Important things to must include in marketing strategy after covid-19
A global crisis can either paralyze a marketing team or galvanize it to thrive. In the wake of the COVID-19 pandemic, that’s exactly what we’re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing team), while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times.
If you want to stay in business, you can’t stay idle for long. As a business owner of our self, we understand why many entrepreneurs would want to cut down completely on marketing activities. Being conservative feels like the safe choice when there’s uncertainty about how long the crisis will last. But we have to balance financial responsibility with the need to keep consumers informed and engaged when things get tough.
The year’s events have impacted consumer search behavior and PPC performance. Many businesses have paused or reduced their advertising in the last few weeks. Conversely, others have set responses in place to react to the changes in consumer searches.
Though it may seem counterintuitive, now is the time to hold steady to ensure a strong come back within your marketing after COVID-19. As businesses withdraw themselves, great opportunities will surface if your business can maintain a long-term marketing strategy.
To make your digital marketing efforts effective, your team should begin to plan adjustments in response to the shift in searches, competitors, and market share. In other words, your past PPC set-up before and during this crisis will likely no longer apply to your marketing after COVID-19.
Be agile for the new normal
Some entrepreneurs and marketers are holding off action, thinking that things will be back to “normal” in a few weeks or months. I do not hold the same view.
For one, some scientists are predicting that some form of social distancing may need to happen until 2022 . That’s a long time to put any type of marketing on hold. A more important consideration is the fact that the pandemic will have a long-term effect on the psyche and outlook of consumers. In our own COVID-19 study, 86% of Americans and 81% of Canadians agreed that the crisis will create a new normal and have a lasting impact on society.
Regardless of how long the crisis actually lasts, COVID-19 will forever change the consumer landscape. After this comes to pass, companies can’t go back to their old playbooks. Personas, messaging and even your product strategy may need to significantly evolve for the realities of the post-COVID-19 world.
The bottom line is that fresh data and accurate insights have never been more important. In these uncharted territories, relying on instincts alone is dangerous. If you haven’t reached out to your customers in the past month, now’s the time to do so.
Adjusting your Digital Marketing Strategy
The competitor market has changed. As we mentioned earlier, many businesses are responding to these changes in drastic ways, some by cutting their PPC marketing budgets altogether.
Though it may not make sense right away, holding marketing budget is recommended move. That said, sticking to the same automated bidding strategy and targets will not make sense for your marketing after COVID-19.
We recommend reviewing & adjusting both manual and automated bidding strategies. Also, you should monitor your campaigns’ marketing strategy given the volatile market. Remember, conditions will continue to shift. Therefore, if you don’t just set and forget, you may be able to go along with the changes.
As you may know, keywords are a powerful resource for markets. Hence, you can use Google Trends, which is a great digital marketing tool, to understand how people are searching online.
Great marketing strategies are all about adaptation and monitoring search trends. Weekly digital marketing tasks should include reviewing search term reports and search queries on Google Analytics. Primarily to understand what queries people are using to find your business and strategize your marketing after COVID-19.
Daily routines will go from working from a laptop at home to desktops to going back to mobile use during commutes again. In other words, mobile traffic may have decreased, but you will want to adjust your PPC campaigns for mobile traffic after the quarantine. Indeed, you should review your marketing campaign device settings. When the time comes, make your brand highly visible on mobile again.
Ad Copy & Extensions
Review the messages in your pipeline to remove anything that seems insensitive. Not all ad copy will hold relevance for your marketing after COVID-19.
Similarly, you will want to keep tabs on which competitors are advertising. Some questions to consider: (1) What is their message? (2) Are they pushing promotions? If so, what are they?
Tip: “Shop local” has been one of the popular search trends. Use this and variations of it in your ad copy marketing strategy to help vendors and shops in your community.
If you haven’t done this already, focus on your quality scores. You can do this in a few easy steps. First, pull a list of all your current keyword quality scores. Second, brainstorm to create new content for your PPC ad copy. Finally, do the same for your landing page. Together, these will improve your quality score.
If you stuck to the plan and continued marketing through the outbreak, we’ve got good news. You’ve probably built up a substantial audience that you can re market to as part of your Marketing After COVID-19 Plan.
When the dust settles there will be a number of things to shift back to like updating any of your business operations on your website, Google My Business Bing Places. Whatever adjustments (business hours and phone number) you made during the quarantine make sure to shift back.
It will take time to find the new norm for marketing after COVID-19, but each of the points above will prepare your marketing strategy efforts for shifts that are expected. If you’d like to stay up to date with the industry and our recommendations on strategies for your business.