Time to Refresh Your Digital Marketing!
by Jolita Abromaityte
As we begin the slowly re-emerge and re-open from shelter in place orders your digital marketing efforts will play a more important role than ever, especially considering how quickly things can and are changing. You need ways to quickly inform your potential and existing clients about changes in your business. Here are a few tips on how to get started
Spruce up that website.
When was the last time you updated your website? Now is a good time to revisit it and make sure it meets user expectations and provides the latest information about your products and services. Reassure your customers by letting them know what safety procedures you put in place, to stop the spread of the virus. Explain to them how your “new normal” looks and how your process has changed. Post other relevant information to keep your customers informed: from changed (and likely slower) delivery times to the new way you deliver or sell your products, your adjusted opening hours etc. From a technical and design standpoint make sure it is optimized for mobile users, loads quickly and does not look out of date.
Revive your social media channels.
While Coronavirus is still a huge risk, the Black Lives Matter movement has been on everyone's minds, forcing many brands to issue public statements about their position on these matters. In light of what’s happening around us, it is smart for any business to revisit their mission and values and create a content strategy that reflects them properly. Make sure you aren’t just posting old content or tone deaf on your social media: from voice to visuals, review all creative and remove/update anything that doesn’t reflect your current business climate.
Take Advantage of Google Business
If you do not have a Google Business account, set one up immediately. It is a powerful and free tool that you can use to quickly inform potential customers about your business hours, services and how to contact you. If you have a business account make sure all your information is up to date and you have as much information posted as you can including photos and client reviews.
Renew that email marketing campaign.
Just like your social media, your email marketing also requires an overhaul. Make sure there’s no disconnect between the two and you’re broadcasting relevant messages across the board. Haven’t done any email marketing? Then you’re definitely missing out! Done well, email marketing campaign can result in gaining new customers, getting new purchases from existing as well as winning back previous ones. Starting an email campaign if your don’t have one and finding appropriate email and email list services
Spend a little $$
Most businesses might not be in a position of spending right now, but if you can afford it - do it. And it doesn’t have to be a huge amount, spending $10-$20 on a Facebook ad can be just as valuable (test it out to see what works for you, try a different call to action or a different image if the first ad didn’t perform well. Test it with a small budget of $5- $10 and test again to find the one that works best). One thing to note, if you’re doing it - do it with class. Add value to your customers, i.e. supermarkets have allocated time for vulnerable and health workers. Is there anything you can do to help? Perhaps you can offer the key groups a special discount, maybe a freebie? If your business is re-opening, but with new adjustments to the post-corona world, it’s a good time to advertise and let your customers know. Due to the circumstances many businesses cut back on their ad spend, which means less competition for your ads! And while cutting the budget is inevitable for most, it may have long-term consequences. You are probably shouting “but nobody is buying anything”, and that might be true as well, but as we are adjusting to the new normal, we still crave products and services from our “old normal”, so there are a lot of customers ready to spend in order to treat themselves.
Don’t forget your existing customers!
It’s always cheaper to retain your existing ones than acquire new ones. So don’t forget to keep in touch with your existing customers via your email list and via your social media channels. Keep them updated on your offerings, offer them discounts if you can, and in general, just be there for them to answer any questions or concerns they might have. A great way to reconnect with them might be to ask for a review on Google business.
The world is rife with problems, make sure you're in the business of solving your customer's problems, not adding to them. People are taking notice of brands that are taking advantage of the situation and making lists of “companies to avoid” post-lockdown. Be the business that your customers look forward to interacting with. Kindness and a friendly smile can go a long way, even if it is behind a mask.
If you need help in creating your “new normal” marketing campaign, we’d love to hear from you!