The Coronavirus emergency will end, and there will be a slow, progressive and complete recovery. Here are a number of tips for important tasks to do now, now.
Do you remember when in the past, when faced with a good idea, you thought “I don’t have time to do all this”? Well, now you have the time. Put into practice the good ideas you have set aside so far.
HOW DOES THE BUDGET CHANGE FOR SEO & DIGITAL MARKETING DURING THE CORONAVIRUS EMERGENCY?
It doesn’t change. It is important that during this crisis you keep this balance, and continue to communicate and stimulate your target by making communication, in particular digital communication.
Of course, you have to cut and dismiss all communications and adv that are incompatible with the restrictions we are experiencing for a while. It makes no sense, e.g. to encourage your target audience to show up in your store if people are forced to stay at home. These communications, especially if they are paid adv, must be set aside for now.
Surely this is a time when the pure promotion of products and services must be reduced, almost eliminated, or in any case adapted to the situation; but it is equally certain that when the emergency ends there will be a complete, slow, but certain recovery of activities . Until then communication must necessarily reduce the tones. But not the activities.
DIGITAL MARKETING THAT YOU HAVE ALWAYS POSTPONED
There are digital marketing actions and above all SEO that can be carried out already now. Long-term ones. Do you remember when in the past, when faced with a good idea, you thought “I don’t have time to do all this”? Well, now you have the time. Put into practice the good ideas you have set aside so far.
Prepare and refine the basics of Digital Marketing and SEO services in your digital communication. Make sure you have built a process and a flow that produces quality content that can position itself well, constantly measure results, have a reference audience.
Then, here are 11 actions you can perform with your agency, or with your internal team. These Digital Marketing actions can be carried out in teams even in isolation, or working remotely.
1. INTERVIEW YOUR CUSTOMERS AND STAFF
Interview your customers, your team, your staff, asking them what their experience has been in relation to your products, services, or to the values you transmit with your work. Contact them by video call. Record videos with Zoom, Google Hangouts, Skype. Tip to be faster: if you want, automate the transcription of the audio with Otter.ai or with the Dictate function of Microsoft Word.
In the coming months, these transcripts and related videos will become a very rich source of information and inspiration for your posts , social content, draft for exchanging posts with other sites, etc.
2. MAKE A MINI-AUDIT OF YOUR CONTENT PUBLISHED SO FAR
Full control of your content published so far is a long and complex undertaking, but there is a lot of information that can also be obtained with a simple mini-audit, aimed at improving the performance of your content published so far.
First, if you don’t have a list of the content you’ve published so far, this is the time to produce it. Just a Google Sheet or Excel sheet; create a sheet for each of the following types of content:
- Web pages
- Blog Post
- Email / DEM
- Whitepapers / tutorials / guides
- Ebook
- presentations
- Video
- infographics
- Articles you have published elsewhere
If you have the chance, you can also write down articles about your company that other sites have published. Now evaluate for each content:
- Which texts and images are of higher quality, such as to reproduce them on other channels?
- What content got the most shares? Which ones got the most backlinks?
- Which ones generated the most traffic on the site?
Once these evaluations are made, these opportunities are created for you:
- Update old content with new notes
- Optimize the most effective content with key keywords and new call-to-actions
- In the most effective content, add links to new products and services
- Plan to relaunch the best content when the business recovers
3. PREPARE WEBINAR
If you have free time, this is the right time to learn how to prepare and conduct webinars. Talk about the details of your products, introduce new people, inspire your audience about what they can do or have from your business when it is all over.
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Making webinars during this stop period could be a particularly effective tactic especially in B2B, because the other professionals your interlocutors are equally free from pressing occupations, and available to see / meet other new people, even on video.
If you’ve never done webinars before, this is a great guide to webinars. 37 tips for successful webinars
4. PLACE THINGS YOU HAVE NEVER PUT IN ORDER
Here are some tasks you should do that you haven’t done for a long time:
Reorder your administration: clean and reorder files. Erase the things you no longer need. Close contracts that no longer have hopes.
Website: writing those evergreen posts that you promised yourself to write; delete from the posts those keywords and those expressions of long ago that are no longer in theme with your target and your business.
