How to Adapt Your Marketing During the Coronavirus (COVID-19)
It’s been roughly a month now since the Coronavirus started to flip our lives upside down.
From having to practice social distancing and getting used to life without the outdoors to continually washing our hands and wearing masks and seeing loved ones and friends getting sick, the Coronavirus is something none of us expected.
Even our businesses are suffering.
So, how can you adapt your marketing during this time?
Opportunity #1: Help others selflessly
With your website and business, consider what you can give away for free. Anything you can do to help people out is appreciated, especially during this difficult time. You’ll also find that it will drive you more visitors, which is a nice indirect benefit.
Opportunity #2: Paid ads are really, really cheap
The latest trend we are seeing is that paid ads are becoming cheaper.
It makes sense because the way these big ad networks make money is through an auction system. They need small businesses to drive up the cost per click (CPC) for ads so that way the big, billion-dollar corporations have to spend more money on ads.
If you don’t have as many small businesses advertising (like we are experiencing now) there isn’t as much competition for the inventory, so the cost per click decrease.
But the virus has been causing us to spend more time online, so much so that companies like Netflix have had to reduce their streaming quality to help.
In other words, traffic on the web is up and there are fewer advertisers. This means ads are cheaper.
Now we are also seeing conversions rates dropping in certain industries, but nowhere near at the same rate as the CPCs.
Our clients, in general, have seen their ROI go from 31% to 53%. That’s a 71% increase in ROI.
If you haven’t tried paid ads yet, you should consider it. If you do, consider ramping up as there is more excess inventory than there has been in years.
Opportunity #3: Conversions are down, but there’s a solution
For many industries, conversion rates are down.
Since then, things have changed. For some industries, it has gotten better, but for others like travel, it’s still terrible and will be for a while. Delta Airlines is currently burning $60 million a day.
But we found a solution that has boosted conversion rates by 12% on average.
If you are a store selling something online, consider offering payment plans through services like Affirm.
Payment plans reduce the financial burden your customers will face in the short run.
And you don’t have to be an e-commerce company to leverage payment plans. If you are selling consulting services, you can accept money over a period of a year.
If you are selling ebooks or digital courses, you can also have a monthly installment plan.
It’s an easy way to boost your conversion rates, especially in a time where many people are looking to reduce their cash spend in the short term.
Opportunity #4: Offer educational based training
If you are looking for a good opportunity, consider selling your audience educational based courses.
With unemployment numbers reaching all-time highs, more people than ever are looking for new opportunities.
Many of these opportunities are in fields like high-tech that not everyone has experience in.
And, of course, going back to school can be expensive and is time-consuming. Plus, let’s face it… you can probably learn more applicable knowledge on YouTube than sitting in a college class for 4 years (at least for most professions).
So, where do people go to learn? Any online education website offering very specific, niche advice and courses.
Opportunity #5: Geography diversification
COVID-19 is a global issue. But it is affecting some countries worse than others.
For example, South Korea has had better luck controlling the spread of the virus compared to many other countries.
And countries like the United States and Italy have exploded in daily cases.
With over 84,000 new cases a day and growing quickly, the spread of the virus or the slowdown of the virus can affect your traffic drastically.
For that reason, you should consider diversifying the regions you get your traffic from.
Through international SEO, you can quickly gain more traffic and be less reliant on one country’s economy.
By translating your content for other regions and leveraging international SEO, you can quickly grow your traffic.
Sadly, the next few months are going to get worse. The daily count of new Coronavirus victims is growing.
From a personal standpoint, all you can do is stay indoors and practice social distancing.
But from a marketing, business, and career perspective, you can make a change.
You should have more time now (sadly), so use it to your advantage. Put in the effort so you can grow, that way you’ll come out of the Coronavirus stronger.
So which one of the above opportunities are you going to implement first? Brand Accomplished is working remotely and able to help all of our clients (as well as new ones!) So, give us a call and let us help you stay on track during these unprecedented times.