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- A surge in media demand and the required strategy change moving forward
- Developing search marketing for recovery
Globally, businesses and whole industries have been affected by the restrictions and loss in demand for their products or services caused by the outbreak of the Coronavirus.
Even though many businesses, manufacturers, and services have been required to shut down completely, some have been fortunate and quickly adapted to turning their offerings to meet the demand for door-to-door delivery or virtual service.
Regardless of whether businesses have been able to operate during this turbulent period, there is one area where they should not be letting their guard down if possible, their digital strategy.
A surge in media demand and the required strategy change moving forward
Currently, the biggest demand for online searches is concentrated on how people can ease the burden of working from home while safeguarding their access to essentials. They also want to try to stay fit while also meeting the demands of seeing to their children’s schooling needs.
Digital strategies are one area where many companies have currently thrown a lot of emphasis on as they look for cost-effective ways of delivering their services and products to customers. Many have also reduced or stopped their paid search budgets.
Developing search marketing for recovery
A well-planned digital strategy needs to be put into place sooner rather than later so that any business can be prepared for a faster rebound ahead of its competition. If left too late, implementing a digital strategy can cost far more.
1. Demand for SEO is rising
Agility helps companies to meet the immediate changes and to exploit new consumer demands, but they also need to ensure brand protection far into the future. SEO is still a strong strategy that should not be abandoned now.
Search data audits across all channels are vital for understanding where consumer searches are concentrated and all decisions must be based on these audits.
Quality content is still important for Google searches, and this is where companies need to focus right now. They need to show that their brand has the expertise, can be trusted and has authority. Suggestion: submitting to directories is still considered a good SEO tactic.
2. Functional websites that extend to mobile
Every aspect of a website is important, and this is the best time for businesses to reassess and upgrade theirs. Important aspects include mobile load time (better for SEO), ease of navigation, email capture and how easy it is for the consumer to add items to the shopping cart and then proceed to purchase.
Since before the Coronavirus pandemic hit the globe, over 70% of website traffic was from mobile devices. In 2020, websites must have AMP-optimized content that offers a key value proposition, a summary of service offered and a clear transaction path.
With mobile use, users have discovered the ease of having a shopping basket at their fingertips. Mobile menus need to be packaged in an aesthetically pleasing way that also makes them easy to navigate.
3. Consumers demand exceptional experiences and support when shopping online
Businesses can compete with larger players in the field by offering excellent service, which helps to increase conversion rates.
They need to highlight the benefits they offer consumers if they buy directly from them. These may include customer service support, guarantees of the best prices, and other incentives available to them that third-party sellers may not be offering.
If users abandon their shopping cart, their contents should remain intact in case they return later. The shopping cart should also have images and descriptions of items and as the buyer proceeds to purchase, the items should be available or a final review.
Even unsubscribed guests should be allowed to check-out, but they should be encouraged to subscribe.
4. Create service or items offered according to product demand
Even though businesses are struggling to meet consumer demands, they need to continue to focus on how to adjust their strategies. The need to concentrate on meeting current demands while also preparing to for meeting future demands as they ease into operating normally post-COVID-19.
Consumer needs have changed and will probably be different in the months after the crisis has passed. This is a good time for businesses to show how they can adapt to meet these changes in consumer demand by offering services or products that meet their current and future needs.
5. Keeping audiences engaged
Customer concerns need to always be addressed even during times of crisis and this persistent nurturing ensures that relationships do not have to be rebuilt later. Audience engagement can be made through all channels including social and can include updates about COVID-19, and other business news. However, businesses that want to differ from others can include practical tips, surveys, and contests for greater engagement. Even in these critical times, companies need to keep in touch with their existing customers and to engage new ones.
Taking the time to improve and monitor search marketing now will allow businesses to come out of the pandemic stronger and with an intact digital strategy in place.