How Companies Should Advertise in Advance After Quarantine | OnlyMega
Is the infamous saying “desperate times call for desperate measures” all of a sudden become true? There’s no question that with the novel coronavirus, we are living unprecedented times, but what concerns marketing and advertising measures – they shouldn’t seem desperate, they should be informative and supportive.
Especially if you plan on keeping your business alive after this crisis slows down. It’s important for businesses to be present without putting a halt on future plans. Ultimately, this is what will set successful companies from the not so successful ones.
Plan your advertising campaigns after quarantine with our checklist.
Communication Hasn’t Died – It Has Strengthened
Will the end of the coronavirus mark the beginning of a new era? Will the way we communicate and socialize radically change? It might. Because during these times, we have lived through many emotions and big shifts in society.
One thing’s for sure: we may be apart due to #socialdistancing but we have strengthened the ways we contact one another. Quarantine and self-isolation did not mean “less communication” as technology continues to allow people to carry on in areas of life and work.
But what does this mean for leaders, businesses, and consumers? It means new opportunities. Businesses should revamp their efforts within this scope. Even if creative problem-solving is getting overwhelming, the Coronavirus marks the potential beginning of a “new normal” in which people are not only communicating in a different way, but something like this could potentially happen again.
While some believe that coronavirus is here for the long haul and others think that warm weather will curb it, only time will tell how serious of a pandemic it really is and how prepared we are to handle it, not to mention, how this will impact our daily lives.
With that being said, I think it’s time for companies to start planning for the near future. We know that whatever happens, the crisis will slow down at some point and things will gradually go back no normal. As this occurs, will you have planned ahead for this next big shift in order to advertise your products?
The following checklist I created is made up of forward-looking strategies for businesses to better understand how to face this pandemic now and afterward.
But First: Know your Search Behavior.
I think the most important strategy for businesses nowadays is to remain present. This means ensuring you pay close attention to the daily changes in people’s lives.
As of now, we can assume (and prove) that people are working from home. But what will happen when the quarantine lifts and a new shift happens? Will your advertising campaigns be up to parr to this “new” change?
Being attentive to search behavior is a way to learn more about this which varies by industry and query. For instance, take the keyword “toilet paper” which has gained massive popularity since the beginning of March.
What I’m trying to say is that businesses and organizations’ responses are key. Are you taking it calmly and taking action or do you find yourself paralyzed or panicked? Are you taking advantage of the search behaviors that concern your industry during and after quarantine?
The best answer during this “coronacrisis” is to not stop your tailored marketing by any means. Here’s your checklist!
The Ultimate Plan for Marketing & Advertising After Quarantine
1. Know Your Search Trends
During quarantine and after quarantine, businesses need to plan in relation to search trends. This will make them relevant for PPC and short-term SEO. For this, you can use tools like Google Trends.
This strategy will allow your business to create relevant content that answers specific queries showing up.
2. Create Relevant & Timely Content
Taking the time to create a future-forward strategy will outline the importance of knowing what your consumers are “talking about” and tailor your strategies accordingly. Once people start coming out of quarantine, a business must continue to communicate relevantly using unique insights on the situation.
Also, ensure that your “business as usual” content is still running. Have a good mix of related content and business content so that you are tailoring to both ends of the spectrum.
3. Ramp Up Digital Content Now. Watch your Budget.
Once people get out of quarantine, it’s very likely they start consuming other types of content. This will mark the next “shift”, the one after the crisis. They will meet with friends more, consume in-person services, reconnect with loved ones, companies will ask their employees to resume work physically.
Be prepared for that moment. Prove yourself useful for the time people once people start sharing other types of content and products once self-isolation is over. For a while, it’ll be more about meeting in-person and collectively until it all goes back to “normal” – and maybe, that new normal is digital-forward. Who knows?
4. Continue Optimizing your Content
Yes, even after quarantine is over, continue optimizing content that fits into the new context. At the moment, you may work on content about the COVID19 and quarantine.
Try to tap into these content pieces and layout strategies to advertise products and services.
5. Search Marketing and Display Advertising for branding & crisis communications
Even if the sales of your products and services have slowed down, once quarantine is over, you can use search engine marketing for branding purposes. For instance, you can now have creative ads that could point to landing pages with key information. Once the quarantine is over, you can create landing pages that are also insightful.
6. Stay Ahead of the Competition
If you decide to pause advertising campaigns, your competition may not. Set up your business for success during and after the crisis. The brands able to follow through will be the ones consumers will end up choosing and staying in contact with.
Check what your competition is doing and the key responses they are delivering now and afterward. Offer consumers something superior in comparison. Use your creative strategies to end up on top.
7. SEO is your Long-term Strategy
Your SEO budget should not divert unless it is critical to do so. Remember, Google’s algorithms don’t take a break. So you should be creating visual and written content tailored to how the crisis unfolds.
Plus, this slower period may be your chance to take on some forgotten projects, such as content creation, that can position you for SEO down the road. Don’t take a break! Take action.
8. Ensure Brand Safety in your Advertising
Look into contextual targeting. Put all your ads in the right context now, during peak sensitive times, and once the quarantine is over. Pay attention to where they are being placed and by whom they are being seen.
For instance, you don’t want travel ads in China right now. Not only is this inappropriate, but it’s also against government travel restrictions. Once the quarantine is over, try not to go crazy with your advertising and remember: the change will be gradual and will still require sensitivity.
Avoid creating a negative brand impression. Make sure your content and ads are relevant and brand-safe.
9. Target High-Value Customers
As quarantine lifts, marketing and advertising will gradually shift as well.
So, instead of making efforts (and wasting budget) to acquire new customers, e-commerce marketers should focus on the nurturing of existing customers with high lifetime value.
Invest in consumers that have stuck around long enough and have created loyalty with your brand. Trust me, most of them will continue to be loyal during and after a crisis.
To learn more about your loyal customers look into your analytics. Look into past behavior and discovering patterns. Segment audiences and predict conversion rates. Once you grab on these insights, tailor your campaigns accordingly.
10. Create Relevant “Creatives”
Continue incorporating keywords and visuals relevant to the crisis into your advertising and marketing campaigns, while ensuring they are appropriate for the situation being.
If your product has the potential to help people continue their quarantine, or slowly stop it, get your message an products out there. A rule of thumb during unprecedented times is to create campaigns that promote helpful and positive messages.
If the gradual recovery of the coronavirus is similar to SARS, it is predicted that all retail activity will go back to normal by June. Until then, ensure you are present in the market. Support your customers and keep communication lines open. Adjust your advertising strategies accordingly and you will remain in a strong position for the future