Since the onset of the global Covid-19 pandemic in 2020, businesses both large and small across the world have faced considerable unprecedented challenges, including but not limited to the marketing of their companies’ work.
Finding new customers to connect with and expand your sphere of influence can be difficult when so many are experiencing financial hardship and changes in personal and professional priorities. Fortunately, marketing company professionals are on hand to help businesses with online marketing strategies that might be best employed in the midst of a pandemic and beyond.
Acknowledge the Situation and Stay Positive
There isn’t a consumer alive who isn’t aware of the current situation regarding the Covid-19 pandemic. It can be mentally draining to be constantly reminded of the considerable damage that has been wrought in the past year and a half, and especially now that a potential end is in sight for a majority of places in the world, many are looking to be reassured and encouraged rather than being further demoralized and disheartened.
As a business, it is possible for you to acknowledge the seriousness of the pandemic - its effect on people’s personal lives, the economy and work - while remaining optimistic. Use positive language in posts and communications regarding the end of the pandemic and the ‘opening-up’ of society, make plans for the future of your service-provision in a post-pandemic world and communicate these in an exciting and engaging way to potential and future customers.
In doing this, you will allow consumers to make positive, subconscious connections between your business and the exciting prospect of an end to pandemic restrictions. They will know that your company is both pragmatic and forward-thinking in its outlook, endearing them to your admirable principles and helping them to trust you in the future.
Provide Concessions and Offers to your Customers
Whilst there are of course degrees of severity, the pandemic has not been easy on any consumer, either financially, personally, or both. Providing special discounts, offers and concessions (if financially feasible for your company) in these tough times will undoubtedly be appreciated by your customers and show them you have their best interests at heart.
This can work for both existing and potential customers. You may wish to focus on your existing consumer base and reward loyalty, or attract new customers by providing one-time offers and discounts to be used on their first purchase of the goods and/or services your business offers. Be sure to advertise these clearly in your communications and advertisements, in order to reach as wide an audience as possible.
Ensure Your Website is up-to-date
Everything is online nowadays - and has been for some time - but this has been undoubtedly heightened by the pandemic condition. With shops, restaurants and public transport being shut down and restricted, and with the huge increase in working and learning from home, people are online now more than ever.
As such, it is hugely important that your online presence is engaging, convincing and, above all, up-to-date. An outdated, tired landing page could be the difference between gaining a new customer and turning him or her away immediately. The design of your website can further ensure you make a positive impact on potential consumers - hiring a marketing company such as Camberlion to assist you in web design and development could help you to stand out from your competitors.
Increase your Social Media Presence
Speaking of the online sphere, social media is experiencing quite a boom at the moment. With travel restrictions in place, it is unsurprising that so many are turning to social media in order to communicate virtually with family members and friends in place of standard in-person contact.
People are also using Twitter and Instagram to spread information and news regarding the pandemic, and of course we are all well aware of the spike in the use of video conferencing platforms such as Zoom and Microsoft Teams, used by companies seeking to host internal meetings and grandchildren contacting their distant relatives alike.
As such, there is a real opportunity to connect with potential and existing customers via social media. Increasing your business’ presence on platforms such as TikTok, Facebook and Instagram is a sure way to effective marketing, especially in the midst of a pandemic. This does not just mean having accounts on said platforms with up-to-date website links and contact information; frequent posting will ensure you are appearing often on followers’ feeds, with increased chances for existing customers to like or retweet your content and spread the word about your company to their friends and family.
Perform an SEO audit to increase your visibility
SEO, or ‘search engine optimisation’, is perhaps the most important tool for increasing your online visibility by directing traffic to your website via a search engine. SEO is used to match people with webpage results which are relevant to what they typed into the search bar; with a targeted and effective SEO strategy, your company will be more visible to an audience who is looking for answers that your business may be able to provide.
You may wish to employ a marketing company to perform an ‘SEO audit’ on your website. This will allow you to see how effective your SEO strategy currently is, and you will be able to receive feedback on how to make your content more visible on search engines going forward. As mentioned before, consumers are online now more than ever due to the restrictions caused by the pandemic. You want to make the most of this condition by being as present as possible in the online sphere to potential future customers.
