Specific marketing actions to help your company survive the coronavirus

The situation that people and companies are living and experiencing with COVID-19 cannot be compared to anything, a similar situation has never been seen and experienced. That's why we wanted to compile a series of useful tips from a digital perspective, in connection with this abnormal situation. We will also see how we can take advantage of quieter moments to carry out some digital “cleaning” tasks that we don't pay much attention to under normal circumstances.

There is a lot to do, since right now, both the market and the user mentality are changing. We want offer you and your business as much support and motivation as possible. That's why we're sharing some digital perspectives worthy of consideration in the demanding time we're all experiencing.

Strategy and Tactics

1- Take the time to rethink your strategy.

• In the short term: What's going to happen now?
• In the long term: What will your business be like in the coming months and how to react in time?

2- The way you “behave” now has a significant impact on your brand image. Carefully consider your decisions and your external communication. Communicate responsibly, prudently and in the long term.

3- How does your target audience currently feel? How will you feel tomorrow? Consider changes in your segmentation tactics.

4- Sales in physical stores are declining. Consider redistributing your marketing budget now, so that more of it is used digitally.

Email

1- Make advertisements and capture valuable leads to build a good database for sending Newsletters and establishing lasting relationships with customers.

2- Do you have automated welcome emails in your newsletter? Now would be the ideal time to create and prepare an automated welcome email that works well and keeps your customers engaged.

3- Plan a workflow for your future campaigns, so you don't have to wait any longer.

4- Take a look at your lists (delete duplicate emails, delete inactive emails or pause them).

5- Prepare a campaign to win back your inactive subscribers.

6- Dive into the data and be intelligent about your strengths: analyze previous campaigns and find out what moments, themes, triggers and calls to action work best for your company and your target audience.

Social Media and Ads (Online Advertising)

1- CPM prices are falling - up to 10-20% on Facebook right now - because more and more advertisers are “saving” their social media budget, causing less competition in the auction of bids. Take the opportunity to be more visible on the platforms. Consider now if you need to invest more in marketing awareness.

2- Build your email list with Facebook ads. Our best Lead Ads are delivering 1,068 new emails to our customers at the time of writing this article for 0.29 euros per lead.

3- Optimize and structure the configuration of your campaign, audiences and creatives.

4- Depending on the sector in which you operate, do not deactivate your campaigns of Google ads; only consider reducing the budget. Your business continues now and in the future, especially if you're online, where most of us are right now.

5- Update the texts of your ads. We recommend a minimum of one responsive search ad and two extended ad texts for each Google ad group.

6- Review and optimize product titles for Google Shopping.

Website and Content

1- Surely your list for this category is very extensive, it's time to work on some of these tasks.

2- Optimize and build the content of your website based on your latest keyword analysis (you should be careful if you do the analysis again at this point - the current situation will probably give you a slightly biased picture - but you can see where to start). From the brand, category, product to articles and blog posts, and maybe some updated captions on your home page.

3- What is your content plan like? Maybe it's time to get a good overview and structure your plan in a useful tool like Trello, Excel, or similar.

4- As with keyword analysis, there will be both gains and distortions when doing user testing and browsing analysis right now - consider what gives you the most value.

5- 1, 2, 3, action: now is the time to write and design articles on the blog, content for social networks, infographics, guides, white papers, etc.

6- We are currently seeing increased activity on social networks, especially on LinkedIn. Consider making a plan for how to take advantage of the potential in this social network. If now isn't the right time to generate content, then when will you?

A warning and one last piece of advice

With this list of tasks, but quite detailed, for everyone's “new daily life”, we have a final warning and one last piece of advice:

1. Warning: You are the one who knows your business best. Therefore, you should see this to-do list as an inspiration. The best thing is to start brainstorming and see what to focus on in this unusual situation.

2. A little tip: Avoid making drastic decisions and closing everything now because you may not sell/convert/function like a few days ago. But of course, stay informed or contact us if you need help.

Think long term and take the time needed now to be ready when everything returns to normal.

How can we help you?

If you need more information, do not hesitate to contact us.