Coronavirus (COVID-19) has turned the world upside down in many ways. Many companies are temporarily closed, and employees laid off or furloughed. And even for companies who have a continuity plan, there are new challenges to overcome every day.
But as a company owner or marketing team leader, your work is never done. You can still improve your marketing plan while you wait out COVID-19.
#1: Get a Clear Understanding of Your Search Performance
When you’re busy doing business, your marketing performance metrics can sometimes fall by the wayside. This is the perfect time to do a deep dive and figure out how (or if) the world sees your business online. Start by Googling yourself, your services, and your location using essential keywords. Are you at the top of the list? Are you on page one? What you discover from simple Google searches will give you a clearer idea of how your organic search and paid search campaigns are performing.
#2 Do the Same for Social
Next, take the same approach for your social media channels. Search Facebook, Twitter, and LinkedIn for your company name, and your product and service keywords. Are people talking about you? If so, what are they saying? And if not, what can you do to get more traction and more engagement on social?
#3 Don’t Forget Video Marketing
As you continue to evaluate online marketing performance, it’s important to take a closer look at your team's video marketing strategy. People are using video more than ever to feel connected and have a more personable experience. So it’s a great time to evaluate any YouTube content you’ve created to see how your videos are doing, and where you can beef things up. Search YouTube for your most important keywords and topics relevant to your industry, products, and services. Make sure you are showing up on top of search. Think of ways you and your team can create and share videos while working remotely, or with limited services.
#4: Watch Your Competition
If there is any silver lining during this trying season, it's that you have more time to see how your competitors have been doing with their marketing strategies. How are they adapting? Are they doing well on search engines, social media, review sites, or YouTube? Check out their content (blogs, web pages, services pages, etc.) to see what’s getting the most engagement from your target audience. For more detailed information, ask your marketing team to do a side-by-side keyword audit. That data will show exactly where your competitors are outperforming you, so you can have a precise plan for getting ahead.
#5: Find More Inspiration
If you have to spend more time indoors while your city develops a response to Coronavirus, reading to learn is a productive use of time. Take that time to learn from leading from innovators in the business world. You can read books, listen to audio books, or stream podcasts from entrepreneurs whose work motivates you to grow your company. Need recommendations? Blitzscaling gives you insight to help you fast-track your business for growth. You can also check out Storybrand for concrete ideas about how to shift your content marketing toward success.
#6: Consider Marketing on New Channels
There's no way around it, COVID-19 is limiting the ways in which you can reach and interact with your customers. But it could afford a unique opportunity to connect with your B2B or B2C clients using marketing channels you’ve not previously had time to explore. Maybe you can put together a podcast, video series, or email newsletter. It will be very reassuring when you check in with your customers, meet them where they are, and offer them valuable insights. They’ll appreciate the sense of stability, and it can help maintain a sense of trust.
#7: Make a Plan to Dominate
All this research will leave you with the foundation of an effective business marketing strategy adapted to the current circumstances. You’ll have new ways to grow your digital marketing impact across all your channels. Once you’ve taken a moment to regroup and check in with your team, you can use the days ahead to shift your skills and resources toward an adjustment to a “new normal.”
Ready to Talk to an Expert in Online Marketing?
If you want to explore working with a performance marketing agency to work to get the best ROI for your marketing budget, DodgeballSEO can help. To get started, set a time to speak with one of our experts.