You had a marketing plan all set to go for Q2. Maybe it was focused on summer fun, like travel and sports. Then March hit, and the whole thing had to be thrown out the window.
Where do you go from here?
This pandemic won’t go away overnight, letting us all pick up where we left off. So businesses need to pivot their marketing strategies to reflect the current state of affairs — not how we wish things were.
Here are seven ways that your business can tweak your marketing for Q2 — and beyond — as we all learn to navigate the new 2020.
1. Manage expectationsWe’ve all received at least a dozen emails from companies we’ve done business with, updating us on their COVID-19 response. While they may seem like more inbox clutter, they serve an important purpose.
As this situation continues, supply chain interruptions have gone from possibilities to inevitabilities. Some companies may have to alter their business model significantly in order to stay competitive in a changing market.
If your customers are facing shipment delays, longer than usual response times, or interrupted service, let them know in advance. Emails are good, but you should also be sharing the message on your website and your social media. Get it out there everywhere you can so your customers won’t be surprised and upset.
2. Increase content marketing
Although some states are slowly reopening restaurants and other businesses, others are still locked down. And as people have adjusted to the “at home” lifestyle, they’ve spent more time online than ever.
Some are looking to learn new skills and increase their industry knowledge. Others are just looking for connections or entertainment. But whatever the reason, people spent 20% more time in apps in Q1 2020, including Facebook, Twitter, and LinkedIn. And Facebook reports that traffic from their platform to other sites has risen over 50%.
This means it’s a great time to provide useful and entertaining content to your audience and promote it on social media for a boost in web traffic. You’ll increase brand recognition and improve your SEO. The time investment now may pay off when the economy stabilizes. #3 Focus on building leads for future sales This may not feel like an appropriate time for selling. But if you’re waiting for things to get “back to normal” before you work on filling your client pipeline, you’ll feel the sting in the future.
There won’t be a day, week, or even month where everything just reopens and we go back to business as usual. The return to normalcy is going to be a long, drawn-out process. And there may be resurgences of this illness that require us to return to our homes.
So you need to prepare now for future sales opportunities and build your leads. If you generate leads through email, consider using this time to make a new lead magnet to gather email addresses. Or try a Facebook lead generation campaign to get people to view a demo, subscribe to a newsletter, or register for a webinar.
#4 Keep posting on social media Even if your brick and mortar store is closed, you need to keep up with your social sharing. Posting consistently builds and maintains brand awareness with your followers. Plus, if you stop posting on social media, your organic engagement will plummet when you do start sharing again.
However often you were posting before this all began, maintain that schedule. Even better — post a bit more.
You can do throwback posts to previous events or launches, build buzz for a future project, or share personal anecdotes from employees or team members. You could also share industry news or educational resources. A cocktail of useful and entertaining content will help keep your followers engaged until you’re ready to get back to your normal content.
5. Think about a PPC campaign
With uncertain financial times, many companies are cutting back their ad spend. That means there are less competition and reduced cost per click for you.
Facebook’s worldwide CPM, or cost per thousand impressions, hit an all-time low of $1.95 in early April of this year. That’s 36% lower than the average over the past two years. And a Facebook pay-per-click campaign (PPC) that cost $0.11 per click in January this year was down to $0.09 in March.
Now, this is an overall average — some industries haven’t seen the same changes. Do a little research on trends in your specific industry before you invest the time and money into a PPC campaign. But for many, fewer companies focusing on PPC means better pricing and less competition for your prospect’s attention.
6. Offer education
If you’ve ever thought about launching an online course, either for revenue or to improve your industry authority, now is the time to do it.
LinkedIn Learning professional development courses saw a 3x increase in time spent on courses in April vs. January. And Cornerstone Learning, which offers employee training to a variety of companies, saw a 75% increase in course registrations in March.
People are taking this extra time to learn new skills, so what can you teach? An online course can live on your own website, or there are sites like Teachable and Thinkific where you build your course.
7. Mind your message
Consumers don’t mind that companies are advertising and marketing right now. One survey showed that only 8% think companies should stop advertising. But marketing messages during a global crisis need to be carefully considered to avoid insensitive or downright offensive content.
Avoid messaging about travel and exploration. And stay away from images that include people touching or gathering in groups. Even if it’s just meant as a metaphor, people are particularly sensitive right now and it’s important to take their concerns seriously.
Instead, focus on how you can relate to people and provide help during this difficult time. Provide encouragement and support for your audience. Instead of aiming for the sale, try to connect with your prospect. They’ll think of you when they’re ready to buy.
Focus on that pipeline
It’s tempting to want to cut every ounce of fat from your budget during these lean times. But businesses who continue to invest in their audience and finding leads will be the ones that bounce back much more quickly as the situation improves.
Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect.
Why do you need to Build your Brand?
