By Relebohile Kobeli – Digital Campaign Specialist
The Do's and Don’ts of Digital Marketing During the Coronavirus
Over the past few weeks, Coronavirus (COVID-19) has impacted our lives in unparalleled ways. Businesses across the globe have closed their doors, people are being ordered to stay in their homes and practise social distancing. Uncertainty surrounding the economy is rapidly increasing. The marketing budget is often the first thing to go when a business finds itself in a crisis, but it should not. It is important now more than ever for brands to keep their customers informed and engaged. However, brands need to rethink how to communicate with their audience during this time. Here are a few Dos and Don’ts for consideration when reevaluating your digital marketing plan during the Coronavirus pandemic.
DO: Pause any automated messages that don’t make sense today
Our world has been taken over by the COVID-19 pandemic, we are all just living in it. Depending on the industry you are in, if you haven’t already, the first step is to reevaluate creatives and copy used on all your communication platforms for sensitivity purposes. For example, if you are promoting travel through your affiliate marketing programme, it may not be a good time to send out an email telling your audience to book a vacation. Take a look at your existing messaging and assess if your affiliate campaign is right for this moment and in this context. If it isn’t, find ways to adapt the messaging to our existing environment.
DON’T: Pause all of your paid advertising
The price tag of paid traffic has dropped, so while you reevaluate your digital marketing efforts, eliminating all your paid advertising right now isn’t a good idea. Opportunities present themselves in many ways, once you’ve paused all your paid efforts, it may not be easy to get them up and running again once all this is over. As part of the strategy to eradicate COVID-19 people are required to stay at home, that means they are surfing the internet more than ever before. Businesses providing essential services are still moving and customers are still looking for services and products to buy. Redistribute your spend on paid media, look at your most effective campaigns and shift your budget into those. Be creative. Find ways that your brand can be helpful and remain relevant through all the uncertainty?
DO: Grow your presence through owned media
Invest in your owned media, such as emails, blogs, and organic SEO. Consider doing some keyword research on the top searched terms for your industry and inject them into the content you produce. Deliver engaging content to your audience through email campaigns, they are at home waiting to hear from you. Start building a robust content marketing plan.
DON’T: Stop posting on your social media networks
Updates of COVID-19 are flooding everyone’s newsfeeds and timelines, that doesn’t mean that you need to stop posting on your social media. Find ways to rank with timely and relevant posts about your brand. The internet is the only thing keeping people connected, more people are turning to social networks to connect with their loved ones. This is a great opportunity for brands looking to grow their following through these channels.
DON’T: Be afraid to reach out for help
COVID-19 has posed a threat to people’s livelihoods and left most businesses defenceless. There is a lot of information collated to support your business at this time. We are all in this together. We are here to help you succeed amongst all of the uncertainty. Take a look at the 7 things to help brands manage the coronavirus pandemic.
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