Coronavirus Presents a Once-In-A-Blue-Moon Marketing Opportunity

4 MIN READ

Operating a business during this COVID-19 outbreak is scary.

But there is no reason to be afraid to market during this time!

COVID-19 is changing the way we operate within our world, and it can be frightening for a business to think about strategy during this time. With many businesses being forced to lay off employees or eliminate positions, it seems like now is the wrong time to think about profit and marketing. Business owners are in a tough position where they have to think about sustaining a business for the long term, but they also have to think about what they need to do to keep above water in the interim. 

Many businesses are thriving in this economy for a variety of reasons. Some are “essential” businesses that have services or goods that are needed no matter what is happening in the world. Others have made a pivot and have found themselves valuable because they changed their strategy. Others had money saved to be able to weather the storm and are actually able to move forward in the current environment. For those that are able to take a risk, the marketing climate could afford them a tremendous payoff. Now is an interesting time to push forward with digital marketing and paid advertising.

What is happening right now is a drop in advertising rates for paid digital marketing. There are fewer companies spending money on marketing, and that is making pay-per-click advertising and bidding on keywords less expensive than usual. The sunny side of this story is that just about everyone in the country is home and spending time on their devices right now. From kids to baby boomers, every demographic is seeing increased exposure to digital media right now. That means that for less money, you are able to advertise to a larger audience. If you want to find them, they are there. So, how do you use this once-in-a-blue-moon opportunity?

 

Use this time to build a connection with your neighbors.

Now is the time to offer something to your neighbors for free to build your company up as a valuable part of the culture of your community. Whether it’s free delivery of a product, an ad promoting other local businesses to help them during this stay-at-home period, or just an ad saying “thank you” to the medical community, now is the time to let the community you serve know that you aren’t just looking to make a profit, you are looking to make a difference. 

 

Be more aggressive with SEO efforts.

Many of your competitors are going to scale back digital marketing efforts. They are going to become reclusive and wait for this to “blow over” before getting back to business online. While they are pulling back, it’s a great time for you to push forward. If you remain steadfast in your commitment to keyword research and optimization across your site, you can pull ahead of some of the competitors you’ve been chasing for SERP supremacy.

 

Focus on awareness campaigns.

One of the most effective things you can do to get business in a time like this is to let people know you’re open. Many people assume that their favorite business is closed because they are used to doing face-to-face business in your establishment. If you are still operating as usual because you are “essential,” your customers might not realize it. They also might not realize that you are doing e-commerce or that you’ve altered your business to be socially distant. Let them know through paid ads on Google or social media, so you can keep your momentum!

 

Remember that not everyone is suffering financially.

While some Americans are struggling, out of work, and waiting for unemployment funds to provide relief, there are many Americans who have had no reduction in income. They are actually saving money because they aren’t spending on fuel, food, and entertainment. They are online looking for distractions and itching to make purchases. Help them out by letting them know you are still in business. If you are a service-based business and “essential,” let them know that life is going to pick back up for them at some point, so they should take advantage of your services while they have the time and money available to do so!

 

If you have put yourself in a position to be aggressive with your marketing strategy, then now could be the perfect time to move ahead of your competition. If you can take a chance, do it. The businesses that come out of the COVID-19 era strong will do so because they were resilient and had the wherewithal to adapt and overcome!

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