Crisis Marketing Strategy: 5 Tweaks to Market Right During Covid-19

So far 2020 has been a rough year. For everyone.

Starting from Australian brushfire, devastating floods in Indonesia to Earthquakes in Turkey and Rajasthan, and I can make a long list with Coronavirus Pandemic being on the top in terms of impact.

But on a positive side, during the crisis like above, people united and fought back beyond the borders. Millions of volunteers stood strong and we came out even stronger. And even with Coronavirus, the afterworld would be much stronger.

In the time of social and economic crisis, it is normal as a business to feel skeptical and to pause or postpone marketing. After all, it is not easy to make a full-proof crisis marketing strategy.

And the number one point of the Crisis Marketing Strategy is to invest more.

If that made you ask a lot of questions, read this article to find out how, what, why…

Offer Kindness (Free help)

Eric Siu decided to give away a course that teaches people how to start a marketing agency for free (he normally charges $1,497) and a bit more than 250 people have taken Eric up on his offer.

It is important to never forget that Free trials/giveaways == new customers.

Neil Patel opened up many paid features of his tool Ubersuggest. The moment he announced that he put some features for free, many of his customers went for the paid subscription.

The point is, it is not about taking advantage of the current situation and giving stuff for free just for the sake of engagement. It is about helping people in this situation. Offering SELFLESS help. And they will help you back. 

As a result, anything that you offer for free, be it a free trial, service, product, or a webinar, it will give your brand recognition and more traffic.

So, ask yourself how can you help out people during this time?

Tweak your Digital Presence

Currently, the demands have changed. And you need to alter your website to reflect the current situation in a better way. For instance, it is important to emphasize food and home essentials over luxury items. If in your operation area, the government has put restrictions on what you are permitted to sell, then it is better to remove prohibited items temporarily.

However, it is important to remember that digital marketing has one significant benefit over most other types of marketing. It doesn't require any face-to-face interaction. It is also one of the more quantifiable types of marketing, making it easier to set clear ROI goals.

The second most important thing is to update your Google listing. Whether you are shutting temporally or changing working hours, offering pickups, etc. You need to let people know. Because this listing is your business card that updates people on everything about your brand. 

Paid Ads Going FREE

Recently Google announced that they will let business list their products for Free on Google Shopping Listings. Additionally, paid ads are becoming cheaper.

Basically, the whole advertising model works on an auction system. Small businesses drive up the cost per click for the ads so that enterprise-sized corporations have to spend more money on ads.

And now when the web is up, but with fewer advertisers, ads are going to be cheaper. As per the data, paid ads are producing a much higher ROI now.

So, if you are operating normally, try paid ads. They would definitely ramp-up your ROI.

International SEO

Since this a pandemic, it is affecting countries economically around the globe. Where the USA is adding almost 90,000 cases every day and South Korea has had better luck in contaminating the spread.

For those reasons, it is important to change the target countries and be less reliant on a single country’s economy.

Make your website global, translate your content for other regions with international SEO and you can quickly grow your traffic.

Spruce up the Content 

Now is the time to look at the bigger picture. And when it comes to content, it helps people. So, change your content according to what your audience wants to read. For example, how about Corona-proof business guides? Or like the one you are reading.

In the long run, content marketing can help you build relationships that bring sales and demand returns. Concentrate on delivering value. For now, the more training or helping guides you provide, the better your relationships will be with your customers.

After all, even during the lockdown, eCommerce has been resumed and people have started buying.

So, if you understand the change, alter, and START doing, you will see the positive output.

We at Biztechcs are providing a wide range of marketing services. Let me know for any marketing help.

Which marketing strategy is working for your client/business in Crisis?

Stay Safe! Stay Home!