"The most important aspect to take away from adapting your strategy is that you shouldnt be exploiting the situation. "
In the past few months, everyone has had to adapt different aspects of their business to ensure it pulls through the COVID-19 pandemic. However, the digital world continues to adapt as brands and marketers are facing tough decisions about their marketing campaigns and online presence. People are social distancing, consumers are changing their buying behaviours, demand for products has changed and supply chains are facing major delays.
At Mechanised, we have seen various ways businesses have adapted. Some of our clients are having record months in terms of online sales and this is because their digital marketing strategy has adapted and evolved to be successful, despite the global pandemic.
As someone who runs or owns a business, you may be wondering, why should you adapt your digital strategy? Today, we’re sharing some advice on how to best use your digital platforms during the coronavirus and how to adapt your strategy so that it works going forward...
Don’t exploit the situation
The most important aspect to take away from adapting your strategy is that you shouldn’t be exploiting the situation. There are so many huge brands out there who are cashing in on the pandemic and we are quickly seeing businesses trying to exploit fear.
Supplies are low throughout the world including the likes of toilet paper and hand sanitiser along with other basic necessities. If your business doesn’t already produce these supplies, don’t start now. Unless it’s from the goodness of your heart and you’re giving them to key workers, you should stick to your main products and avoid exploiting the situation to make some quick cash.
Organically post on your social media platforms
If your business can’t afford to put money into paid advertising on social media and other platforms, you should utilise organic growth. Post images and visual content onto the likes of Facebook and Instagram, and try to engage with your current followers. It may be that your audience appreciates your business being honest about their situation during the pandemic, and a simple post on Facebook could help you out. However, if you do have a budget (that is limited), you can still use paid social to reach potential buyers of your product. Using a marketer or professional agency who knows what they’re doing will highlight how you can effectively market your business on a limited budget.
Consider changing up your content
Perhaps you already have a content marketing strategy in place, and up until the pandemic hit, it was working out well. However, you may now find that you have to change up your content for your organic traffic to stay up. Unfortunately, organic traffic is down in most industries. In fact, Neil Patel’s coronavirus blog details that out of 20 industries analysed 15 have seen a decline in organic traffic due to COVID-19.
Changing up your content strategy and trying something new may be a way to direct more traffic to your website. Perhaps cover topics you haven’t considered before, or try focusing on a new niche. Plus, you may want to consider what content you will need to keep your customers informed regarding COVID-19 and your company (how it affects your services or products).
Reduce budgets on Paid Search ads
If you do find that your business is struggling and you need to adapt, reducing your paid search ads budgets may be the best thing to do. However, we wouldn’t recommend stopping them. Understandably, when your business is struggling it only makes sense you think about putting a stop to all your marketing. However, you shouldn’t dramatically change your strategy as this could have a huge impact on your marketing in the future. Review your device preferences for paid search to make sure that they align with your current target audience, this will help to utilise the budget as best as possible.
As the COVID-19 pandemic continues, industries across the board will have to reinvent themselves to cope and adapt their digital marketing strategy. If you’re a business looking for advice, we would be happy to chat to see if we can help out your business and marketing strategy. Visit our website, mechanised.co.uk, for more information about what we offer and how we can help your business during the pandemic.