Digital Marketing in a Pandemic: Making Campaign Adjustments and Responding to Changing Online Behavior
There is no denying that the COVID-19 pandemic has dramatically transformed our day-to-day life. This is especially true for business owners and employees whose main concern is attracting more customers and boosting more sales. But as people lock themselves at home and governments place restrictions on establishments, it made it hard for these people to stay afloat in the ever-competitive and unpredictable business world.
Although everything seems uncertain and difficult right now, you need to be resourceful to make things work no matter the situation. When it comes to marketing, you can make plenty of adjustments to drive more customers and increase sales. This is where digital marketing comes in to provide solutions to meet the client’s needs.
As more people revolve their life in the digital world and more businesses have gone digital, the Internet has offered newer power among several online industries. With this in mind, you have to consider the implications of the current social climate for digital marketing. Here are some digital marketing trends to apply this pandemic and the right methods to respond.
Reduced store visits
Since the pandemic began, companies have witnessed a dramatic decline in store visits within a single month. The unexpected turnout of store traffic, which most businesses depend on, has affected how they handle their marketing needs. But not all businesses know how to respond to these changes as they know very little about digital marketing strategies and how to represent themselves digitally to their customers.
There are simple ways to leverage a digital marketing campaign to ensure a greater success level for a business. The most fundamental part of any digital marketing strategy is to have a functional website that follows core website vitals and ties all marketing efforts.
To have a good online presence is to have a website that is running smoothly and optimized properly. Site optimizations include tools that ensure site speed is of a good standard with fully refined landing pages. Having a well-maintained site speed and landing pages greatly impacts pay-per-click (PPC) efforts and online advertisements. You may also take the time to promote the business online through paid ads and social media platforms. Digital marketers who need to improve their social media campaigns can click here to learn more about available sharing software platforms.
If you’re a small business owner, having your business name listed on Google makes it easier for potential customers to avail of your products or services. If you have changes on the schedule of in-store visits, update the address, business hours, photos, and posts. Keeping these attributes updated will keep customers informed about the current state of a business during this pandemic.
Changes in online behavior
As the pandemic created a huge impact on online behavior, topics related to the COVID-19 health crisis have dominated online searches. This paved the way for a newer set of searches, questions, and topics that websites never encountered before. What this means for business owners is to make adjustments to their search strategy and know the best ways to respond to changing trends.
If you are running reports on search queries for a digital marketing campaign, monitor the negative keywords that can incur a damaging impact on your campaign efforts. As the new set of online traffic comes through, there will be more irrelevant keywords within the queries. That is why you need to eliminate negative keywords to avoid spending money on terms not fit for the business website.
You can also consult Google Trends to understand the search behavior of your target customers. Google Trends offers a new hub to dissect COVID-19 search trends for PPC campaigns.
Declining mobile traffic
According to Search Engine Watch, mobile traffic met a significant decline by 25% because of the changing online behavior this pandemic. This becomes more difficult for online businesses as they rely on traffic to attract leads to their website. As more people reduce their mobile usage, online mobile behavior declines.
Revisiting bid adjustments on devices and applying smart bidding on your campaigns help alter PPC strategies during this pandemic. While it is difficult to understand how search behavior has changed, smart bidding helps digest evolving user data and fine-tune CPC bids in real-time.
As the pandemic continues to loom over our lives, the future remains unclear for many businesses and marketing professionals. But what is important is to have better control over how you represent your business despite the changing consumer behavior. You need to be proactive in your marketing campaigns by knowing how to respond to changing trends while staying open-minded about digital marketing developments.
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