Due to the Coronavirus we are going through an unprecedented disappearance of all communication channels related to live events, business networking and conferences, and an increasing barriers on face-to-face business. Businesses are going to become more reliant than ever on their digital strategy, and probably in many cases it will be the deciding factor in whether they make it through the tough times ahead.
What business is suffering more from Corona Virus?
Any company related to tourism, event and traveling industry, B2B companies that rely on the annual circuit of trade shows and exhibitions to network and build customer relations.
At this tough times, the loss is coming as a shock especially to smaller businesses, used to getting new customers through word-of-mouth referrals or on the strength of a hard-won reputation.
Digital is likely to be the clear winner here, and companies – including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns.
A key factor in resilience is adaptability.
I believe that even in the worse scenarios, there are always opportunities out there for the taking. If you used to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationships fostered. Probably in the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no-one really has any idea how long this will last and whether this will lead to longer-term change.
Being confined to the office or home means people have more time to use digital communication tools. At Target4Biz, a digital marketing agency headquartered in Lisbon, we are observing a real spike during the last few weeks from companies wishing to create or update websites, launch new e-commerce channels, create social media campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences. By this we mean making researching where your customers can be found online.
If your organization has previously made symbolic efforts on digital channels because like a lot of other businesses, you had built your networks offline and that had always seemed to work, now is the time to revisit them. That could be as simple as giving your website and social pages a refresh, or a more innovative approach.
It’s certainly true that however long this situation lasts, will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost.
In conclusion if businesses approach the transformation to digital marketing STRATEGICALLY, there’s no reason why it should just serve as an emergency fill-in. In this way it could provide long-term value when the world eventually gets back to normal, and also it would make companies more resilient to deal with any future pandemics.