So, we’re living in a new world. We don’t know how this pandemic will pan out. Will it last months, drag on indefinitely or maybe we’ll all bounce back in the winter? We simply don’t know.
What we do know is we have a largely isolated population, many needing to change their buying behaviours. This presents to us and our clients a number of unique opportunities for long-term wins by embracing all the potential for analysis, strategy and execution presented by the various disciplines in digital marketing.
Here, we present five ways that brands of all sizes from all industries could secure long-term wins.
1. Step into advertising gaps – Paid Media
The moment lockdown took effect in March, a huge number of businesses paused their marketing activity and cut their associated budgets. With an uncertain period ahead of them, many seniors took the decision to batten down the hatches and minimise any business outgoings.
This has led to huge gaps across platforms used for paid advertising, and reduced competitiveness. From Google’s paid ads to the targeted marketing on social media – this presents opportunities to fill those gaps and benefit from the limited competition.
Have your competitors withdrawn all their paid digital advertising? Step into the gaps they’ve left, target their audience and their keywords, and ensure your brand is put in front of their customers. Even if you’re not quite ready to sell and your would-be customers are still hesitant to buy, use it as an opportunity to build your brand. Incorporate messaging which is reassuring and inspirational – so, your new audience feels confident in your products/services and you’re in their minds when they’re ready to buy once again.
Additionally, if your business exists in an incredibly competitive space – your cost-per-click may have been super high. Use this opportunity, when some of the competition may have dried up, to start bidding on those gold-tier terms you might not have had budget for in the past.
2. Step back and analyse – CRO
This may not sound like guaranteed money-maker per se. But it’s something that won’t take too long and the wins could be hugely significant.
If your Google Analytics setup has never been completely cohesive and there are areas in which it can be improved – now is the time to do it. We completely understand that in the full flow of marketing your brand online, you’re having to be reactive to everything that is going on around you and new events unfolding. So, with things probably a little quieter, make those tweaks to ensure you get the full picture of how people are entering your site, how they act on there, what makes them convert and what makes them leave.
Having this powerful insight into what triggers your audience to make the various actions, could help you refine your website’s layout, content and CTAs.
At Banc, we have even created a checklist tool which will review your Google Analytics setup and give it a score out of 100 along with recommendations for any changes required. If you’re interested, give our sales & marketing team a call on 0345 459 0558 and we’ll get this arranged for you.
3. Build out evergreen messaging – Content Marketing
If you’re looking to secure more visits to your site organically, having onsite copy that will answer the common queries your customers will have can help bring the clicks. You’ve undoubtedly got loads of knowledge and information that your customers need and would love to read about – but, you’ve never had the time to jot them down and get them on your site.
Now is the time, you can collect all the titbits of expertise that you have, commit them to the site and really build out the authority of your web presence. For those of you needing a little inspiration, head over to Answer the Public. Enter your key product or service and it will reveal what relevant questions the public are asking search engines. From this, you can build out evergreen content that answers prominent questions – a great way for increasing site visibility and your brand’s authority.
4. Find out what makes your audience tick – UX
One of the cornerstones of UX design is A/B testing, figuring out the content, presentation and emotional factors that your audience prefer. This is carried out by simultaneously running two versions of a website with minor changes to an element of the site – such as rearranging the top navigation or altering the CTAs.
Measuring the impact of these two variations can indicate what your audience prefers and how they react to different design and functionality elements. This can streamline your web presence and increase the opportunities for conversion.
If you’ve been sceptical about the prospect of running a different version of your site to users during normal operation hours – concerned it may result in lost leads – well, now’s the time to do it. If your site is not receiving the same level of conversion as before lockdown, use this as a lower-risk time to test and make changes. Then, when things are back in full swing, you’ll be primed with the best possible version of your site.
5. Nag your dev team – Tech SEO
If you have an in-house SEO or use an external agency for organic traffic, you’ll probably have a list of their recommendations to pass to the dev team that has been slowly whittled away. Now is the perfect time to ramp up the whittling, and employ a little good-old-fashioned nagging.
Rather than simply passing on your SEO’s top recommendations in an email, get a little more proactive with their suggestions. Add a section for SEO recommendations to your weekly meeting’s agenda, ask the SEOs to make a robust business case for each of the suggestions and ensure the subject never falls down the priority list.
Whilst no one wants to be the person in the team who nags and nags, the SEOs will be incredibly grateful that you’ve championed their cause. This won’t go unnoticed if these recommendations end up increasing visibility, site performance and, subsequently, conversion.
Why is now the perfect time to implement a digital-first marketing strategy?
The shopping activity of a huge number of British people, and folk from all around the world has changed significantly over the last two months, and these changes could be set to stay. Most of the public are going digital-first, so shouldn’t businesses follow suit with their marketing strategy?
We are seeing a population trying to keep their families occupied and safe, buying children’s activities, cleaning equipment, healthcare and beauty products online. We’re also seeing a population recognising this situation isn’t going away any time soon and adapting by going online to buy gym equipment, home improvement products, computer supplies, monitors and even office chairs to set-up work-from-home stations.
This activity is reflected by findings in GlobalWebIndex’s 9th release of its coronavirus research: “14% of shoppers, on average, expect that they will not resume shopping in brick-and-mortar shops for ‘some time’ or ‘a long time’ once they are allowed to in the UK, Ireland and Germany.”
Even if your business is being careful during this unusual time, going digital-first could be the ideal solution for future-proofing for an uncertain future.
If you are interested in securing short-term and long-term gains by implementing a digital-first marketing strategy, give our sales & marketing team a call on our main number 0345 459 0558 and we’ll get this arranged.
Or, for more info about what sets Banc apart – head over to our homepage.