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Let’s Get Digital!

As the world combats Covid-19, it is crucial to understand what the post-Covid world is going to look like for those in the digital marketing realm. The “going digital” speed has spurred due to the pandemic, giving new strength to several online enterprises. Digital marketers need to make decisions that utilize this new dependency on technology to their advantage as we have never been so reliant on online platforms just to get through the day. The following are strategies that one may use in order to market effectively in a post-Covid world

Concentrating on pre-existing customers

If you are having difficulty in on-boarding new customers, a good thing to do is to shift your focus on the customer base that you already have or those who, in spite of the pandemic, are still by your side.
On top of developing services and ad campaigns that target their new requirements, you may opt to give refunds to customers who possessed pre-paid memberships or had been on auto-pay through the lockdown phase. Whilst this move may injure your cash-flow in the short run, the money you are giving back will presumably return back to you tenfold once the economy is stable again and your now loyal customers are willing to make purchases once again.

Concentrating on pre-existing customers

If you are having difficulty in on-boarding new customers, a good thing to do is to shift your focus on the customer base that you already have or those who, in spite of the pandemic, are still by your side. On top of developing services and ad campaigns that target their new requirements, you may opt to give refunds to customers who possessed pre-paid memberships or had been on auto-pay through the lockdown phase.
Whilst this move may injure your cash-flow in the short run, the money you are giving back will presumably return back to you tenfold once the economy is stable again and your now loyal customers are willing to make purchases once again.

The bottom line:

Pay attention to your customers during tough times and when unemployment is on the rise. They will surely appreciate you for it and you will undoubtedly see development in areas such as; consumer loyalty, engagements on social media platforms, organic traffic, brand awareness and perhaps some new prospects

Shifting everything online

With the lockdowns and on-going travel restrictions due to the pandemic, it comes as no surprise that everything is moving online. Experts suggest that this is now the right time to grow your online existence. Whilst you probably already have some aspects of your business activities online, the pandemic has indicated many more possibilities of doing things online. For instance, you can opt toautomate your email communication and maybe your services as well. Perhaps offer something basic as some online classes? Regardless of your industry, there is always something or the other you can take online and having that potential will give you an edge over competitors and enable you to be distinct to your target audience. Some suggestions include:

  • Invest in a quality CRM (Customer Relationship Management) software
  • Provide weekly/bi-weekly educational webinars on selective topics to develop trust and draw in new customers; and even to employees to assist them in refining their skills
  • Assist your employees’ work from home requirements
  • The bottom line:

    The more activities you can shift online, the more you can be engaged with your customers and employees.

    Investing in Facebook Ads

    Since people are spending more time at home scrolling through social media, the ROI on PPC (Pay-Per-Click) ads has soared. This is a good approach of evoking your brand’s presence in the consumers’ minds and letting them know that you intend to play an important role in the new normal. Using Facebook Ads specifically, is rather economical for even local-based businesses and can help to present any changes you might have made to your business or any Covid-19 discounts/promotions you might offer.
    Although online ads have always been economical, appealing and well-targeted, they now offer the potential to scale your business all the more. With the help of Facebook’s granular audience targeting abilities, one can reach out to customers based on demographics such as; location, profession, gender, interests and hobbies, etc.
    It is tried and tested that advertising messages need to be consistent and repetitive in order to have the desired effect. Therefore, Facebook retargeting is a worthwhile strategy to attempt during or after the pandemic. Retargeting targets your ads at people who have already had some type of contact with your brand in the past.

    Running exclusive deals/offers

    As businesses resume, an effective approach to grab people’s attention and intriguing them to give exclusive deals or sales promotions. These offers can be announced, or better yet, advertised through promotional emails as well as on social media. Such offers help in bringing in new consumers and getting older customers keen on coming back at the same time.
    Offering incentives such as discounts, freebies and related saving choices can be the key to getting customers to invest in your business. Furthermore, you can also provide membership deals to customers that decide on investing in your business during a particular timeframe. Doing so will earn your business some money during struggling times.

    The bottom line:

    Investing time in having a meaningful communication with your clients and assuring them that you are there for them will have an enduring effect well beyond the pandemic.

    Concentrating on relevant main paid advertising channels

    It is vital to map out where your target audience is most active and then concentrate your PPC efforts on those channels/platforms. For instance:

  • If you run a beauty business, your target audience is most likely to be on Instagram and this is where you will focus more on
  • For companies providing business-related tools/services, their domain would be LinkedIn
  • Businesses that are serious in nature can concentrate their efforts on Google.
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