Post by shikapatho on Oct 18, 2023 2:03:49 GMT -6
Over the past few weeks, COVID-19 has impacted our lives in unprecedented ways. Companies have closed their doors, everyone is strongly advised to stay in their homes and the uncertainty surrounding the economy haunts the vast majority of businesses.
In times of crisis, the marketing budget is usually one of the first items to be cut, but believe me, it shouldn't be. Right now, keeping your customers informed and engaged is more important than ever. Remember: your customers aren't gone, they're just at home.
However , it is necessary to structure a new plan to whatsapp data adapt and adjust brand communication and content distribution throughout this period. To help you, we have separated some Dos & Don'ts that we consider important when reevaluating your digital marketing plan amid the Coronavirus.
Do: Check and adapt any automated messages that don't make sense at the moment.
Depending on your industry, you will need to reevaluate your creatives and line of communication to adjust to the sensitivities of the moment. For example, for an airline, this would certainly not be the time to send an email offering to sell vacation packages. Take a look at automated messages, communication on your website and existing social networks and ask yourself if the positioning is appropriate for this moment and in this context. If not, find ways to adapt that message to the existing context.
Don't: Eliminate all your paid advertising during this time.
As you reevaluate your digital marketing efforts, remember this is not the time to eliminate all sponsored advertising. In any crisis, there are opportunities and businesses that pause all their online efforts will be left behind once things start rolling again. During this time, people are online more than ever. Businesses are still moving (even if in an adapted way) and customers are still looking for services and products. Look at your most effective campaigns and reallocate your budget. Identify conversion campaigns with sharp drops in conversion rates and direct this investment towards branding campaigns (brand awareness, content distribution, position yourself!) Now is also a great time to be creative. Is there a way for your brand to be relevant and useful with all this uncertainty? Monitor the market closely to capture good opportunities.
If your company has been affected by COVID-19 and investing in sponsored ads could affect your cash flow, consider directing part of your efforts to owned media, such as blogs, emails and organic SEO. Do some keyword research on the top search terms for your industry and insert those keywords into the content you produce. Take advantage of the fact that people are at home and online and provide relevant content via email campaigns. If you don't already have one, now is a great opportunity to create a robust inbound marketing plan.
While most of our news feeds are flooded with news about COVID-19, that doesn't mean you need to stop your own social posts. Find ways to break the news cycle with relevant, timely posts about your own brand. As our options for social contact diminish, more people are turning to social media sites to connect with others. This could mean a huge opportunity for brands looking to grow their followers through these channels.
COVID-19 is our current crisis, but it certainly will not be our last. Even the biggest brands in Brazil were not prepared for the impact this disease would have on business. If your company has a crisis action plan, consider including it in your digital marketing efforts as well. Determine your company's potential risks, what types of messages will need to be paused or reconfigured, and overall response and content strategies. Take advantage of this phase to learn as much as possible and prepare yourself for any future crisis situation.
In times of crisis, the marketing budget is usually one of the first items to be cut, but believe me, it shouldn't be. Right now, keeping your customers informed and engaged is more important than ever. Remember: your customers aren't gone, they're just at home.
However , it is necessary to structure a new plan to whatsapp data adapt and adjust brand communication and content distribution throughout this period. To help you, we have separated some Dos & Don'ts that we consider important when reevaluating your digital marketing plan amid the Coronavirus.
Do: Check and adapt any automated messages that don't make sense at the moment.
Depending on your industry, you will need to reevaluate your creatives and line of communication to adjust to the sensitivities of the moment. For example, for an airline, this would certainly not be the time to send an email offering to sell vacation packages. Take a look at automated messages, communication on your website and existing social networks and ask yourself if the positioning is appropriate for this moment and in this context. If not, find ways to adapt that message to the existing context.
Don't: Eliminate all your paid advertising during this time.
As you reevaluate your digital marketing efforts, remember this is not the time to eliminate all sponsored advertising. In any crisis, there are opportunities and businesses that pause all their online efforts will be left behind once things start rolling again. During this time, people are online more than ever. Businesses are still moving (even if in an adapted way) and customers are still looking for services and products. Look at your most effective campaigns and reallocate your budget. Identify conversion campaigns with sharp drops in conversion rates and direct this investment towards branding campaigns (brand awareness, content distribution, position yourself!) Now is also a great time to be creative. Is there a way for your brand to be relevant and useful with all this uncertainty? Monitor the market closely to capture good opportunities.
If your company has been affected by COVID-19 and investing in sponsored ads could affect your cash flow, consider directing part of your efforts to owned media, such as blogs, emails and organic SEO. Do some keyword research on the top search terms for your industry and insert those keywords into the content you produce. Take advantage of the fact that people are at home and online and provide relevant content via email campaigns. If you don't already have one, now is a great opportunity to create a robust inbound marketing plan.
While most of our news feeds are flooded with news about COVID-19, that doesn't mean you need to stop your own social posts. Find ways to break the news cycle with relevant, timely posts about your own brand. As our options for social contact diminish, more people are turning to social media sites to connect with others. This could mean a huge opportunity for brands looking to grow their followers through these channels.
COVID-19 is our current crisis, but it certainly will not be our last. Even the biggest brands in Brazil were not prepared for the impact this disease would have on business. If your company has a crisis action plan, consider including it in your digital marketing efforts as well. Determine your company's potential risks, what types of messages will need to be paused or reconfigured, and overall response and content strategies. Take advantage of this phase to learn as much as possible and prepare yourself for any future crisis situation.