“Build it and they will come.” This could be your branding mantra. Customers are looking for brands they can identify with. Customers stick with brands that share their beliefs and aspirations.
Give your brand a personality. Make sure that it has the right mixture of characteristics that appeal to your target customers. Jennifer Aaker, professor at the Stanford Graduate School of Business, summarized brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This is known as the “Dimensions of Brand Personality”.
The value of a business is directly proportional to the value of the brand. If you want to grow your business, you need to build your brand. Building a brand is not just about having a nice catchy name, or using a clever sign, symbol or design to identify your products or services and to differentiate them from others. Building a brand means having a set of positive values or associations that resonate with your target customers. It is also about communicating these attributes to them.
Build your brand’s presence, relevance, performance, and advantage, until you have built a bond with your customers. Why build your brand? Because research shows that 60% of your potential customers prefer to buy new products from familiar brands rather than switch to a new one.
Millard Brown’s brand pyramid shows how brand strength affects customers’ expenditure for that brand. The brand’s strength is inversely proportional to the “share of wallet,” or share of category expenditure. Brands at the initial phase of development (also known as “presence,”) eat up only 12% of spending for that category. On the other hand, those at the peak of the pyramid, or brands that have bonded with consumers, account for 40% of wallet share.
Why do you need to Optimize your Brand
Why should you optimize your brand? Because strong brands become more valuable over time, a study of 6 years of stock market data has discovered. Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect. So “Build your brand and customers will come. OPTIMIZE it and MORE will come!”
Invest in your Brand Today
No wonder marketers (yes, including your toughest competitors) are now focusing AND spending on brand building and optimization. Research shows that 63% of marketers plan to increase brand advertising budgets. 1 in 5 of these businesses plans an increase of at least 20%!
Here’s what that means: your leading competitors are spending a great deal on their branding while you’re ignoring it! Don’t do this to your business!
Build and Optimize your Brand Today. We Can Help You. How?
We will build your website and design or redesign your logo if needed. Our mobile-friendly, responsive web design service will ensure that your growing number of mobile customers can reach you.
67% of consumers are more likely to buy if the site is mobile friendly
62% of companies reported an increase in sales after designing a site for mobile users.
Social Media Optimization
We will perform Social media optimization to give your brand increased reach and engagement with prospects and customers. The more engaged your friends, fans, followers, and connections are, the higher the amplification factor to extend your reach and engagement further.
46% of online users count on social media when making a purchase decision
Create a buzz around your brand in your locality and niche with our local marketing services, which include publishing your promos. Promos get you the attention from leads and loyalty from existing customers!
78% of local searches using mobile devices ended in a purchase
59% for PC and laptop searches using PCs and laptops ended in a purchase
77% for tablet searchers using tablets ended in a purchase
Pay per Click Advertising and Remarketing
Target customers searching for products and services you offer on the major search engines, and drive them to your website instantly with our pay per click advertising service. Your brand’s visibility will increase while you only pay for clicks.??
Online advertising, with record-breaking revenues of $42.8 billion in 2013, is now bigger than broadcast TV advertising, with $40.1 billion revenues.
More people are searching online nowadays. Bring it up a notch with PPC Remarketing. Ads will be displayed across the Google network of websites to your visitors who have not yet converted but have visited your website. Your banner ads will be all over the web, constantly reminding your visitors about your brand; enforcing brand awareness, recognition and recall, and again, while you only pay for clicks.
Google’s Display Network reaches 90% of global Internet users Online
We will manage your Online Reputation, address negative reviews, and make positive ones work for you. We will publish your positive reviews at the right places and bring down negative reviews on search results.
79% of consumers trust online reviews as much as personal recommendations
We combine the power of video and written content in our Brand Booster service. This is great for promoting and strengthening your brand online.
90% of global online consumers want brands to share content online
96% of consumers surveyed found videos helpful for making online purchase decisions
80% of business decision makers prefer to get company information in a series of articles
78% of consumers believe that companies that provide content are interested in building good relationships
These are just some of the services that build and optimize your brand. You can learn more about the rest of our other services by contacting us for free consultation.
Take Action Now!
So… are loyal and paying customers coming your way? Build your brand and customers will come. Optimize it and more will come. Contact Optimize Media Marketing now to see how we can help build and optimize your brand today.
Why do you need to choose a mobile responsive website design?
Website design is the process of building a website to represent your business, brands, products or services. It involves the planning and executions of many design elements to make it user-friendly, mobile-friendly and functional, to be an effective representation of your business or brands online and offline. (more…)
How Pinterest Can Help Your Business Succeed Online and Offline?
If you are a brick and mortar local business owner, you’re always looking for a way to generate more leads and sales for your business, and searching for new ways that work for marketing your products and services. With the advent of the internet and social media marketing, it’s actually getting easier to successfully use Pinterest as an avenue to market your products and services. Many local newspapers have either stopped offline paper publishing entirely, or almost entirely. If you use Pinterest, however, you may not ever need to advertise in a newspaper again.
