Digital Marketing During COVID-19

The changes brought on by the COVID-19 pandemic have resulted in a “new normal”, and it seems that life may remain this way for an indeterminable period. As the majority of people are asked to stay home, there isn’t much else to do other than to go on the internet, and its usage has spiked substantially since the onset of the pandemic.

There is a lot of internet traffic these days, and for those running their own business, an online presence is just as important as the business it represents. So, with this in mind, how exactly should we conduct a digital marketing campaign during the pandemic?

Review and Alter Messages

First and foremost, it’s important that you’re able to deliver the message that you intend to deliver to your audience. A good way to do this is to avoid using inappropriate expressions. Expressions such as “go viral” or “drop-dead gorgeous” should be avoided, for example. It’s also important to change your calls-to-action from a frantic, high-pressure tone such as, “Buy now while supplies last!” to a more understanding and compassionate tone such as, “Book now, pay later”.

Be Tactful

There’s nothing wrong with trying to sell your product during a pandemic, but to do so without acknowledging the difficulties your audience faces will project a lack of empathy from your brand. A message of empathy can go a long way in communicating with your customers.

Be Relevant

Even before the pandemic hit, relevance has been an important metric that had a significant impact on page rankings. Publishing content that’s relevant to your audience should be a given, but it still needs to be mentioned in order to emphasize its importance. This page on Sshort Term Housing (STH) for healthcare workers is a great example of providing information that your audience needs.

Mind Your Audience

Finally, never forget to observe audience feedback in order to make any necessary changes to your strategy. A comment section, for example, is an unembellished source of information on what your audience thinks and feels about your content. This also applies to the content of your competitors. A good way to “test” a particular strategy without having to risk losing some of your audience is to analyze how your competitors fare by using said strategy.

An online presence is crucial in the digital age, not just for dealing with the effects of COVID-19, but because people are going to remain reluctant to leave the safety of their homes, even after the pandemic is over. Humans are also creatures of habit, and the pandemic has forced buyers and businesses to adopt an eCommerce model, with some households even opting to replace traditional grocery shopping with deliveries made through online transactions. Online transactions are bound to be the norm, and what better time, if not now, would it be to master digital marketing to put your business at the forefront?