Role of Digital Marketing Agencies in a Time of Crisis
Updated: Oct 1, 2020
People around the world are sheltering in place to avoid coming into contact with or spreading the virus. Some countries even have strict guidelines requiring citizens only to leave their homes when it is necessary. As you would expect, most people have turned to browsing the web to entertain themselves, and the web usage statistics reflect this new reality. Ever since the novel coronavirus started spreading mobile data usage spiked, and so did traffic to popular websites.
Social media channels have become the best means for people to stay in touch with loved ones and connect with people outside their homes. Almost all social media platforms have reported a significant increase in user activity over the last few months. Some businesses were quick to notice the opportunity to provide digital users with meaningful engagement during the crisis.
Digital marketing experts have reported a significant increase in the number of companies wishing to launch new e-commerce channels, create or update websites, create targeted social media campaigns for those working from home, and focus on using SEO and influencers to reach new audiences.
This is the best time to embrace the numerous digital marketing channels available today. After reallocating your budgets, getting started is easier than it seems, and the good thing is that results are almost instantaneous.
Getting Started with Your Digital Marketing in Guwahati
For a business with no previous experience in digital marketing, it's time to get started with digital marketing agencies like Blindspot Media to produce better marketing results for the business.
SEO & Content Marketing
93% of all online experiences start with a search engine. A business can boost its ranking on the Search Engine Results Page (SERP) and increase visibility by performing Search Engine Optimization (SEO). Content marketing has the objective of attracting and retaining a target audience by providing them with valuable, helpful, and informative content. SEO is most effective when combined with content marketing. However, the results are not immediate, though the long-term impact is enormous. With the ongoing pandemic, most businesses have used content marketing to share interesting content and publish informative blog posts that educate their customers on the impact of the pandemic on their industry and how they can cope.
Social media platforms such as Facebook, Instagram and Twitter are some of the most popular destinations on the web, taking up a significant majority of all web traffic. Businesses can use these platforms to share interesting content and engage with their customers to keep their spirits up.
Webinars and Podcasts
Virtual events and live sessions are the only ways for most businesses to provide informative content and engage with their potential customers “face to face.” For instance, a local auto repair shop may host a public webinar to provide helpful car maintenance tips to essential workers who cannot afford to have car break downs during this time. Podcasts are also an effective marketing channel that businesses can use to engage with potential customers, most of whom are stuck at home. You could advertise on any podcast that is popular within your niche or appear as a guest to provide helpful advice or to tell an interesting story.
Most people have their smartphones virtually everywhere they go, which makes email one of the most effective digital marketing channels. For a business that already has an existing customer base, you can reach out to them through customized email campaigns focusing on special promotions, coronavirus related tips or any other type of content you know your audience likes.
There are many digital marketing channels to choose from. Instead of getting stuck on which channels to use, focus on understanding what your target market expects from a business during a crisis and all the relevant digital marketing tactics will fall into place. Some of the things you need to watch out for include:
Be mindful of your tone. These are trying times and being inappropriately casual or humorous may not sit well with people who are hardest hit by the pandemic. Instead, be helpful, positive, and inspirational.
Focus on providing value. This is not a time to chase conversions but rather to provide value to your community. Otherwise, people will turn against you.
Don’t promise if you can’t deliver. The global economy is in a standstill, so there is no reason to say you can provide products and services as quickly as you usually do.
The reality we are all faced with is that the coronavirus is not going anywhere any time soon. With the timeline for herd immunity, a cure, or a vaccine still far away, experts project that normal life will not resume until at least 2021. In these circumstances, businesses that had exclusively relied upon traditional marketing need to come to terms with the new reality and embrace digital marketing before it is too late. The companies that make the best use of digital marketing will have the greatest chance to survive this pandemic and any other that might come in the future.