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With so much change happening all around us, we’re seeing a fundamental shift in the way companies conduct business. Widespread closures have forced organizations to abandon brick and mortar locations and take their business online.
The question remains, how can businesses adapt their digital marketing techniques to appeal to current needs and sway clients or consumers towards their products or services?
Fearing a lack of marketing ROI can hold you back right now. The economic downturn might make you want to tighten your belt when it comes to funding your marketing strategy.
Rather than cut back on marketing, adaptation is a better approach. Ingenuity is the key to survival in today’s market; facing the situation head-on and embracing the change will yield optimum results when the coronavirus has passed.
Delivering Your Message
While everyone stays at home, organizations have to make sure that there are still ways for clients/consumers to access their products and services. Businesses have to grab the attention of their client/customer base, and if clients/consumers aren’t actively seeking out their products, then the products must go to them.
Here are some great digital marketing approaches to get you thinking:
- SEO. Search engine optimization (SEO) is your best friend in the digital market. Using well-researched keywords in your content will ensure that your site gets in front of the people who want to see it.
- PPC and SEM. Pay-per-click (PPC), search engine marketing (SEM), and social media advertising will improve your visibility and attract a relevant customer base. Everyone uses social media; it’s a gigantic platform, and every business can find its niche in the vast expanse. Explore new avenues!
- Fresh Content. Your content should be well-written and engaging, and the information timely and up-to-date. With everything moving online, you must capture people’s interest. Boost engagement with regular posts of new, targeted content.
- User Experience. Your online properties should be intuitive and easy to navigate. If a potential customer can’t find their way around, they’ll get frustrated or confused, and they’ll leave. It’s as simple as that. By most estimates, you’ve got about 15 seconds to get their attention before they click away. Use it wisely!
Speak Directly To Your Audience With Targeted Digital Marketing
It’s more important than ever to be in tune with your audience. Analytics will tell you how your site visitors find you, when they are most likely to visit, and what they’re really looking at when they land on your page. Study your analytics well to understand what your audience responds to. This will help you hone your marketing techniques for maximum results.
Adjust Your Message for The Times
Have a second look at the marketing campaigns you are running right now. You may have had something really good going on before the pandemic struck, but it might not be appropriate now, given the current climate.
Stay Positive, Be Topical
It’s important to be acutely aware of what people are going through right now. One poorly-calibrated or myopic ad campaign can have the wrong kind of impact on your brand. Review all of your messaging to ensure it hits all the right notes.
In the end, to make an impact as an online business, you’ll have to be fearless and inventive. If you invest time, effort, and understanding into your digital marketing efforts, you’ll be sure to reap the benefits.