For many entrepreneurs, the current crisis is a time of great uncertainty. But this difficult time can also be a chance to change the marketing of the company and the way of communication with the client. How to handle and use the possibilities of the Internet for effective advertising? Here are some of my suggestions based on the experience of our clients and business friends.
First of all, always remember that your offer must be tailored to market needs. Almost all marketing and sales guides say that the products and services we sell must be a response to current market demand. As consumer behavior has changed - the strategy should also be changed.
One strategy is to display one product that is able to respond best to the current situation and need. A lot of people are faithful to the #stateathome principle, they work from home, buy from home. Therefore, if any of the products is useful for their current job, it is worth emphasizing. Think about whether one of your products will be most useful and display this product.
For example, due to the growing number of teleconferences or lessons conducted remotely - interest in webcams (polish term: kamerka internetowa) has risen significantly, whose prices have soared.
Another strategy, but similar to the above, is to add a product that is close to your offer and which you do not currently have on offer. For example, you sell cosmetic products - currently disinfectants are very much needed.
Another strategy is to change the way a product or service works. Recently, we have heard that the restaurants that have hit the crisis have started to provide home or take-out food. The training and education industry started selling their online trainings (polish term: szkolenia online). Some interior design, bathroom and furniture showrooms have started remote cooperation.
We have also changed our contracts. Due to the fact that many clients launch ad hoc and short-term campaigns, we have changed contracts for an indefinite period with 1 month notice
Some companies are not able to adapt to the market, so their strategy is to wait.But do not forget about marketing. In accordance with the principle that every crisis has its end sometime, they use this period to ensure company visibility and change of communication. Despite the fact that you are unable to sell anything, make sure that your company is visible to your target group. If you lose contact with her, you will probably be ignored when choosing a client after the crisis.
One option is to use current resources that are not being used at the moment. For example, some hotels (currently closed) transfer their resources to doctors as rooms in which they can stay so as not to infect their family. Such an action can be used from th PR point of view and appear in the media, and this is the first step to get good quality links that will strengthen the positioning of the site in the future.
There are also companies that specialize in topics that are now extremely needed during a crisis, such as drugstores or cleaning companies. It is a time when these companies have no problem with orders, but it should also be remembered that there will be new companies that will change their mind during this crisis and try to "cut something out of this cake." Therefore, it is worth thinking about online promotion, e.g. through advertising, in such a way as not to be outdone by the competition.
disinfection - polish term dezynfekcja
ozonation - polish term ozonowanie
What online activities can be useful in these times?
It is a tool that we are able to launch very quickly. Ads are great when you want to display your product or service. It is really suitable for all the above-mentioned situations. We have the ability to display ads on selected keywords, we also have the ability to gain image through ads on portals, in GMAIL or on YouTube. And the most important part is - you pay only when someone clicks on your ad.
Thanks to positioning we display your website in Google search engine. By definition, it is a marketing tool that takes time to achieve results. And it would seem that during the crisis this tool may not be that useful. However, if your website has been on the web for longer period of time and is well positioned (read: good quality links are obtained to it) then you can achieve good quality results quite quickly. For example, by adding a subpage with a new product or by optimizing one tab with the product you want to display. The chart below is the effect of adding a new product line on a previously positioned store. This store adapted the product to market needs during the crisis:
This is a tool (similar to Google Ads) thanks to which we are able to quickly reach the target group with a message. Great for gaining the image and sales ads. It is worth using it to inform your fans and your audience about the change in the way you work.
New content on the website means new keywords that will allow people to come to your site. It is worth leaning over the page and checking if all content on the page is current. For example, does the offer on the site describe what you currently do or is it adapted to the crisis? If your business has downtime, invest time in adding new content. Create a guide, blog or other area where you can add content on a regular basis. This will definitely strengthen your visibility on the web. See how one of our clients by investing in new content is increasing its visibility in Google search results:
If you are currently changing your business, adding a new product, service or need support in the promotion - please contact us!
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