on | by Pauline Feraren

As the pandemic causes businesses to suspend in-person activities and limit interactions, how do you provide your business with a steady flow of leads? Learn about the different strategies or digital alternatives for lead generation during a crisis.

The current global situation has stretched everyone too thin, too fast. 

What was initially considered a health concern has very quickly devolved into a matter that has and continues to impact all aspects of our lives. Many business owners have already felt the mounting pressure to attract more customers as entire industries fold under the lockdown and have been operating on ‘reaction mode’ since. 

Those who can are taking things by the day and focusing their efforts currently on doing damage control: making sure their people are alright as much as they can be of help, reassuring equally panicked clients that businesses will be chugging on and, most critical of all, accessing government support.

It is not sustainable to keep reacting to the circumstances, however. That is in no way a viable way to take stock of the situation and run a business. What should you do instead?

Calibrate your lens to view lead generation in a new light

While it is true that there is no model from which you can reliably draw on, if you want your business to survive the global crisis, there is one clear way to do it: adapt and rethink existing business strategies.

You need to be smart with the way you approach your operations. Recalibrate the way you are viewing the situation and be agile in order to explore previously unconsidered avenues on how to draw in more business. In a sense, business owners would need to learn how to operate outside of the box. 

And this is evident marketing. Already, we are seeing how digital marketing services — and managed search engine optimisation in particular — can be your trump card in countering the effect of the global slump. Screen time amongst professionals has exploded as they work from home. A strong and competitive online presence will go a long way in helping sustain your business.

Here’s how forward-thinking business owners have been using the digital sphere to keep in touch with their clients, stay relevant and get those leads in the time of a pandemic.

1. Reach out and connect to give advice and support

1. Reach out and connect to give advice and support

The pandemic has affected all of us. Now more than ever do we need to reinforce bonds and connections with one another despite not being able to see each other in person — and this is where the opportunity lies. 

Many businesses are taking advantage of assistance in the form or financial support packages. If they plan to hold meetings and webinars, then Google’s announcement that it would unlock many of its premium features until September will be great news.

How does this concern your business? Well, you can extend help based on your business’ expertise, too. Think about what your business can do for customers in need of a little boost or support right now, and offer it to them. Those that take you up on your offer represent an opportunity in the future to convert into a sale.

Of course, not everyone will be eager to work with you. They have their own concerns right now and the timing of your offer may not have been right; best to move on quickly from it, put in the work reaching out to more prospects (most of the time you will even find yourself going in cold) and finding those who do need you.

How do you prepare to make cold calls against the backdrop of the pandemic?

  • Do research on and compile your prospect list. Cold calls are vastly different from the usual professionally executed SEO-related solutions that focus on drawing in your target market. You cannot always pick who you get on a cold call, but you can be as prepared as you can be to handle a prospect’s particular concerns.

    One way to do this would be to organise lists according to industry. By focusing on your list’s common denominator, you can do general research on how businesses in that area are faring and anticipate how they will respond to your overtures.
  • Update your cold outreach policies. Build your script. Remember to anticipate objections! In terms of regular cold outreach scripts, the trusty one you have had for the longest time will most likely not be welcomed.

    A chipper, sales-y spiel may strike your prospects as tone deaf when many things are uncertain in the world. You risk alienating them from you that way. So stay on top of current events and learn to respond to what each individual call is telling you.

    By tailoring your message to what information you glean from them, you can build a better rapport with the prospect. 
  • Get in the right mindset for the conversation you want to have. We are all in this together, so acknowledge that this climate of uncertainty is going to be the new normal for now. Build up to a positive note, however.

    Say that you are doing your best to adapt to the changes and that your service will continue to be available to the client. Doing this will allow you to create a mutually beneficial understanding with your client because you can both serve and sell to them.
  • Manage your customers with the right messaging. A top-down, consistently compassionate message is key to managing both your sales reps and your customers. Start with your sales reps and make sure that they buy into your message, similar to what an SEO service provider for clients in the United Kingdom would recommend on your site.

