How To Proceed If You’re Considering Slowing Content During The COVID-19 Pandemic
Because many businesses are confronting sudden and unforeseen drops in revenue, they are finding themselves at a marketing impasse. “How can we trim budgets?” is front of mind for many business owners. When it comes to digital marketing during a crisis, there are still intelligent ways to make the most of channel campaigns and content marketing – all while pivoting your message to be sympathetic to customers’ needs and fears.
Paid search and social media are two areas that occupy a lot of marketing time and effort – and are still bound to yield some fruit, so long as you have the bandwidth to manage them daily. If you know for certain that your product or service is not in high demand for your target customer at this time, it’s best to take a conservative approach here and avoid overspending on ads. The other side of that argument, however, is that bids are significantly lower than they have been in the past. If you stand a chance at yielding a positive return on an ad bid, and you have a high-demand product, now is a good moment for you to dive in so long as you’re measuring impact daily.
The “COVID email” has become an industry-standard overnight. Email is cost-effective and gets your message across clearly, to a targeted set of prospective customers. You may see more success with email campaigns than in the past, and if nothing else, it’s a helpful reminder to your targets that you still exist, and that you can still help them satisfy their needs online.
Some experts are recommending that businesses continue to carry out SEO and content marketing efforts. Reducing your footprint in digital content and searchability will put your rankings at risk – meaning once search-demand returns (and it will return!), you will struggle to gain traction and will drive less organic traffic than you did pre-pandemic.
If your business is looking to reformulate a digital strategy and maintain SEO momentum for whatever the future holds, ASTRALCOM can help. Reach out to learn more about our capabilities.