We are here for you.
Digital Marketing can keep your business safe and help your brand navigate through this global crisis.
Communicate sensitively and honestl
We will help you understand that the Coronavirus situation is not just another marketing opportunity for your brands. Audiences can recognize a ploy to sell, therefore instead of using the content or copy like “Buy it before it runs out!”, or cashing in on your customer’s fear in any other way will most certainly tarnish the reputation of your brand. Instead, you can communicate sensitively and positively by telling the truth wisely, like “Think of others and buy only if you need it.”
- Fastrack changed its brand tagline from “Move on” to “Move in”
- Zomato started re-tweeting #HomeCooked food posts by people
- H&M allowed global aid organisation like Red Cross and WHO use their social media handles to spread COVID-19 messagesH&M handed the control of their social media handles to global health organisations like Red Cross and WHO
Strengthen your digital presence
Digital mediums are now the only way to get in touch with your audience. Both B2B and B2C models have been hit because of cancelled trade shows, exhibitions, meets, zero walk-ins, etc. The rule is simple: Out of sight, out of mind. With well-drafted emailers, informative videos, online blogs and micro-sites you can create a useful dialogue with your clientele. Familiarize yourself with their challenges. They in return will respect yours.
- Airbnb started content series called “Online Experiences” for #StayAtHome adventures.
- NASA created a “Nasa At Home” website that hosts a series of interactive videos, home projects, challenges, online workshops and even interactive sessions with astronauts in space for children.
- A section for “Online Experiences” – content by AirBnB for #StayAtHome activities
- Facebook developed ready-made post templates to help smaller brands stay connected with their customers
Introducing inverse inbound marketing
Inbound Marketing always aims to attract then convert. But now, people are actively avoiding any form of buying. How do you alter your marketing goals in this scenario? Forget about conversion and think “contribution”. To do that you need to ask this very important question: “What can we do to improve a client’s life during a crisis?” Here are some examples:
- The latest campaign by Lifebuoy is more of a public message “Use any soap, but remember to wash your hands!”
- Jameson, an Irish whiskey brand, donated 500,000$ to the United States Bartender’s Guild as Bartenders are their key spokespeople/influencers
- Facebook has created free, easy and customisable ad templates for small businesses to ensure that they can continue to engage with their customers
Improve your digital collaterals
Is your website up to date? Are you regularly enhancing your SEO according to stay search-relevant and up-to-date with changing algorithms? Is your Google Business page informative? Are your online customer reviews addressed? Are you running smart PPC, GDNs and Search Ads with content that will help your audiences? Today these collaterals are the backbone of your business.
- YouTube carried out mass optimization of its site and reduced video streaming quality to ensure a smooth user experience
“Log-in” to the future
While people are making “When-Quarantine-ends” lists, how many do you think will actively step out of their homes to actually go through with it? A permanent phobia for public places, reduced dependency on packaged material, DIY culture, e-commerce, online consultations, virtual education etc. will become the new norm. If your business model still relies on walk-ins, it’s high time that you start thinking about incorporating ways in which you are the one reaching out to your clients personally.