    This will make it easier for them to establish a connection with the prospect and reassure them of your offer to help.
  • Listen to what your prospect is trying to tell you. This is arguably the most important thing you can do to get more leads out of your calls. You can conduct as much research as you can based on reports, but nothing beats the first-hand account of someone on the ground.

 

2. Retarget your audience, reframe your relevance

2. Retarget your audience, reframe your relevance

That last bit of advice above is arguably the most important aspect of your calls and any of your lead generating efforts right now. Even if your prospect turns down your offer of help, they could still talk to you about their challenges — and that is always information you can use. 

With it, you can refine your idea of who your audience is and how your business can be most relevant to them right now.

So make that call. Do not be afraid that no one will answer. The global crisis has not killed the appetite for business expansion and growth — if anything, it is driving the need. Businesses who can do so will respond and agree to connect if they sense that you are what they currently need.

How do you position yourself as an expert your target audience will need? 

  • Ask questions. This is, as we all know, an unprecedented situation. You do not have the luxury of a definitive guidebook on how to go about marketing yourself or your business to secure leads and conversions.
  • Be kind and empathic. Use the opportunity you are given to speak with targeted audiences and listen to their challenges. See how you can help them, how you can be the expert for them. These days, the human element definitely trumps giving out your polished (outdated!) sales spiel.

3. Optimise your key web pages (Landing, Home, etc.) for conversions

3. Optimise your key web pages (Landing, Home, etc.) for conversion

Your website is one of the most powerful tools you can have to ensure the success of your online presence. This is especially critical in the face of the lockdowns limiting your options to conduct business and generate leads in person — you will want your website to succeed massively with your audience to counteract the handicap.

As most of your digital lead generation endeavours will come back to your site, you have to keep two things in mind: 

  • Make sure that its pages are optimised for the search engines. 
  • Make sure that the content persuades the visitor to behave in a certain way (clicks or turning over contact information that could aid in your selling process).

If you need to know which ones you should be prioritising, ideally you would want all the relevant pages to be optimised. You will want to incorporate best practices and add elements that draw the visitors’ eyes, write engaging content that leads up to an equally compelling and relevant call to action.

What is the key takeaway from the recommendations above? It is that you need to prepare your reader’s mindset to have your desired action. You are going to have to anticipate the needs of your customer — a small thing if you have done the right research beforehand — and give them a way to attain the solution to that need. 

But if you plan to stagger the execution process, then we would recommend first giving your landing pages and your home page some attention. They have the highest potential for conversions. 

To see if your landing page is optimised to turn in conversions ask yourself:

  • Is the offer clear?
  • Is it simple and clear of visual clutter? Does it prioritise the CTA?
  • Do the colours pop? Does the page make proper use of negative space?
  • Are the important parts of the message featured above the fold?
  • Does the message make use of scarcity techniques? (e.g. limited time offer)
  • Are the CTA buttons prominently displayed and carry a straightforward text?
  • Does it supply the user with your contact information?
  • Is the message on-brand and visually consistent?
  • Does it have social proof like testimonials to further convince the user of the value of your offer?

Some smart recommendations on which elements to optimise on your webpages:

  • Page name. Proper and unique page names go a long way in the content management system as it can influence site elements like the default title tags, the headline, and the navigational text. You can also try to incorporate the relevant exact keyword for the topic contained within as it does double duty helping search engines crawl the content and enriching the user’s experience of the brand.
  • Meta title tag. This is arguably the most important element on your page optimisation plate. A title tag is not displayed on the text itself but is included in the HTML code for a page. Users will often see it on the tabs of their browsers or as part of the highlighted text on search engine results that help persuade the user to click on the link.

    Limit your title tag characters to around 65 characters, or the length with which the text will not be truncated by the search engine. This means that the words at the end hold less value than the ones at the beginning. So be sure to put the exact keywords you are targeting where it will be seen prominently and put the brand at the end as it would be of less importance to someone searching for a solution to their need.
  • Meta description. Meta descriptions are similar to title tags in that they are only applied to the HTML code of the page. However, they do not influence rankings nor are they seen anywhere on the browser.
    What makes them a powerful conversion tool is that search engines may opt to use the text as relevant answers to queries. If you craft your meta description with the proper keywords and follow it up with a persuasive call-to-action, then you have more chances for clicks and increasing website traffic.
  • Heading or Headline. Search engine-optimised content also has the Heading as the H1 on the website page. This means that they are supposed to be differentiated from the body copy. Make it bold and remember to use your relevant keyword on the prominent parts of the copy as close to the beginning as you can get it.
  • Body content. As the term suggests, body content is the text the user encounters on the website pages. Therefore, make sure you use readable language that the user can read. To optimise it further, be sure to use your relevant keywords on the text, preferably near the beginning. It also helps with the rankings to incorporate the keywords on your subheadings. 

