The COVID-19 pandemic has undoubtedly disrupted business operations across the globe, and you, like many others may be anxiously awaiting the reopening of the economy. It is also likely that you have some questions surrounding your marketing plans. Lifting the stay at home order is a great first step to getting back to “normal.” However, you may want to hold off on some of those old campaigns. Here is what you should know about resuming your marketing campaign once the stay at home order is lifted.
You May Need to Adjust Your Marketing Strategy to Adapt to New Trends
As conditions continue to change, so will your marketing strategy. Many consumers and business owners were forced to make sudden changes in light of the pandemic. While at home, for example, many consumers are likely spending more time on desktops and laptop computers. However, once the stay at home order is lifted, we will again see an increase in the use of mobile devices.
Marketing and Message on Hold Copy Will Need to be Reviewed
You want to make sure that your marketing and message on hold copy is still relevant following the COVID-19 pandemic. It is also critical that you research the latest trending search terms. Certain keywords may no longer be useful to your message. Other keywords may have grown in popularity during this time.
Information on Google My Business and Website Will Need to be Updated
Your store hours may be returning back to normal and your product and/or service offerings may be changing once the stay at home order is lifted. It is very important that you convey these updates on your website, social channels, and on Google My Business.
For Medical and Dental practices, you may want to create a web page detailing new office procedures. Some examples are: requiring patients to wear masks, use of the waiting room, new check-in and check-out process, adjustments to the number of patients you will see in a day, etc.
There May be a Change in Priorities
For many, priorities have changed in light of the pandemic. This means that consumers’ needs may have changed. Make sure your marketing strategy is adapted to this change in priorities. You don’t want to be insensitive or act like this crisis never happened. It had a great impact on our daily lives, and your marketing should accommodate these changes in routine.
Be Patient and Remember to Work Towards a Solution
As conditions continue to shift, your marketing plan will need to as well. Be patient. Most importantly, keep your focus on offering a solution to your customers. Your brand should effectively communicate that through it all, you are here to help.
Paid Search Clients
We have been asked “when should I turn on my campaigns.” As public officials become more certain about when they will lift the stay at home order, you should be planning to start running ads. Currently, the rumor in Michigan is the 15th or 18th. If you need to fill appointments and calendars start marketing and emailing clients and prospects at least a week in advance of those dates. For clients who do not require an appointment, a few days before is a conservative estimate. During this time, a lot of clients have decided to spend more time and money on branding. Search traffic is down across many industries, but we anticipate that changing as the business being to open.
Marketing through a global crisis can be very challenging. However, it is important that you keep your brand visible during “the good” and “the bad” times. When the dust settles, you want to come out ahead of your competitors and demonstrate your ability to provide an effective solution for customers. If you are having trouble adjusting your marketing strategy in the midst of this pandemic, contact Smart Link Solutions today. Our team of experts will work with you to identify the most effective marketing strategy moving forward. Together we can find the light at the end of the tunnel.