How Businesses Are Marketing Themselves Online During COVID-19
Chad Everett Harris Provides Tips For Companies Looking to Go All-In on Digital Platforms During the Pandemic
Tempora mutantur, nos et mutamur in illis. Translated from the Latin, this means: the times change, and we change with them. It is a phrase of enduring wisdom, and though virtually always applicable, it seems unusually appropriate in light of the COVID-19 pandemic. Businesses especially are struggling to adapt to ever-changing circumstances.
With regards to marketing, in particular, traditional strategies have all of a sudden, lost a good deal of their effectiveness. Presently, billboards and street advertisements reach far fewer people as a result of the general population sheltering in place or just staying home as much as possible. For the same reason, point-of-sale ads are not returning the bang for their buck they once did. Increasingly, businesses are turning to digital marketing strategies as a way to reach out to customers and gain much-needed exposure. But what are the best ways to use digital marketing to maximize success? What parameters ought to be followed? How can a company with a weak or non-existent online presence switch over to a primarily internet-based strategy? Seasoned entrepreneur Chad Everett Harris lists some quick tips for businesses looking to shift their focus away from traditional marketing strategies and go all-in on digital marketing.
Design a Clear, Easy-to-Use Website
First things first: there must be a place online for consumers to browse and purchase a business’s products and services — a base of operations, as it were. Creating a clear and easy-to-use website is an absolutely unavoidable first step for companies transitioning to an online marketing strategy. After all, without a digital space from which to make sales, there is no point whatsoever in creating a digital marketing campaign. Registering and retaining a memorable domain name for a website can be very beneficial, and can be done easily through GoDaddy.com or domains.google. Re-registry takes place on an annual basis and requires a small payment.
Adopt Social Media Platforms
By the same token, a clear and easy-to-use website will not do any good if no one knows it exists claims Harris. The most effective way to promote a company online is through social media. Creating accounts with social media platforms like Twitter, Instagram, YouTube, LinkedIn, and Facebook is relatively easy. All that is usually required is a valid email address. As an added bonus, these platforms are very cost-effective — basic accounts are all free of charge. Some platforms offer advanced accounts with expanded features and more detailed analytics for a nominal fee, which can prove quite useful for businesses.
Post Frequently But Carefully
According to Chad Everett Harris, once a website is created and the social media accounts are made, the next thing to do is start posting! A few words of caution, though — particularly for those new to social media — other users of digital platforms can be quick in judgment and harsh in criticism. It is important for businesses to post frequently, so customers are made aware of their online presence and any promotions that might be on offer, but carefully, to avoid misinterpretation, backlash, or potential scandal. It pays to have more than a few pairs of eyes look over each post before it is published.
Make Sure Information is Accurate
Nothing undermines brand integrity like issuing retractions or factual corrections every other day. Making sure that all information published on social media platforms is accurate is an important way to maintain a company’s brand integrity.
Avoid Spelling and Grammar Mistakes
Although it may seem like small thing, keeping spelling and grammar mistakes to a minimum in the course of a business’s online correspondence is an important part of projecting competence. If readers detect a rampant and unacceptable number of flaws in social media posts, they may well assume that company to be, at best, unprofessional, and at worst, shoddy and neglectful.
There are, of course, other ways of marketing a business in the digital sphere, such as buying ad space on already popular websites or sponsoring content creators, but these are more expensive alternatives to utilizing social media platforms. Also, the results are more difficult to reliably quantify. The easy accessibility and massive reach of social networks, as well as their structure of two-way communication, makes them the superior vehicle for exposure when developing a digital marketing strategy. And, due to the rapid spread of COVID-19 and its accompanying social restrictions, developing a digital marketing strategy went from being a nice-to-have nonessential to a business necessity, in the span of three months. The times change, and we change with them. In the business world, most especially in the era of COVID-19, heeding this advice is crucial to survival.
Chad Everett Harris is a successful, serial entrepreneur. From an early age, he felt a passion for creating and running businesses. Like many children, his first foray into entrepreneurship was a small, front lawn lemonade stand, but it was enough to ignite a fire of inspiration. By his teenage years, Chad Everett Harris had developed a venture mowing neighborhood lawns into a profitable company, the proceeds from which he used to help his mother pay the family’s bills.
Upon entering the professional world, Chad Everett Harris made a splash with his contributions to the Audubon Park Golf Course, the New Orleans Sculpture Garden, and the Long Vue House & Garden Discovery Garden. As a result of these and other ventures during his thirty years in the green industry, he has accumulated expertise in the fields of construction, retail, and e-commerce. More recently, Chad Everett Harris assisted in the construction of the world’s largest data centre in Rockdale, Texas — a one hundred acre facility used to house high-speed computer servers.