If you want more sophisticated EO services that get you more customers, turn to expert providers that can create and manage your content for you. 

4. Create appropriate, high-value content around current events

4. Create appropriate, high-value content around current event

We have to face facts: We are in a global crisis, and things like this usually get worse before they get better. 

You might feel that you don’t have anything to say on the subject because you are not a health expert, but if you have done your research and listened to your target market’s challenges, you will know how to approach the matter in such a way that you can offer your expertise as a solution for them.

Some quick client-centric tips to incorporate into your process when creating content that would draw in more clients and potentially increase your sales: 

  • Do not be afraid to acknowledge where we are. The global crisis has impacted every aspect of our lives and we have all been humbled by the vastness of what is happening. It is in everyone’s best interests to build business connections and try to help each other out.
  • Of course, you need to temper the stark reality of the above with empathy. Reassure your clients and prospects that you will be there for them in the form of the content you are creating.
  • Share experiences you have had with your own business and have them talk about their unique challenges, no matter if it is directly related to business.
    Doing so will position you as a thought leader with an agile approach to the shifting business paradigm.
  • Do not shy away from using a variety of elements to engage your reader. Include images, infographics and videos to boost your share counts and engagements. These are assets as they are markers of high-quality content that will continue to attract traffic to your site long after you first publish it.

You will need to take clear stock of the situation right now and rewrite the way you find and conduct business to be more dynamic and stay relevant to customers.

Pro-tip: provide instant, tangible evidence of the value you offer. Let the customer download a lead magnet (a free piece of high-value content that your audience would want) that they can look through. Sharing a relevant resource is a great way to establish connections you can nurture in the future.

Why do lead magnets work? It is a simple premise based on a psychological principle that states a person would desire to return favours after you have given them one. Giving them a copy of something they see value in would trigger a need to reciprocate. If you play your cards right, then it is a connection that will soon become a hot lead.

Doing outreach and guest posting

We talked a good game about attracting your audience to your site and getting them to convert, but the reality is that you need to visit your website first. If you are just starting out and building up online traction or have a relatively modest-sized audience, you may have a harder time achieving this. 

Fortunately, the quality content you create does not have to be limited to your website and your SEO services’ ability alone. In fact, making use of your contacts and engaging new ones will help you establish a network of authoritative spaces and related blogs in the industry where you can spread your influence further and find new customers. 

Yes, we are talking about guest posting. 

Guest posting allows you to take advantage of the larger influence base of a website in a related field to lead back to your own as most will allow you to incorporate a link or two of your website on the post you submit. 

You can email owners, publications or authors, offer them a series of pitches and ask them if you could post on their platform. In general, they are happy to accept your content — provided that your topic is related and offers a lot of value to their readers — because it also means extra content for them.

Important factors that publishers look for in your guest post pitch:

Content that is geared towards or related to the niche industry. Of course, the first thing that a webmaster would be on the look out for is if your pitch matches their specific industry. If things already are a mismatch in this area, then there is no point in continuing the conversation. 

How do you make sure that your pitch is a fit for the website you are in talks with? Simple. Do your research.

  • Do your research on the niche. Check out what is going on in the industry and tailor your pitch so that it touches on a relevant topic.
  • Do your research on your keywords. Although prospect outreach sites will not directly be checking on your keywords, it is still good practice to check this. It will serve as a temperature check on what are popular queries related to the niche industry.

    More than anything, your keyword research can give you an idea or at least point you in the right direction to formulating a topic that would be welcomed.
  • Do your research on what the competition is doing. Another way to gauge how well your pitch will be received is if you do your due diligence on what type of content your competition is turning out.

