DIGITAL MARKETING IN THE ERA OF COVID-19
The outbreak of Covid-19 has affected our lives and multiple businesses across the world in unprecedented ways. Marketing spends and activities of many brands have reduced, including various digital marketing initiatives. People are finding out all the possible ways to deal with this pandemic. Digital marketing during coronavirus crisis has become a little challenging for digital marketers to find a way to help their business grow. We can see all over social media how the government and the public are spreading awareness and talking about safety guidelines. As human lives and safety is the top priority of the world. Business organizations have joined hands with the government asking people to stay in their homes and do social distancing.
Consequently, Businesses have faced a significant impact as the economy has hit one of its biggest lows.
Some of the worst-hit industries are:
• Hotels & Restaurants
• Consumer Electronics
• Poultry & Seafood
• Offline Entertainments
• Banking & Finance
• Oil & Gas
In this article, we will talk about how digital marketing during coronavirus crisis can help you grow your business. People are spending more time online now more than before. Currently, a quarter of the world’s population is under COVID-19 lockdown. So, the brands need to carefully define their digital marketing strategy and find sensitive ways to communicate during this time. Here are a few plans you might find helpful for your digital marketing.
Interact with your customer base on Social Media platforms
The coronavirus outbreak all over the world has imposed a life threat to everyone. We are all taking as many precautions as possible. The pandemic has resulted in complete lockdown across the globe. People cannot go out to meet their friends or interact with anyone. Hence, it is basic human decency to get in touch with your customer base and check how they are doing. It is time to show empathy to your customers and everyone around you and help out as much as possible. Digital marketing during coronavirus crisis through social media interaction can make your brand stand out during such a difficult time.
Online presence of your business
Since everyone is sitting at home, the world has gone online. People are mostly on the internet as they have got nothing else to do except household chores. So, here you have to make sure that your business is available online to the mass audience. People are looking for entertainment and information on the internet. If you think digital marketing, well, the reason is apparent, anything online in the present moment shall be consumed more now than ever. Now is the time to step up your game and increase your reach through different marketing strategies. It is the best time to take advantage of digital marketing during the coronavirus crisis.
Though some people have been talking about the demise of email marketing for years now, it’s still one of the best conversion channels that drive results. As marketers will turn to the online medium, the email noise will increase, if you’re sending out emails to customers explaining how your business is addressing the crises. Then make sure the information is relevant and use the opportunity to differentiate yourself. Ensure your customers know that you are open for business. Reach out to your customers individually by sending those personalized emails, newsletters. Messaging at this time will undoubtedly play a crucial role in defining your relationship with your customers going forward.
Content Marketing & SEO
Anything online right now will be consumed more than ever before. This is the time You should be using search engine optimization (SEO) strategies to climb to the top of Google’s search engine results pages (SERPs), so your business can be easily found.
Help the Society with your brand.
This is one of the most significant and most essential points to make when it comes to digital marketing during the coronavirus crisis. In such a challenging time, people will remember brands with the good deeds they did during an emergency. Many companies have helped Society in many ways, such as donating to government food banks, giving free products such as medical supplies, sanitizers, and providing paid leave to their employees. This is the time to be generous and show your care for the people and not be commercial. Hence, with proper digital marketing services, you should also think of ways to help those in need during this crisis to make an extraordinarily positive impact on the market.
Video Marketing nowadays is considered as influencer’s marketing. Video streaming platforms have increased by 60% on Youtube. Video marketing can be used for everything from building customer to promoting your brand, services, or products. Now, it is perfect for leveraging video marketing and producing some influential content that highlights your brand.
The task of bringing an idea to someone with the power to do something with it is called a pitch: such as software ideas, creative solutions, implementation strategies, movie screenplays, organizational changes, and business plans are all pitched from one person to another. Although the fields or industries may differ, the basic skill of pitching ideas is the same.
In this article, I am going to share some of my favorite pitching strategies. You will learn everything you need to know about an effective pitch.
Let’s get started.
Create and Refine your Idea
Good ideas include some thinking about execution and delivery. Your pitch shouldn’t be too much fantasized and unreal. Saying, we should make a movie that is a comedy and convey a spiritual and moral message at the end to all the age groups. The idea sounds interesting but it won’t be a good idea in the sense of pitch-work until there is both some logic for how to make it real within reasonable limitations. Until the concepts and hard parts are fleshed out enough to demonstrate that the spirit of an idea is matched with specifics, the idea doesn’t have much of a strong foundation. People can easily dismiss your idea just by asking 2 or 3 basic questions. Always remember that moving from an interesting but vague idea to specific and actionable is the difficult part of creation and invention.
Find the perfect subject line
If you are planning to send your pitch via email, Your subject line or opening sentence will be the hook to capture your client’s attention. It is the difference between your client reading or simply dismiss your pitch altogether. Taking inspiration from the points stated above, your opening sentence needs to connect with your client’s needs while also communicating the story of your business. By getting these two aspects right, you can successfully engage your customer and convince them to read on.
