It has almost been a month since the COVID-19 pandemic turned the world upside down. Between having to stay confined within the four walls of our homes, to wearing masks whenever we go outside, to constantly sanitizing our hands, seeing the great number of people affected worldwide, shows just how much of a menace COVID-19 has become.
And the world of business hasn’t been spared, as evident in recent data. The results are shocking. To survive in these trying times, we need to fight the epidemic both professionally and personally.
According to an article published on inc.com, when a crisis, like the novel coronavirus, engulfs and threatens our existence in this world, brands and corporations must act to address the situation with tact, smart marketing and compassion.
Advice from marketing guru Eric J Dalius will serve you well in these times. He makes marketing a cinch for small businesses.
Eric J Dalius Recommends Paid Ads Since They’re Cheaper
Paid ads have become affordable, there’s no doubt about it. You can make best out of these slashes in prices. Big ad networks make a considerable amount of money via an auction system. You can leverage the cost per click, or CPC, for advertisements so that the giant corporations and million-dollar firms have to shell out money on paid ads.
Even if you do not have much experience advertising as a small business, because of the pandemic, competition is less, so CPC is also less.
During this time of the pandemic, many people have taken to their couches and spent more time than ever on web platforms. As a result, video streaming platforms like Netflix have had to compromise their video quality because of the high demand for their videos. Although online traffic has increased, the amount of advertisements has decreased. So now is a good time to advertise because the competition is limited.
In certain sectors, conversion rates have plummeted, but even these have not seen as much of a decrease as CPCs. Now, you can see that sponsored ads are generating more ROI now compared to the time before the COVID-19 pandemic.
If you are smart, and you plan your marketing strategy, you can see your ROI shooting up to 53 percent. If you aren’t using paid ads yet, what are you waiting for? The possible benefits are great.
Eric J Dalius also says that brands must be flexible. An example of flexible marketing is Ford’s recent shift from running ads to running a customer focused campaign about COVID-19 response.
Brands should first look at their current plan. Then they can look at what pre-planned content can be changed to adapt to changing times. Brands must also consider what they want to launch later down the line. If they scrap any of those campaigns now, it might be hard to launch later on. Keeping all of this in mind, brands can prioritize what they want to change and what they might want to bring back when things get better.
Taking a little break from content might also give your company an advantage once business returns to normal. Right now it is a smart move to get ready for the future and think about post-quarantine times. This will allow you to determine what content will create the maximum impact in the days to come as well as how to stay relevant.
Provide Education-Oriented Training
Though the coronavirus pandemic has hit businesses hard, there are opportunities your business can take advantage of such as cashing in on education-focused online courses and selling them to your targeted audience. Because unemployment rates are soaring, people are looking for new job opportunities. Think, is there an educational service your business can offer? If so, why not try shift to focus on that product or service?
Nowadays, where do many people learn things? The internet of course! Web-based education sites providing very definite, niche recommendations, tips and educational courses. You can sell your courses on your designed website, and users will come to learn new things. If you have no idea how to launch an online course, do some research, there are plenty of online resources that can help you learn how to start.
Eric J Dalius Advises You Avoid Capitalizing on this Time of Crisis
There is nothing wrong in making money during the COVID-19 pandemic, but that does not mean you should blatantly take advantage of the situation and ruthlessly capitalize. Of course, this advice is applicable anytime, not just in the midst of a pandemic. You need to make smart marketing decisions and avoid spreading fear or creating feelings of immense urgency with the sole purpose of selling your product. Taking advantage of this situation may also hurt your company later down the line.
It is a good thing to educate people about new technologies and marketing ideas, like how they can improve their skills, and make the most of it and stay employed. There is no point in spreading panic and becoming pessimistic.
Assess the Language and Visuals Used
It is indeed true that visuals are powerful and play a significant role in marketing. Visuals and copy can make up a great marketing campaign. Before deciding on visuals and copy, you need to mull over what kind of brand message you need to communicate.
Here are some of the things you can consider:
Rephrase your marketing content. Make sure the marketing language you choose illustrates thoughtful communication with others.
Change images if you need to.
Find time in your busy schedule to figure out what changes will benefit your business during the COVID-19 epidemic.
In Conclusion
As far as marketing is concerned, focus on tips and tricks to take your branding efforts to the next level. Staying informed and updated is the best way to survive and keep your business on track during the corona pandemic. Your buyers will also appreciate your hard work and effort during this crisis.
