Digital Marketing Dos and Don’ts: Pandemic Promotion Tips

September 15, 2020

For most businesses in the U.S., the COVID-19 pandemic has had a huge impact on their bottom line. From major sales losses to the need for cost-cutting measures, the ongoing need for marketing has been called into question during these uncertain times. What’s more, many brands have had to significantly alter their messaging or risk being ridiculed by the public for their mistakes.

While businesses across the country are opening back up in at least a limited capacity, it’s important for organizations to make thoughtful decisions and to prepare for a potential second wave. As the coronavirus continues to pose a threat, you’ll want to do everything possible to protect your business. That’s why we’re sharing some internet marketing tips you’ll want to keep in mind for both the present and the future.

During and After the Pandemic, Do…

  • Be Mindful of Automation and Campaigns Already in Motion: Automated practices can be a good thing, particularly for businesses that have been forced to temporarily lay off employees. But too much automation can be harmful in certain situations. You should take a closer look at the automated messages you send out — including emails, chat bot prompts, and social media responses — to ensure that they’re aligned with your current strategy and that they take the pandemic into account. You should do the same with any campaigns that are already in the works or that are set to launch during the next few months. Make sure there’s nothing that could be misconstrued as being in poor taste or as insensitive.
  • Be Clear About What You’re Doing and Offering: Your services or product offerings may not have changed drastically due to COVID-19, but customers are looking for peace of mind from brands right now. Therefore, you should ensure that you’ve updated your website and posted on social media to address the steps you’re taking to keep customers and employees safe. In addition, you should be clear about any offerings that have been changed, delayed, or put on hold due to the coronavirus. Being proactive and transparent with your audience can be a great strategy for your digital marketing during this time and beyond.

During and After the Pandemic, Don’t…

  • Neglect Paid Aids and Social Media: During times of economic stress and general unrest, it might be tempting to pause all of your internet marketing services to focus on cost-cutting. But while there are certain tasks you can probably put on hold, you shouldn’t stop your search engine marketing completely. For one thing, there were an estimated 4,084,105,000 internet users worldwide in 2019 — and many of them have spent substantially more time online during the pandemic. If you stop your internet marketing, your brand awareness will all but disappear. Focusing on marketing during times of economic downturn can give a real boost to your business in terms of standing out from the competition. By not deserting your customers or your brand on popular platforms, you’ll position yourself as a leader they can trust.
  • Make False Claims or Take Advantage: Some businesses, in their desperation to survive, have made the mistake of drumming up panic around the virus. From the making of false claims to the hoarding of essential goods, these maneuvers typically backfired in huge ways. While it’s understandable that you might be worried about the state of your business, you shouldn’t be resorting to underhanded tactics just to make ends meet. You should also be careful about sharing information about the virus or listings for face mask products, as these may be viewed with skepticism or may even be removed from certain platforms. In general, you should continue to provide solutions to your customers’ problems — but you shouldn’t fabricate issues or purposely take advantage of existing panic.

Although we recently hit the six-month mark of COVID-19 in the U.S., you’ll still want to keep these dos and don’ts in mind when developing your internet marketing strategy. As a digital marketing agency Phoenix business owners trust, we can ensure your strategy aligns with your goals. For more information, please contact us today.

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