With the world economy gradually submerging into recession due to the coronavirus lockdown, it is becoming a challenge for businesses to survive.
People practicing social distancing and avoiding getting in crowded places; necessities going out of stock; and ecommerce stores delivering only essentials - in just a couple of months we have seen it all.
As per an estimate, the corona crisis will cost the global economy approximately $2.3 trillion, affecting not just the common man but also the global businesses losing their money and position.
Businesses Are Putting Their Digital Marketing on Hold!
From digital marketing stand point, businesses are losing their web traffic, and with that – their engagement, conversation, reputation, visibility and most importantly, sales. Many brands have stopped their digital marketing as a cost cutting measure. However, that is the worst you can do to your business.
The reason why temporarily discontinuing your SEO is unadvised is, it takes 3 to 4 months for your implementations to yield.
If your digital marketing was thriving before and during the early stage of this COVID 19 crisis, stopping it now would be a bad idea. And if your SEO wasn’t performing to your expectations, then also, it will be a mistake to stop your digital marketing efforts.
According to the Center for Disease Control (CDS) and the World Health Organization (WHO), it is going to take a few months for the normalcy to reestablish after the outbreak of COVID 19.
It would not be an overstatement to say that we are currently in the worst phase of the pandemic. So, it should take another couple of months to recover from here. And pausing your SEO would not be a healthy decision for your website and overall sales.
Even if the offices are closed, you can have your employees do the necessary implementations to maintain your online presence.
But, remember, this is no time to be an aggressive marketer. You will need to alter your digital marketing strategy for this difficult time. This would also be a great support for your employees who you might have sacked or asked to stay at home.
The following subsections underline some of the strategic ideas and considerations you can go with during the coronavirus outbreak –
Go Social –
The corona lockdown has brought us closer to screen. Those who did not like staying home are now spending their days watching television and staring their smart phone screen.
You could use social network to empathize with your followers which include your customers and prospects both. This is like offering value to your audience, which will most likely remember your move after the lockdown is over.
Use your social media to tell how you are helping the communities during the age of crisis. If you want, you can promote your good deeds on your social media.
DO NOT Stop Your SEO –
Since people spending more time online, it is definitely not the right decision to force your digital marketing team out. The implementations you do will prosper after your business returns to normal.
While most of your competitions are completely locked down, you can make the most of this time to leave them behind.
Even during the lockdown, people might need your product or service, which you can deliver to their doorsteps. If your service does not fall in the “essentials” category, then also carrying on with your SEO will enable your audience to find you easily.
Ensure that your website, blog, and social networks are updated on a routine basis. This is the best way to maintain your search engine ranking page visibility.
Take a Different Approach on Digital Marketing –
Coronavirus has not been able to lower the number of searches performed on search engines. People are still searching for products and services on Google and Bing.
You can take this as an opportunity to kick start or give a boost to your paid marketing campaigns. You could use all leading search engines and social networks to display your ads to those who are searching for products and services like yours.
Paid ads have become really really cheap. The amount of ads on leading paid marketing channels is down. But the traffic is still high. So the ads are cheaper naturally. Digital marketing guru Neil Patel says, some of his clients are seeing a 71% increase in ROI after the corona effect.
Help Others –
Or, help those who are helping others. This is a hard time for us all. If you can make an impact by yourself using your brand name, go for it. If you cannot do that directly, you can make your contribution indirectly by helping others who are helping the communities.
You can contribute many ways, by offering food to the needy, and by offering discounts – like iCustomLabel is offering free shipping during the lockdown – so your customers can save money and use it for other essential requirements.
Believe it or not, offers like these can give your customer base a boost. It goes like this – enticing your audience to use your service, making them sign up for the offer, and then delivering high quality service and winning them forever.
Bottom Line –
Everything is temporary. This commonly uttered adage deems fit for the ongoing corona situation. Let’s take the example of the city of Wuhan in China, where – it is believed that – the first case of coronavirus was registered. The schools and restaurants are reopening and people are going out again. However, they are still wearing masks and practicing social distancing.
Many other countries – like the UK and Spain – are also gearing up to ease the lockdown. In US too, it will be lifted and everything will get back to normal on the front.
But on the back end, businesses, like you, should be prepared for a boost of normality. Review your website for its performance flaws and digital marketing for loopholes. Consider this lockdown a time to strengthen your online presence.
If your website needs a makeover, go for a redesign. If your SEO and SMO aren’t performing, run an audit and adjust your strategies. If your pay-per-click ads are not yielding, revise your PPC lessons.
Smith Willas is a freelance writer, blogger, and digital media journalist. He has a management degree in Supply Chain & Operations Management and Marketing and boasts a wide-ranging background in digital media.
