It is clear that the situation we are experiencing is completely changing our lives, both personally and professionally, and as you know, marketing strategies have also been affected by the coronavirus.
A crisis situation often generates fear and uncertainty, and it is natural for companies to cut costs during these times. However, coronavirus will pass, and life will return to how it was just weeks ago: people will start consuming again, businesses will resume operations, and it will be time to reap everything you have sown during these days. It is not a good idea to pause your business now; you should take advantage of this crisis to come out stronger.
At a time when face-to-face channels have disappeared and only the digital world remains as an alternative, using the internet is the best way to reach your clients—whether to sell your products or services, generate new leads, or promote your brand.
At Digitalmakers, we offer you a series of ideas that you can implement these days that will surely help you position your company better now and in the future.
1. Work on your digital strategy
The current situation shows that companies with a strong digital strategy find it easier to weather the storm than those without one. Now might be the time to start thinking about how the digital world can help you capture new leads and sell online.
Begin by understanding your buyer persona, your ideal client profile, and creating your buyer journey, a good foundation to start working on.
2. Create landing pages for your services
A useful action is to package your company’s most important services or products and create landing pages to promote them. It’s important to include a call to action that allows your buyer persona to leave contact information, such as their email, so you can follow up with them later.
If you want to know how to create an effective landing page for your business, we leave you this article explaining how to do it.
3. Review your website
In daily operations, the website can often take a back seat. Social media, emails, meetings, calls… consume your time. Don’t forget that your website is always the entry door to your business. Now is a great time to work on it: analyze your most visited pages, add calls to action, redesign it to offer a better user experience, or add that product or service you have been meaning to include but never found the time for.
A good start to redesigning your website is to choose which strategy you want to follow and take analytics into account.
4. Search engine positioning
With internet traffic increasing significantly now, running campaigns to improve your search engine ranking is a good option. Also, keep in mind that if you choose SEO, all the work you do now will benefit you in the future.
As you know, SEO is a long-term effort. We leave you a couple of articles on rules to improve it, both at the website level and for articles. Another alternative is to invest in SEM, where we also provide key tips, available here.
5. Social media
During confinement, people mainly use the internet to connect with friends and family and to engage on social networks. ComScore reported that social media usage increased by 55% in Spain, so this is a good moment to rethink your social media presence, target your buyer persona, find the most suitable networks for your business, and reach them clearly and effectively. It’s also a good time to create a Social Media Plan to implement once the crisis ends.
Social Selling is another strategy you might consider adopting for your company’s social networks; here we explain it.
6. Email marketing
It is important now to keep your buyer persona informed, letting them know that even from home you are still by their side. Sending email campaigns is a way to maintain communication, so they know they can continue to count on your services and products.
If you want to get started or deepen your email marketing strategies, we leave you this article with 5 tips for an effective strategy. Always follow best practices, or it could backfire.
7. Inbound marketing: create valuable content
You might wonder if it’s really worth creating and sharing valuable content, or if it’s a waste of time. We always say yes, and explain that inbound marketing is a good strategy to generate new leads and position your brand. We firmly believe that now is a good time to put all your knowledge into writing: share blog articles, digital books (e-books), videos, webinars, etc. Your buyer persona has more time to read and learn, and positioning yourself as a leading company in your sector will only bring benefits.
In short, this article aims to give you ideas to improve your company’s digital strategy by taking advantage of the current situation, and we’ve included many links that will surely provide you with plenty of reading material, but that we believe will be very useful.
Finally, remember that despite the social distancing we are immersed in, we are by your side. We continue working and will be happy to receive your questions or comments and help you undertake any of these actions if you consider it appropriate. Don’t hesitate; take advantage of our #askdigitalmakers campaign, and we will respond to you.
