Don’t make knee jerk decisions with your marketing budget.
Remember, In the middle of the storm it can be difficult to see anything but chaos but the storm will pass. Your best defence is to do everything that you can to still be standing when the storm passes.
The purpose of this post is to give you some marketing things that you can be thinking about during these troubled times and to make an offer that will save you £50.00 on one of my services so that your website can come fighting fit on the other side of the Corona Virus pandemic.
When I was working as a business consultant during the 2008 recession I heard of many businesses who chopped their marketing budgets as a reaction to the turn-down. They then wondered why they weren’t attracting any new business and as their competitors recovered they were left behind.
Businesses that I was working with at the time recognised that there was an opportunity to step in to the gap left by companies which appeared to have disappeared. They took more considered action, reduced their marketing budget and put plans in place to ramp marketing back up once it was clear that the recession was coming to an end.
This put these clients in a prime position and they went on to prosper.
In these troubled times this is the action that you should consider. I know that times are dark, and likely to get darker, but if we don’t think positively and plan to still be here when the Covid-19 pandemic recedes then I know that some of us won’t be in business when that time comes around.
The role technology plays in business continuation
Working from home, and in self-isolation, will be new to many people. Technology will have provided you with an opportunity to work from wherever you, and your staff, are with the only requirements being a device (desktop/laptop, phone or tablet) and an internet connection.
Cloud based audio and video conference solutions help maintain teams and enable client communications. Skype, Microsoft Teams, Zoom, Webex, Slack, WhatsApp and more prove both free and subscription options to communicate, train, make presentations and simply remain in touch.
As more of us work form home it’s likely that online search behaviour will change as more people mix business searches with personal during their working day.
How will your business cope?
As with any crisis, how your company responds is key, are you calm and taking action or are you panicking?
Either way, here are a number of things that you can be working on when faced with the current situation
Stay ahead of your competition
If you pause your marketing activities and your competitors don’t who do you think will be in a prime position when things begin to improve? Stay in touch with your clients using eMail, Video and Social Media, Keep an eye on search trends, are there any opportunities that you can make use of.
Remember that SEO is a long term strategy
I know that SEO is one of the services that I provide but it is worth remembering that it IS a long term strategy, taking weeks or months to have a proper impact so give your Search Engine Optimisation due consideration when reviewing your marketing budget. Google’s servers and algorithms won’t be taking a break.
Don’t buy cheap SEO
I know that it might be tempting to take up one of those “all you can eat” SEO offers at £75.00 per month but the risk to your business could be a lot greater than the small amount of money that you’d save. As the marketplace improves you could find yourself left with no rankings, no traffic to your website and possibly penalties from Google from trying to game the system.
Move offline marketing spend online
If people aren’t going out and about they are not going to be looking at advertising hoardings and billboards. They’re not going to be seeing “in-store” marketing either so think about whether you could shift some of your offline budget online to make up for this.
Understand search trends
By understanding trends in search you’ll be in an ideal position to leap on any opportunities and’or changes in direction. By keeping an eye on how people are searching you’ll be able to create content that meets the needs of those searchers. Google Trends is a really great way to stay on top of this
Produce more digital content
Consider using this as an opportunity to create those webinars you’ve been thinking of. By 2025 research is estimating that online learning will be worth about $158 Bn. Lessons learned now will be incredibly valuable going forward. Think about adding video conferencing and video calling to your communication options to reduce face-to-face meeting but stay in touch with key contacts, potential clients and your market.
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If you want any help with your digital marketing please don’t hesitate to get in touch for an informal chat by email (firstname.lastname@example.org) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk.Thanks for reading and I hope you stay well