Webinar and Podcast: Get updated on how to make webinars and podcasts , try on, and lay out ideas for how to use them in the future
Books: Start reading that pile of marketing books that you bought and put aside
5. CHECK THE COMPETITION SEO
For a long time you remained focused on your business, on your site, on your results, on your SEO. Now you can take a look at the competition. Check the Google – SERP – search results of searches with your main keywords and try to understand why competitors are better positioned than you .
Write down what you find, evaluate if it is applicable to your context, and set it as a target for future digital marketing actions.
6. PRODUCE VIDEO
Videos are an exceptionally effective tool for your digital marketing. They can help you:
- Improve positioning on long tail keywords
- Appear in Google SERPs with particular and distinctive snippets
- Appear in (numerous!) Searches on YouTube
Above all, videos are also the basis for producing other content. Making a post by publishing the video and transcribing word for word is just one of the possible contents that you can derive from a video. You can also comment on what has been expressed; you can acquire images and use them in social media. You can take video fragments with the main phrases expressed in the video and plan to publish them later on instagram. You can post sentences in other posts, by quoting the video.
7. WORK ON YOUR REPUTATION
The digital reputation of your company is the sum of what others say about you in the various digital channels.
- Make sure there is someone who regularly checks all the channels where your target might talk about you; make sure there are thanks for the good speaker, and professional responses to negative comments.
- Make sure there is a shared policy to manage answers to any questions that are asked. Prepare answer templates for common questions.
- Prepare people to respond to negative comments, and to escalate, when necessary, to the correct people.
- Consider whether some tools can help people monitor better, faster and faster.
- Start the practice of a monthly report that measures the main reputation data.
8. UPDATE YOUR GOOGLE MY BUSINESS PROFILE FOR LOCAL CUSTOMERS
Have you changed your working hours? Have you taken special precautions to avoid Covid-19 contagion? Google rewards companies that use Google My Business tools with better positioning to let their users know that they have changed something. Also update only the times and closings, and your positioning will improve.
Also, regularly post posts with updates or offers, and make sure your contact information is complete and correct.
9. CHECK AND ELIMINATE TOXIC LINKS
Searching for and removing toxic links on external sites is an activity that is not very frequent, and it does not happen at all; yet, if you happen to suddenly receive thousands of links from a spam site, it may happen that your site suddenly “precipitates” in its positioning, for no apparent reason. Likewise, by identifying and eliminating toxic links you can achieve an unthinkable leap in positioning.
Checking and eliminating toxic links is a task that requires time, patience and several checks. This may be the time to both do your first check of toxic links and set up a regular checkup practice.
Use Moz and Majestic to check the nature of the links to your site. If you notice a large number of toxic links, you can intervene with Google Search Console and perform the “disavow” action of those links.
In this post How to Find Unnatural Links to Your Site & What to Do About Them , you will find a clear introduction to how to operate to control and limit toxic links.
10. KEEP IN CONTACT WITH YOUR AUDIENCE
Staying digitally in touch with your audience during a pandemic is an unprecedented issue. We can venture that it depends on your business sector, the relationship you have established, and the purpose of communication. Here are some tips.
- If your customers are used to hearing you regularly via email / DEM, direct message or social media, do not absent yourself , do not neglect the relationship.
- Definitely, avoid exploiting the disaster to promote products or services.
- Think creatively, and think about how you can offer reassurance , social connection or even tangible assistance during an emergency. For example, you can launch a live video appointment once a week, talk about the trends in your sector, and possible future specific actions related to your product or service.
- If you have built a very large audience, offer to make it available to the authorities for important messages and communications. Public functions are not always able to promptly contact large masses of users, and help in this regard could be invaluable.
- Tell your customers how your business is changing , how you are adapting it and how you are protecting your staff. Encourage conversation and anticipate answers to more predictable questions.
11. FIND OUT MORE TRAFFIC DATA AND STATISTICS
Take a closer look at the statistics you have so far only glimpsed. What do you know about your customers? Why didn’t some choose you? In general, why don’t those who should choose you do it? What can there be in the statistics that you have missed so far? Maybe they all visit the site with an iPhone? Or do they mainly come from a specific city? Can this tell you something?
Compare trends online and offline, and identify what you could fix right now and have never had time to do.
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