Coronavirus Recovery: 4 Digital Marketing Strategies For Your Business For the New Normal

Digital marketing can serve as a lifeline for your business right now and provide a virtual component to your current strategy.

No matter how much your business is impacted by the present crisis-COVID-19, an online presence has never been more important during these uncertain times. Digital marketing can truly serve as a lifeline for your small or medium business right now.

According to Google, there are three paths toward economic recovery and they are to:

• Respond
• Rebuild
• Recover/Re-frame

You can use the marketing strategy to respond to consumer insights, to drive your approach and then assess the impact on your business and take appropriate action now.

Let's look into the four digital marketing strategies you can try out.

1. Communication

In the first strategy, what is more, important is to keep your customers directly informed. It may seem very obvious however the importance of communication during this time cannot be overstated. Along with many other businesses you are most likely pivoting your operations with considerable changes in how you interact with customers. Therefore continuing to keep your customers is crucial. So how can you keep your customers informed?

Here are some actionable ways to communicate these changes digitally.

• For essential businesses, send clear real-time communications on how customers can reach you and openly state any safety measures.
• Throughout your communications be sure to maintain a consistent message to reduce confusion and be transparent about your operations.
• First ensure your information is correct on all online channels including contact information, new business hours and any changes in your services such as takeout and delivery options. Ensure all your local listings and maps are updated. If you haven't updated your site for a while, start developing new content.
• Update your website landing pages and social media channels to reflect your current operations and share any updates.

If your business is taking extra precautions, don't be afraid to share these updates and this will also help to ease any customer concerns.

• If you're receiving numerous repeat questions consider updating and adding frequently asked questions to your page.
• Inform your customers about any changes and specials through email blasts.
• For major changes and updates consider adding a highly visible popup or banner to your website.

Some businesses might be tempted to go dark online. However, continuing to build your online presence may be the answer to keeping your business running. If possible consider taking your digital strategy to the next level whether beginning to sell your products or services online or simply offering extra communication and engagement. This further develops trust and awareness of your brand no matter what keep your audience informed.

2. Targeted Reach

To help customers in need, virtually think about your target customers and what they really need during this time. Actively and empathetically consider the needs and concerns your core customer base are facing and work on problem-solving these issues.

Be sure you maintain an appropriate message and work to deliver value if your business provides essential items or services especially related to health and wellness.

Now is the time to actively advertise your offerings for maximum impact for industries focusing on customer needs in the short term.

For some industries such as the travel industry adjust the strategy towards longer-term thinking and promoting future services.

So how can you target your customers?

• Decide how your products or services can serve demand remotely.
• Concentrate on what you do best and will drive performance.

What is the most useful and practical for your target market?

• Create and share content that speaks to the current needs and concerns.
• Don't be afraid to ask your customers what they want and then respond accordingly.
• Focus on targeting key customers.
• Engage with repeat customers through Email marketing.
• Target previous website visitors with remarketing campaigns. It will drive performance by offering focused while timed ads to those who have already interacted with your business.
• Reach new customers with targeted Paid Search and Social Media ads which allow targeting to your key demographics. Even with a smaller budget digital ads can help you achieve results.

3. Be Innovative

Now is the time to be innovative and pivot your business digitally. Depending on your industry, consider all the ways to safely continue your services and creatively connect with your audience.

How can you appropriately position your offerings and make your business available during this time?

• If possible provide your products or services online or applicably adjust your current e-commerce strategy.
• Promote the unique attributes of your business and showcase your offerings in a new way.
• During this time be sure to give your business a human voice. Show why people should continue to support you, your employees and your business. Share educational tips on your products or services on your website blog and on social media channels too.
• You may even consider using webinars. Create engaging video content, do a live stream with Facebook Live or Instagram Live or try a new platform such as video-sharing app tick-tock.

4. Spread Thoughtful Positivity

The world now needs more good news in generosity not tone-deaf or overly sales messages. Aligning with your company's values would be inspiring in a helpful and authentic way. Showcase an update on your products or offer extra services that are practical and necessary during this time.

• If it is feasible for your business to find ways to donate your products or volunteer your services.
• Spread encouragement by supporting healthcare workers or giving back to the community in some way.
• A great way to generate excitement, as well as leads for your business, is to run a giveaway or contest.
• Another way to engage with your loyal clients or customers is to share their photos or videos with your product which is shown as user-generated content.
• When you do this be sure to give credit and ask their permission when necessary. But people will love to see their own content being shared.

Now, see how you can incorporate these strategies into your digital marketing.