The COVID-19 outbreak has affected countless countries, communities, and businesses to a degree that we’ve never seen before. In these unprecedented times, one of the worst things you can do is to drop your digital marketing strategy out of panic. There are options you can explore that will keep your business moving forward and continue generating revenue.
Update Your Google My Business Listing
Update your Google My Business listing, whether your business has closed or remains open. Google Maps will display if a business is temporarily closed, and Google is encouraging businesses to update their listings. This is essential for local businesses, especially when “nearby” or “near me” searches are among the most common. To mark your business as temporarily closed, you must contact Google My Business Support.
Update your listing with your new business hours or closure plan, and add a Google post to explain how your business is responding to COVID-19. Do not set your listing as permanently closed!
Participate in Customer Service and Reputation Management
Companies like Facebook are creating platforms to keep customers informed on their COVID-19 response. As a small- to medium-sized business, you can use a blog to do the same. Create a space where customers can go for information about your business and your industry. Position yourself as a thought leader and give your customers informative, useful content.
Update Frequently Asked Questions
In these uncertain times, people need answers more than ever. Make sure your website fully addresses your customers’ most common questions and concerns.
If you offer answers to these questions, you’ll increase your chances of tracking higher on search engine results pages. This can boost your web traffic, click-through rates, and ultimately, sales.
Pivot your Budget
Buyer behavior will shift over the next few weeks and months, and you will need to adjust your strategy accordingly. This may require adjusting the amount that you spend on pay-per-click campaigns or changing the keywords you are targeting.
Businesses that use mostly traditional marketing methods, like print advertising and events, should pivot to online marketing equivalents at this time. Budget wisely, and focus on actions that have a measurable, short-term impact on your business. If your budget allows, invest in a marketing agency that can help you build a long-term plan.
Run Google Ads Campaigns
Letting customers know that you are open during this time is a top priority. If you are concerned that your customers are not getting the message, you can create a campaign using Google Ads or Facebook Ads that informs customers and reaches prospects that are ready to make a purchase.
As we see lower demand for certain products and services, now is the time to use online advertising to push discounts.
Engage on Social Media
People spend more time on social media than ever, so make sure to use those channels to keep customers up-to-date. Be active and online as often as possible and create a variety of posts to keep customers engaged.
Some social platforms have implemented helpful tools during this time. For example, Instagram launched a “Stay Home” sticker for Instagram Stories to encourage social distancing. Profiles that use the sticker in their stories are grouped into a special “Stay Home” story on the Instagram main page. Tools like this can help ensure that customers see your content.
This is an uncertain time for everyone, but remember: the long-term effects of halting your marketing efforts could be far-reaching, and could have negative consequences for your business that even outlast the pandemic. Remember to stay active online, answer your customer’s questions, and inform them about the steps you are taking to protect them, your employees, and your company.
If you have any questions about how to keep your company’s marketing efforts fresh during this pandemic, reach out to Geraci Media here.