There is no doubt in the fact that the COVID-19 outbreak has disrupted the world in an unimaginable way. It has caused major changes in day-to-day lives, in the way communities, businesses, and countries operate.
Beyond the threat the outbreak is to people’s health, it is also a big threat to businesses of all sizes and industries.
With a lot of companies trying to maintain their operations solely through online channels and resources, digital marketing is becoming more important than ever and is a way for businesses to ensure they are adapting to these tumultuous times.
Since no one is really sure of when or how the measures related to the COVID-19 outbreak will be lifted or even what a post-COVID world really looks like and operates, what are the digital marketing strategies businesses should adopt? We have compiled a short list below.
1. Refresh your SEO Strategy
It probably won’t come as a surprise that in March 2020, most industries saw a huge drop in traffic and conversions. This chart from Neil Patel shows which industries saw bigger declines, but also showcases industries that saw increases in traffic, such as the News and Food industries.
(Source: Neil Patel)
With a lot of businesses cutting their budgets for PPC, reaching customers organically with a low-investment, high-return SEO strategy has become the alternative. Even if people are still isolating and consumer behavior has changed, they are still making purchases and searching for products and services online, therefore making your brand’s organic visibility very important if you want to keep gaining clients.
2. Don’t forget about Content Marketing
Since most people now have a bit more time on their hands and they want to be kept informed about the daily changes happening in the world, it’s key that businesses create content to reassure and inform their users. In a time of crisis, make sure to refocus your content strategy and provide useful, educational content that can try to answer some of your user’s questions.
If you’re looking for topics which have become more relevant since the pandemic, make sure to use Google Trends. It’s a great tool which for sure will help you find topics to cover that are both helpful for users during these times, but are also aligned with your brand values and key messaging.
3. Focus on Social Media Marketing
Make sure to use various Social Media channels to keep your customers updated as to how your business is operating (or not) while the COVID-19 measures are in place. With the sharp rise in demand for online content, Social Media is the perfect place to keep in touch with existing followers and gain new ones through posting relevant and informative content, and even lighter posts which can take people’s minds off things, even if it’s only for a few seconds.
This is a great opportunity to build and increase your followers base. Moreover, Social Media is a rising source of information in terms of product choices and purchases, so even though your sales are decreasing now, you might be able to capitalize on the bigger follower base in the future!
4. Adjust your Ad Campaigns
Depending on the size of your businesses, you might have even put all your ad campaigns on pause for now. But if you haven’t, it’s important to make sure your existing and scheduled campaigns are adjusted to the new “marketing landscape” emerging during COVID-19.
Review your search term reports to understand what type of traffic you are getting and which keywords are driving it. If you’re seeing keywords which are irrelevant, don’t forget to add them as negative keywords in your ad campaign so that your budget is not wasted on them.
Most importantly, don’t forget to diversify your channels and networks. In March, even though traffic from Google Ads declined, ad traffic from the Google Display Network and YouTube both increased.