Times, they are a-changin’, and as any successful marketer knows, your business’s online strategy needs to change with them.
How to Adjust Your Online Strategy for Coronavirus
Robyn Rivera
5 Ways to Adjust Your Online Strategy for Coronavirus
#1. Give back.
If there’s one thing that’s certain right now, it’s that the world is watching. It feels like a microscope is being held to so many businesses, big and small, with many people deciding on which businesses to support and which to abandon. I know that I have been paying close attention to which businesses are doing right by their employees and customers, and which are not.
There are so many businesses in my own community that have stepped up in both big and small ways, and I know that I plan to stick with them for as long as I can to repay their generosity. For some businesses, doing the right thing has been to keep employees, even if they can no longer come in, and for others, it has meant donating to charities or finding ways to give back to their communities.
Whatever you’re doing to step up and give back, let the world know about it. Post about it on social media, write about it in your blog, and even consider buying search ads to get the word out. Doing so will be one of the best things you can do to earn life-long customers.
#2. Take advantage of cheap paid advertising.
The costs of paid digital advertising is driven by demand. The more businesses there are buying ads, the more it drives up the cost per click. Right now, far fewer businesses are buying those ads, which is driving the cost per click drastically down. That means that, right now, paid search ads are cheap — really cheap — which makes it a great time to invest in them.
Not only is it a good time to invest in paid advertising because it’s cheap, but online traffic is also way up. So, a greater number of people will actually see your ads, as well. Furthermore, there’s a lot less competition right now, because many businesses have decided to pull back on advertising at the moment.
To put it simply, taking advantage of paid advertising right now means that you’ll get a lot more bang for your buck. If it’s something you can afford to do, now is the time to do it.
#3. Make your website what you need it to be.
Businesses that can are doing a lot more of their business online these days. For example, many restaurants have made it possible for their customers to place orders online for takeout or delivery. Many retail stores have made the transition to ecommerce. Many local businesses have started creating videos and guides to help their customers, who may have an immunosuppression or are high-risk, by teaching them how to perform repairs or maintenance themselves.
Businesses have adapted to coronavirus in lots of creative ways, but in order to adapt and remain nimble, you need a website that can perform for you. It’s never been more important than it is right now to have a website that can meet your functionality needs, and if you don’t have one that meets those needs, it’s time to build one that does.
You don’t have to spend an arm and a leg on a custom website. You’d be surprised at what you can do with the right design template and the right website builder — all without having to know a single code language or a blip of website design experience.
Websites 360® offers an easy-to-use process that makes it possible for anyone to build their own business website. Learn how to build a SEO-friendly, mobile-friendly website with Websites 360 today.
#4. Make it easier for your customers to support you.
According to a survey from the Census Bureau, half of US households have lost income during the coronavirus pandemic. That means that all of the customers who want to support you may not have the means to do so at the moment. But, there are options out there that can help you help them.
There are payment plan options out there that make it possible for smaller businesses to offer financing, like Affirm. This makes it easier for your customers to get what they need while paying for it little by little over time, and it’s especially helpful right now, when so many people are looking for ways to save more money.
With payment plans like, these you’ll be paid immediately when a customer makes a purchase, not when they are able to make payments. However, the downside is that you’ll pay significantly higher payment processing fees because of the risk being assumed by the processor.
#5. Test often.
Opinions and views are changing rapidly throughout this pandemic, and the last thing any small business wants to do is alienate their own customers. I’m not saying that you have to agree with or reaffirm every opinion your client has, but you should at least be aware of what’s being said in the conversation. That means that you should monitor that conversation, especially on social media.
Another aspect of this is testing. What works and what doesn’t work changes just as fast as the conversation does, and at times like these, you need to be able to stay in-tune with those changes. The information you get from regular testing will help you to stay nimble in your online marketing strategy so that you can get the most out of it.
As you can see, there are a lot of things you can do to adjust your online strategy for coronavirus, but whatever you do needs to be supported by the right website. If your website isn’t what you need it to be, it’s time to build one that is. Don’t blow your marketing budget on an expensive custom website. Start building your own with the Websites 360 today.