    The angle you want to go with in your subsequent pitch lies in the coveted space where the competition has so far failed to provide value. Once you identify that lack, take advantage of it and craft a pitch around resolving that need.

Content that aligns with the tone or theme and audience of the hosting website. It will not be enough to be knowledgeable about the industry you are engaging with and which gaps the existing content has neglected to address. You also need to consider the website persona and the audience it speaks to. You do this by:

  • Reading their guidelines. Most, if not all, respectable and authoritative blogs will keep a guest blog post guideline on their website. Be sure to go through them and format your pitch accordingly.  
  • Getting to know your prospect blog’s content. This one is straightforward. If you want to raise your chances of your pitch being accepted by the blog, you have to make sure it is tailored to the tone of the blog’s existing content. Things to keep look out for are if the blog prefers to talk about general concepts or want to zoom in and pick apart every detail of a topic etc.
  • Map out the persona of their target audience. It is a writing best practice to always have a persona in mind when creating content. In this case, you will have to analyse who the blog is creating content for and work that information into your pitch. 

Are they geared towards B2B? Then you should delve into deeper topics. Are its readers at a beginner-intermediate reading level? Then you should adjust your content to avoid industry jargon.

Content that is timely. Lastly, you need to submit a pitch that is either evergreen (a path that may have already been thoroughly exhausted when you get around to it) or content that provides value within the context of current events. 

Do not shy away from talking about the pandemic if your content can be empathic and reassuring. If you offer your services as a solution to the problems that your target reader is currently facing, then you have a good chance of gaining traction for both your brand and the hosting blog.

Depending on how well you execute your guest posting strategy (the means are flexible: you can either create content on your own or outsource it to a competent freelancer) and how persuasive your content is, you can count guest posting as one of your richest sources of leads during the global crisis.

5. Experiment: Channel your unused marketing budget to create digital experiences in new or previously under-utilised formats

5. Experiment Channel your unused marketing budget to create digital experiences in new or previously under-utilised formats

A lot of events this year have been disrupted by the crisis and subsequent lockdowns. What do you do with the unused marketing fund? You can still use it for marketing, of course. You just have to adjust where you are putting your funds.

We are talking about putting that spend to good use and creating high-value digital experiences that drive conversions.  

This strategy was formulated with the user who now spends more time online these days in mind. If your target market has migrated their usual personal interactions on the wide web, then you naturally have to be there as well.

Where do you start?

Reinvigorate your social media efforts. While it is true that many if not most brands are on various social platforms, it cannot be said that they are equal in the way they utilise this gem of a lead cultivator. A lot of businesses get their social media strategy wrong, actually. 

They set up accounts on every platform available, acknowledge that they now have a ‘brand presence’ and call it a day. Such a rough, inelegant plan is not doing your business any favours. It might be even more damaging in the long run because discerning users will notice the haphazard way you have spread out your social media presence and be turned off.

What you should do…

...is choose and focus your energies on one up to three channels. The basis of which channels you will be focusing on is the research you do prior that identifies said platform(s) as a gathering point of your intended audience. Failing to do this step would mean failing to initiate a cohesive, social media plan that attracts customers.

Only once you have settled on your platforms of choice can you create your brand presence. 

Do we pat ourselves on the back after that and leave it be? No. 

Another aspect that various brands get wrong with their social media strategy is that it is enough to have their name online. Generating interesting content that would encourage engagement from the audience and initiating interactions comes off as something like an afterthought.

In the time of a global crisis where physical distancing is the new buzzword, you do not have to give up social interactions. You should be turbocharging your efforts, and what better place to responsibly do so than on the digital sphere?

Spare yourself from being mediocre on your social media platform by:

  • Peppering your account with frequent and regular posts featuring meaty and rich content. The last part is important because even if you have a robust post schedule, if no one interacts with you, then you would have wasted your time and effort.
  • Be sure to link back to your website and various blog posts as an “added-value” feature that draws interest.
  • Ask insightful, thought-provoking questions to get interactions going.
  • Do not forget to reply — engage and interact! — to your audience. Keep the conversation going and you might even be rewarding with other members of your target audience piping in with their own thoughts. Be current and relevant. 
  • Develop your social media persona. Decide on the aspect of the brand you want to project online and make sure you keep it consistent all-throughout.

