As marketers, we usually know the tools we’ve got, but also the types of emergencies we’re going to encounter during any given time period.
Hence the reason why we’ve got tools such as content management tools, social media management tools, and so on and so forth.
To help us create and distribute content that will help with sales and conversion.
None of us marketers had come up with anything that would be useful and valid during a pandemic that would require a global shut-down and social distancing, though…
So, now what do we do?
Well, oftentimes there is a silver lining, and this situation calls for different actions.
In times as serious as the one we’re in, it’s only logical that the customer churn will go up and conversion will go down if we’re talking about in-store purchases.
Now would be the time to invest in creating an e-shop and taking your brick and mortar business online, provided you’re one of the industries that can remain somewhat unharmed in the long run.
Tourism or aviation, for example, won’t see any change in conversion-in the foreseeable future at least.
So, if you’re in SaaS or eCommerce, if you’ve got a brick and mortar store or you’re now investing in remote work, make sure to take everything online. Including flexible payment options.
You can create an email letting your subscribers know that you’re changing your payment methods. This email’s CTA can redirect them to a landing page designed to convert.
That landing page could have all data needed to help your prospects and long-term customers understand the hows and whys of this move of yours.
And while you’re at it, investing in a good invoicing software would be a fabulous idea.
The Video Help
Does your business offer any basic training on something? What is your expertise and your authority in your niche?
Whatever that may be, video marketing will prove to be a powerful ally. Make sure to create a video course. This could be helpful for both promotional and marketing reasons.
Let’s assume that your platform is offering various videos of sports events for a user’s viewing pleasure. You can create a sports video explaining basic terms and moves, to entice viewers.
Let’s assume that you’ve got an online clothing store. Create a series of videos showcasing how various clothing items can be styled, or the ideal style for various body types.
If you want to go deeper, offer training videos that can give extra skills, and can open new doors for people with employment issues in the wake of COVID-19.
Take Nikon, for example. Those guys did exactly that and, honestly, they got me hooked. It cost nothing to them, as they’ve got endless resources, but meant everything to me as a customer and photography aficionado.
Just the basics should be enough to entice new users while, at the same time, creating the image of a brand or company that puts its prospects above all else.
Invest in Geolocation Advertising
Some places have it worse than others when it comes to how much this pandemic has affected them. Therefore, advertising without taking that into account would be insensitive, to say the least.
But not taking advantage of paid ad networks lowering the prices for paid ads due to the lack of SMBs willing to bid would be just as insensitive to your marketing budget, and that’s saying something.
So, with more people online and fewer businesses buying paid ads, there’s only one thing to do:
Create segments based on location.
Traffic and ads won’t go a long way when they’re directed to a suffering region, as opposed to a region where the state of lockdown is only a precautionary measure.
Of course, you’ll need to create a marketing plan that will be just as good and thoughtful when the COVID-19 crisis will be over and everyone will need to readjust their wants and needs on a global scale.
But for the time being, be as helpful and relevant as possible, pay attention to the regions your ads are directed to, and you’ll get guaranteed results!
Téa Liarokapi is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.