Pivot. Don’t Pause. How to evolve your digital marketing

Pivot. Don’t Pause. How to evolve your digital marketing

Just like pivot has been used frequently in the last few weeks, we’ve seen a few other words pop up. Shift seems to be a favourite in the business space with many businesses adjusting to keep up with the new ‘digital’ normal.

COVID-19 has forced many of us around the world to rethink our day to day. In response to the various restrictions, many people have turned to digital tools to stay connected during these times.

Businesses are working remotely, schools and universities have turned to virtual learning options and events and conferences have gone online. Also, brands are adjusting their marketing tactics and interactions with customers to be solely through social media and other digital touchpoints. Essentially, the value of digital channels, products, services and operations is at an all time high.

So, what should you be focusing on during COVID-19?

1. Use data

According to WARC’s Global Ad Trends, one in four people are online shopping more due to COVID-19. Using insights like this will mean you can shift your strategy to suit new consumer behaviours. For example, if you are a physical store selling products, this is the time to start an ecommerce channel to reach that online shopping audience. Or, if you had an event planned, perhaps pivot your social strategy to include a Facebook Live event as there is heavy traffic on these channels.

In this climate, the market is constantly changing. The key is to keep an eye on your channels and shift if need be.

2. Content, content, content

Now is the time to have an arsenal of content to be repurposed across a number of touchpoints. There is a great opportunity for brands to get in front of their audiences with content and interact and engage online. However, look to push content that isn’t super sales heavy rather pivot towards discounts, freebies and light content. Think about what people need and want to see during these times and actively satisfy them.

3. Customer needs and experience

This time is about adapting to suit the customer’s new way of living and making it easier for them to engage with your brand. Whether that’s evaluating the user experience on your website, pivoting digital campaigns to highlight your safer product and service options or ensuring more people are on hand to monitor customer queries over social media. Prioritising the customer experience is crucial for engaging new audiences and retaining your current customer base.

4. What about SEO?

Search engine optimisation (SEO) is an important factor when shifting solely online. Maintaining your search rankings could lead to increased organic traffic, especially if your product or service is relevant to people staying at home.

5. Ad spend

According to Klaviyo, 66% of brands (in particular higher-demand essentials and new essentials i.e. food, health and fitness) that are spending more on ads during this time are seeing increased efficiency. If you are in categories where your service or product is considered ‘essential’, use social media ads to clearly articulate your offering. If your business is struggling, focus your ad spend towards the bottom of the funnel and nurture those warm leads.

Can you tell our word of the year so far is #digital? COVID-19 has required businesses to re-evaluate their strategies and optimise them to meet online demand. It’s important that you shift and develop your online presence and take advantage of the traffic spikes as well as nurture customer relationships.

 

An update on us:

We’re still here, still connected and still BAU (business as usual). If you need help, would like a chat or even a 1:1 where we can give you some direction during this time, enquire now and we can set up a Zoom or a phone call.

Read more about marketing during COVID-19 below or take a look at our previous blog.

Forbes

B and T

B and T

Klaviyo

Klaviyo

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