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Adapting Your Digital Strategy During the Coronavirus Pandemic

The current Coronavirus pandemic has changed operations across a variety of industries. Not only has the pandemic changed operations, but it has also changed the way your customers interact with your business. Whether you operate a physical space, online, or both, there are steps you can take to adapt your marketing strategy and digital presence during the pandemic. As social distancing measures continue, many customers are connecting online to friends, family, and businesses.


Communicate with your customers

Staying connected with your customers has always been important for your business, but it is multiplied during a time of crisis. With stay-at-home orders and social distancing measures in place across the country, your customers are spending a lot of time at home and online. Many customers are wondering what businesses are still open and what they’re doing during the current pandemic. It is crucial for your business to communicate authentically and transparently to your customers about what steps you are taking to maintain your operations and keep customers safe. 

There are multiple channels your business can utilize to stay connected with your customers:

  • Social media

Social media has seen a boom in traffic in the last months due to Coronavirus. Popular social media sites such as Facebook, Twitter, and Instagram have seen traffic increases between 12.55% and 21.1%, according to data from SimilarWeb. Social is a great way to stay connected with your customers and let them know what your business is doing. Don’t spam your followers with only information about your plans and changes, but keep them informed about how they can continue to interact with your business. 

  • Email

If your business operates an email list, this is a great way to communicate with customers that are subscribed to your list. As mentioned with social media, you don’t want to spam your customers with information. Emails should be sent with a purpose and relevant information for your customers. Keep customers connected and engaged with your business, but don’t fill their inbox with repetitive messages.

  • Website

This is one of the best channels for keeping your customers informed about your plan and strategy for navigating COVID-19. Many customers will likely look for information on your site, so it is important that the information is available and easy to access. Some great options are implementing a banner on your site, posting information to your homepage, and adding a webpage with information and even an FAQ page if relevant.

  • Google My Business

Log in to your GMB account and update your hours of operation if they have changed. Customers often look to this information to see when your business is open, so it is important to keep this updated.

Adapt your sales channels and e-commerce

As stores are closing their physical stores to combat the spread of COVID-19, many consumers are looking toward e-commerce and online shopping solutions. According to, online ordering has seen an 80% increase in North America since January. Does your business already offer e-commerce? If not, now would be a good time to invest in building an e-commerce option for your business. 

If your business already offers e-commerce, make sure you are offering a smooth customer experience. If you can offer a solid online purchase option for customers, you can gain further brand loyalty and reputation. 

If you are a business that offers services, get creative in ways to move this online for your customers. Online webinars, digital training, and meetings via video solutions are great options.

Good website experience

Tying into e-commerce experience, does your website offer an outstanding experience for your customers? As customers increase online internet interactions with your business, it is important that you are offering a clean, aesthetically pleasing website that allows customers to find the information, products, and services that they look to you for. This doesn’t necessarily mean a full website redesign (although it could), but browse your own website and look for pain points and errors that could drive customers away. You can also utilize Google Analytics data to find poor performing areas of your website.

Content marketing

With consumers spending more time online, they are looking for more content to consume while they’re at home. With this extra time, they’re also looking for relevant, high-quality content (and they have more time to evaluate the quality). While creating valuable content has always been a priority, it is even more so now. What content are they looking for? What do they want to see and read? Write content that is relevant to your business and adapt it to current times if and when relevant.

This pandemic has caused businesses to pivot their operations and strategies. There are a number of ways to adapt your marketing strategy and digital presence during the Coronavirus pandemic. At Smarter Searches, we specialize in a variety of digital marketing services, including the services described in this article, and more. Contact us today so that we can help and improve your digital strategy, and navigate the challenges posed by the pandemic.