It’s now been a year since the global pandemic began. And since then, many things have changed. E-commerce has soared, brick-and-mortar businesses have taken a hit, and consumers have adapted to the trends, challenging the way search engine marketing is done.
The catch is that if you don’t try to adapt your company’s marketing to all these changes and rely on Dubai’s best marketing agency, you risk losing big.
Below, we talk about four marketing mistakes to avoid during and after the pandemic period.
1. Creating content for the sake of creation
As the pandemic has given way to a world where consumers are constantly looking for crucial information, content has become very important.
According to the Live Stats website, there are 3.5 billion searches per day. This means that Internet users are constantly looking for information, either to make purchasing decisions or for their education. Also, the average consumer’s screen time has increased from 2 to 4 hours between 2014 and 2020. That’s four hours spent consuming content.
Based on these statistics, if your marketing department is not creating rich, authoritative content, it risks getting lost in the wave of content created daily.
So think about using educational tools to nurture leads and gain audience trust. Think about informational and long-form blogs, white papers, or surveys that teach “how to” and respond to “why.” This will allow you to boost your inbound marketing.
2. Not personalizing your marketing messaging
With the resurgence of e-commerce – and the advent of the coronavirus– the number of brands offering online services and products has skyrocketed. The same is true for consumer expectations. Now that the majority of consumers do everything from home, they are bombarded by several ads and have the choice between various products.
As a result, only brands that show they care for their customers win. As proof, a study by Smarter HQ showed that 63 percent of consumers stop purchasing products from companies that opt not to personalize their message.
According to reports, personalizing your brand messaging can reduce acquisition costs by as much as 50 percent – lifting revenues by 5 to 15 percent, and increasing marketing spend efficiency by 10 to 30 percent.
In fact, in this era of coronavirus, customers expect to be blown away by brands that show interest in them. This implies going beyond adding consumers’ names to the home pages. Instead, listen to them and find out what they want.
To do this, you can use automation and create ads that dynamically change. And, according to one study, 80 percent of consumers want this type of personalization. You can also opt for opt-in ads that change based on the content users read before the popup is triggered. This kind of strategy is designed to show consumers that you understand their weaknesses and want to help them.
But consumers don’t just want personalization. Your customers expect you to show them interest by guiding them even when you don’t have the product they want.
Also, keep in mind that effective personalization results from behavioral segmentation, or separating audience members into groups based on their actions, such as abandoned shopping carts, first-time purchases, repeat purchases, and non-converted page views. And because consumers’ behaviors have changed due to lockdowns, you don’t want to overlook personalization. If you want to revamp your brand messaging, you can reach out to the best providers of copywriting services in Dubai.
3. Not doubling down on search engine optimization
Internet users are very busy, doing gazillion things at once. This has a drastic impact on the way traffic is distributed between websites. According to a study by Advanced Web Rankings, more than 67 percent of all clicks on the Search Engine Result Page (SERP) go to the top five listings.
Research has shown that websites on the first search engine results page receive almost 95 percent of web traffic – and it makes sense. While they’re at home managing a thousand things at once, your potential customers don’t have time to scroll to the 10th page of Google. They want a quick and precise answer.
This means that if you ignore the SEO, you may not have the chance to get in touch with your target audience. After all, it’s all very well to have an improved digital presence, but it’s not worth much if people can’t find their way to your website.
Search engines are constantly changing their search algorithms, so you need to make sure that your site is continually adapting to trends.
The good thing about SEO is that whether you are affected by the coronavirus or not, you can start working on your search engine marketing and reap the benefits in a few months or years.
4. Overlooking planning
One thing all marketers agree on is that marketing is constantly changing. And the pandemic has even augmented the speed at which marketing is changing. For example, in 2019, Facebook has 2.74 billion monthly active users, which is an increase of 12 percent year-over-year from 2018. In 2021, Facebook has 2.60 billion monthly active users, which is a drop compared to 2019.
Companies that stuck with their metrics in 2019 – and thought it would be the same in 2020 – are now faced with different trends they can hardly keep up with. Now, more than ever, is the time to start preparing your future campaigns. You can’t stick to your current results and think they will stay the same all the time.
So, it’s always better to start preparing your future campaigns now. This will allow you to be one step ahead of the competition and avoid starting from scratch when the trend is there.
The bottom line
Coronavirus has changed the way brands interact with consumers. As a result, meeting customer expectations can seem overwhelming. The good news is that you can engage your customers through personalization, SEO, and content marketing.
Work on fine-tuning your marketing strategies. Keep in mind that trends come and go and that sometimes it’s good to do things differently than others.
Interested in skyrocketing your sales in 2021? Get in touch with one of our experts and watch your revenue grow like never before.