The COVID-19 pandemic has prompted the world to carry out austere health and safety measures to curb the spread of the virus. As a result, business operations and everyday life have been drastically changed to accommodate the “new normal.” These uncertain times pose a threat to the survival of brands, lest they quickly adapt to the changing circumstances.

Here are some strategies to give your marketing efforts a boost amidst this global health crisis.  

  • Take an empathetic approach

The COVID-19 virus has claimed the lives of millions and afflicted countless more—the last thing consumers need is a message that disregards this reality. Instead, the best thing to do is to revisit any and all of your marketing messages and take a more empathetic approach.

Revise and update relevant content to be more relevant in the current context. If possible, focus on the relevance or importance of your products or services in the crisis. The key is to balance promoting your brand and offerings with the awareness of the struggles brought by the crisis.

  • Make the shift to digital experiences

Online activity is higher than ever, as face-to-face events and non-essential travel continue to be discouraged. Social media and digital marketing are quickly becoming alternatives for creating buzz and fostering relationships with your clients and prospects. 

While being careful with your messaging, you can still generate content, promote your products, and start conversations with your audience. It is also important to re-allocate your budget to cater to digital experiences like social media campaigns, paid digital ads, and other online tools. 

You can also experiment with other forms of remote communication, such as email and SMS marketing, to extend your reach.

  • Create more timely quality content

Most people are spending their free time at home and online, making it an excellent opportunity to ramp up your content marketing efforts. 

Revisit your ideal buyer profiles—do they still hold true in the current market, or do you need to retarget? Did their needs, pain points, habits, and the like change during the crisis? The answers to these questions should serve as the framework for your content. 

High-quality content like blogs, podcasts, videos, guides, infographics, and the like can effectively provide your audience with the information and solutions they need.

Additionally, you can create content that addresses current concerns and the status quo of the new normal. You may also revisit old content and repurpose or update them to keep them relevant to your audience.

  • Set up an online marketplace

One of the biggest small business challenges in the new normal is the loss of physical storefronts. As small businesses depend on the day-to-day income to sustain operations, finding an alternative is necessary for survival.

Setting up an e-commerce platform is vital for boosting sales in these uncertain times. When making this shift, take into consideration how your product can best reach your customers, given the current limitations. Make sure to establish the means necessary to deliver your products to customers and the corresponding transaction processes.

  • Update and optimize the website

As most traditional forms of marketing will have little to no return in the new normal, your digital presence will be crucial in keeping your brand visible to your target market. Take advantage of this opportunity to update your website, as more online activity means more chances to drive traffic.

Ensure that your website’s overall experience is friction-free and intuitive and that your content and knowledge base are up-to-date and accessible. This helps keep visitors on the page to find exactly what they are looking for. 

In addition, comb over your site and content for better search engine optimization (SEO). Keeping your page optimized not only gets your content in front of those who want it but can also help increase lead generations and sales.

  • Host online events

Even as public health and safety measures relax, it’s safe to assume that physical events and seminars won’t see the same levels of attendance as before. Online events have taken their place as avenues for education, promotion, and interaction without putting one’s health at risk.

Online events are good solutions, especially for small businesses, because related costs and logistics are much simpler than their in-person counterparts are. With something as simple as a webcam and a streaming platform to a more sophisticated virtual events management system, content can attract and engage broader audiences with ease.

Webinars are a good place to start for an online event format, as your brand can demonstrate its expert knowledge. This is best done as a series of short sessions to maximize attendees without compromising your content.

It’s one thing to aim for the financial survival of your small business in the pandemic; it’s another to help it grow and thrive even in the face of uncertainty. These current circumstances have made digital marketing all the more valuable in driving traffic, engagement, and even sales. With the right strategies, you can help keep your brand relevant and poised for growth and rebuild once the crisis passes.

Author Bio: 

Neil Paras is an IT director of a BPO, specializing in virtual assistance in back end operations including ecommerce content, application verification, and enterprise data management. They have been in operation for 11 years, with 4 branches in key cities. He has seen it from its first year of operation and has been key to fixing its infrastructure, and planning for its gradual increase.