How to Utilize your Marketing Budget during COVID-19

Posted on March 24th, 2020 by Mary Caitlyn Polovich

The repercussions of the COVID-19 pandemic has left many people and businesses in a steady state of uncertainty. Many companies’ daily routines have been disrupted and adjusted in order to continue operating safely and meet the needs of their clients.

This state of uncertainty might lead some businesses to cut their marketing budgets altogether, but now is the time to reevaluate your strategy and stay consistent. 

Here are three ways you can utilize your marketing budget during COVID-19

1
Reevaluate Your Strategy
Instead of stopping all of your marketing efforts during this time, adjust them. The effects of social distancing can lead to a 60% increase in the amount of content consumed. Some of your tactics may have included out-of-home or radio, however, now would be a good time to shift your tactics to more digital, social media, and search campaigns. 

“Search Engine Marketing is a unique medium as its user-demand generated.” says True Media Search Supervisor, Erin Edwards. “Clients are looking at the current bottom line and making cuts because of it. It’s important, though, during this time of crisis to stay future-focused and authentic. One way to do this is to work with a search team and align your copy so the focus is on online activity instead of foot traffic.”

2
Create Content that Instills Trust

With the abundance of consumers taking in content, the last thing you want to do is be less present for your current or potential clients. The reality is that now, maybe more than ever, your audience is looking at dozens of different sources for content —  will your brand be one that they go to?  

Continuing to produce content in a time of uncertainty communicates care for your audience, and those that choose to be consistent in this form will come out stronger at the end of this, with a loyal audience intact. 

3
Focus More on the Top of the Funnel for Success
While this time of uncertainty may shift certain business goals, it has also created an opportunity for businesses to focus on Top of Funnel to increase leads, expand, and establish a strong audience.

Now is the time to work with your team to establish new goals and KPIs that will allow you to track the success of your company in a way that makes the most sense right now. This time of uncertainty will pass, and your adjusted marketing efforts will pay off in the end.