The COVID-19 outbreak is having a significant impact on day to day businesses and consumer behaviour. As a result, small business owners and advertisers need to find opportunities that will help them build personalized and lasting relationships with their audiences. The pandemic is not only affecting small business owners but also the companies who provide products/services online. Here are the strategies you can use to enhance your offline as well as online businesses.
Generate Leads Through Facebook Ads and Emails
If you have a service-based, online, or local based business then shift your strategy to collecting new leads and emails in place of promoting sales. Keep your audiences engaged and up to date via newsletters.
With a Facebook lead ad campaign, you can:
- Pick interest with content
- Increase leads and signups for email newsletter campaigns
- Create an audience to remarket in future
Focus on Remarketing Campaigns
With increased browsing, now is a good time to re-engage with previous website visitors and get them back to your site with offers like free shipping and special promos. This can work for businesses offering at-home fitness and healthy delivery options.
You can also drive new potential leads and sales by testing engagement custom audiences. It allows you to target users who have engaged with your content across Facebook and Instagram. This includes people who have liked, commented, shared, watched your videos, or viewed/filled out a lead form, or interacted with your social media page.
Test New Ad Creative and Target New Audiences
This is the best time to test out new ad creatives on different audiences to gather information and create more effective future campaigns. When testing new audiences, consider creating a new ad set rather than updating an existing one to understand the true impact.
Here are a few things you can try testing:
- Audience targeting, demographic, interest-based, or custom audiences
- Ad copy, including headlines and CTAs
- Landing pages, including copy, design, and messaging
- Ad creative like images vs. videos
Try Facebook and Instagram Live
Many local businesses are either shut down or not able to earn a profit. Such businesses can offer their products or services online to cope up with the pandemic. Alternatively, you can engage with your customers on Facebook and Instagram Live.
With live video, you can connect with your audience directly. Moreover, effective video marketing can result in higher conversions. Facebook and Instagram Live videos receive 3x higher engagement than pre-recorded videos so grab your phone and start streaming to engage with your customers. Try answering questions in real-time, offer online check-ins, webinars, online demos, etc. to keep your audiences up to date your latest offerings.
Continue SEO and Content Marketing
Like paid search, organic channels are also encountering a drop in overall search demand. You can stick to SEO and content marketing rather than paid campaigning. Reducing your investment in SEO and content marketing can significantly risk your organic rankings. Once search demand returns, you will still drive considerably less organic traffic than before the COVID-19 pandemic began. Right now, just focus on maintaining the existing SEO campaign.
In a time of uncertainty, businesses need to prioritize consumers and employees’ safety. Be kind and aware of the situation. Until then, be critical of your online marketing efforts. Get in touch with an internet marketing company to get expertise solutions related to SEO, content marketing, e-mail marketing and more. Panaesha Capital is one of the most reputed digital marketing firms that keep a strategic approach, utilizing innovative techniques and proven methodologies to deliver exceptional results to every client.