5 Reasons To Continue Marketing Your Business During Covid-19
A lot has changed in the last few weeks. Covid-19 has turned our lives upside down and created a previously unimaginable number of challenges for businesses. From handling sick staff to implementing work from home policies, business leaders have been forced to adapt, and quickly.
Many companies are suddenly looking to cut expenditure and save money where they can to weather the storm. Naturally, marketing budgets are an easy place to find savings, but smart businesses will use the coming downtime not to cut back on marketing completely but to grow their companies.
The coronavirus pandemic is a challenge for us all, but it also presents unique marketing opportunities. Here are 6 reasons why you should continue to market your business during this time.
More People Are Online
Vast swathes of the population are now spending nearly all their time at home. Vodaphone has reported a 50% increase in online traffic since the beginning of the outbreak. Whether working from home or just staying indoors over the weekend, more and more people will be passing the time by being online. e-commerce website visits have spiked in the past weeks, with shopping websites like Amazon and eBay seeing unprecedented demands.
It’s not just consumer facing businesses that can expect more website traffic. Many B2B decisions will now be made through online research, as people move from conferences, sales visits and showrooms to online research into services and products alike.
Time For Spring Cleaning
If you’ve been putting off an assessment of your marketing efforts, now is the time. With fewer meetings, visits and office distractions business leaders can finally ringfence some time to look at what’s working and what’s missing. This the perfect opportunity to conduct a website audit, to review content, branding or messaging.
Use this extra time to review every channel to see where strengths and weaknesses lie. If you need to develop a strategy that directly addresses the pandemic, be measured and responsible before rushing in. Customers are being bombarded with half arsed efforts by companies they barely remember. Use this time to plan carefully.
Competitors Are Slowing Down
If you’re considering scaling back marketing, it’s likely your competition is too. This crisis presents an opportunity for improving marketing while everyone around you cools off. Focusing on opportunities allows smart businesses to take advantage and stand out from the crowd.
Consider looking at the impact of the virus on paid search. One study has already shown some major changes in prices in cost per click for certain industries. Are you experiencing reduced competition on social media as your competitor’s teams dial back, or should you be increasing site content to reflect the current situation?
Focus On Long Term Goals
While we don’t know when things will go back to normal, we do know the current situation will not last forever. Clever business leaders know they have to focus on the bigger picture and consider strategies for when the dust settles.
Once short term strategies are in place, its vital to focus on the long term. SEO is the perfect long term marketing strategy for these difficult times because the hard work now pays off in 3-6 months time.
Start with an audit of the website from a technical standpoint and ensure your digital house is in order. Spend time reviewing content strategies to see what has worked and what hasn’t. If you’re already marketing through SEO, stopping now will have long term implications that will become even more apparent when its back to business as usual in the coming months.
Learn To Communicate
More than ever, communication between businesses and customers is key. Communicating a brands core values and identity is vital at this difficult time, but done properly will reap rewards lasting long beyond the crisis.
Provide customers and clients with relevant, helpful and sympathetic content across any relevant channels. This will help build loyalty, awareness and engagement. Ensure you’re not just trying to capitalise on the situation, instead try and provide genuine value and help. It might seem obvious, but now isn’t the time to host a Covid-19 50% off sale.
It’s important to remember that this situation is likely to be temporary and short lived in the grand scheme of business. For many of us, there will be elements that remain out of our control, but there is still plenty we can focus on that we can determine. Use the time as an opportunity to improve and lay the foundation for the future. If you would like to discuss any aspect of your business, from websites to SEO audits, we’re here to help. Just get in touch.