Digital marketing during the COVID-19 crisis
COVID-19 has rapidly changed the way we interact with one another, how we run our businesses and how we spend our time.
If you live in the state of Colorado, you are now under an executive order by the governor to stay at home. This order is effective until Saturday, April 30th.
In this new world of limitations, and one in which virtual reality is now king more than ever, companies have no choice but to grasp the digital world and in a timely, mindful fashion.
Here are a few helpful tips to keep your company relevant in this new landscape.
#1 Messaging, messaging, messaging!
Before you dive deeper into the digital world, adjust your expectations of what was previously planned and determine what you want to say during this critical juncture. Take the time to hone your messaging and ensure that your visuals match your strategic tone.
Craft your messaging to be thoughtful, compelling and informative. Include information about your current and future schedule for services and availability of products as they relate to COVID-19 and the government mandates.
#2 Uniquely utilize what you already have: your website.
Not only is your website a holding tank for information about your company, it now needs to be a news source. Add value to your web presence by offering frequent COVID-19 updates to your readers, as they relate to your day-to-day operations and your industry.
Be transparent with your clients about what you are facing and how you are problem-solving during this time. Transparency is a healthy tool for bringing peace of mind to your clients. At the end of any day, your clients want to know that you are still there for them and that you are still able to provide the services and products they are accustomed to receiving.
Test the waters with e-seminars and educational videos. Much like your content, produce videos that are up-to-date with our current global crisis.
Zoom, an online tool for virtual meetings, has skyrocketed in popularity the past few weeks. It’s easy to use and there is an option for a free plan.
#3 Adjust your social media activity.
In your social media posts, it’s OK and helpful to mention COVID-19 and its impact on your business and community. The idea is to be engaged at a level that is current and relative to not just what you believe is important, but what your readers find important as it relates to their physical and financial health and wellbeing,
Much like your website, your social media should incorporate ongoing updates regarding your processes that are now adjusted to your state and county’s orders related to the virus and social distancing.
If you are in the process of growing your social media followers, consider partnering with an organization that has a large following. If considered a win-win by both entities, ask your new partner to share your message on its platforms in exchange for your shares of their messaging or agree to exchange product for product (or whatever you deem appropriate).
#4 Start an email campaign.
Utilize this unprecedented time to reach your audience through a fresh campaign by way of an email.
Take a more personal approach in your campaign by providing useful tips on how to thrive in quarantine settings. While tapping into this emotional space, including industry tips and facts.
A good tool to use for generating and tracking email campaigns is Mailchimp.
#5 Place digital ads.
If you are not already advertising in the digital world, this is the perfect time to get into the game. Do your research. Look into local industry-related forums and publications with a web presence. Consider advertising with your local news organizations, as people are now constantly checking news outlets for updates about COVID-19.
If you are experiencing a financial burden due to COVID-19, the SBA provides low-interest disaster loans to help businesses recover from declared disasters.