The COVID-19 pandemic has thrown businesses off their feet and there is still a lot of uncertainty ahead.
No one knows how the global economy would pan out and what it would take to survive.
One thing that’s evident is that you will need to realign your selling model by focusing on e-commerce rather than brick-and-mortar sales.
First things first, you need a robust online presence, with a good looking website and social media popularity.
And when it comes to selling online, nothing matters more than traffic and conversions.
Survival through this tough phase is all about keeping both these metrics on track because losing grip on them can cost you a lot.
Although it sounds tricky, you can still manage to keep your traffic and conversions surging by taking the right approach to digital marketing.
Here are some effective measures that you can implement for doing so.
Stay ahead of popular keywords and search trends
The coronavirus pandemic has changed the search habits of online users to a significant extent.
This reflects the choice of keywords and popular search trends. For example, a majority of users look for essential commodities rather than ones that are not required.
Similarly, near me searches are more common because people want to minimize travel and outings.
The key to figuring in their searches lies in aligning your SEO strategy with everything that is trending.
And even if you are not selling essentials, you can deliver value through informative content.
The idea is to stay visible and stay connected with the customers so that you have them coming back when things are back to normal.
Ace the SEO game with top-notch content
When it comes to sustaining your traffic, nothing is more impactful than quality content right now.
As said before, the pieces that deliver rich information to the users can make all the difference.
It would be wise to collaborate with an SEO consulting company that can guide you about the kind of content you should publish to pull the crowds.
The focus should not be on selling; rather, you should prioritize giving contextual information that shows your intention to serve the audience.
Sharing coronavirus-related tips, posts on wellbeing during isolation, and measures for businesses to stay afloat amid the crisis are some good content ideas to keep your traffic levels up.
And if you are ahead on the traffic front, conversions will come naturally.
Update your ad messaging as well
Your digital marketing consultant will probably have some suggestions related to revamping your PPC strategy as well.
You can see a significant upsurge in clicks and conversions by just rewriting your ad messaging to align with the current situation.
For example, mentioning the ongoing crisis in your ads can impact their performance.
And you can go the extra mile by mentioning a discount for the prospective customers and giving them a reason to buy.
Steer clear of placing travel ads right now because it will be a waste of your ad spend and would pass on a negative brand impression as well.
Stay in touch with the audience and keep them informed
Right now, there’s a lot of confusion and chaos and the last thing you would want to do is to fuel it further.
Staying in touch with your audience and keeping them informed through the crisis shows your commitment and responsibility.
Share vital information about reopening your business, opening dates and hours, and the precautions you are taking to protect your customers and employees from the infection.
If you are struggling with manufacturing and delivery delays, do pass the word to the customers.
Staying connected not only fosters trust but also strengthens long term relationships with the customers.
And you can expect them to keep coming back to your site to get the updated information.
Use Multichannel Communication
Keeping your traffic and conversions on track is not just about creating the right messages.
It is also about being available across multiple touchpoints. Multichannel communication and marketing serves as an effective tactic for maintaining your conversions.
It involves regular interactions with your audience wherever they are, using more than one channel.
Be available everywhere they may try to connect, from website to email, mobile apps, social media, or text messages.
The purpose is to be in constant touch with the existing customers and engage the prospective ones.
Moreover, giving them a choice of channels for buying improves the chances of conversions as well.
Although retaining your customers and getting new ones can be challenging in the pandemic era, the right tactics can take you a long way.
Go ahead, embrace these strategies, and see the graphs soaring!