Digital Marketing Results
Two areas of focus that yield immediate results:
Facebook:
Your customers are spending more time inside and on their phones and computers now than ever. In addition, people are increasingly using social media platforms as the main way they connect with and communicate about businesses they rely on. Capitalize on this shift, but be sure to do so with the correct tone. Here are two worthwhile areas to focus on:
Highlighting Outstanding Content
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In this new environment, focus on social media spends featuring your strongest content, specifically content that highlights what your business is providing RIGHT NOW, and the steps you are taking to continue providing great products and services in this time of uncertainty.
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With more eyeballs online, for more time, than ever, it is an opportune time to build/push content highlighting how your business is persevering. People are looking for positivity, hope and stability, and regularly scheduled content delivered on the platforms they are communicating on is an excellent way to meet this demand.
Building Trust Through Streamlined Communication
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Use social media platforms like Facebook and Instagram to connect with and inform your customers and reach out to new ones on a daily basis. In a time of public upheaval, everyone is uneasy and a bit anxious. Use this as an opportunity to show empathy and solidarity. Assure your audience that we will get through this, and we can do it together. Asserting your position as a measured, responsible leader in your community and industry will attract customers in the near-term and build invaluable trust in your company that will last long after the pandemic has passed.
Ad Words
Like every other aspect of life, COVID-19 is changing search habits. Google reports that COVID-19 related searches are now the most popular on its engine, and data shows increased search activity in the early morning and late-night as individuals’ schedules are disrupted and habits are adjusting to the new reality.
These changes have unearthed new possibilities that should be considered in your paid search campaigns. Here are some tactics to consider with your digital marketing partner (not sure how specifically you would want to plug/tie in your business here)
Adjust ad schedule performance
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Performance has likely changed with the outbreak of COVID-19 and the new trends in search habits. Review your spending and how they are scheduled to make sure your timing and delivery are the most cost-effective.
Experiment with Smart Bidding
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Given how rapidly things are changing and how quickly new trends are emerging, it may be difficult to keep on top of it all at every minute. To account for this – consider making greater use of Google’s Smart Bidding Strategies, tools that digest data and adjust CPC bids in real-time to better meet stated goals.
