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The internet doesn’t stop running because of a pandemic. More people are using it than ever before. Social distancing has altered how we live and conduct business. Whether temporary or permanent, businesses have an opportunity to continue to meet the needs of their customers by pivoting to serve in new ways.

If there is anything that the current situation has taught us, it is the significance of flexibility and creativity. Bending to the needs of consumers and identifying ways to meet those needs despite restrictions is paramount. You have two choices. You can close up shop and wait for the all-clear, or you can find a way to do what you do virtually. That’s where digital marketing comes in. 

Here are five ways to optimize your digital marketing strategy starting today.

Ensure your website is up to par.

Having a well-designed website is always important; however, now it is critical, especially with the shift to online buying and communication. People are busy, or they have more time on their hands. This time has allowed people to cross things off their to-do list. Tasks such as finding a new healthcare provider or home improvement projects have taken center stage. Ensure your website is responsive and functioning correctly. If it isn’t, now is a perfect time. 

Identify how your business can help people now.

Depending on the situation, the needs of consumers can change in the blink of an eye. That is why it is essential to identify how your business can remain relevant when trouble strikes. For example, many healthcare clients have temporarily shifted their focus to offering Telemedicine. Restaurants are offering food delivery and fitness centers, and yoga studios are offering online classes. While these changes can’t fully replace the needs of all consumers, it can make a big difference and keep the money flowing. 

Consider an e-commerce website.

Storefront closures have made the dream of having an online store a reality. Online shopping is the new norm. If you sell products inside your store, you can relatively easily and quickly shift to an online store by making modifications to your website. A skilled website designer can create an e-commerce website to help you continue making money while everything else is on hold.

Communicate often.

Timely marketing communication is critical. Any changes that you’ve implemented should be shared with your customers with minimal lag. If your business now has an online store, let people know. If your business is open, let people know. If your company is offering Telemedicine, let people know. Digital marketing facilitates the sharing of critical business information quickly and effectively. It also helps alleviate the fear and uncertainty that many consumers are currently facing. Instead of using marketing as a way to promote convenience, businesses can use it to promote safety and service. 

Reevaluate your digital marketing strategy.

It isn’t business as usual. Consumers are more sensitive to what companies are saying and doing right now. Ensure your marketing communications are not offensive in light of the current situation. Leverage your social media platforms to uplift and encourage. If your business has closed, share what your team members are doing to stay active and positive. Customers love the people within the businesses they frequent. Help them feel connected despite the closure.

Utilize this time to plan your long-term marketing strategy, so you are ready to go when the time is right. Competition has pulled back but that doesn’t mean you have to or should. Boost your branding efforts by growing awareness about the products and services you offer. 

By being proactive now, you can ensure the health and financial solvency of your business for the future. The goal is to survive any crisis. You can and will succeed with the right planning. Digital marketing is one of the most effective tools in your arsenal. Use it wisely.