The beauty of being in this industry is we need to be updated 24 by 7 and no other choice rather than embracing the pace with which things keep changing. What an exciting thing that day is the same as any of the others.
The pandemic happening all over the globe due to Coronavirus is highly unexpected and no one was as such prepared for it. But again the best part of working in this industry is we can still be working when it is the whole country lockdown, with just some changes in the planning strategies.
The massive effect of this corona pandemic has seen onto the businesses who had to force cancel or reschedule the large events like trade shows, sporting events, and conferences. And of course, the small businesses and shops are the ones who are suffering through this the most.
This unexpected global calamity is causing not only financially but emotionally and in so many other dimensions from families to the global economy.
A little bit about organizations’ marketing budgets
A lot of businesses run on the presence of people in-person and so are depending on the tradeshows and ways of traditional marketing. And here is where the huge chunk of a marketing budget is applied in most cases, especially in B2B businesses.
And so the main reason why the B2B businesses are cutting down their marketing budgets. The ad industry market has lost nearly $26 billion revenue during this pandemic conditions, says Michael Nathanson, an analyst at Moffett Nathanson.
In this condition by capitalizing the digital marketing efforts of the companies can continue to push through the hard times and also, can stay relevant in the market and measure success. Those companies who are not yet digitalized should get introduced to their businesses to digitalization in order to stay in the race even in hard conditions like lockdowns due to pandemic.
Also, as compared to the traditional marketing the ROI, return on investment is measurable through digitalization. For instance, you can literally measure the cost per acquisition, unique monthly visitors, the output of spending on digital ads, cost per lead and what not.
If your organization has been already dealing with the digitalization then you know how the online strategies are helping you to make a go through during these hard periods.
Many companies are coming up with various digital breakthroughs to deal with the situation and trying to remain the lead player in the respective industries. Here are the things that you can start doing if you are looking for some notion.
Host a Webinar or Online event
Now, as a matter of fact, I know that no online way will give the effect of events in-person but something is better than nothing, right?
Conducting Webinar sessions is one of the most effective ideas. Just have to take efforts for making the webinar more interesting by, maybe, trying and making it more interactive and giving more relatable information out. This followed by the virtual workshop would be a better idea to make the concepts clearer.
This is the pattern that is been followed worldwide and well accepted and liked by people/audiences who attend these sorts of webinars.
Optimize Online Content
This works better for your audience as well as for search engines. The forced changes that are happening in the market are certainly changing the behavior of the buyers. It is changing the online searching pattern. And so in accord with that, you should not only change your plans but also the online content as well.
Talking about optimizing the content you must have clicked to changing the keywords and adding more relevant content to your product and services. But it is not as simple as it sounds, you need to do a lot of brainstorming before you decide to change any online content.
Create the content on what is happening around
Here you can blame me for giving out the secrete but frankly, this is no secrete. In order to get your online content optimized organically, you should talk about what is currently happening in the world.
Not at all suggesting, you start a news channel, but for example, right now the pandemic of coronavirus has made it hard for every individual to every industry. Then here you can take leverage of this writing about what is going on in your industry and how is it affecting your sales and business, and what are the ways to sustain the business in this extreme market conditions.
Engage your Audience
This is so obvious and this is what the ultimate end result we want when we are doing the marketing on digital platforms that the audience should get engaged and relate to the content. So try and make sure you are uploading the engaging content.
At the end, the decision you are making digitally in terms of content or strategy is not only going to help you through the outburst of the coronavirus but also will play long term effects on your business.