When it comes to the Coronavirus outbreak, there is no doubt that it is one of the most difficult events that the people of China have ever been through. This new virus called COVID-19 has already taken a lot of lives, and while the signs of new Coronavirus infections seem to be slowing down, there is still a lot of work to be done when it comes to finding a definitive solution. That being said, as the crisis of the Coronavirus continues to go on and on, many businesses and brands begin to suffer.
Quarantine zones that have been set up all over the country are keeping many customers from visiting their favorite shopping centers. Also, manufacturing closures are now leaving businesses running out of stock and logistical issues are diminishing e-commerce website sales. Even some of the world’s most popular brands such as Nike and Shiseido have taken a hit because of the Coronavirus outbreak.
But despite all of this, the world of business must go on. While it is true that some companies have products that are in high demand during these challenging times, others are struggling to make any sales. With this in mind, being nimble is the key to success when it comes to times like these. What this means is that you need to reconstruct your business marketing efforts to make them more relevant in the light of the current crisis. And now, here are the top seven marketing tactics that you can use to navigate the Coronavirus outbreak!
Does your market include China?
1. Show Your Support
As a business marketer, it is very important for you to sell as many of your products as you possibly can. You are always thinking about what you can do to sell more products and services, and there is absolutely nothing wrong with that. However, one of the most important things that you need to focus on right now is what you can do to show your support during these challenging times. Focusing solely on making money will not do your brand any good. In fact, it may even contribute to the destruction of your brand.
2. Use Topics and Keywords For Precise Targeting
There is absolutely no doubt the Coronavirus is one of the most popular things that people like to talk about these days. While some people go online to learn more about the Coronavirus, others do it because they want to buy something that they will be able to use to protect themselves from the Coronavirus infection. This, of course, has presented a great opportunity for brands that are related to healthcare, wellness, and medical products to drive more conversions. In order to seize this opportunity, you need to target the right customers. One of the best ways to do this is to use both topics and keywords that are related to the Coronavirus outbreak.
Learn how useful keywords are:
3. Work On Your App and Online Content Efforts
The majority of Chinese people are confined to their homes because of the Coronavirus outbreak, which is one of the main reasons why both gaming and video apps have hit a new milestone when it comes to how many times they have been downloaded. You can use this to your advantage by creating branded apps, games, and videos. This should help you increase your brand popularity. For example, the health and wellness industry can create relevant content to engage with their customers.
Ensure Your Brand Safety Through Advertising
It is very important for you as a business owner to use various forms of advertising to ensure your brand safety. When it comes to challenging times like these, it is all about putting ads in the right context. What this means is that you need to pay extra attention to where your ads are going to be seen. For example, placing travel ads in China during this period wouldn’t be a good thing to do. If you would like to minimize the risk of damaging your brand reputation, you might want to use things such as deep learning or natural language processing to gain a better understanding of what you need to do to put your ads in all the right places. This should help your brand stay both safe and relevant to what is going on in the world.
Focus On Multichannel Communication
Keeping your customers informed about your products and services is always an important thing to do. However, it becomes much more important when your business is facing high demand for certain products or services. By keeping your customers informed when it comes to the estimated delivery times for your products, you keep their frustration levels at a minimum and you also keep them from looking elsewhere. That being said, it is very important for you to use multichannel communication to engage with your customers.
Talk to your customers directly!
Target Your High-Value Customers
Due to the fact that the people of China cannot just leave their homes whenever they feel like it during these challenging times, the e-commerce websites have been experiencing a pretty big rise in popularity for a few weeks now. With this in mind, instead of trying to find new customers, the people behind e-commerce websites should completely focus on nurturing their existing customers with the highest lifetime value. After all, these are the customers who will stick around and spend well beyond the Coronavirus outbreak.
Make Your Content Relevant
Incorporating both keywords and visual elements that are relevant to the Coronavirus outbreak into your business marketing strategy might be able to draw more attention to them. However, you need to be extremely careful when it comes to doing this kind of thing because you don’t want to use content that is too sensitive. Also, you shouldn’t use keywords or visuals indiscriminately for products that are not related to them in any way, shape, or form. But if you are selling a product that has the potential to help someone right now, you should try to get both your product and your message out there as soon as possible.
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