Our everyday lives have been impacted one way or another by the coronavirus pandemic, and the marketing industry is no exception. Whether your business has anything to do with health, your marketing campaigns and content will surely have mentioned the current Covid-19 outbreak. Maintaining a high rate of engagement as well as keeping your content relevant can prove tricky during such unprecedented times. Luckily Ben Givon has a simple yet effective guide to keeping your online marketing campaigns afloat during the current coronavirus crisis.
The new coronavirus pandemic has turned business trends, consumer sentiment, and the marketing industry upside down. This guide is aimed at helping you to create the right content for the right audience at the right time during this pandemic. So, let’s get straight to the point:
Use the right tone in your content and ad copy
The coronavirus has affected people all around the world, with the number of deaths surpassing the 90,000 mark, it’s going down in history as a human tragedy. Search engines have recorded a surge in online users as lockdown bills have confined most people in their homes. According to Statista.com ‘Almost 4.54 billion people were active internet users as of January 2020, encompassing 59 percent of the global population. China, India and the United States rank ahead all other countries in terms of internet users.’
‘By now, a world without the internet is unimaginable. Connecting billions of people worldwide, the internet is a core pillar of the modern information society. The global online penetration rate is 59 percent, with Northern Europe ranking first with a 95 percent internet penetration rate among the population. The countries with the highest internet penetration rate worldwide are the UAE, Denmark, and South Korea. At the opposite end of the spectrum is North Korea with virtually no online usage penetration among the general population, ranking last worldwide. As of 2018, Asia was the region with the largest number of online users – over 2 billion at the latest count. Europe was ranked second with almost 705 million internet users.’
With such heightened stress, uncertainty and sensitivity, the risk of coming off as exploitative and insensitive is extremely high. During these unprecedented times it is probably a good idea to steer clear of a humorous or sarcastic tone. Users are looking for clarity during these uncertain times and if they come across content that is too laid back the chances are they will bounce and look else where for answers. You want to build your brand awareness as a business that knows how to deal and address each situation appropriately and professionally. Ben Givon recommends that you adopt an informative tone while maintaining that level of relevance that keeps your engagement levels up. You should be putting yourself in your audiences’ shoes; what information are they looking for? How is your business dealing with the coronavirus pandemic, and what measures have you put in place to adapt to the lockdowns and social distancing?
Avoid terms associated with capitalization…
It is important that as a business you do not convey a sense of exploiting the current situation. You need to relate to worried consumers and offer guides to getting through the current crisis with positive methods.
As search engines and social media platforms update their algorithms to filter harmful content that tries to take advantage of vulnerable consumers, and spreads fake and false information, it is crucial that you use credible and established sources when quoting from secondary sources.
The coronavirus pandemic is likely to impact the marketing community for quite a while so you should make sure that the information and content you publish is updated and accurate.
Adjust your online marketing campaigns
Online marketing campaigns that run travel-related ads have been banned by Google in an effort to reduce companies from exploiting the situation for short-term profits. However, this doesn’t mean that businesses that can still offer services and products shouldn’t advertise their business offering. Just keep in mind that the coronavirus situation is developing quickly making it incredibly hard to predict. You want to make sure that your content is up to date and that your call to action buttons are in line with the current crisis.
Some of the traditional marketing tactics may not be suitable for the Covid-19 pandemic. Urgency is often used in online marketing campaigns to encourage potential customers to go through with the purchase. However, phrases such as “time is running out”, and “get yours while stocks last” can be somewhat jarring now as consumers are not in a hurry to impulse buy.
Prepare for the aftermath
The coronavirus has rattled nearly every aspect of walking life. China’s Wuhan has just recently reopened after months of quarantines and emergency lockdowns.
Prioritize – adjust your best performing ad campaigns to suit the current crisis rather than changing all your ads at once.
Split test – track the performance of your ads against different content and ad copy to determine which style works best during these challenging times.
Keep a note of all your ideas – just because you can’t implement new ideas into your ad campaigns doesn’t mean that you should disregard them. Instead keep a note of all your online marketing ideas so that once the coronavirus storm has cleared and things get back to normal you can resume your optimizing efforts.
Continue producing relevant and engaging content despite the coronavirus confusion…
Through all the panic and uncertainty, you want to make sure that your online marketing campaigns and content reflect accuracy, relevance and quality. Keep adding value to your marketing campaigns to boost the flow of traffic and leads.