It’s no secret that the coronavirus has rapidly changed the economy. With mounting uncertainty around stay-at-home orders and social distancing practices, many companies are revamping their digital marketing plans to continue reaching their customers— and there has never been a better time to do so. According to a recent consumer survey, U.S. consumers are shopping more online now out of necessity and they don’t expect to revert to pre-pandemic buying behavior. Let’s look at a few ways you can quickly pivot your marketing approach so that your business can survive the pandemic and thrive after it.
- Make the Shift to Touchless — If you have a physical or tangible product or service, it’s time to get innovative. Look at how you can transform that product or service into a touchless or virtual experience and then market it through paid search or social media. For example, wineries that were offering in-person wine tastings have made the switch to a virtual experience. A customer can now purchase a tasting kit online and then set a date to join a virtual tasting that’s either private or open to a small group, allowing the customer to connect with other people who share a love of wine. Some private sessions even include a gourmet cheese and food pairing with the virtual wine tasting experience. Start nailing down the aspects of your business that can be considered touchless, no matter how small.
- Create Detailed Paid Social Campaigns — If you haven’t made the shift to utilizing paid social, at least in part, it’s time. Consumers are on social media now more than ever. Creating specific audiences and targeting engaged shoppers is the key to finding consumers who are interested in your business. For example, if you own a furniture store that relies on foot traffic for the majority of sales, once you bolster your online presence, you may want to investigate location targeting within your primary service area (i.e., within a 10-mile radius of your store). Consider developing buyer personas and then target your ads based on the ideal buyer’s behavior, interests and intent.
- Send the Right Message — Be sure to review content on existing marketing material that may seem insensitive or outdated. Confirm you have a consistent, relevant message across all of your campaigns. Check Google Trends, as well, to identify what is trending and how your competitors may be handling the shift during this pandemic. For example, many consumers are focused on ensuring the economy continues to thrive, so the words “Shop Local” have been trending. If you are a local small or medium-sized business, promoting your neighborhood roots on digital channels could encourage consumers to choose a brand within their community, thus driving traffic and sales. Just be sure your website is equipped to service customers once they land on your page like ensuring your phone number is visible, enabling online ordering and offering curbside pick-up and/or delivery as an option.
Regardless of what digital marketing strategy you employ, it’s important to have a forward-thinking, innovative approach while you rebalance and find your new normal. No one knows how long it will take to get there or what it’s going to look like, so it’s critical that you diligently monitor your online performance, stay connected to what’s trending in your industry and if you try something and it doesn’t work – fail fast.
The Northridge Group helps businesses of all sizes transform their Digital Marketing strategies. Enable your business with the right tools and take the first step in becoming your online customer’s first choice.
Interested in taking your digital marketing strategy to the next level? Contact Us today to learn more about how partnering with The Northridge Group can help grow your company’s digital presence.
- eMarketer. (2020) US Consumers Shopping More Online Don’t Expect to Revert to Pre-Pandemic Behavior.