It’s a time of change and anxiety. We don’t know what the trading environment will look like after this, or how many businesses will survive.
Yet we can be certain of one thing; “it will pass. Life will carry on and we will adapt to whatever new realities we find ourselves in.”
The businesses that do well over the next 18 months (and many will) won’t just be the ones lucky enough to find themselves able to take advantage of this new reality. There are only so many Zooms out there.
They will also be the ones that stick out from the crowd, coming to the fore with a great story to tell about how they have helped their customers and added value at a time when everybody needed it most. And they will do that almost exclusively via a great digital strategy.
So, to be one of these businesses, what should you be doing right now?
Recognise that digital channels are your best route to market
With no firm end in sight to the virus, conferences, exhibitions and events are off the agenda for the rest of the year. The US is even suggesting no more live music licenses until Autumn 2021, so it could be well into next year before there is real momentum for large-scale gatherings to return.
As we also know, whilst people are working at home the internet is their only real or main connection to the outside world and even with a partial or staggered return, social distancing will still make this true.
So digital comms such as email, social media and search are the best way to communicate with clients, both new and old.
Your website, blog, social media and email channels have to be the best they possibly can be.
Take this time to review your content, make sure every page on your website tells a story and delivers a fantastic sales presentation for your business. Review your content marketing, build your social media plan, invest in great writing and design. Investigate new content formats – have you thought about video, podcasting and webinars? We’ve become expert at talking directly to the camera so these are serious contenders – now could be the time!
Learn to love your email lists
Right now, search volumes are lower for certain sectors. With job uncertainty, fewer people may be looking for your particular products and services online.
This will change, as people adapt to their new circumstances but in the meantime, email marketing is going to be one of your greatest assets.
Email marketing is always an effective channel, capable of delivering great results. So, review your strategy, in light of Covid-19, and make sure that your content is helpful, relevant and community-led. When you are ready begin to weave in your sales messages in a sensitive way, ensuring you meet the real needs of your markets.
Also, remember that you should be collecting leads and/or email addresses from visitors to your website. If you are not, then you need to ask yourself why. Is it the design? The copy? The Calls to Action? Are you attracting the wrong visitors? In lean times, a high conversion rate is critical. Fix yours.
A great search profile will be your
Most marketers agree that businesses who execute on their planned content and conversion strategies, with SEO as an acquisition channel, will be poised for faster (and more effective) recovery when we all come out on the other side.
Right now, if your website is seeing less traffic, this will be due to a drop in demand, rather than your keyword rankings. It is important to recognise that if you don’t make or maintain your SEO efforts, you seriously risk rankings when search volume returns. This means missing out on vital new business at a crucial time.
SEO and Content Marketing will be a primary focus during the downturn for high-performance businesses.
A recent survey showed how organic search outperformed every other marketing channel in 2019 and it will remain your best asset in 2020 and beyond.
As tough as times seem, great opportunity is always just around the corner, the trick is being ready and able to seize it when it arrives.
If you’ve got any concerns, or need some friendly advice in these difficult times, don’t be afraid to drop us a line via firstname.lastname@example.org or visit our contact page here and we’ll be happy to try and help.