Our advice on digital marketing during a pandemic
All businesses not just in Kent, but across the country and the world are all facing difficult and challenging times due to the impact that the Coronavirus is having on our businesses.
Business leaders have been left in a catch 22 scenario – to invest or not to invest in marketing.
Online marketplaces have shown rapid growth over the last few weeks as the majority of us have moved our lives online. Traditional brick-and-mortar businesses with no previous interest in eCommerce have had to move online to survive.
On the other hand, global uncertainty and news about the biggest economic slump in modern history have put doubt into our minds as to whether we should invest in marketing and if so, what is seen as a priority.
Whilst a cut in marketing activity will provide your business with a short-term fix and money earner, it is a definite way of creating long-term consequences!
Believe it or not, your customers are also watching their pennies, however, they are still spending money, they are just being more selective as to what they need.
It is a time for all businesses to come and stick together, as all businesses are looking for ways to survive. Whilst short-term survival is a priority, for businesses to survive in the long-term, digital plans may need to be brought forward.
This situation will not last forever, but preparing your business for the long haul may prove crucial to staying afloat.
Businesses that look after and take care of their existing customers over the next few months will be in a far better position when we come out of this. Some of the simple things you can do are:
Growing your brand awareness and becoming more visible to your prospective customers online will ultimately help drive enquiries and sales. To do this you can:
Small changes can have a big impact. Making small low-cost tweaks to your website experience can turn website visitors into new and returning customers. Some things you can do are:
Unfortunately, there is no one-stop-shop strategy that can guarantee online success through the Coronavirus. Be sure to test and measure everything you are doing over the next few months, so that you can make money by ensuring your investments are not turning sour. Try these ideas:
There is no clear path to success. Businesses need to choose the path that is right for them that helps keep them afloat. But hopefully, you now agree that it is time to think long-term.
Turning off or suspending your marketing activity may prove an ideal short-term measure to save money, but in the long-term may prove fatal to your business.
Meeting your customers where they are now, gives your business the best chance to stay afloat and be successful.
Whilst it is a difficult time for us all, your business can still flourish and if you are willing to try something new and not pull back from marketing activity, you may find you are ready to cope with a different world when this is all over.