The Impact of Coronavirus on Digital Marketing
Illustration by Bruna Indalecio
It's been a few months since we started the new normal COVID pandemic lifestyle. Cases in the U.S. are rising, masks are now being mandated in several private and public places and lots of people continue to work from home. The harsh impact of the coronavirus to businesses is no news. Even with PPP loans and economic impact payments, many small and medium-sized businesses are still struggling to make ends meet.
It's no surprise that a lot of companies have decided to cut back on advertising budgets. But a complete omission of paid online presence can also cause a long-lasting negative impact on a company's marketing goals.
Be warned - organic traffic will continue to suffer, so don't expect your web visits to magically go back to normal. There's no way around it - if you want to stay relevant, you will have to invest in paid online marketing.
On a positive note, though, since ad spend is down for most industries, cost-per-click and competition are lower for many industries. Also, people are spending more time online, so there are many opportunities to promote your business even on a tighter budget.
What is the purpose of digital marketing during COVID-19?
Take this as an opportunity to connect with your customers. What can you learn from them and how can you better serve them during these challenging times?
Make your business useful and informative, but most importantly, make your customers feel safe. Educate your clients about the precautions you're taking to promote a safe environment for them and your employees too.
Market thinking of brand awareness and engagement first, conversions may only come later.
“Market thinking of brand awareness and engagement first, conversions may only come later.”
Marketing opportunity or exploitation?
Be mindful, there's a big difference between marketing opportunity and exploitation during the coronavirus pandemic. And now, more than ever, companies will be judged by their actions.
You can still make the best of it and adapt your products or services to be of use for potential customers without making an unfair profit out of an awful and unprecedented situation.
It's ok to promote a good deed, but don't overdo it. Don't draw attention exclusively to the brand, be informative and motivational instead, inspire your clients, competitors and complementary businesses to give back too.
It is also ok to be light and try to bring some joy in difficult times. Play with memes, fun pictures and copy if that matches your usual brand strategy. Just make sure that you're not being offensive or tone-deaf. Remember - when in doubt, do some research and ask a coworker or a well-informed friend for an opinion. And if you fall victim to an unpopular post that didn't resonate well with the public, don't delete it, deny it or defend yourself. Always listen and learn from other people's perspectives and apologize.
Creative and positive ways to market at the age of coronavirus
Adapt your ads to reflect our 'coronatimes'. Subtle updates like changing imagery featuring crowds and the outdoors to something that reflects more our current situation, like a family at home or any neutral theme.
Think of creative ways to stand out and stay ahead of your competition. How can you bring your products or services to your audience's homes? A great example is a company I consult with, that recently has decided to take their business expo fully online. They made a fast and smart move to bring their service to their audience, from the comfort of their homes. I know that there are certain services that cannot be provided fully online, but you can offer online consultations, webinars, and other customized services to keep people engaged.
Don't get behind or neglect technology. This is it, guys, coronavirus has and will continue to completely shape our world - socially and economically. It has also changed the way we work. If your company wasn't already on the remote work and tech-forward wagon, I bet you're feeling it now. But it's not too late. If you are behind, now is the time to get started with AI solutions, smarter ways to collaborate with your employees, and making sure everyone adapts to this new work universe - and that also includes you.
About Bruna Indalecio
HelloBruna Founder. With over 10 years of online marketing and graphic design experience, Bruna has worked with companies big and small to help them stand out and reach their marketing goals.
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