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Marketing During COVID-19: 5 Tips

Due to COVID-19, the business landscape looks very different than it did at the beginning of the year. This means that the marketing plans that you had may not fit perfectly anymore. However, this does not mean that you need to abandon your communications and marketing strategy altogether during this pandemic. Instead, you can pivot your marketing strategy to embrace the new landscape.

Top 5 Tips for Marketing During COVID-19

1. Don’t Focus on the Short Term

Don’t let the pandemic change your mindset from focusing on your long term goals. It may be tempting to halt all of your current marketing efforts and shift them to the 2nd quarter or even the 3rd quarter at this point. We know these are uncertain times and all businesses are in different financial situations. However, we want to encourage you to keep your marketing momentum going, now is the time to increase your brand visibility.

2. Update Messaging

Let your customers and prospects know that you are up to date on the happenings with COVID-19, how your company is impacted, precautions/steps you are taking, and how you are available to help them. To do so:

  • Add a message to your website.
  • Pin a post on Facebook, LinkedIn and other social media platforms.
  • Create a press release or blog post that you can link to for additional information.
  • Send direct emails to your customer base with your message.

If you sell a variety of goods and or services ensure that what you are promoting is in line with the current conditions for your consumers. Additionally, make sure your messaging falls in line with the current recommendations that are being made. For example, if social distancing is encouraged, do not use imagery or verbiage that encourages gathering in groups.

3. Switch Objectives from Conversions to Awareness

Normally, your job is to recognize customer pain points for their business and provide solutions for them. While you still need to be business-minded and make sales (after all your business needs profit), it is more important now, to realize that the leads you will be reaching are not necessarily in the mind-set to be ‘sold to’.

Instead of focusing your marketing goals on converting people to sales, focus on brand awareness. Prospects may not need or be able to afford your product/services right now, but when the economy turns upward, they will be.

4. Get Social

App usage worldwide is up 20%, including social apps. Obviously, this is due to the fact that people are missing human connection and have more time on their hands.  Now is the time for you to join the conversation if you haven’t yet dipped your toes in the social media pool, or step up your existing social game.

5. Be Human

Tap into your compassion as a human and translate that into your marketing. Put yourself in the shoes of your target market during this time. Think not just about what they need from a business perspective, but also a personal perspective. How has this pandemic impacted them? How can you translate this into a strategy for marketing during COVID-19?

These are all general tips that can work across multiple business types and industries. For a more customized strategy or suggestions on implementing the above tips, give us a shout for a free consultation!

 

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Dollar signs, Google Ads logo, showing Google Ads credi

Is Your Company Eligible for the Google Ads Credit?

Google is giving $340 million in Google Ad credit to SMB’s in response to COVID-19. Their goal is to help these businesses stay in contact with their customer during this global pandemic. If you own an SMB, read on to find out how this could impact your business.

What you need to know about the Google Ads Credit

Eligibility

Small and medium-sized businesses globally, who have spent with Google Ads in the past ten out of twelve months of 2019, and in January and/ or February of 2020.

Amount

Each company will be eligible for 1 credit for their account. The amount of the credit will vary based on historic ad spend by the business and the currency of the country for the account. However, if you have a manager account with multiple eligible accounts tied to it, each eligible account will receive a credit.

Availability

Google will begin distributing the ads credit to eligible companies, in phases starting in late May of 2020. If your company receives an ad credit you will be notified by Google via your ads account.

Usage

You can spend your credits on future ads (this does not include current or previous campaign spend), until the end of 2020. These credits can be applied to any campaign type across the Google Ads platform including Search, Display, and YouTube.

You must use the credit before December 31st, 2020. After this date, Google will remove the unused credit from your ads account.

You can see Google’s full announcement here.

Take advantage of the Google Ads Credit

Don’t let your Google Ad campaigns get stagnant. Here are some suggestions to amp up your campaigns:

  • Reevaluate your ad campaigns to make sure they align with the current mindset of your customer.
  • Check out what your competitors are doing.
  • Brush up on Google’s literature on how to use Google Ads.
  • Consult with a professional on how to get the most bang for your buck with your Google Ads.

Tidal Media is here to support you with your Google Ad needs. Please feel free to reach out to us to discuss how we can help enhance your pay-per-click strategy.

 

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