There’s no handbook on how to adapt your business to the current crisis outside. We’re seeing a huge shift in the way customers are behaving, its impacts far-reaching and difficult to predict.
Depending on what you’re selling, you’re probably either struggling to meet your forecasted sales, or struggling to keep up with the leap in demand. That’s the split we’re seeing here at Vdepot anyway.
Every week we’ll be suggesting some free, productive and relatively straight-forward things you can do if you’re looking for ways to maximise your time in self-isolation. This week, it’s #3: Reviewing your PPC strategy.
If you’re responsible for your business’ marketing strategy, it can be difficult to know where to start. But given that PPC is often one of the biggest marketing costs for ecommerce businesses, we thought we’d start with how to make sure your PPC strategy is still working for you during the lockdown period.
Check the tone of voice in your ads
A lot of people are feeling vulnerable and down at the moment, so empathy is essential. While it’s normally standard practice to include call-to actions like ‘buy now’, ‘shop now while stocks last’, right now it could seem a little insensitive in a very delicate atmosphere.
Consider switching away from a sales-driven campaign to a brand-awareness one. Generally speaking we have less spending power than usual right now, but we do have more time on our hands – and we’re looking to learn or be entertained. What can you offer here? This won’t lead to a huge return straight away, but they’re more likely to remember you as the nice company that amused them/taught them something in difficult times. Then when they need a product like yours a few weeks down the line, who are they going to think of first?
If you do still choose to offer any discounts or special promotions, choose the words in your campaign very carefully. The last thing you want is to be seen trying to capitalise on a tragedy.
Re-evaluate which channels to advertise on
The public is spending more time than ever on social media at the moment. Check the insights on your social media platforms to see if your customers are doing the same.
If you’re seeing an increase in followers, impressions or engagement, consider making this the focus of any advertising spend for the time being. You may want to consider increasing your organic social media activity too!
While you may want to avoid being too pushy with your products right now, do make sure your Facebook/Instagram shops have been updated recently if you’re getting more traffic to your accounts.
While increasing your focus on social media channels, for some brands it might be a good idea to pull back on the resources dedicated to B2B and marketplace advertising in the current crisis (unless your product is an essential food, household or medical item of course!). Here at Vdepot, we’ve seen that our clients’ B2B orders are significantly lower than what we would usually see at this time of year, while B2C orders are overtaking those of Black Friday and Christmas.
Amazon, although they’ve now lifted the ban on shipments of non-essential items, are still imposing a lot of restrictions on how many units per product you can send in. Therefore, Amazon PPC might not be the best use of your budget at the moment. Consider allocating this spend to directing traffic to your own website, or on the brand awareness campaigns mentioned earlier.
If you have any questions about these ideas or want to discuss your PPC strategy, contact our marketing team for some free & impartial advice.