Digital marketing during COVID
People all over the world are learning to adapt with a new way of life as COVID-19 spreads over the planet. While traditional stores were already losing favour with customers, stay-at-home orders have effectively crippled the business.
Companies that have already begun to pivot to a digital marketplace are best positioned to survive in this environment. However, having a working website and an ecommerce store is only half the battle. The ability to bring customers to those product pages is just as crucial.
Digital Marketing's Expanding Role
The rivalry for traffic increases as more businesses enter the online marketplace. Smaller firms are up against Amazon, Walmart, and Target when it comes to getting found by internet shoppers.
As a result, digital marketing is essential for growing brand awareness and traffic to business websites. A thorough digital marketing plan begins with the development of a search-engine-friendly website and extends to a robust social media presence.
While many small businesses concentrate on organic marketing methods such as social media and traditional outreach, paid media is becoming increasingly crucial in the online battle for customer attention.
Under the umbrella of search engine marketing, this covers social media ads and Pay Per Click (PPC) initiatives (SEM).
Why Now is the Time to Experiment With Digital Advertising
While it may seem contradictory to increase spending in the midst of a worldwide crisis, now is the ideal time to do it. CPM prices (the cost paid per 1,000 ad views) for search marketing and PPC are actually relatively low in many circumstances, thanks to many organisations slashing budgets and reducing online ad spends.
You can try new digital marketing avenues like paid ads by taking advantage of lower competition and rates.
Understanding Digital Marketing Fundamentals
It’s critical to come up with an overarching campaign strategy before you start developing content for organic search and setting up Google Ads and other paid media.
Build Brand Awareness
While having a great product or service is important, you can easily lose sales to more established competition if you don’t have a strong brand. Consumers buy from brands they trust, so establishing a good reputation through awareness campaigns and endorsements can assist. Instead of focusing on clicks and conversions, consider impressions and views (although the latter are certainly welcome). Don’t get too caught up in the lack of sales in the early phases of marketing; it’s all about getting your product or service in front of as many people as possible.
Optimize for the local market
If you offer a product or service in a certain geographic area (e.g., landscapers, florists, plumbers), make sure to target those locations to reach consumers in the area. Consider Google Ads that target regional keywords and viewers in addition to generating informative content on your website.
Participate in social media.
Digital marketing includes establishing a strong social media presence. You don’t need to be on every platform, but you should know which ones are best for your business. Determine where your target audience spends the most time online. Engage with people and relevant accounts in addition to posting updates on a regular basis to help build a community (rather than just trying to rack up followers). After you’ve established a solid foundation, you may experiment with boosted posts and social media advertising.
Make Useful Content
Nobody wants to be marketed or sold to, but most people use Google to find answers to their questions. Create a knowledge base, rather than a website that reads like a catalogue, where visitors can discover the information they need. Maintaining a regular newsletter or blog to offer information and build your brand as a credible resource will help you become an authority in your niche. If you publish content that performs well in search engine results, you’ll attract more visitors to your site, who will likely browse before making a purchase or contacting you. The more time a visitor spends on your site, the better their odds of making a purchase when they’re ready.
Today is the time to unleash the power of digital channels.
Develop the skills, insights, and knowledge needed to be a highly effective digital marketer who can make a meaningful and measurable difference to your company’s bottom line.
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