As we navigate the Coronavirus outbreak on all fronts in the US, it’s a tricky time for business owners and post-Coronavirus digital marketing. What messages will be most helpful, build trust, boost visibility, and maintain or increase conversions in a time when we’re focused solely on:
- Physical health
- Job loss
- Revenue loss
- Mental health
- The health of our friends and loved ones
- Changing education norms (i.e., an abrupt plunge into online learning and homeschool)?
No one wants to be tone-deaf right now in their marketing, and yet we all still need to encourage revenue as much as we can to survive this bonkers business climate.
Watching countries like China, which are slowly picking up the economic pieces from Coronavirus, can give us a clue of what to expect and how to proceed in our marketing strategy.
Throughout the COVID-19 pandemic, Romain Berg remains a mainstay of innovation, practicality and data-driven results, not hype.
Contact us today to discuss how to pivot your digital marketing strategy to keep existing customers and engage new audience members. We’ll turn your digital marketing challenges into triumphs.
What can China’s economic recovery (or lack thereof) tell us?
Since the COVID-19 outbreak began in Wuhan in December 2019, China has progressed further through the outbreak curve than other countries. Everyone was hoping China’s economy would bounce back relatively quickly. However, progress is slow, and consumers are scared.
In a nutshell, even though China’s factories, corporations, and small businesses are slowly opening up again, several factors continue to stunt the recovery of commerce in China:
- Lower demand for Chinese-manufactured goods from other countries now entering the peak of the pandemic
- Cash hoarding from consumers who’ve lost their jobs
- Sustained fear from citizens of going out to malls, restaurants, and events
- A significant drop in disposable income and consumer confidence–no one knows precisely when or if their employers will re-hire, pay salaries, or go bankrupt
- Uncertainty about re-infection in different provinces and continued measures to control the spread of COVID-19
- Lack of public transportation in rural areas–for workers and consumers
- Massive financial and liability uncertainties for small and large companies alike (i.e., what sort of paid leave will each company be liable to pay its staff as mandated by the government? What assistance might the Chinese government provide to companies to keep their employees on the payroll?)
No one knows how long complete economic recovery will take in China or elsewhere, and everyone’s watching what happens next.
How can US companies stay ahead of the digital marketing curve?
Of course, we anticipate that the foundations of digital marketing will remain the same: build and maintain your “know, like, and trust” factors, or your EAT (Expertise, Authority, and Trust) online. Use strong calls to action in your content and your website.
However, in this climate, the following are must-dos for any company hoping to survive and thrive during the COVID-19 pandemic.
- Provide a sense of control with information. Almost everyone is hungry for detailed information on how to stay in control of their lives, despite uncontrollable circumstances. The more you can assure your audience that you’re ethical, reliable, sanitary, and relevant to their current struggles, the more attractive you are to your base.
- Do good work, and don’t showboat. Help out in your community. And talk about it judiciously. It’s okay to say you donated several cases of protective gear to your local hospital. You could even write a blog post highlighting several of the local hospital staff and include a soft CTA at the close of the article. However, if you’re only doing good work to try to get sales, don’t bother. Be authentic in your service, and Google will notice.
- Expand your keyword research. SEO is changing with Coronavirus times. Consumers have all-new challenges and pain points during this time of social distancing. Long-tail keywords you may have used before in your SEO might not rank as high anymore. Top ranking keywords at this time center around at-home fitness, holistic wellness, games, and learning tools for kids, finances, cleaning and sanitation, and relationships.
- Re-position your products and services to address new pain points. For example, many brick-and-mortar yoga studios have successfully pivoted to online classes, and find their revenue is stable and on the rise, in some cases. People stuck at home still want and need their communities. Online yoga with their favorite teachers and niche studios can mean a sanity-preserving link to normalcy. Your digital marketing should reflect your efforts to give people continuity and comfort in a scary time.
- Beef up your content. Since no one is going out to shop, assemble in groups, or search local businesses, it’s smart to stay relevant with quality content. Especially for local businesses that thrive on in-person traffic, you must stay top-of-mind with your audience by providing useful tools, tips, tricks, hacks, and solutions for your customers, as well as innovative ways for them to purchase from you.
- Become an essential business. As we begin to recover from COVID-19, we’ll all be financially shell-shocked. Spending will become laser-focused as consumers make difficult decisions about how to allocate their limited funds. The more you can position yourself as an essential product or service, the better. And, if you can add payment options, a sale price, a special offer, or value bundling in the next several months, that may help your landing pages convert more reliably. Spend extra time researching your competition and work to set yourself apart in your value and brand messaging creatively. You can even explore unique ways to partner with your competitors online, so everyone wins.
Good news: Advertising is dirt cheap during Coronavirus
With many businesses suspending or limiting their ad budgets, advertising online is way cheaper than it’s been in a long time. Take advantage of strategic social media ad buys (because people are scrolling more than ever now), Pay Per Click, and other ad placement on news websites, which are enjoying significantly amplified traffic.
Get help to stay on top
Now is the best time to get reliable help in changing and implementing your digital marketing strategy. Romain Berg is a comprehensive digital marketing agency. We specialize in SEO, quality content production that converts, and effective PPC advertising.
Invest in your digital marketing today with Romain Berg. We’ll partner with you to sustain your existing customer base, and grow your audience in an uncertain time. Our success is based on real-time data and continual customization of our approach to your business model in a time of unprecedented change.
Fill out our contact form today and stay ahead of the pandemic digital marketing curve.