Your Host: Ajay Dhunna
Date: 03 April 2020
Businesses need to minimize the damage Covid-19 may be causing from a digital marketing perspective
Hundreds of businesses world-wide are being closed down
More importantly Thousands of people will lose their jobs
Are you really ready to throw that away, simply because the digital strategies you are using, no longer work during this Covid-19 pandemic we are going through
Have a listen to possible options to consider for your paid ads campaigns such as Google Ads, as well as SEO. We also discuss new opportunities available to businesses.
Blog: Corona-Proof Your Digital Marketing (Paid Ads & SEO)
- How much have you invested in your staff?
- Staff who now understand your services in-side out
- Recruitment fees
- Training / mentoring
- Just think how many years you have spent building
- Building your brand
- Your authority
- The tools & software you have invested in
- Building up your client base and Possibly repeat customers?
Service based BusinessesIf you provide Psychotherapist services, or a Yoga business, how about offering to provide the same service via a video link instead, using a software such as Zoom, or Skype? I’ve been doing martial arts for the last 5 years. As of this week, I have setup a Zoom account for my sensei and we now have our classes online. Not perfect yet, but hey, it’s a start! Might sound hard at first, but in practice, it’s quite simple to setup. You may just discover a completely new income stream to your business. What this now means is adapting Google Ads campaigns instead of Pausing it to help attract new customers. Take away or Pause keywords such as NEAR ME, or LOCAL and simply replace with ONLINE. Take away OPENING Times, as being Online, you can take Appointments any time and mutually decide what time the actual appointment will take place.
eCommerce BusinessesIf you have an ecommerce business with traffic on your website, how about diversifying your product ranges to something which is currently in demand due to the lock-down we are all experiencing. New Niches to consider maybe
- Toys for your pets
- Selling Online training courses
- Air humidifiers, hygiene products
- Health & Wellbeing products
The Opportunities are endlessWhat you must do is start to think Outside the box What online course can you setup yourself to train people in your areas of expertise? Put yourself out of your comfort zone. To conclude, here’s a quick checklist, from purely a Google Ads campaign perspective, for things to think about. Think outside the box in terms of alternative or complimentary services you can provide Get specific about how to use your budget, how much you should allocate to each campaign. Pause various campaigns Allow campaigns to run only during certain hours of the day and times of the week? Change your Ads to reflect the new services When changing Ads, be sensitive to your TOV (Tone-Of-Voice) in your headlines & descriptions, the terminology you use. Create Promotion Extensions. It’s so simple to do this with Google Ads, and they are very effective. Update your shipping timescales/prices, whether your goods are available for in-store pickup, or delivery only, whether your services are Online Only. Just be very clear and concise. Have a think what offers you can create to incentivize people to book an appointment with you, or to buy from you. It doesn’t always have to be a discount It could be added value. For example,
- Free 20-minute consultation
- Book 2 appointments and get third one free
- Deferred Payments!
- Pay Monthly options
On the other hand, if you don’t have an SEO strategy in placeThere’s no better time to implement one NOW! “cash is king” as one of my colleagues sad to me. And I agree with him whole heartedly. But if finances allow, Do it With SEO you’re not 100% dependent on paid search In fact, your business should never ever be in a situation whereby you are dependent on just one channel of traffic. Think about it, by having a good distribution of channels, you’re reducing your dependency on any one of them. Do something and do something now. Get an SEO strategy developed now! Doesn’t have to be a major SEO campaign, but just do one Ensure your on-page optimization is done.
- Title Tag
- H Tags
- Site Content
- Implement link nurturing strategy
- If you have a paid search campaign, why not take intelligence from that and use it to your advantage within your SEO strategy