there’s a lot of remote work still happening, your visitors will be visiting your website rather than your office. Connections will likely be made over Zoom instead of over a meal. With that in mind, tidy up your pages and online presence. Make sure you have things like:

  • Quick page loading speeds
  • High quality images
  • Current contact information
  • Strong website copy
  • Clear descriptions of products and services

If you’re a business that caters directly to the customer (B2C) make sure your business hours and mode of operation are super easy to find on your website. If you haven’t done so already, consider making a separate page or heading that tells all the COVID-19 changes and precautions in place at your business. For B2C companies, some of the storefront information might not be applicable, but a COVID-19 information page with manufacturing or scheduling updates may be helpful.

4) Analyze everything:

New trends are emerging fast in our ever-changing economy. Especially right now, trends come and go pretty quickly. To make use of a trend, keep up with your field. This can be done through following industry blogs, competitors’ websites and social media accounts, and staying in touch with your contacts. See what’s working for others and what’s not. In your own marketing campaigns, analyze and measure everything. This is important because you don’t want to be spending extra money on anything right now. When something isn’t working well for your company, you can brainstorm another option or two. If you keep a finger on the pulse of the industry and your company, you can adjust and adapt as necessary.

If you want more information about advertising, marketing, and communications, get in contact with us at RedMoxy Communications. We’d love to chat about strategies to benefit your company, including how to best use your time and resources this fall.