While it is true that some businesses and industries are suffering due to the effects of COVID-19 on the industry and society, not all businesses are doing as badly in these conditions. You see, while people are being locked in their homes, which means that they’re either forced to work as telecommuters or are losing their jobs, for some businesses, there are also those who can see past the crisis. Naturally, even those businesses that get shut down will look towards rising again, after the dust has settled. Speaking of which, why would you have to start from scratch? With the help of SEO (and digital marketing, in general), you can successfully combat the effects of Coronavirus. Here are several tips to help you do so.
1. People use online services to overcome this situation
If your business is providing an online service or a door-to-door delivery like the majority of e-commerce businesses, chances are that your services are now more in demand than they ever were before. You see, people are turning their backs on traditional retail in favor of e-commerce, seeing as how this approach allows them to keep up with their social distancing practices. In other words, while some industries are not doing so great, your own revenue might go up.
Now, rule of thumb is that you should use about 10 percent of your average annual revenue, however, if the industry is particularly competitive, setting aside anywhere between 20 and 50 percent may be acceptable. If your revenue is growing, so should your marketing spending. Just keep in mind that you’re not the only one with this idea. Since about 33 percent of all online searches end with the No.1 result, chances are that your position on the SERPs will determine your audience and your revenue. This means that when it comes to your Google position, now’s not the time to start being skimpy.
2. People consume more content
The next thing you need to understand about coronavirus and its consequences is the fact that they’re keeping people indoors consuming more digital content and craving more entertainment. This is why, despite the fact that some industries are currently doing quite poorly (manufacturing, energy, etc.), online businesses are on a steady rise. More apps are getting downloaded than ever before, more shows binged and more video games played. Other than this, people are watching more YouTube, spending more time on social media and, overall, consuming all sorts of content from traditional text-based posts all the way to podcasts. Ensuring a better position for your content, through SEO, is, therefore, a great idea.
3. A campaign to counter the effects
In order to protect your business, you need to know exactly what you’re up against. This means getting the right assessment of your current situation and the effects that this situation may have on your business, as a whole. The first step in getting this done lies in hiring the right team. In order to get the maximum effect out of your digital marketing campaign, you can’t leave anything to chance. Ideally, you would find a trusted SEO reseller that specializes in white label SEO. This should provide you with an end-to-end SEO service. DIY SEO methods can be quite effective but without a bigger picture, they’ll never give you what you truly desire.
4. Cutting less leads to bigger returns
Saving money is a good idea, in general, however, saving money at any cost is never a smart move. Why? In the past, we had several financial disasters and crises and all of them showed one thing. By cutting less during downtime, you’re gaining more in better times. Why is that so? Well, first of all, you’re not disrupting your business, which means that you need to take a smaller leap in order to get back to your full capacity. Second, due to the fact that you’re demonstrating resilience, you’re creating a stronger case in the eyes of your audience and potential investors.
5. A chance to overcome your competitors
Even though we’ve listed many reasons why keeping up with your marketing is such a good idea, there are a lot of your competitors that are going to ignore this advice entirely. Some of these competitors even had bigger marketing budgets than your own enterprise, which means that, in regular conditions, you had a tough time overcoming them. This is where your SEO plays huge in days to come. By providing your business with higher Google rank and better SERPs, you’re demonstrating a clear superiority of your brand over theirs. Due to the fact that these companies were industry top-dogs in the pre-COVID-19 days, your feat will seem even more impressive in the eyes of your audience. In other words, you’re using the strength of their own brand to your own advantage.
6. Checking the customer sentiment
It goes without saying that a lot of customers are changing their shopping habits in isolation. Why? Well, first of all, the fact that they may soon be in a much worse financial state makes them reconsider their priorities. In other words, they’re more reluctant to spend money on luxury goods and services. Also, due to the fact that they’re not going out so much, they’re less likely to spend money on clothing and jewelry items. The same goes for all sorts of cosmetic goods. Still, all of this is situational and depends on the region and the service in question. A great SEO analytics effort can help you figure this one out quite effortlessly.
At the end of the day, combating the Coronavirus impact will require a lot of PR and sometimes, exploiting the rising organic traffic might be the best way to do so. Inbound marketing is quite effective at subtly making a great impression on your audience, which is just what you need, at the moment. However, this requires a lot of technical knowledge and strategy development, which is why you definitely need some professional help. Needless to say, moments of crisis are the time for you to display your entrepreneurial prowess.