Bonus: Market your business on LinkedIn

LinkedIn is filled with other business representatives and owners so you can use it to connect in a professional sense, but it is not the only thing it could be good for. The business-centric social networking site could be a goldmine for new clients and business as well as an opportunity for you to circulate thought leadership content to improve your industry authority.

With the global crisis significantly impacting operations, business owners are turning to their online networks to:

  1. Get guidance on what to do next;
  2. Find a sympathetic ear who they could discuss their business challenges with, and
  3. Devise a way to keep their business afloat. 

Engage with those men and women in need to try and gauge if and how you can provide a solution for their predicament. You can draw their business in by publishing relevant content and inviting them to comment and share their experiences.

Such a move not only builds up your professional network, it also has the potential to generate goodwill and make decision makers you have helped out — though not necessarily sold to — be more willing to convert and work with you once the situation has stabilised.

Launch a video blogging or webinar campaign. Are you writing beautiful, high-value and massively relevant content regularly for your target market? Even before the global crisis? Well, good for you. That is a great way to generate leads, keep doing that. But if it is the only way you have been practicing to draw in your prospects, then we urge you to rethink your strategy. 

Some people like to read, and you have probably been enjoying that segment of your potential audience’s attention for some time. But other people like to watch or to listen. 

You should ask yourself...

...what part of your lead generation strategy has taken the latter’s preferences into account and provided content they can enjoy? If your answer is somewhere along the lines of ‘I haven’t done anything much, mate’, then it is safe to say that you have been missing out on a crucial avenue for lead generation.

With qualified leads now a more precious commodity than ever, you cannot afford to stay in your digital comfort zone. Do not limit yourself to just creating text content and using regular managed SEO services to set up your authority in the digital space. Instead, you should be establishing yourself as a business that provides for everyone’s needs.

Use the marketing budget that is no longer being funneled into the yearly company convention to fund a production and video editing team. They can help you whip up and refine your content to appeal more to decision makers who prefer to experience their content audio-visually. 

You might be pleasantly surprised by the market that you manage to tap this way.

6. Use marketing automation to lead your prospects down the funnel

6. Use marketing automation to lead your prospects down the funne

Not everyone is ready to connect and take advantage of your revamped services. That is alright. The global crisis has left everyone trying to juggle a lot of issues at the same time, and everyone is dealing with it at their own pace. 

Forcing that issue would be tasteless and probably drive them away. The best thing you can do is let them know that your offer to help is still on the table.

The second best thing you can do is supplement your initial overture with marketing automation. With some well-designed pop-ups, email marketing content and more, you will be able to gather more information on your prospects and convert them into viable leads with less effort and for a fraction of the time. 

Using this method will allow you to efficiently nurture several leads until they are deeper into the purchase cycle — without putting extra pressure on the prospect. Again, compassion and a genuine offer of assistance to resolve a particular need of theirs should always inform your lead generation strategy.

Once they are ready, sales will be able to take it from that point forward.

7. Take content you already have and develop and re-optimise it

7. Take content you already have and develop and re-optimise i

Yes, creating and sharing fresh content is rewarding personally and for your business website. We hashed that out above. But it is not easy to turn out high-value and meaningful content either, especially with the current global climate being what it is. 

What can you do if you want to reach your audience in a rapidly evolving situation?

When time is of the essence, instead of starting out from scratch, it might be in your best interests to find content that already exists and think of a new way to present it to your audience. 

To be clear, this is not an exercise in republishing any old thing you have. Re-developing content is a craft all on its own. It requires you to translate the existing material into another digestible format for the audience if you want to use it as a way to find more customers.

Let us take, for example, a lead magnet you have previously used in a campaign. It had performed well, so you and your SEO services team think that there is some value you can repurpose and impart to your audience. Some options to explore include:

  • Repurposing as a batch of interrelated infographics and releasing them as part of a quick campaign related to the global crisis
  • Re-optimising the lead magnet as a highly engaging series of video blogs
  • Creating and curating a succession of podcast episodes from the material

The only limit to what you can do with existing content is your appetite to explore and experiment — which we highly recommend now that all businesses are headed into un-chartered territory anyway.

