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Posted on 24 August 2020 by Ceris Burns

Time to adjust your marketing strategy and embrace digital

These are uncertain times, where the guidance for keeping safe during coronavirus, with its  implications for our lives, businesses, and brands changes daily. Yet one certainty is that communication remains key. Now more than ever, it’s vital you maintain visibility in your market, and with the world increasingly going online, this means you need to connect with your audiences by boosting your digital marketing.

We all know the importance of those regular Zoom calls to keep in contact with friends and family and work colleagues as many COVID-19 restrictions remain in place. The same can be said when it comes to brands staying in touch with their communities. Online must be central to any communications plan, now more than ever, and those brands that get it right will emerge even stronger.


What to consider?

When it comes to reviewing your digital marketing strategy it can be difficult to know what is appropriate right now, and where and when you need to focus your activity.

The pandemic has meant many of us have finally had some time to pause and reflect, to re-evaluate what is important to us as individuals and businesses. This creates the beginnings of real shifts in attitudes and beliefs, and what’s more, it also leaves us primed for change.

From your company website itself to social media, video content, online PR, digital advertising, email marketing, online brochures, and beyond – there’s a spectrum of tactics that fall under the umbrella of ‘digital marketing.’

Whilst there’s so much you can do to reach out to your audience, to add value and solve problems for potential and existing customers – it’s also important, in these hard times, that content should bring joy and some light relief.

You may also be able to provide simpler, smarter communications. For example, you could ask your followers what content, tips and advice would help them right now. By engaging with your audience on this level and responding to their needs, you will connect with your audience on a more genuine level.

Brands need to be clear about what their message is and how they want to be remembered once we get back to a sense of normality. We have been helping our clients navigate through this time so they can continue to confidently speak to their audiences, whilst having a clear picture of how each digital marketing campaign supports your overarching business goals.


Measure track and learn

 If you don’t measure your marketing activities, you can’t know what works and what doesn’t. The great thing about digital marketing is it provides quantifiable data that offers insights into customer behaviours and the success of your campaigns. These include, for example website traffic and most popular pages, key search terms, which social media channels drive the most traffic, brochure downloads and so on.


Budget allocation and expert support

As with any activity, the cost really depends on what elements of digital marketing you’re looking to add to your strategy. However, with a few, tailored tactics like SEO, social media and content creation for a pre-existing website, the good news is you don’t need a huge budget.

If you need help with your digital marketing, and communications guidance through these torrid times, get in touch.

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