07 Apr COVID-19 EXPERT ADVICE: Four Tips for Your Marketing Strategy
COVID-19 EXPERT ADVICE:
Four Tips for Your
Written by Micky Weis.
Digital marketing consultant.
April 8, 2020 Read time 3 min
Seen from the perspective of a marketing consultant, the corona crisis is special. I have experienced businesses who had to yield all activities, who had to send their employees home, and it is not a nice feeling to talk to sad people – you just want to help them! So, meeting many people – I would call them fiery souls – who are persistent in their efforts to create new possibilities and initiatives for their business, is a great experience. In some of the cases I have seen in marketing, several topics recur, which is why I have gathered four tips for you, dear reader. I hope these tips will bring forth some inspiration in a time where everything might seem gloomy.
Lead Ads & General Follow-up on Emails
Right now, we are experiencing a decline in sales across several industries. However, this should not be an obstacle for launching initiatives, which contribute to getting sales back on track after the crisis.
It is important to implement initiatives, which can influence the number of email sign-ups, as this will be a valuable interface in the future. A pop-up (using for example Sleeknote) on your website could be useful. You could also use a tool called Facebook Lead Ads Generation which is a certain branch of Facebook Advertising allowing you to “gather” e-mails, which then through a software, for example Zapier, will lead directly to your mail system – this could be Mailchimp.
The way Lead Ads function is by using a “sign-up” button as call-to-action in an ad on Facebook, instead of “click here” or “buy now” buttons. When clicking the “sign-up” button the customer will see a pop-up on Facebook and be able to write his or her e-mail – a very simple way to gather e-mails. At my office, we used this on several cases – here are a couple of results:
a. Webshop – 2262 leads – price per lead 1.18 DKK
b. Restaurant – 1540 leads – price per lead 0.91 DKK
c. Health Clinic – 558 leads – price per lead 1.97 DKK
Of course, it is a good idea to personalise your emails during the crisis, making the first email you receive, after signing up for the newsletter, extremely relevant and personal. This creates a more direct dialogue with your customer. These “lead ads” are also useful later on for optimising through re-marketing for the subscribers – for example, an offer after the crisis.
Online Seminars & Teaching
Another thing, which is important to remember, is to be attractive when the markets open again what we call “top of mind”. To be that you might have to make choices during the crisis, decrease revenues and offer initiatives free of charge, which in the long term is a good investment.
- Online teaching. Whether you are a personal trainer, consultant, expert, massage therapist, or physiotherapist it is all about adding value. I also experience people buying gift cards, now more than ever. Here, the webinars are an excellent opportunity for selling gift cards, as it creates credibility.
- Presenting products is also widely used. Whether it is cars, apartments, wine tasting – in principle, limited only by your imagination. Remember to save these videos, use them on your product pages later on – and thus killing two birds with one stone!
All the businesses I have been involved with have had a time issue regarding technical optimisations. Lack of time is always a challenge. During a crisis, we do not operate with the same speed, which often leaves us with more time. In my opinion, developers also have more time both in-house and externally. A few ideas for technical optimisations are:
- Speed optimisation is an efficient way of optimising your website. Not only does it benefit search engine visibility, it benefits the user experience and thus the conversion rate. There are loads of thing to do when it comes to speed optimization – and do it now instead of the day before Black Friday!
- Tracking set-up is another overlooked item. Are all tags placed in Google Tag Manager? Are the cookie settings correct? Any settings for marketing attribution allowing you to check the attribution models later on? Have you set the proper objectives for the business and do they work?
- Adjustment of modules is also a good time investment. Installation of software slows down websites and makes them unstable. Whether you are using WordPress, Shopify or Magento, or another system, it is a good idea to check the basic structure.
Optimising Re-targeting Flows
Most businesses run re-targeting flows – especially on social media. Basically, this is a good strategy. However, the challenge here is that these ”flows” often come in a range of a few days. When everything is back to normal, I recommend that you make sure to increase these flows with a new date range.
I see several Google Analytics accounts where data has descended significantly the last couple of weeks, and if you only run re-targeting based on for example a short period, you will not reach the same amount of people as before the crisis.
After the crisis, we need to reactivate the users who visited the web shop a long time ago, or for example the ones on our mailing list. People have had a break in their normal activities. You need to reactivate both thoughts and behavioural patterns. It is important now to build a structure for both flows for social media, your branding campaign, and your e-mail flows.
This way, you are in a strong position after the crisis – as we will (hopefully) see an increased consumption due to the “corona-void” many of us as consumers have lived in.
Take care, of yourself and each other – and thank you for your time.
Monday 07:30 – 16:00
Tuesday 07:30 – 16:00
Wednesday 07:30 – 16:00
Thursday 07:30 – 16:00
Friday 07:30 – 16:00