How does this method get you fresh, high-value leads? 

  • New content, faster. As we already mentioned, repurposing content allows you to turn out more new content tailored to address current circumstances in a relatively shorter span of time. It will keep you visible and help your brand stay relevant in these times.
  • Engage new audiences on different platforms. Repackaging content to be consumed in a different medium or platform than the original will likely expose your material and your brand to a new and previously untapped market that would otherwise not have seen it in the content piece’s original iteration.
  • Cater to your audience’s varying needs. Not everyone consumes media the same way. Often, they will lean towards content that uses the medium they prefer. Visual learners will gravitate to videos and auditory learners will be more likely to opt for a podcast.

    By covering all your bases with a diverse set of content, different iterations of an already existing message, you can easily reach a larger segment of your target audience than when you limited yourself to a single type of content.
  • Extend platform traction with relevant content. The content you should choose to re-develop has to be a piece that already did well and resonated with your audience. Why is it important? It is because content like that does not come around often. Re-optimising it allows you to extend its shelf life and, therefore, your business’ relevance and ability to raise leads.

In times of crisis, we have to be agile and be ready to move and adapt to our surroundings. It does not mean totally abandoning the things we have created in the past, though. If a piece of content was crafted well, then it should always be relevant when applied under the correct lens and deployed by someone with enough vision to expand into new territories. 

In the end you would have managed to extend your customer reach and improved your UK SEO.

8. Think ahead: Invest in the various pieces to complete 10x content 

8. Think ahead Invest in the various pieces to complete 10x content

10x content, so named because it is supposed to be content that is 10 times better — in every aspect of the piece — than anything else out there, is your defining piece on a topic. 

If nothing else, this long-form piece of content will demonstrate to readers and the search engines that you are an authority on the subject. If you mean to create 10x content, then there is no better opportunity to do so than the present.

Current global trends have pushed the digital marketing sphere into overdrive. Not only are content creators doubling down and producing more content for lead-generation purposes more than ever, they are also aware that it is in their best interests to experiment with their content and break into new platforms or formats. 

Basically, businesses are looking for a novel and unexplored way of presenting information to establish their brand before their competitors who are also using professional SEO service tactics to beat them to it.

What goes into a 10x article?

You will be able to identify content that is so much better than anything else that preceded it because it:

  • Presents longer, value-laden and, above all, trustworthy content that has been more thoroughly researched than previous pieces
  • Boasts relevant and up-to-date information
  • Incorporates more visual data and videos to the piece so the readers will regard the experience as awe-inspiring and memorable
  • Allows readers to interact with effectively formatted content. Great UI and UX no matter the device is a must
  • Is crafted in such a way that that the topic, while full of deep insights, is clearly explained and easily absorbed
  • Shows the reader a powerful and effective way of solving the problem
  • Is capable of earning links based on its own merit besides through your own outreach efforts
  • Preserves your unique brand persona and tone of voice and creates avenues where readers can engage with the brand

Of all the criteria for 10x content, the last part is probably the most important one at the moment. With all the changes occurring, digitally savvy and intuitive businesses have a prime opportunity to establish themselves as the go-to brand for support and, eventually, those relationships you build out of the assistance you have freely offered with rich content can be nurtured into high-quality leads.

Pro-tip: While this is a clear opportunity for your business to get ahead, keep your potential customer’s needs at the forefront of your mind always. They are your main reason for creating the content and your sincerity and willingness to help should come across. 

If you succeed in this, you will not only win industry authority points and pull ahead of the competition — you would also have built a foundation of trust between yourself and your prospect.

9. Generate leads while on lockdown using PPC

9. Generate leads while on lockdown using PPC

PPC: the obvious lead generation option while on lockdown. The general consensus here is that the current situation calls for you to increase your marketing budget and turn on SMART bidding. 

A simple, straightforward approach. But one that has the potential to fail you as it does not take the nuances of the situation into account.

