digital marketing campaign

How to Rethink Your Digital Marketing Campaign Strategy During a Pandemic

Everything about how we live and work has changed seemingly overnight thanks to the COVID-19 pandemic— so it’s imperative for your digital marketing campaign strategy to evolve as well.

59% of Canadian consumers say they shop more online now than they did before the pandemic (source). This widespread shift toward online shopping, communications, and social interaction requires your business to have a strong online presence in order to thrive.

As you develop your digital marketing strategy for 2021, it’s essential to consider how your company can use social media and other digital channels to generate leads, boost sales, and keep customers happy.

In this article, we’ll offer tips on how to adjust your digital marketing campaign strategy during the COVID-19 pandemic to ensure success.

Here are five key ways to rethink your digital marketing campaign strategy during the COVID-19 pandemic 

Update Your Buyer Personas 

First and foremost, you need to reevaluate your buyer personas. Over the past year, the main interests and concerns of your buyer personas have likely shifted. Reevaluate what matters to your target customers and how your business can best address their problems amidst the pandemic.

To gain valuable insight into your customers’ top concerns, talk to your sales and customer service teams. Members of your team that interact directly with customers can offer valuable feedback based on the actual conversations they’re having with them.

Re-Evaluate Your Messaging 

Coming across tone-deaf is one of the biggest marketing mistakes you can make during the pandemic. While your messaging and imagery should feel upbeat and optimistic, you’ll want to avoid anything that could be perceived as insensitive or untimely.

While in the past, your team may have developed digital marketing campaign strategies well in advance, our current situation demands you think on a more short-term basis.

Keep Your Information Up-to-Date 

The coronavirus pandemic has probably impacted how your business functions on a day-to-day basis. Perhaps your store is temporarily closed to the public but offers curbside pickup, or maybe your business has reduced hours and requires customers to wear face coverings.

No matter how your business has changed, it’s vital to communicate up-to-date information with your customers. Internet users are already inundated with information about the coronavirus, so only offer relevant information about how the pandemic specifically affects your business.

Closely Monitor Your KPIs

While your pre-pandemic digital marketing strategy may have been a success then, it may not perform quite as well in current times. Monitor key performance indicators (such as website traffic, cost per lead, and click-through-rates) daily to determine what is working and what is not.

While you may be tempted to compare your current metrics to the performance of pre-pandemic campaigns, this may not be the most effective strategy. For a more holistic picture, measure your current digital marketing efforts against both your mid-pandemic and pre-pandemic numbers.

Invest in SEO to Boost Organic Traffic 

Search engine optimization is an excellent strategy if your paid marketing budget has shrunk due to decreased revenue during the coronavirus pandemic. By using keyword-rich content, you can boost organic traffic without the advertising costs of PPC ads.

Consider how changes to your target customers’ daily lives have also altered the type of content relevant to their needs and concerns. Adjust your content marketing strategy to produce blog posts, videos, and other content that is relevant to their new normal.

Strengthen Your Social Media Presence

More time spent at home has led to more time spent on social media. In fact, social media users are now spending an average of 2 hours and 24 minutes per day on an average of 8 social media platforms and messaging apps.

Simply put, if your customers are spending their time on social media, so should your business. Suppose you already have an established presence on Facebook and Instagram. In that case, it may be worth launching a digital marketing campaign on a new social media platform like TikTok or Twitter.

Unsure of the right digital marketing campaign strategy for your company during COVID-19? Book a free consultation with one of Asset Digital Communication’s digital marketing experts to find the most effective strategy for your business in 2021.