Currently, our world is changing at a rapid pace and our “new normal” can be difficult to navigate for marketers. People are cooped up in their homes while social distancing and scrolling through their newsfeed.
Because of how many people are online during this time digital advertising has gotten cheaper. On Facebook ads the Cost-per-impression has dropped as the traffic on the platform has increased. Daily audio and video call’s on WhatsApp and Messenger doubled since social distancing started. Mark Zuckerberg stated, “People want to stay connected while being asked to maintain social distancing and eliminate loneliness.” News websites as well have increased in traffic. Consumers are trying to stay informed with what is going on in the world which means that news sites such as The Atlantic are skyrocketing with traffic. However, because smaller businesses aren’t advertising and many companies are closed, the competition in the digital marketing world is shrinking. This means you can get more for your money. There is less competition with certain keywords on Google AdWords and there is less competition with interests on Facebook Ads.
People are staying indoors and the majority of their time is taken up by scrolling on social media. “Content is king” and will prove to be so during this pandemic. Businesses should continue to make content to publish on their social media websites to let consumers know they are still open and operating. Many businesses are pulling content that wasn’t social distance friendly; for example, commercials that show people shaking hands or traveling. And replacing it with personalized content about resources they are offering during this time, or ways they are taking extra precautions. Email marketing is a great way to connect with your customers on a personal level and make sure that they are informed of the services your business is offering at this time.
Even if your business isn’t open at this time doesn’t mean you have to miss this business opportunity. Airlines all over the world are being affected by this pandemic. Building brand awareness through content is extremely important during this time. People want what they can’t have. Promoting things such as places that consumers can travel to after the pandemic or food they can order when restaurants reopen. Holding photo contests or encouraging people to share their stories can increase engagement to your social media accounts, but keep people thinking about your business during this time.
Marketing can be difficult to navigate in this pandemic, but no matter what your circumstances are, you can still promote your brand on social media. This quarantine won’t last forever but we at Access To Media want to make sure that you are prepared during this difficult time.