Tudacor team has gathered some important recommendations to ensure that consumers will continue using your company’s products or services during the quarantine period.
Don’t panic or turn off ads on all your channels! Firstly, analyze your target audience. If it is not medical staff, supermarkets, and pharmacies, then your audience is staying at home. YouTube, Facebook, Instagram, and Google will become the most effective advertising channels.
Secondly, in a difficult situation, we do not recommend using COVID-related joke ads. Laughing at illness and death can be unacceptable to most people and you may lose them forever.
If you sell essentials (food, home goods, pharmaceuticals, or personal protective equipment), focus on the benefits. For example, on free delivery.
You have to tell about your schedule, working conditions, how you produce and sell your product.
Your potential consumer will buy from your competitor if there is little information.
In fact, any communication should be preceded by action. If you’re really transforming your product or doing something special, then talk about it.
Gather FAQs, stream live, show what’s happening inside the company.
If your employees don’t have a lot of work right now, ask them to think about what they can write about, which may be helpful to your subscribers, colleagues, and market participants.
What to advertise?
You should focus on advertising those products that may be in demand in your audience during the quarantine period. For example, advertising for outerwear is not relevant right now, but sportswear at home and other related products are the opposite.
How to advertise?
To promote products or services on Google, YouTube, Facebook, and Instagram, we recommend you to choose an audience:
– own site remarketing database;
– has been on the site for the last 30 days;
– was on the site and left his/her contacts;
– was on the site and did not leave his/her contacts.
If there is a basket:
– added to the cart and did not pay;
– added to the cart and paid;
– look-a-like audience by remarketing base
– an audience with interests that are directly related to the product (for example, the product “Peanut paste” – interest “food”).
Don’t forget to run ads for specific geolocation.
To optimize your advertising costs, we recommend:
Let the systems self-adjust for “here and now” auctions. At the same time, analyze your campaigns daily, and keep in mind that significant changes to your settings can affect the “campaign learning” process and take longer to produce steady results.
Keep track of the speed of your site. If the ad leads to a site, then during high traffic, the site can load much longer than usual. However, this may have the effect of reducing conversions.
Communication and site analysis channels
After updating everything, restart the LCD and analyze the customer journey, whether all forms of communication are working, or whether it is convenient to place an order as a customer service or call center consultant.
Add additional channels to connect online
Feedback Forms (If Not Used Before) – Callback widget, online chat. If FB has a chatbot, add a link to it on the site. Check the feedback forms and make sure that the sales team receives them. Also, check the mobile version of the site – is the phone number visible on the first screen? Can I make a call by clicking on it? Is it difficult to find feedback forms from your phone? Is it convenient to enter data on forms from my phone?
When evaluating your ad channel performance, consider all types of conversions that lead to leads (calls, requests, chats, and social networks). Without that, you can draw the wrong conclusions and disable channels that work.
Continue to analyze your target audience. Quarantines are changing, so it’s important to be flexible and adapt your product to the needs of your customers.