The current COVID-19 health crisis has had an enormous impact on people, businesses and entire industries alike. The disruption caused by this virus has brought many demands with it, as businesses try to figure out how to keep running, while transitioning employees to work from home.
One of the biggest choices that businesses have to face is whether to stop or completely cut back on marketing during this pandemic. The short answer is no, as there’s historic proof to support this recommendation. A recent Forbes article exemplified that brands that invest in marketing during adverse economic times set themselves up for a higher competitive advantage when things turn around.
Being strategic is what matters the most while you continue to market, including messaging and channels. Here are some ideas for continuing your marketing efforts during these challenging times:
Adjusting Marketing Strategies
There’s no doubt COVID-19 will have an impact on every sector and industry, including marketing. One thing is certain: people’s emotions are running high and you’ll need to adjust your marketing strategy to take them into consideration by:
Repurpose content. Now’s the time to rewrite old blog posts, revise content and update keywords that reflect what people may be searching for.
Update your website. It’s everyone’s least favorite task, but a refresh now acknowledging a new reality can go a long way in building trust.
With so many typical tasks limited by lockdowns, there’s no better time to improve your marketing efforts. What can you keep doing? Plenty:
Perform a content audit. Are your website’s links operational? Is your content still as relevant and useful as it was when you first created it? How about those images? They might need an update too.
Don’t stop blogging. People have a lot more reading time on their hands and they’ll be searching for entertaining and engaging content. Not only will you be building more search engine friendly content, you’ll be building relationships with readers who will remember you were there for them when the crisis is over.
Take some chances. Think about new ways you can reach your audience. Start a podcast or YouTube channel. If there’ a social media platform you’ve been wanting to add to your arsenal, now is a great time to do that.
SEO marketing reaches people when they are in a state of need. People may be quarantined, but they still need goods and services, some of which are in short supply. If you can provide what they’re looking for, it can result in much needed revenue.
Search is measurable. At times of crisis, it makes sense to realign your marketing efforts to consumers with more immediate needs. SEO marketing lets you do just that and it’s simple to calculate whether you’re successful. That makes it easier to shift your marketing dollars to where they need to be.
Remember, things will eventually get back to normal. It may be a new normal, but the market will stabilize, and SEO marketing will still be one of the best ways to reach consumers. Want to learn more? Contact ADTACK today for more marketing solutions to strategize your way through the COVID-19 crisis. Be well and stay healthy!