Know that Google is Local — Have you noticed that if you look up something on Google, even if you did not put in a local search term, you will get back local results first, based of your IP location? This creates a huge opportunity for any local business who involves himself with blogging, Facebook, Twitter and Pinterest.
Make SEO Friendly Pins — Give your boards great keyword rich titles, link to your website or blog via your pins, use your real name, and pin images directly from your own website using fabulous keyword rich descriptions, and your Pinterest account can be SEO gold. Always consider SEO every time you create a pin and you’ll find that you get a lot more traffic because it makes it easy for people to find your business.
Pinterest is Twitter Friendly — Pinterest can recognize #hashtags, so use them in your descriptions to ramp up your Twitter relevance, and up your SEO quotient. Twitter is still a relevant social media tool, so you want to integrate your Pinterest with Twitter as much as possible. Using #hashtags is an easy way to do so.
Pinterest Makes it Easy to Share Everything — When you create a blog post, use a great image and always pin it and ensure that it leads back to the source. Always make sure you do own the picture though so that you don’t get into legal copyright issues. If you buy the image or you take the photo yourself, you are safe. Share it on Twitter, Facebook and any other social media you feel the pin is relevant to. Thankfully, Pinterest makes it super simple to share everything you pin.
Pinterest ‘s Audience is Growing — Every single day, legions of people are joining Pinterest, and not only that, they use it spending about 14 minutes a day on Pinterest. Currently, women dominate but men are following. Most of the popular pins are items that are visually pleasing, so keep that in mind when you start posting images to Pinterest.
Pinterest Have Mobile Apps — Pinterest has gone mobile, so you can use it from anywhere you are as long as you have a connection. This gives marketers and local business owners a chance to promote products on the fly. Use your mobile device to snap a picture of a product, add in a title, description, and link, and you’re done.
Including Pinterest to your social media marketing campaign is an important part of marketing today. This is one of the few social media sites that sincerely celebrate consumption by giving users a way to share the things they use, love and buy quickly and easily with online apps and mobile device apps. You will increase your leads and sales by using Pinterest as part of your powerful social media marketing strategy today.
Facebook Marketing is now a necessity to any local business owners and if you’re not using it you must as well close your business. Sooner or later you will be crush by the business owners down the street who are implementing Facebook marketing as part of their daily customer engagement and traffic generation.
As a local business owner, you know that you are constantly wondering how you can attract more customers or clients. If you own an offline or online business, the answer to your traffic problem is internet marketing. You need to remember that without marketing, you will never be able to get targeted traffic into your website. Today, any kind of business, whether online or offline are now using internet marketing in order to expand their reach for new customers.
Internet marketing is not quite as easy as it may sound. You have to consider the fact that you need to work hard in order for you to attract targeted traffic into your website. You need to make a lot of good articles to read that is related to the products or services that you are selling and you also need to join forums and the discussions in it. Also, you need to get your website to be attractive.
Whatever you are selling, internet marketing is a hard task to do, but when it works, it is well worth the effort and money.
However, thanks to social networking website, such as Facebook, you will see that internet marketing is a lot easier than ever before. First of all, in all social networking websites, Facebook is one of the most popular websites. Here, you will already have the numbers you need. This means that it already has traffic. With 1 billion global subscribers and hundreds of millions logging and out each day and also millions more registering each day, you can be sure that you will be able to get your fair share of targeted traffic in this website.
In Facebook, you will see that all kinds of people with different social backgrounds join. Also, the members themselves will try to separate themselves from distinct groups. The fact that Facebook will allow people to create and join groups you will be able to easily find your target customers.
Whether the group is separated by age, school, gender or interests, you will see that you will find all sorts of groups here in Facebook.
Another great thing about Facebook is that it will provide every member with the tools needed in order to communicate with their network. These tools can be considered to be great tools for you to use in order to advertise or market your products or services to other Facebook subscribers. From applications to news feeds and blogs, you will see that Facebook will be able to provide it all.
Now that you know about Facebook, the next question would be how to market in it. The first thing that you need to do is subscribe in Facebook. After subscribing, you may want to try adding your old friends. Invite them to join Facebook to start building your network.
Then, try joining groups with interests that is related to the products or services that you are selling.
Use the tools in Facebook to attract people to view your profile page. Add videos, pictures and applications.
Basically, this is how Facebook can help in marketing your products or services. It will readily provide you with traffic and the tools you need to market, but it is entirely up to you to do the marketing itself.
You have to figure out how to properly use the tools in order for you to effectively market your products or services. These are the things that you need to remember about Facebook.
Optimize Media Marketing offers done for you Facebook Marketing service at a very affordable cost. Give us a call for 30 munite free consultation.