How Digital Marketing is Meeting Post-Pandemic Business Needs
We certainly are living in unprecedented times. A once in lifetime pandemic the likes of which has not been seen in our generation and certainly not with the combined magnitude of a staggering (and growing) death toll coupled with astronomical job loss on a scale not seen since the Great Depression. With the cancellation of live events and conferences, and the closure of schools and businesses, companies are relying on digital marketing efforts to interact with customers.
Businesses across every industry are implementing new, or revving up existing digital marketing strategies. Reallocating budget dollars from canceled face-to-face interactions to reach consumers now that social distancing is the new normal. But what has COVID-19 taught us about crucial digital marketing strategies to have in place? The ability to quickly pivot brand messaging using agile, creative content to serve a one-to-one consumer experience is going to be paramount post-pandemic. A shift has occurred in how customers view interactions with companies across industries. Likewise, the need for implementing robust search engine optimization (SEO) has multiplied to increase website visibility. Over 2 million coronavirus related pages were created between March 25 and April 6 as consumers rely on businesses and institutions websites to stay informed.
Pivoting Brand Messaging to Meet the Moment
One size fits all advertising, brand campaigns and overall digital marketing strategy shifted quickly to be relevant and empathic as the enormity of the pandemic became a reality. Ninety-two percent of marketers adjusted their messaging, empathizing “we’re all in this together.” Messages changed depending on the industry, with one of the most prevalent shifts coming from the healthcare industry now honoring front line physicians.
The tone of your brand is now more critical than ever as businesses look to inform, celebrate and connect with customers during this crucial time.
Homegrown Content is Now King
With production shut down due to COVID concerns, more businesses incorporate homemade self-recorded videos, content and creative in their digital marketing strategies than ever before. Not only is it authentic and endearing (remember we’re all in this – at home – together), these grassroots tactics are dynamic. They are made without spending thousands of dollars. Digital marketing and the creation and decimation of content were once just a blog and social media posts. But businesses are now taking a more holistic approach to refine and repackage digital content. They can integrate that into a multi-channel strategy at lower costs.
Now and in the months to come, it will be necessary for businesses to invest in becoming storytellers fully. Consumers are seeking out content from brands they trust to help get them through this crisis. Pyxl can create digital marketing content strategies to help fulfill your brand promise and keep your customers connected and engaged during the post-pandemic transition.
Now Serving Party of One
Where brick and mortar business models and in-person interactions were once a mainstay to serve and attract new business, safer-at-home and social distancing orders have shifted the construct of one serving many to meet individual needs in the safety of the consumer’s home.
Robust digital marketing strategies allow for targeting and retargeting in a time where businesses deliver personalized brand awareness messaging through social media and content automation platforms. There is a vast upside to this shift in digital marketing. Agencies, like Pyxl, now have a wealth of data on buyer personas and how they are interacting with your business. This data can be utilized to deliver timely, relevant content based on individual consumer activity and preferences creating further brand affinity.
Keep Calm & SEO On
Website search traffic is rising to meet the needs as customers search for the latest updates from businesses and institutions. SEO and inbound marketing play a long-game in overall digital marketing strategy; it’s now more important than ever that company websites implement search engine optimization best practices to be found.
A recent survey by Conductor found 63 percent of marketers are increasing their SEO focus to respond to the surge in organic searches. The most significant industry increase year-over-year from Q1 2019 versus Q1 2020 being in healthcare at an astounding 358 percent! Pyxl can conduct website audits to see where you can optimize SEO as well as advise and implement an overall inbound digital marketing strategy.
The Road Not Traveled
As we cross our doorstep and venture back into the world, consumers will remember which companies were there to respond to their varying needs throughout the coronavirus pandemic. Implementing agile brand messaging, providing one-to-one customer experiences and serving optimized content will be vital in meeting consumers’ expectations in the months ahead.
Where Do You Go From Here?
Is your business prepared to meet these post-pandemic business needs? To find out how we can assist in developing and implementing your digital marketing strategy, contact us here.
Updated: Apr 13, 2022