The coronavirus has created a new paradigm that leaves us with many unknowns: How long will it last? What restrictions will there be afterwards? Will consumer habits change? But we can’t let uncertainty take over.
It’s your chance to boost your brand online, connect with customers, create valuable content and reach places you’ve never reached before. In this coronavirus crisis, your digital marketing can help grow your business more than ever.
How is it affecting your sector?
While it’s true that the coronavirus affects every sector, it doesn’t affect them all in the same way. It’s important to analyze your audience, their habits and their needs carefully. Knowing your business’s target audience is essential to building a marketing strategy.
Knowing what your customers are looking for and what they expect from your brand is essential to rethinking your online strategy right now. Consumers are looking for trust: customers who had never considered buying online may do so for the first time, while others who are used to it will try new brands. Sectors like food, with an audience reluctant to shop online, have seen their online sales grow by 164%. 9.6% of Spaniards have bought food and drinks online for the first time in their lives.
Toys, health products, sports equipment and books are in higher demand right now than before the quarantine. What if your sector isn’t one of the lucky ones? In this post we’ll share actions to boost your brand and come out of this situation stronger. The coronavirus may have brought your sales down, but it shouldn’t stop your brand.
Everyone is online: it’s time to get your brand known
Internet use has increased. Your customers are just like you: at home and browsing much more than before. It’s easier to reach them on social media, with Display campaigns and YouTube ads.
It’s time to boost your branding campaigns. Sometimes, in our rush for immediate results, we forget to work on brand campaigns: telling people what makes us different from our competitors, our values, the more human side of our company.
Introduce your team, your story, your goals. It’s a way to connect with your audience on another level. Follow a style guide for how you communicate: which recurring words to use, which to avoid, your visual identity. Working on your brand image is a safe bet for staying top of mind with your customers.
Invest in content marketing
Giving your audience valuable content is key. Be true to your values and bring a different, genuine point of view. That’s your brand’s real potential. You’ll spark conversation around your content, attract attention and earn your audience’s engagement and participation.
Now that people have more free time, they’ll consume more content, so it’s time to do it well, as it can reach a wider audience. Here are some ideas for creating content right now.
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Challenges and contests are everywhere. Play with your audience, set them a trivia quiz about your products, ask their opinion on upcoming launches, and let them get a little closer to your brand and feel it’s theirs too.
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Commit to the current situation. It’s not just what you say, it’s what you do. Companies that are stepping up right now are making a difference.
These actions leave a positive impression and connect emotionally with our audience. What can you offer? Perhaps supplies for hospitals or care homes, a free course to do at home, business advice. It’s time to build community.
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Dare to try new things. It’s time to bet on innovative, different content.
There’s so much information online that we get overwhelmed. Stand out and people will remember you! It’s the perfect time to try new initiatives.
Marketing mustn’t stop
If you’ve had to stop production or close physical stores, you may think all is lost, but it isn’t. Now your company’s marketing takes center stage. Digital marketing plays a key role: it’s responsible for keeping and winning customers, as it’s our only point of contact with them.
Go all in on your brand and content marketing, share your values with users and build a bond with them.
