Due to the current COVID-19 pandemic, every aspect of daily life has been turned upside down, and business marketing is no exception. Consumer and business buying behavior has shifted, both out of necessity and creativity, to alternative channels to accommodate social distancing, protected commodity handling, and digital transactions dependence for e-commerce. Marketing teams have scrambled to adapt, and these are the three biggest trends:
The Convenience of an Immediate Answer
Digital search today is more important than ever. With people staying at home and demanding more services online, being visible to either typed (using an input device) or verbal (using a spoken device like Alexa) is critical now. This also means having content that responds to how people look for information. This is where snippets come into play.
Most typed search queries involve basic communication questions such as “How does X work?” or “Where can I find Y?” Verbal search follows the same model, even more consistent without how people find things electronically. Snippets are those instant responses that search engines like Google provide as one enters a request and the system responds with immediate suggestions. The snippet comes from the page content and metadata of a site that has the most relevant information answering someone’s question. The key for COVID-19 marketing now is to be in those top five snippet responses to generate the most traffic.
There isn’t a form you fill out to make your snippet eligible for a search engine’s use. Instead, your website has to have the question and answer already on it to be tracked by the search engine metacrawler and compared with someone’s search question. Those sites that are more on target and responsive to specific questions rise to the top of the snippet list, and that means more traffic with potential customers.
Have you ever tried to look at a website with a smartphone and found yourself having to zoom in or move things around to read the entire site? It’s annoying and typical of content that is not optimized for mobile display. Dynamic website design solves this problem, interpreting what kind of device is looking at the site and providing a compatible format. That’s why some sites show up with a streamlined phone ready version when viewed with a smartphone versus a traditional web page. Your website marketing approach must anticipate this demand, more so now with COVID-19 than ever. People can’t talk to each other as much, so they are using their phones to find everything. If your website isn’t compatible with mobile, you’re losing people who get annoyed by trying to read your traditional landing page.
Sharing Digital Shopping
It’s not enough to shop and buy, people want to show their friends what they picked up and where. Social media channels are full of folks showing off their latest toys and deals. Your marketing goal with sharing is to make it easier for your customers to show off your product they just bought. To do that when they buy online from you, your website should provide the ability to share the product information and price to others through various social media channels. These simple tools can be built into your online inventory display, people’s shopping cart pages, and in their final purchase list page with simple link buttons. You can also help them merge their social media account with your business, allowing your business to push products to their Facebook or Twitter accounts.