The Changing Face Of 2020: Keeping Up With Digital Marketing As Washington Businesses Prepare To Tackle Coronavirus
Back in March 2020, when we didn’t realize the extent to which our lives will change by the coronavirus, economists assumed Washington’s economy would make a rapid, “V-shaped” recovery the moment businesses started opening up again—but that’s not been the case.
Although the economy has begun to recover, it’s not the quick turnaround economists expected. When the coronavirus first hit the country, economists incorrectly assumed that recovery would resemble a recession, caused changes in supply and demand. Now, economists are saying that recovery is much slower than that and is similar to that of natural disasters.
In the Q2 of 2020, the US economy shrank at an incredible pace of 32.9%, which is the worst it’s been since the 1940s. It’s no secret that the coronavirus crisis devastated businesses all over the country; however, in Q3, the economy is witnessing a pickup, and although it won’t be in full force until 2022, firms are finally beginning to recover.
With so many people being locked down and businesses seeing lower foot-traffic, digital marketing has become crucial in 2020; if you don’t adopt digital marketing this year, you may not make it.
Let’s look at some ways digital marketing can help businesses in Washington survive the coronavirus era:
Having an optimized website is more important now than it has ever been in the past, simply because you can’t afford to miss out on business—every sale counts!
At a time when all companies are investing in the digital space, and more people are spending time online, having an optimized website and producing compelling content regularly is crucial.
Google and other search engines are continually looking to improve user experience by prioritizing mobile-friendly websites that adopt SEO practices. Hire companies that provide SEO and link building services in Washington to enhance online visibility and drive organic traffic to your website to increase sales.
Push E-Commerce Sales
Traditional sales have plummeted, but e-commerce has witnessed the biggest boom since it began, with a staggering year-on-year growth rate of 129%. According to forecasts, at the end of 2020, global e-commerce sales will hit $4.2 trillion.
That being said, having an optimized website wouldn’t instantly translate into a hike in sales. Competition in the digital space is more intense than ever, and consumers’ online behaviors have shifted.
Marketers have noticed the following digital marketing trends in 2020, which businesses must keep in mind when devising strategies:
Personalization Should Be A Priority
Personalization is the name of the game in 2020; online users value customized experiences.
Companies can deliver personalized experiences by exhibiting riveting content as users browse the website, recommending products, and giving special offers based on browser history, previous purchases, demographic, and psychographic data.
The idea is to match a potential customer’s indoor experience, which involves interacting with a sales representative. Salespeople are excellent at reading customers, assessing their needs and wants, and then making recommendations; the quality of service helps them stand out among competitors—this is what businesses need to mimic online.
Companies must tap into the data collected by their website, social media platforms, and search engine tools to implement powerful personalization strategies.
Customized shopping experiences can lead to customers spending 48% more than they would otherwise; it promises high returns.
Customers appreciate brands showing them personalized content; it boosts customer loyalty and increases ROI.
Embrace Social Commerce
Social commerce is different from traditional social media marketing as it lets consumers purchase directly from the social media platform instead of redirecting them to the website.
In a world where half the global population uses social media networks, it makes sense for businesses to sell products on them.
One of the most effective ways of getting the most out of your social media pages is to use influencer marketing to push sales. Small e-commerce businesses can invest in sponsored content partnerships; the trick is to find a credible influencer with a strong following whose area of expertise matches with yours.
Quality Product Visuals
Everyone who’s shopped online is familiar with the hesitation they experience when completing an online purchase. The image on the screen looks like something you want, but does the product look like that?
Stores have to boost buyer confidence to encourage them to make a purchase. Online reviews aren’t enough to convince people to place an order. Companies must provide high-resolution images to give users a better idea of what they’re purchasing; 360 imaging allows customers to view the product from all angles and has proven to be very effective at promoting sales.
Businesses must harness advanced technology to maximize reach, draw new customers, push sales, and expand market share.
Paid Search Ads
Traditional retail sales dropped in this year, but with internet usage skyrocketing and e-commerce sales spiking, businesses are beginning to realize the power of Paid Search ads.
Paid search ads help distinguish your business from the competition and increase online visibility. Ads are displayed above organic search results. Around 33% of users click on PPC ads because they believe they directly answer search queries; in fact, 49% of internet users prefer PPC ads over shopping ads.
To increase clicks on PPC ads, marketers must ensure their campaigns are relevant to user’s queries; this involves incorporating popular keywords into ad copies. Adding buzz words like “deal,” “sale,” and “special offer” help drive traffic to the website and generate sales. Mentioning brand names in the ad copy is another effective way to grab users’ attention.
In the coronavirus era, where each sale contributes to the bottom line, digital marketers must spend time devising tailored ad campaigns for all relevant market segments. As we’ve said earlier, personalization pays off.
Customers like knowing that companies are in tune with their needs. If you can create campaigns that emotionally connect with your customers, your digital marketing campaigns will succeed.
About the Author
The author of this post is an experienced digital marketer and contributor for Search Berg, a digital marketing company that offers comprehensive SEO services in Washington.