The Covid-19 pandemic did not just physically separate us from our friends and colleagues, it also cast doubt on how we engage with the world digitally. Marketers and businesses across all industries were forced to reassess their strategies and tactics in the wake of the pandemic, and the SEO and digital marketing worlds were no different. In fact, according to HubSpot Blogs research, 73% of marketers plan on changing how they engage with customers as a result of the pandemic.
One of the most noticeable shifts was the rise and subsequent fall of social media advertising. While 73% of marketers plan on changing how they engage with customers as a result of the pandemic, 55% expect to decrease their social media advertising spend. This is mainly because of the dramatically reduced engagement on social media platforms like Twitter and Facebook, due to physical distancing and lockdowns to prevent the spread of the Covid-19.
Whether you’re a marketer trying to engage with customers or a potential customer, social media platforms like Twitter and Facebook can feel less like an open forum and more like a digital minefield. With platforms like TikTok taking the world by storm, people are becoming increasingly wary of going online and sharing their personal details for fear of being swarmed by distracting advertisements or malicious content.
With that in mind, it’s important to consider how this might influence your marketing decisions. Are you focusing on attracting and engaging with customers on social media platforms like Twitter and Facebook, or are you taking a backseat and using other platforms for customer acquisition and engagement?
Increase User Acquisition
The Covid-19 pandemic was a massive wake-up call for marketers, businesses, and platforms like Twitter and Facebook. Suddenly, people were more interested in getting their news and information from traditional news sources like newspapers and television rather than looking to social media for that.
This is great for marketers and businesses that rely heavily on traditional advertising such as newspapers and magazines. The decrease in digital marketing activity from 55% to 73% indicates that marketers are recognizing the importance of getting their message out there to a larger audience, rather than simply trying to push as many downloads or views as possible for a product.
Getting downloads, views, and likes are all important, but they don’t necessarily translate into meaningful engagement. Newspapers and magazines that have a physical presence are still figuring out how to engage with their audience on social media platforms like Twitter and Facebook. It’s still early days, and many publications have yet to fully embrace the potential of social media.
Drive Traffic to High-Quality Content That Matches Customer Intent
One of the best things about the Covid-19 pandemic is that it forced digital marketers to finally discover the value of purpose-built content.
This is especially beneficial for businesses that offer advice and guidance to other companies, as they can now serve as a reliable source of information on the most effective ways to navigate the pandemic. Companies that build and grow their audience through high-quality content that offers value will see an increase in engagement as a result of the pandemic.
Understand Customer Behavior Across Channels
The digital landscape changed drastically as a result of the pandemic, and not just in terms of customer behavior. The way people use mobile phones and access the internet through multiple devices changed as well. New customers might feel more comfortable accessing your product or service through a brand they know and trust, rather than through your direct marketing communications (DMCs). This is why it’s important to collect and analyze data across all the various platforms that your customers use to access your product.
Build Loyalty Through Excellent Customer Service
One of the best sources of customer information is through customer service. Companies need to be available to provide assistance to their customers whenever needed, especially during these times of uncertainty. Excellent customer service will make your customers feel as though they’re a priority, and it will encourage them to share their positive experiences with others.
Use Customer Service To Your Advantage
There are several ways that companies can use customer service to their advantage during these trying times. First, you can send out regular emails to your customers to keep them updated on the latest news and developments regarding Covid-19.
This is a smart option because you can utilize the list of email addresses and the fact that they’re already subscribed to your brand to send out these important communications. Second, you can set up a special webpage or tab on your website where customers can submit questions about Covid-19 and your company can provide them with authoritative answers. Third, you can take advantage of the fact that people are struggling to find the information they need and are more likely to turn to your company for help.
Now, more than ever, companies need to provide excellent customer service to retain existing customers and to attract new ones. The Covid-19 pandemic was a wake-up call for business and marketing leaders, and a reminder of the important role that customer service plays in attracting and retaining customers.