The Importance of Digital Marketing During COVID-19
COVID-19 has fundamentally impacted the way we operate as a society. As people begin the long process of self-isolation, and countries put their own quarantine measures into place, it’s becoming more and more apparent that the coronavirus is not just something you’ll experience through the news or social media, but something that will impact each of our lives, businesses and the way we work.
With that said, it’s hard to imagine striking a balance between making changes and showing respect for the now-global pandemic while continuing to operate ‘business as usual’. As we all shift to working from home and self-isolating, it may feel like the earth is standing still. But, even during a crisis, it’s important to keep communication channels between your business and its audience open in a respectful and constructive way.
Switch From Physical to Digital
As public gatherings and events shut down and people remain isolated in their own homes, digital marketing and content production has become the primary way in which brands will be able to keep lines of communication open with their audiences.
As events and trade shows close, consider shifting from traditional physical events to digital events. Consider running digital events and workshops so that people can use their time in isolation productively.
Unlike traditional advertising, the agile and flexible nature of digital marketing allows your organisation to be responsive to changes in the global environment and to offer your audience and customer base real-time updates.
By responding and adapting to changes as they happen, you can position yourself as a leader in your community and offer assurance in these troubling times.
Digital sales and lead generation will be crucial to keeping your business healthy and thriving through the coming quarantine. So, engaging your audience online will be more important than ever before.
It’s easy to give in to fear and assume that going radio silent is the best option right now; but, by ghosting your audience, you do significant damage to your brands long-term health.
Be there for your customers now and keep the channels of communication open.
Build Your Relationship
By offering respectful and engaging content during these difficult times, you can strengthen your relationship with your clients by actively offering guidance or entertainment in a time where things seem most uncertain.
The most important thing to remember is that while this crisis is in some ways scary, offering some resemblance of normality and keeping your audience informed about what you’re doing can go a long way in building long-term trust between you and your customers.