How To Take Your Online Marketing To The Next Level During a Pandemic

Author- | Posted- | Updated: September 6, 2020 |

The pandemic hasn’t just impacted the personal lives of many, but it’s had an enormous impact on businesses and how they function as well. At this time, things are increasingly happening online. While this may not make a massive difference to some companies, for others, it could change how they usually do things. It can be particularly true when it comes to marketing. As more businesses have to shift to doing things online, internet marketing has naturally become more intense and competitive. If you’re looking for ways to help improve the effectiveness and power of your online marketing strategies during the pandemic, here are some things to try.

Have a Professional Website

One of the best things you can do for yourself is to make improvements to your website. Now that online shopping is becoming a more viable option than shopping in person, this means that your website will likely be experiencing more traffic. Because your website will very possibly be getting more traffic, you should take steps not only to make sure that you can support extra traffic but also that the users’ experience of your website is smooth and free of problems. If your website crashes too much, takes too long to load, or is not user friendly, it could lead to you losing business to a competitor that has a more efficient and intuitive website.

Define Your Brand With Social Media

If you haven’t already put effort into defining your brand through social media, now it can be a great time to do so. Whether you do this on Facebook, like power life by Tony Horton, or prefer other forms of social media like Twitter or Instagram, using social media as a tool not just to promote yourself, but to also define who you are as a company can be beneficial.

With new online businesses frequently popping up and jockeying for attention, now more than ever, you must define yourself as a business. It can mean doing things like developing your tone, improving your logo, and making your company values clear. Because you have total control over everything you post, social media provides you the ongoing ability to define your brand on your terms and stand out to potential customers.

Use Your Analytics

Many may be aware of the fact that they have analytics, and they may even check over them in a cursory way from time to time. However, if you genuinely want to take your online marketing to the next level, you not only need to look at your analytics but study them and figure out what they are telling you about your business. Your stats don’t just provide information like how much traffic you’re getting or what your revenue is; they can also tell you where that traffic is coming from, what keywords drive the most traffic, and what types of marketing are the most effective. Once you’ve dug into your analytics a little more, you can take this information and use it to do things like getting a better understanding of your target audience, fine-tune your marketing, and set revenue goals for your business.

Understand Your Target Audience

Along with taking some more time to understand all the things that your analytics are telling you, you should also put more time into figuring out exactly who your target audience is. Even though some may think it’s best to spread themselves far and wide and reach as many people as possible, the reality is that this strategy can potentially be a waste of time and energy.

The more time that you spend trying to advertise to those who aren’t interested in what you offer, the more you’re missing those who would be. In the long run, this could end up slowing the growth of your business, and costing you money, too. By taking the time to research and understand your target audience, you can help avoid these pitfalls. Not only that, but it will be easier for you to adapt your marketing strategies to your ideal customer. Ultimately, this can mean ad campaigns with higher rates of success and more sales overall.

Create Quality Content

No matter what platform it’s on, the content that you put out should always be your best. Whether it’s your posts on Facebook, tweets, a blog, or video content, you need to make sure that it accomplishes at least one of two things. Depending on what you sell, your content should either be entertaining or informative and, if appropriate, both. If the content that you create is exciting or valuable to customers in some way, they will be much more likely to engage with it in a meaningful way, and become more interested in your company and what it has to offer, as well.

On the other hand, content that is repetitive or written without much thought can quickly cause a potential customer to lose interest and quit following your brand altogether. While some may think that it’s challenging to come up with suitable content regularly, the truth is that while it may require some extra work, it isn’t necessarily complicated. By thinking about your products and services from your customer’s point of view and listening to customer feedback, it can be easy to generate new topics for your content.

Learn About SEO

Along with analytics, many may have an awareness of SEO and how it works, but they may not be applying this knowledge in a way that could make a difference for their business. SEO stands for search engine optimization and refers to how a website ranks when you look up in a search engine. When your SEO is effective, you will be using keywords that help your business’s website show up high in search engine results.

If your SEO is not effective, then your website may not show up at all, even when keywords used are related directly to your business. One way to help improve your SEO is to make frequent use of primary keywords on your webpage, as well as to put yourself in a customer’s shoes when thinking about the kinds of words or phrases that could be used to search for your business and finding places to include these as well.

Have Quality Email Marketing 

Once you have a potential customer’s email, you have an excellent inroads for advertising to them, so it can be a good idea to take advantage of this. If you already have someone’s email, that’s a sign that they have already shown some interest in what you offer. So it should be easier to turn them into a customer as opposed to someone who’s had no exposure to your business or brand. When considering your email marketing strategies, it can be helpful to make sure that you are sending engaging emails and offer some information that is interesting or helpful.

It can also be an excellent way to inform potential customers of upcoming sales or special discounts. Another thing to keep in mind when it comes to email marketing is the frequency of your emails. It can be essential to strike the right balance; if you send too many emails, it could become annoying and lead potential customers to unsubscribe to them. However, if you send too few, they may forget about your business altogether. Depending on what kind of information and offers you provide, either weekly or monthly emails, can be a good option.

Amp Up Your Customer Service and Communication

No business could stay afloat without the help of loyal customers, and when times are difficult, you may find yourself needing the loyalty of your customers more than ever. Even though some may find relations with customers to be tricky or complicated, they don’t have to be. In many cases, keeping your customers happy and inspiring loyalty in them is as simple as having excellent customer service. Having good customer service is vital at all times, but it can be particularly important when a customer is dissatisfied or has an issue. By doing your best to be prompt, helpful, and friendly, you can ensure that you’re taking all the steps possible to look after your customers and maintain a good relationship with them.

Additionally, finding more ways to communicate and engage with your customers can be beneficial for your company as well. One of the best ways to do this is to reply to customer questions and comments on social media. When you speak directly with potential customers, this can give them a sense of familiarity and connection with your company that may make them more likely to become actual customers.

Some Final Thoughts

The pandemic has changed the way that many businesses do things. While this may create some challenges, that doesn’t mean that there aren’t solutions to help you overcome them. By taking some time to assess your company’s marketing strategies carefully and improving them where necessary, it can be possible to keep up with the changes your business is facing.

Kevin Gardner

Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA. He works as a business consultant for InnovateBTS where he helps companies integrate technology to improve performance. Kevin loves to share his knowledge and expertise with his clients, fellow bloggers, and readers.