Start with their perspective
Once you’ve convinced your client to continue reading your pitch, you next need to show how you can help them with your BIG IDEA. Imagine you have mind-melded with the person you are pitching to. How do they think about the world? What kind of things are they probably interested in? Are you aware of a common issue that your client faces, which your product or service can solve?
In your written pitch, directly address the issues that your client faces. Then focus on how your product or service can help fix these problems. By tackling the problem head-on, your clients will see that you have taken their needs into account and found the fix. What better way to prove the brilliance of what you have to offer.
Show them your best work
The next step in creating a good pitch is to show them your best work.
For example, if they are looking for content on film-making or creating TV Commercial than the link to some of those companies directly that you have created related work for. If they are looking for social media digital management than link them to the content you have already produced.
I want to be clear about something here. You need to make it as easy as possible for your potential client to see your work. That means you must use actual links within your email so they can just click and go. People are busy so the easier the better.
Turn your pitch into a story
Storytelling is the best way to attract an audience. It is a scientifically proven way to capture the listener’s attention and hold them to remember what you say. Moreover, with storytelling, you can make your pitch unforgettable. Any successful pitch can benefit from telling the story of your brand and product. And when you pitch in a form of story, you will create a stronger connection between you and your clients. This connection is often based on the fact that they can relate to your brand on a personal level.
Set Strict Timelines
Businesses are required to work on deadlines. So, it is necessary to add deadlines while pitching. Set some particular timelines that meet the specified period for the client. It shows how serious you are about the work and the project. The more dedication you have for the project, the more satisfaction the potential clients will have in supporting you. Thus, it is suitable to set deadlines for yourself and make potential clients aware of them.
Do you know how many companies are there in the world? Do you know how many companies are trying to sell similar products to the same audience? So what can give one company an edge over the other? In this fast-paced world where companies have to revolutionize themselves completely in order to stay ahead of their competition, where they continuously have to come up with new ways to grab their audience’s attention, in this digital era the way they market themselves is what actually sets themselves apart. But that’s a race in itself too. So how do you win this race?
Every step that you take when creating an overall digital strategy, from building awareness of the brand, to encouraging interactions on online platforms like websites and social media to engaging the audience by creating long-term relationships, there is one critical thing that will always help you able to move successfully from one step the next. The importance of design is that one thing that you should never underestimate throughout your digital marketing strategy.
In every aspect of digital media marketing, be it email marketing, social media marketing or SEO, designers put in a lot of research and planning to bring forward the best design for each brand they work for. This is because in this digital era, in a crowded marketplace everyone is trying to grab their audience’s attention and only a good, innovative design that delivers the message instantly, gets your point across or creates an emotional connection is what enhances the visibility of your campaign.
How many times do you overlook ads shown on social media platforms like facebook? While scrolling down the newsfeed you may come across many ads that you don’t click on or stop to give a look at. So similarly, when it comes to your audience only the ads with imagery, color and fonts that appeal to them will make them stop and will most probably generate a higher click-through rate as compared to your competitor’s.
According to the Harvard Business Review, email is the best way to reach millennials. Since they are always on their phone it has become even easier to view their emails. So the question is how to make sure that the millennials actually go through your email and don’t view it as spam? How you design your emails, the concentration of text and images, placement of call-to-action buttons, all come under the way you design your emails. So with design, it’s not just about aesthetics, it’s also about user experience. This means to make it easier for your audience to navigate around, to easily find call-to-action buttons or to easily understand what your brand is trying to convey or sell.
According to a report, we touch our phones 2,617 times every day, which puts emphasis on two things. Firstly, one of the biggest mistakes that you might make is that your social media ads or your website is not mobile-friendly. It should be designed in a way that they are optimized for your audience’s mobile screen. Better would be a design that would automatically adapt to mobile or desktop thereby creating a positive user experience. Secondly, if your audience comes across your ad this many times, you can make them love and respect your brand through your design.
Here’s an example that I came across while scrolling down my newsfeed simultaneously on my desktop and on my phone to see which brands have optimized their designs for mobile. Surprisingly, Clear, which is one of the brands of Unilever had not taken mobile optimization into account when putting up their ad for the public. You can see how the ad has been cropped when viewed on your phone. So, if you were Unilever, your audience will only be able to get your ad’s message on the phone if they are willing to click on it and view it on full screen. Otherwise, they will simply scroll down and your ad will go ignored.
In contrast to the above example, here’s one of how taking design into account makes a difference. Tieks is a shoe company that has carefully designed its ad with the right amount of text and a compelling image for its desktop users while keeping the design for its mobile users simple yet bold.
The success of Volkswagen Canvas ad where they used an ariel shot is another example to look at. The way it was designed gave users a way to be more interactive by using their fingers to navigate a Volkswagen through a road and stopping in between to read on its various features. The ad not only engages the users but also clearly gives out the right image of the model that they are selling.
Therefore, the right design is what makes sure that your brand is represented the right way on every digital platform. The right design is what communicates your brand value and this is how you stay ahead in the race and this is why design is so important.