The rapid growth of the coronavirus epidemic has made many traditional marketing methods not workable anymore. Instead, it forced many businesses from all industries to leverage digital advertising channels to survive this economic crisis. While most companies are already skilled in digital and mobile marketing, in this article, we’ll cover the tactics that are the most promising and beneficial with the long-term effect.
How Digital Marketing Differs From Traditional Advertising Channels
Traditional marketing examples we are used to are billboards, trade exhibitions, printed magazines, brochures, etc. And there are still many businesses who relied only on traditional advertising, especially in small towns. At the same time, most corporations that advertise their b2b products and services we’re looking for new customers in face-to-face meetings at conferences and trade shows.
With the spread of the quarantine mode because of the COVID-19 epidemic, such sales and ways of advertising became not possible or not effective anymore. At the same time, digital advertising allows reaching your target audience without leaving their houses. This is a great way of communicating with your potential customers, engaging them to try your product or service, and it will not have any limits in who will see your promotions.
Best Digital Marketing Strategies for 2020
Optimize for Voice Search
The way we are surfing the web is constantly changing. For example, before the era of smartphones, most search queries were coming from the desktop. With the time when smartphones came into our lives, mobile search became more in priority. Nowadays, Google ranks mobile-friendly websites higher than those that don’t have a version optimized for mobile users.
At the same time, the number of search queries coming from various devices and apps that are controlled with your voice, such as virtual assistants, car systems, home devices with speech recognition, is highly increasing.
With a usual search input from a smartphone or desktop, we can check websites from SERPs (Search Engine Results Pages) and decide which one we want to open. This is not how the voice search works. When you search the web with the voice, the answer to your input will be taken from the featured snippet which is placed above the #1 website in search engine results. That is why, you need to optimize your content so that it answers the user input completely, clearly, and naturally.
Influencer marketing became highly popular for all industries, especially for beauty and fitness-related ones. For example, you have a product or service and you want your potential customers to know about it. All you need is to reach out to influencers in your exact niche and agree with them about the conditions for your product or service promotion. According to ComboApp mobile app marketing guide, 33 percent of users say they installed an app just because it was recommended by someone they trust or follow online.
Develop a Comprehensive Content Strategy
No matter what niche your business belongs to, in order to rank on the 1st page in search engines, you need to create engaging, high-quality content that covers the topic in full and is up-to-date. Google is constantly updating its algorithm and one of the recent updates in May 2020 was connected with the content relevance and depth of topic coverage. In other words, the more frequently you will be updating your website content making sure it provides the fullest guide on what the user is looking for, the more chances you will have to get high rankings in search engines, and as a result, you will get more traffic to your website.
For example, if you have a language learning app, you can write about the best strategies and tactics for learning, best modern language programs, and online resources, etc. and systematically update this content to be up-to-date and relevant.
Participate in Webinars and Podcasts
At the time when live events, trade shows, and conferences, as well as face-to-face meetings, are not possible or not recommended in order to stay safe, webinars and podcasts are rising as a digital marketing channel to deliver your message to your potential customers and clients. For example, if you have a local shop, you can host a webinar and provide your customers with informative, useful content. This way you will keep them engaged and will have an opportunity to advertise your product or services.
No matter which digital marketing strategy you are going to use first, you need to think about what consumers expect from businesses during a crisis and adjust your promotional activities accordingly.