If there is a theme in this article, let it be the fact that each section advocates approaching old methods with an eye for innovation and utilising novel tactics to drive leads and attract customers. We are going to tell you now: there are better PPC avenues you can explore using your fund during the pandemic. And it does not have to involve increasing your already strained budget.

Tips on how to manage your PPC campaign like a pro during the pandemic:

  • Shift your business value proposition and brand messaging to suit the global climate
  • Revisit your PPC budgets and see if you need to adjust your spend
  • Update keywords with respect to evolving search behaviour
  • Increasing your messaging channels to capture a larger market share of your audience
  • Dismiss unwanted recommendations
  • Create or update your list of negative keywords and placement inclusion lists.

Key points and what to do about them:

Consumer behaviour is shifting online and onto mobile. With social distancing measures and lockdowns in place, much of consumer related behaviour has moved online. There has been an unprecedented rise in demand in various industries, including e-commerce and package delivery

To take advantage of this development, re-evaluate your marketing goals. Then divide your PPC campaigns according to device, if you are not already doing it, and set your spend accordingly. The move would allow you finer control of your expenditures and greater agility in moving them around in case of critical developments.

Maintaining your PPC strategy for the future. With the world going into a recession due to the global crisis, it might seem reasonable to pull back on what businesses may deem an unnecessary expense. That sort of thinking is shortsighted. If you already have an existing strategy in place, keep it. Maintaining your presence throughout the slump will help position your business for a better and faster recovery in the long run.

What you can do in the meantime is identify which industries will experience an uptick in demand due to the pandemic and find an angle where your own business could offer a relevant service. Once you know that, then you will be free to adjust your spend to target those markets.

Keep a close watch on your CPCs and adjust your bidding strategy. It has come as no surprise that, with everything in flux, everything seems uncertain — and cost per clicks are no different. 

  • Some industries are expecting an increase in cost as businesses compete in a market that is rapidly drying up.
  • Others are projecting a dramatic drop in CPCs as competitors moderate their spend or pull out all together. 
  • A third group has even experienced a consistent CPC trend despite the significant drop in traffic.

There is no way to tell how an industry will perform a day or a week from now, although we can certainly make educated guesses based on the sample of data we have. The best thing to do currently is to watch how your account performs very closely. Your adjustments would come from the changes that you see occurring.

Build up your pipeline now for future sales

As things are largely up in the air for everyone, do not expect to immediately get results and conversions from your initial foray in new online marketing strategies. In fact, expect that you will have to play around with your new tools and discoveries before you can consider the method you have been developing ‘perfected’.

But even if you do not get the lead right now, you are still gaining immediate value in the way you are maintaining existing relationships and cultivating new ones during a time fraught with uncertainty. This is your business continuity strategy.

All the conversations started and the relationships built with people looking for a little hope and guidance during this global crisis translates into another prospect waiting in the wings to be converted later in the year.

Re-imagine Your Marketing Strategy

The global crisis and the many certainties that it has overturned in its wake has forced us to quickly adapt new ways of promoting our business. But, rather than living in fear and simply reacting to the changes, we have to take a proactive stance and dictate our business’ future. 

Now is the time you can re-imagine your usual online marketing and SEO service strategy. 

As shown above, there are a multitude of ways to keep your business alive. A key takeaway is that you need to focus on the most timely of your business’ solutions and then optimise them to fit the message to the current situation. This is how you can nurture business relationships and convert more leads — and perhaps there are even some that have not yet been thought of and you will be the one to discover it. 

We need to embrace the situation with an open mind while also being critical about the next steps so you can keep your business’ relevance in the midst of the rapidly changing economic landscape.

But what matters is that you never lose your appetite to grow your business using new, innovative methods to help customers. Call us now for more information on how to generate more leads during the crisis.

 

 

 

Tags: Marketing Services Sales

About the Author

Pauline has been writing for the industry long enough to have lived through several Google Updates. She is also a HubSpot certified Content Marketing Specialist. When she's not dancing a step ahead of the algorithms, she's busy trying to find a common free time with her MTG EDH playgroup. She likes cephalopods, but she isn't HYDRA.

Pauline Feraren
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