The coronavirus pandemic has affected almost every aspect of non-profit and for-profit organizations, from budgeting and strategic planning to community engagement and marketing. This experience has highlighted how brands can be flexible through these challenging times with the right message. After four months of crisis marketing, organizations have learned a lot about how to talk to their audiences during this time, and, just as importantly, how not to communicate with them. In many ways, non-profit companies have had a jump start at this time, as their marketing is already focused around empathy, storytelling, and collaboration, which have only become more important. In this post, we will cover few online marketing lessons learned during the COVID-19 pandemic, along with examples of both successful marketing and some that missed the mark. We will complete what this means for your non-profit moving forward.
The business does not work as usual
Everyone has been affected in some way or the other by Kovid-19, so marketing to its audience as if it is the usual business during a crisis – does not work and is not appreciated either. In the recruitment sector, we cannot hide from the fact that many jobs are in danger and some industries are experiencing hiring freezes. Your marketing needs to face new challenges facing your audience and you can try to help them in any way. But this situation lasts forever, so as long as you can’t ignore what’s happening, you can help your audience visualize the future and help prepare them for what comes next.
Low footfall does not always mean reduced business
One of the more positive aspects of the culture that develops during lockdown is the increase in things like home delivery and virtual events. Although we are all restricted to our homes or at least severely restricted by what we can and cannot do, businesses have found simple ways to adapt to the challenges presented by Covid-19. However, businesses facing many customers have unfortunately closed down, which has managed to adjust to the way they have managed to survive to operate and, in some cases, new trends in spending habits. In the current climate, people are streaming more, ordering more takeout food, arranging themselves for home comforts more often, and generally redirecting their disposable income in different ways.
Your online presence is now more important than ever
Even for traditional, “offline” businesses such as removal companies, cleaners, and mobile food vendors, the importance of a professional online presence is now more important than ever. As the popularity of streaming services and casual browsing continues to grow, traditional TV and radio advertisements are becoming less effective and although word of mouth is still important, the Internet is where people turn when they look for all kinds of products and services. Are on the lookout. If you are still relatively new in online marketing, our advice is to enlist the help of a professional digital marketing agency. It is possible to learn things like SEO and targeted advertising, but it can also be time-consuming. Especially when you have a business to run. The key to cultivating an online presence that encourages positive advertising is to try and see your website, social media page, and online store through the eyes of the customer, not the retailer or service provider. Be cruel to yourself about how you feel when you see your logo or read the slogans of any company that you might have. If there is even a piece of doubt, then it is time to reassure the way you are presenting yourself.
Consumer expenditure is low
Unfortunately, due to the severe economic effects of the Covid crisis, people generally have less disposable income and are borrowing more to obtain. This means that competition between retailers and service providers has intensified considerably. Consumers demand quality and reliability when they are parting with their money, and anything less will harm your reputation. By reducing your costs, you can save more for your emergency fund and other expenses. This will also help you in achieving financial freedom faster. No business should intentionally promote a bad or poor-quality product, but since people generally have less to spend, a poor-quality service or item will be a fast track to a series of negative reviews.
Social media habits are changing
Social media has become quite toxic in recent months, especially since tragic events have occurred during the assassination of George Floyd and subsequent BLM demonstrations. Users are getting tired of the constant conflict and negativity present on platforms like Facebook and Twitter, not only that many of them are deciding to close their accounts or move to other platforms. People are more willing to express their opinions without considering how it is affecting others in times of stress and instability, unfortunately, the way we communicate online is always the reason for argumentative debate. Is not made Intentional trolling and in more serious cases, abuse is, unfortunately, becoming commonplace. From a marketing perspective, this is deeply negative because it means that your potential reach will be much lower than it was a few years ago.
More people are online than ever before. For those of us who work in digital marketing, this is one of the very important points. As people have been forced to stay at home, they are using the Internet more often and, as a result, are seeing more advertisements, reading more blogs, and generally consuming more content. This shift towards digital interaction may not last forever, but it seems unlikely that things will settle down for some time. As people of all generations continue to increase their online activity, it is up to marketing professionals to make them in the most effective and meaningful way possible.
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