How to Adapt to COVID-19 Market Changes

Nollaig Malone

By now most of us have a reasonable understanding of , it’s time to adapt.

In this HatchHouse Hot 5 post, we’ll be looking at the most proactive articles about marketing post-COVID-19.

Here’s what you need to know:

1. Search Engine Journal: “Google Reveals How Search Behaviour Has Changed During COVID-19 Pandemic”

Our customers’ priorities shifted after COVID-19 became a reality. And of course, that affected their search behaviour.  

Why Our Team Loves This Article:

Our SEO pros at HatchHouse have always been vocal about constant optimisation. Since Google modifies its algorithms frequently, it’s always been necessary to adapt to SEO trends and shifts.

Today, COVID-19 is yet another event which forces us to optimise to survive.

This article answers the most important SEO question: what do searchers want to see right now?

Key Takeaways:

How search behaviour has changed

[Source: https://cdn.searchenginejournal.com/wp-content/uploads/2020/04/a0b5ce0d-7e8a-4f1c-a0e1-f38b65135680-5e94c697a7265-480x353.jpeg ]

Firstly, update all your profiles and websites to reflect the information people search for:

  • Are you open? What are your working hours?
  • Do you offer home delivery?
  • What has changed in your operations?
  • COVID-19 advice related to your niche

People are focusing on nurturing their relationships and building new ones. How can your business help?

For example, if you own a bakery, you can offer to deliver birthday cakes to friends who are self-isolating.

Don’t forget about social marketing. Praise the heroes in your community, and celebrate connection in times of social distancing.

Finally, reevaluate your audience’s behaviour. The best way to stay competitive is by understanding how your (potential) customers behave now.

2. Stackline: “Top 100 Fastest Growing & Declining Categories in E-commerce”

People haven’t stopped buying. Their priorities simply shifted. This article clearly illustrates how eCommerce is changing as a result of COVID-19.

Why Our Team Loves This Article:

Good marketing is always about innovation, and this article offers plenty of ideas.

Key Takeaways:

Your customers are looking into DIY. Be that baking bread or working out at home, you can definitely count on improvisation being the next big thing.

Just consider some of the results in the fastest-growing eCommerce categories:

  • Health and safety: disposable gloves, hand sanitisers, women’s health (Your customers want to keep themselves safe and healthy during this time)
  • Equipment for staying home: computer monitors, weight training, craft kits, office desks (Your customers need to adapt to working from home, and maintain their regular routines)
  • Food: bread machines, baking mixes (Restaurants are no longer an option, and everyone wants to keep eating delicious food at home)

What you can do is provide the advice your customers are looking for.

For example, if you own a restaurant, you can start showing how to prepare food at home. If you offer office supplies, shift your content strategy to remote work advice.

3. Free Google and Facebook Ad Credits

With everyone at home, this is the best time to refine your advertising strategy.

Fortunately, you can get free ad credits for both Google and Facebook!

How to Claim Your Free Google Ad Credits:

As Google stated, they’re giving away free ad credits to small and medium-sized business.  

They’ll automatically notify eligible businesses of their credits in late May, which gives you enough time to prepare a good campaign.  

If you need help, our team of advertising experts is here!

How to Claim Your Free Facebook Ad Credits:

Facebook has also decided to offer small business grants and ad credits. You should be near a location where Facebook operates (hello, Dublin!).  

Simply sign in through their portal to claim your credits.  

4. AdWeek: “The Right Way to Do Influencer Marketing During Covid-19”

Microinfluencers are the pillars of online communities, and community has never been more important than it is today.

Why Our Team Loves This Article:

This article places the focus on organic cooperation between microinfluencers and brands, a strategy that generates the best results.

influencer marketing

[Source: https://www.adweek.com/wp-content/uploads/2020/04/influencer-marketing-right-CONTENT-2020.jpg ]

Key Takeaways:

Take the findings from the first two articles in this post, and apply them to your microinfluencer marketing strategy.

Brands are often tone-deaf these days, fervently pushing sales.  

However, consumers need entertainment and understanding right now.  

If you can understand their needs, you’ll get a significant competitive advantage.

Include your microinfluencers in your brainstorming sessions. Ask them what their audience needs.  

Find new, creative uses for your products. For example, if you’re a DIY store owner, you could create tutorials with microinfluencers.

When promoting your products, focus on COVID-19 benefits.  

For example, if you offer home delivery, that’s an incredible advantage. Again, make sure you’re not tone-deaf. Only push your product heavily if it satisfies some of the most important needs.  

If not, focus on brand awareness campaigns and content marketing.

5. Entrepreneur: “5 Ways to Pivot Your Business During a Crisis”

While plenty of businesses will be able to pivot easily during the COVID-19 crisis, some will need more creativity to adapt.

Why Our Team Likes This Article:

Even if your business doesn’t have readily available alternatives (e.g. restaurants switching to delivery), that doesn’t mean you can’t adapt.  

This article is a great reminder of what your pivot strategy should include.  

Key Takeaways:

If you can shift to eCommerce, do it.  

eCommerce spending has gone up since the beginning of this crisis, and it’s predicted to grow in the future.  

Run a detailed analysis of your business’ strengths, weaknesses, threats, and opportunities. Your business in the long term may not be similar to the one you are running now, but a good SWOT analysis will help you transform.

Finally, rely on your existing customers.  

This is the perfect time to run a survey and see what your customers really care about.  

Just as our pros do when developing MVPs for new ideas, you should double-down on the benefits your customers really care about.

This crisis can be a significant opportunity for your business.  

Are you ready to take the leap?

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