What the coronavirus (covid-19) means for Marketing, SEO and Demand Generation
The marketing industry is undergoing rapid change during the coronavirus pandemic. Digital content is now essential with people working and living from home. In this article, marketers will learn about the things they need to do to get through this tumultuous time.
Understand search trends
Online searches have increased for three categories: health, money, and remote work. Let us explore each of these categories in detail.
People want to understand the effects of coronavirus. They are reading articles about COVID-19 symptoms, testing sites, and vaccine updates. They are also interested in broader health topics such as vitamins, stress, and the immune system. Fitness enthusiasts are exercising from home because gyms are closed. They are interested in gym equipment and at-home exercise routines.
Lockdown orders have negatively affected the economy. Businesses operating on thin margins are forced to lay off workers or file for bankruptcy as sales plummet. Employers are struggling alongside their employees. Workers living paycheck-to-paycheck want to learn about personal finance topics such as investing basics and student loan refinancing.
The usage of video conferencing software has grown exponentially during the pandemic. People working from home for the first time need to learn things such as setting up accounts, buying webcams, and troubleshooting audio issues.
Marketers can leverage developments in search trends by targeting keywords and creating content users are looking for. By writing the answers to search queries, they can increase website traffic and conversion rates.
Launch paid advertisements on social media
Social media usage has increased during the pandemic because remote workers do not have to commute. They use the extra time to watch YouTube videos and read Facebook posts. Simultaneously, large corporations have slashed their marketing budgets because of uncertain economic conditions. This has decreased the cost of advertisements. Opportunistic marketers with enough cash can take advantage of this environment by launching effective campaigns. Split testing and lead generation become easier with cheap clicks.
Unethical businesses took advantage of a desperate situation by raising prices on hand sanitizers and masks when the pandemic started. This is not the way to build a sustainable business with regular customers. With every purchase, customers vote with their money and indicate which businesses they want to succeed. They will shop elsewhere if a business has a bad customer experience.
Create trust with customers
People in financial and physical distress need to decide whom to trust. Marketers can help by being transparent with their credentials and professional background. For example, content writers would benefit from having a license in money management when writing about financial topics. Similarly, health advice becomes more credible if it was given or verified by someone in the medical community. Doing these things help bloggers establish credibility with readers and search engines. This will help websites rank faster and higher on Google.
Have an online-first approach
To mitigate the spread of coronavirus, people are staying home and avoiding large crowds. E-commerce sales have increased as consumers stopped shopping at brick-and-mortar stores. Delivery options are now available for groceries, medicine, and cars. Companies that want to succeed during the pandemic need to have a seamless online experience. Customers should be able to easily process payments and track shipments. Managing returns should also be hassle-free.
Embrace corporate social responsibility
People want to support one another during tough times. For example, consumers are buying products locally to support small businesses. They will tell others about companies with initiatives designed to help communities thrive. This is free word-of-mouth marketing. Therefore, companies can satisfy the demands of stakeholders and shareholders by launching fundraisers and philanthropic campaigns. These efforts will help end the pandemic without sacrificing corporate well-being.
By implementing these tips, marketers will have the tools and knowledge they need to survive the coronavirus pandemic. They can use these same tactics effectively when the pandemic ends.