The COVID-19 pandemic has caused widespread unease, not just on a personal level with our health, but also in the business world. While it’s tempting to let the anxiety of it all get to you, throw your hands and hit pause on all your business operations, that is only going to harm you in the long run.
It’s more important now than ever to have a strategic marketing strategy so you can continue to reach clients and customers where they are and forge a deeper connection with them. But, beyond simply remaining in your customer’s line of sight, why should you continue – or start – investing in your marketing strategy?
Clients and customers need reassurance that the world will continue to spin, and you’ll be there for them now and when this is all over. With all the news talking about how so many small businesses and organisations aren’t going to make it through the pandemic, customers need to know that you’re here for them now and after. Show them you care and you’ll forge a deeper sense of connection with your customers.
Digital marketing is going to be your way to keep in touch with your current, past, and future customers while everyone is in lockdown. Short of the whole world being taken offline due to an enormous solar flare, the pandemic has shown that our strength as a global community is in our connectivity. Even when we can’t meet face to face, as a global society we continue to talk and support one another online. If you aren’t a part of that, you’re going to be left behind.
Organic traffic through content marketing is one of the best options for those who have hit pause on their ad spend or chosen to reduce it. With everyone spending much more time at home, more content is being consumed than ever. The major benefit of creating content for organic traffic is that any content you produce today (be it blog posts, videos, podcasts, or even ebooks) will still bring in organic traffic in the future.
While we all know some industries have seen their traffic plummet, and may stay low for some time (such as travel), traffic is soaring for others. In Neil Patel’s recent article on Coronavirus and Marketing, he shows that the finance, food, healthcare, media, and the pharmaceuticals industries have all had a boost in traffic due to COVID-19, and that means customers in financial services, and in similar areas, have an opportunity to grow.
1. Find your ideal customers and connect with them. Talk directly to them, not just through replying to their comments, questions, and concerns, but identify their needs and concerns and use that to fuel your marketing.
2. Start real conversations with people and they will bring in more traffic from their friends and followers when they recommend and share your business around social media sites. Now is the perfect time to get your name out there using social to share interesting and helpful content with your ideal customers, both your own and that of other sites, to start a discussion.
3. Try not to simply focus on the numbers – while a large volume of visitors to your website is great, if you can connect with 20, 50, or 100 customers personally and help them solve their problems, you will gain loyal customers for life, as you were the business who helped them through the pandemic.
The importance of having an effective marketing strategy has always been important, but the COVID-19 outbreak faces us with both challenges and opportunities. A strong marketing strategy will not only help you secure the future of your business in uncertain times, it may even help you thrive now and after.
If you’re looking to get started with a digital marketing strategy or learn more about why you should continue to invest in your current strategy, we’ve got two other great blog posts you can go on and read next: 3 Ways to Build a Customer Journey That Converts, and for the more advanced among us, check out Improved Audience Segmentation Can Boost Digital Marketing Success.
If you’re in the finance industry and you’re looking for specialist growth marketing help, click here to learn more or get in touch below.
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