2020 has certainly been a challenge we weren’t expecting, and now, as we move into the second half of the year, it’s time for businesses, no matter what their shape or size, to start rethinking their digital marketing plan.
eCommerce and digital marketing have been growing exponentially for years before the pandemic hit. No-one could forecast such a global bump in the road, yet here we all are, trying to navigate safely through uncharted waters.
Read our top digital marketing tips to help you through this challenging time.
Digital marketing communications. Let’s keep talking.
The worst thing a business can do right now is remain silent. You may have slowed down your digital marketing, but please don’t stop. At the other end of the scale, a brand that continues to try and talk ‘business as usual’ while failing to address critical issues, risks alienating their audience and leaving people wondering why they're being insensitive about what is going on in the world.
Customers might expect to hear how you are working, what you are now offering and how you are keeping your staff and customers safe. Your digital marketing strategy initially, could address what people can expect over the coming weeks from you, or how your services are affected.
This kind of reassurance will give your customers the confidence to trust and relate to your brand going forward.
Some positivity in your digital marketing message might be appropriate and showing your human side is a great way to show you care.
Review your digital marketing strategy.
SEO is changing, and will continue to change. ‘Local delivery’ and ‘virtual’, among other things, are fast-growing search terms. We have been auditing clients' keywords, and comparing the difference in keyword data presented since lockdown is really interested. Customers are looking for different things and your digital marketing strategy needs to address this to keep up.
Can you adapt your offering to meet these new demands from your target audience? Depending on what you offer, it might be a good idea to adapt your products or services and include things that people are searching for in a pandemic. Do your research and adapt to people's needs. Keep a close eye on your digital marketing ROI on certain search terms to see what your customers need right now. If you can offer services remotely, then tell people and explain how it’s going to work.
Are your digital marketing messages appropriate?
Some marketing messages that worked really well before the pandemic have had to be pulled.
KFC announced they were suspending their long-running ‘finger lickin’ good’ campaign - adverts showing people licking their fingers doesn’t sit so well with the hand hygiene preventive measures of coronavirus!
Marketing messages may no longer be appropriate and some will be more reassuring than ever. Your choice of channel is also key. Newspaper print sales have been in a gradual decline for the last decade or so, but have actually seen a slight up-turn through the crisis, as readers return to traditional news sources they can trust. Digital marketing opportunities continue to grow and grow, particularly on social media, with a surge in usage.
It’s time to take a closer look and make sure your marketing message aligns with your audience and your business goals, in times of uncertainty and heightened public safety awareness.
Don’t be overwhelmed, keep digital marketing simple.
Digital marketing – and all it’s sub categories, SEO, social media, content marketing, email marketing and more – can seem overwhelming to a small business. But with over 4 million internet users globally, and 3.4 billion active social media users, it’s vital that small businesses embrace these digital marketing opportunities to engage their audience.
Done well, your digital marketing can bring you many loyal and engaged customers.
At Stick Marketing, we research and plan for you. We get to know your customer, then develop engaging content (not just about your products and services, but relevant topics that will interest them), across all channels. And we always focus on a long-term digital marketing strategy.
It’s important to be consistent, in both tone of voice and visual design, but flexible, so you can adapt to current events and keep your digital marketing message relevant. (That’s probably the most important point for 2020 and an unexpected global pandemic, huh?)
Wherever possible, you should really personalise your digital marketing message (which means managing your data well) and through everything you do, you should weave an SEO strategy.
Stick with these digital marketing tips when you implement your digital marketing strategy and you will be off to a great start.
Update your digital marketing.
Interested to look more closely at your digital marketing? Give us a call.
We’d love to have a (virtual) coffee – you bring your biscuits and we will bring the digital marketing ideas.
There are still some great opportunities out there and if you get your digital marketing right now, the rewards could last for a long time afterwards. Let’s show your customers that you are capable of adapting to their needs and caring for them when times are difficult.
Clients based in the North East may be able to access up to 40% funding for our services in delivering digital marketing strategies, please ask us for more details.
Here at Stick Marketing, we are certainly ready to help.
Get in touch if you'd like to know more.