In developing your goals and aspirations as a business, having to navigate a worldwide pandemic was likely not even a remote consideration. Regardless of how prepared a business may be, having a potential stoppage or market recession is daunting for everyone. What does this mean for your digital marketing strategy during a pandemic? Many industries find key competition reducing marketing spend in an effort to weather the storm. This tactic creates a unique vulnerability to their success, and can be capitalized upon by investing in marketing efforts like SEO. While your competitors neglect their visibility, you can pounce on the opportunity to bridge the gap and stake your claim on the market. In this article, you’ll understand how traffic will increase, how to leverage your website to grow during this difficult market, and the expected returns an SEO investment can generate.
Competitive SEO Activity
The state of the economy during a pandemic actually presents many opportunities to business owners:
- Competitor Businesses Pulling Funding – We can’t help it as a culture. With doubt in the market, it would be easier to stockpile money and “weather the storm”. Who can blame these people as it is a safe play? Diminishing allocated resources for marketing only opens a void for a hungry business with foresight to fill. With much of the competition scaling back and internet traffic surging, spending money on your SEO and online presence is a brilliant investment.
- With Less Competition, Comes More Opportunity – We see many clients that come to us that have some of the most competitive markets out there (Legal, Home Services, Etc.). If this competition reels in its marketing efforts, you can bridge the gap much more quickly.
- Adapt With What Your Customers Need – Your customer’s needs always come first as a provider. During a pandemic it is important to relate to the perspective of those customers and do what you can to make their interaction with your product or service available online. For instance, if you are a personal trainer, come up with workouts people can do from their homes and provide a video that your prospective and current clients can watch. There might be new, actionable keywords that can bring new leads through your website.
- The Importance Of Online Presence – SEO helps your customers find you first. Since you can expect online traffic to remain at an all time high for a period of time around a pandemic, your online presence will rarely be so important.
SEO as an Opportunity
Knowing what you know now, it seems the opportunity is there to boost yourself into markets you didn’t think were possible and add new viable customers. How do you do it?
- Do More – With your competition scaling back, now is the time to do more link building and more content production. The wonderful thing about SEO is that what you do today will matter tomorrow. Build those links, consider keywords folks are searching, write some blogs. If you are stuck at home, there is no better time to focus on your website and online presence as a whole.
- New Services – As changes to the economy progress, you may look to expand your services or offerings. It is up to you to find out how you can adapt and provide it for your customers. Once you are able to find out what that service is, build out a page on your website with supporting content. Make sure those new pages are interlinked between other pages on your site and include relevant keywords to support your intended rankings.
Now Is The Time To Get Ranked
Digital marketing during a pandemic can seem like something to scale back. With online traffic skyrocketing, your presence is now more important than ever. If you are a window provider, your customers may not be calling you for window replacement, but they are doing research to figure out how to fix the three windows they have noticed leaks in since they have been home so much more than usual. Your customers are still out there looking for you, and if they aren’t today, they will be tomorrow.
“Innovation distinguishes between a leader and a follower.”
– Steve Jobs