Strong digital marketing during the COVID-19 pandemic will not only help your business survive and thrive during difficult times, but will also help lay the groundwork for success and moving forward as we begin to look ahead to a more normal life (whenever that may be).

Why Market During This Time?

• Internet traffic is up 50%. With shelter-in-place orders and mass employment changes giving people excess free time and very few ways to fill it, we’re all going online more than usual.

• Invest now to reap benefits later. According to the Harvard Business Journal, “On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.” So continuing to spend on marketing now (whether that spending is in the form of money, time, energy, or other resources) is likely to pay off even further once this pandemic is over.

• People are still buying. While our needs may have changed in the current moment, our willingness to spend money has not--consumers are still buying and there’s still a market for products and services.

• Users need services and may become aware of those needs due to the situation. Continuing from the last point, being stuck at home often makes people aware of the need for services they otherwise hadn’t realized. For example, just imagine how many people are finally tackling home improvement projects they’ve been putting off and suddenly need plumbing or roofing services!

• Your marketing pace can be a competitive advantage (stop, walk, jog, or run). Is your marketing spending still at a running pace while all your competitors have slowed to a jog? That’s an advantage for you. Even if you don’t have the resources to continue at your regular pace, look at what your competitors are doing--if they’ve stopped completely, you could slow down to a walk while still maintaining your competitive advantage.

• Have patience and be cognizant. This is an unprecedented situation and is changing week-to-week. Stay on top of how the world and your industry are progressing, but also be aware that people are adjusting and finding a new normal, and there is room to market effectively as long as we do it in the right way.

Audit Yourself

Start by turning the mirror on yourself and asking “what can I do myself, or what can my company do in-house to create effective, marketable content during this downtime?” Rather than hiring film crews or outside content creators, think about things that you can do either on your own or with the team you currently have in place. For example, simple blog ideas can help not only connect with your customers, but improve your SEO and attract new customers. Ideas could include answers to frequently asked questions, in-depth explanations of your services, DIY How-To’s, and more. 

Next, consider making videos that correspond to each blog post. Are you an auto-mechanic? Do a point-of-view video showing how to change your car’s oil. Are you a CEO? Set up and record a zoom “panel” with other leaders in your industry. Look up Promo Video or Powtoons to see options for creating your own explainer animations. iMovie comes free on all Apple computers and has an endless supply of lessons and support, and the barrier for learning to create great video content is at an all-time low. 

And of course, from here you have meaningful content to share on social media. The most common reason people cite for not posting more is “I don’t have the time,” so let this downtime be an opportunity to get on top of your social media accounts.

Understanding Your Audiences

As we’re all aware, different people have responded to the pandemic in different ways, and we’ve identified three main groups of people based on their current behaviors: 1. Slam On The Breaks, 2. Conservative but Looking Ahead, and 3. Business As Usual (or at least as usual as can be). It’s important to note that these groups are fluid, as are the people within them. Some people may be on the edge between two groups, or may shift between them as time passes. But it’s crucial to understand that your existing client base (as well as all your potential customers) will be made up of people from all three of these groups, and you must have a plan in place to build relationships with each group.

Slam On The Breaks

This group is likely not going to purchase anything right now. They’re shutting things down completely, and they may be nervous or even panicking (this is not to judge--we all likely started in this group!). Your goal should be to focus on your future relationship with them and sow the seeds now so that they turn to your services once the pandemic either passes or they move into groups 2 and 3. 

• Effective marketing efforts for this group can include:

  • Philanthropic Awareness Campaigns. Not just keeping your name out there, but calming nerves by sharing important information about our current situation and/or showing them how your business is helping.

  • DIY Content. Create useful content that they can utilize without cost, such as demonstration videos (even for services you’d normally charge for), informative blog posts, or free white paper downloads.

  • Free Consultations. Offer no-charge consultations (virtually, of course) that show your willingness to help your partners get through this difficult time.

  • Free Useful Items. We’ve seen everything from toilet paper give aways to branded doggie waste bags--keep your name and your logo in front of people with items they’re sure to use even while sheltered-in-place.

• How to Market: 

  • Social Media

  • Website Message and Landing Pages

  • Blog Posts

Conservative But Looking Ahead

This group (likely the largest of the 3) is hesitant to purchase, but is still willing to be convinced. They tend to need some positive coercion to get them to make that final decision, and appreciate patience and flexibility. Many people are teetering between groups 1 and 2, so be attentive to their behavior and needs so you can act accordingly.

• Effective marketing efforts for this group can include:

  • How your services can help them right now during this time. Show them that your services are still useful and necessary during difficult situations.

  • Genuine purpose and positive messaging. This group is very wary of businesses they perceive as “taking advantage” of the current situation, so you want to be genuine in your efforts to help them and reassure them that we’re all in this together. 

  • Discounts, payment plans, or deferred payment options can be helpful tools for making a sale to those in this group.

• How to Market: 

  • Social Media Posts

  • Social Media Ads

  • Website Message and Landing Pages

  • Blog Posts

  • Minimal Google Ads (this group may still be searching on Google, but not as actively, so you may want to adjust your budget accordingly)

  • Email/Newsletter

Business As Usual

This group is (as best as they can) continuing to do business, research, and purchase as they normally would outside of the COVID-19 pandemic. Whether they are unaffected due to their social status, work in an industry that’s unaffected (or is even seeing growth) under the circumstances, or are a business/consumer that is moving up from one of the other two groups in response to receiving stimulus benefits, this group is generally trying to take advantage of opportunities to try new things or score great deals.

• Effective marketing efforts for this group can include:

  • “Normal” Marketing. Generally speaking, this group responds well to marketing your services or products in the same way as you would under regular circumstances, as they’re still researching the same as they did before.

  • “Treat-yo-self!” This group often has the capital to finally invest in their interests with their new-found free time, while perhaps taking advantage of deals. Whether it be buying puzzles to pass the time, a bike to get out and exercise, or something else entirely, this group is in a position to “treat themselves” during a difficult situation.

  • Discounts, payment plans, or deferred payment options are still helpful tools just as they are to group 2, as group 3 will be on the lookout for good deals.

• How to Market: 

  • Targeted Social Media Ads

  • Website Message and Landing Pages

  • Blog Posts

  • Targeted Google Ads

  • Email/Newsletter

  • CAUTION: You must always be acutely aware about appearing crass or disconnected with groups 1 and 2. This is why we stress maintaining a genuine message of help and service, while also making sure that your ads (on social media and Google) for group 3 are appropriately targeted.

Conclusion

The COVID-19 pandemic has presented us all with a truly unique situation that none of us have any experience with--not us, not our parents, not our grandparents. While there’s certainly a plethora of difficulties in running a small business during this time, it doesn’t mean our digital marketing efforts have to fall by the wayside. We may need to compensate and adjust for new demands, new audience behaviors, and new expectations, but with the proper care and attention, our businesses can learn to not just survive the present situation, but position ourselves to hit the ground running once this finally passes.

This article was originally posted by Ben Theis from SkolMarketing.