Wednesday, August 12
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How to Optimize Your Digital Marketing During COVID-19

While the COVID-19 crisis will change how the world does business forever, it’s an opportunity for many businesses to focus on digital channels. This unprecedented situation has many business owners looking for ways to expand their reach online and explore new digital channels.

If you’ve been wondering how you can use this time wisely, consider optimizing your digital marketing strategy. Here are a few core areas to focus on to set you up for success in the new normal.

Increase Your Social Media Presence

With millions of people out of work and looking for an escape, daily social media use has increased dramatically. What does this mean for businesses? It’s the prime time to be online.

Create a temporary social media content calendar that engages your audience with more posts per day while exploring new channels. Stay relevant to your core offering and in alignment with your brand while offering a distraction. Take some time to research the trending topics and be ready to post on the fly, striking while the iron is hot.

Craft a Desirable Lead Magnet

As more people will be online, now is a great time to revisit or create a desirable lead magnet. This is your chance to solve a problem for your audience and be viewed as a trusted resource now and after the pandemic has passed. 

You might be able to use your existing lead magnet and tweak your messaging to make it more relevant to current events. As this offering will be the entry point for your sales funnel, be sure to have the right infrastructure in place to create an email marketing strategy for after the crisis is over. 

Work on Local SEO

At the start of 2020, before things started to get weird, local SEO was a notable digital marketing trend. While priorities might have changed over recent months, this should still be at the top of the list. As people don’t have the option to venture far from home, having your local SEO optimized is crucial.

“Online search is now bigger than ever,” say the experts at Local Spark Marketing, “more than 46% of all Google searches are for local businesses, and this number is steadily increasing.” 

Take this time to ensure your Google My Business page is claimed and up to date with your business information. Consider working with an expert to create a local SEO strategy that helps you outrank the competition and reach new customers in your area.

Focus on Expansion Over Conversion

While conversion will play an essential role in the longevity of your business, it might be time to temporarily set this goal on the backburner. Instead, capitalize on the broader audience online to focus on expansion and rapport building over conversion.

As many people are currently struggling financially, it might not be in your business’s best interests to be vying for a slice of the pie. Instead, start to build a relationship and show your audience your value. By doing so, you’ll be top-of-mind when things settle down, and they’re ready to spend.

Consider Influencer Partnerships

Despite the fact that many online businesses are thriving, many influencers are experiencing a loss of income. The festivals and products that they had been contracted to advertise are getting delayed or canceled. This means a revenue gap for them and a negotiating opportunity for you.

Reach out to a few influencers who are in alignment with your brand to form strategic partnerships. If you’ve been considering referral or affiliate marketing, this is a great opportunity to partner with nano influencers who are in need of an income spike as well.

Refresh Previous Content

Finally, keep your digital marketing cost-efficient by evaluating how you can repurpose previously published content. Optimize older blog posts for SEO. Explore video marketing using previous blog posts as scripts. Reach a broader audience without re-inventing the wheel.

With these simple strategies, you can turn this crisis into an opportunity and optimize your digital marketing strategy for future success.

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