30-second summary:
- If a site has never been promoted, there have been no SEO audits and there are a lot of errors in code, then link building will not help.
- If the company is set up to work in messengers, it can receive subscribers – even without the support.
- SMM is less about direct sales and more about building a link between user and brand, and content plays a primary role in this.
- The main task now is to build an approximate plan to get back to the world and maintain feedback with clients and the team.
- In this article, we discuss marketing strategies during COVID-19 on the lines of contextual advertising, SEO, email, social networks, and more.
Not everyone was as lucky in the pandemic as mask manufacturers, food delivery companies, Zoom, and others. The offline business had to decide: either to quickly move all the work online or limit the business in all directions. In this article, we will discuss marketing strategies during COVID-19.
Simply moving to the Internet is not enough: you need to understand what you are doing, and under the influence of coronavirus, marketing strategy is changing rapidly. I am going to explain what happens with contextual advertising, SEO, messengers, email, and social networks.
You’ll find out:
- How the demand structure in these channels is changing,
- How to work with them now,
- Whether marketing can be paused without affecting the company,
- Which marketing strategies are best to choose, even if there’s a shortage of money.
PPC marketing in COVID-19 times
The trend in the PPC is as follows due to the decline in demand in general, we can see a decrease in demand in search, and search advertising subsidies in particular. Previously, PPC search and product advertising was the main source of sales. People were looking for something in search, saw ads, and bought. Context has always been an auxiliary marketing tool – creating demand, brand, remarketing.
But nowadays, the trend returns a little, if you look at last month’s stats, banner ads and videos have become the main source of traffic from advertising. This is due to the fact that people are using streaming services, watching movies, TV series, courses, and there are banner ads everywhere.
If we talk about conversions, then again, in most cases there is a fell. I would even say that the conversion has not fallen, but lengthened. In the past, a person coming from an advertisement would buy a simple product at once, and a more complicated product in a few clicks.
Now, this funnel has lengthened. It became even more important to work with email, chatbots, maintain communication with other advertising channels.
If in some areas the decision-making period was three-to-four days, it could grow to two-to-three weeks. I assume that this is due to the decrease in purchasing power because many people are on vacation or without work. Those who have money are not in a hurry to spend it, because it is not clear what will happen tomorrow. Even those who have an intention to buy something started to buy less.
Conclusion
Advertising is