This blog is a summarized version for our clientele, using sourced information from WordStream.
Coronavirus, or COVID-19, has been declared a global pandemic by the World Health Organization (WHO). There are currently a lot of uncertainties and unknowns and while we don’t have all the answers needed, we want to share some guidance for our clients, prospects, and other small businesses on some current marketing insights and best digital marketing practices for the current times.
Insights & Resources From Google
The pandemic is having a severe impact on not only public health but also the US economy. Google reported that search interest in Coronavirus increased by 260% globally since February.
Google is aiming to help people that are searching for information regarding prevention, symptoms, travel advisories, and more. Their SOS Alert in Search connects people with the latest news, safety tips, and links to authoritative information published by the WHO.
We at ArcMinute Marketing have been attuned to the situation and have responded by making remote work the default for all our employees. Remote work has been part of our agency structure from the beginning and we can assure you that we have the necessary systems and processes in place in order to fully operate and service our clients.
We are leaving the medical advice to the healthcare professionals but want to provide more information about what actions you can take from a digital marketing perspective.
Keep Your Customers in the Know
If your business is forced to adjust hours or close as a result of the COVID-19 pandemic, we recommend updating your website with a temporary notification. Consumers across the country are experiencing higher levels of stress and receiving misinformation only adds to it. Post a notice on your homepage and on your contact page updating customers or your situation during the crisis.
Communicating efficiently and effectively is key in maintaining customer relationships. In any case, businesses should be aiming to build trust with their current and potential customers. If your location will experience a change of hours or even a closure, we recommend updating your hours in your Google My Business profile.
Adjust Your Strategy for The Current Market
With the demand for certain products skyrocketing, people are rapidly shifting their purchase behaviors. Americans are being sent home to work and are beginning to implement social distancing measures.
These changes can be stressful, but the best thing that we can do as marketers is to look forward and to calm the nerves of consumers as best we can by having clear, concise, and accurate messaging.
Keeping ad copy up to date with current inventory, products, and services is crucial. If you sell items that are in high demand and are out of stock, temporarily exclude them from shopping campaigns.
While some businesses are seeing a dip in demand, others are seeing a rise. For example, the search term ‘cleaning companies’ has begun to rise dramatically over the last 30 days, providing an opportunity to businesses that have a hand in curbing the pandemic.
How To Move Forward
What we don’t recommend is going silent to your customers and pulling out all advertising and marketing communications. In times of a downturn, it is easy to hit the panic button in these types of scenarios but doing so will not give your business a competitive advantage. As we begin to see a surge in digital interaction between businesses and consumers, severing digital communications can end up costing you much more in the long run.
What we do recommend is making educated decisions based on your current. Analyze your current marketing strategy and shift resources to where the current market need is. If you’re are curious as to how to approach this for your business, then get in touch with our team here at ArcMinute Marketing. You can call us directly at 734.359.7147 or contact us here.
Stay In The Know
COVID-19 has had in impact on society on a global scale. In the coming days and weeks consumers and businesses will begin to feel the impact and helpful information is key.
Our team at ArcMinute Marketing is continuing to monitor the situation and markets. Expect more data, analysis, and best practices as we move forward.
