| 4 min
April 24th, 2020
As we work our way through these unique and challenging times, it can seem like things are only going to get worse for your business. There have been many cases of websites losing traffic and struggling.
However, that really doesn’t need to be the case!
There are so many people currently stuck in their homes, looking to research what they can do once the UK lockdown has been lifted. So, whilst you might find that people are not purchasing your products or services as much as previously, that doesn’t mean it is time to close up shop and wait for this all to blow over.
In fact, it is the perfect time to look at your marketing budget and put it to use in a more strategic manner. So, we are going to look at how you can do it!
Capture The Researchers
As mentioned earlier, there are so many people who are stuck at home, looking out of their windows or around their houses and thinking about all of the different things they want to purchase or do. They are in the prime research phase of the buying cycling.
This means that, whilst they aren’t specifically ready to purchase anything yet, it is the opportune moment to get your brand and business into their mind. Brand building during the current lockdown will help to ensure that they come to you once the lockdown has been lifted. So, how do we do that?
Well, that’s where Content Marketing comes into play.
By utilising content to gain traction for SEO aspects like Google Quick Answers, you can answer the public’s questions about your industry, service or product. This way, when people are looking into and researching your industry, they will be able to find you and get the answers from you.
This will build up their trust and brand awareness, meaning that they are more likely to come back to you once they are ready to make a purchase.
So, whilst Content Marketing likely won’t give you an immediate return on investment, it sets the groundwork for future sales, as well as the next part of this little puzzle.
Remarketing For The Future
Following on from Content Marketing, you can also make use of the increased traffic that these articles generate by adding those people into remarketing lists through Google Analytics and Google Ads. These lists are then available for use within other types of Digital Marketing, most obviously Remarketing Ads.
These type of adverts follow users around to different websites, Social Media platforms or apps. They are designed to help entice those people back to your website when they are ready to purchase.
By utilising Content Marketing to build brand awareness and loyalty, whilst also populate your remarketing lists, you can create a two-pronged attack in terms of getting the sale. Once a user is ready to purchase, the fact that they got their answers from you will be in the back of their mind. From there, as they are looking around other websites, they will see your advert, which will entice them to re-visit your site.
This allows you to them push them towards converting, helping to increase the Return on Investment you have put in during the lockdown.
Get Ahead With Your SEO
The final aspect that needs to be mentioned is that SEO takes time to have an effect. Google has to come around and index the changes and optimisations you make, meaning that you have no specific control on when you will benefit from them.
Therefore, the sooner you get started with your SEO, the sooner you’ll see the results. On top of this, as other businesses are taking their foot off the pedal, you have the opportunity to overtake them by putting your foot down. Spending more effort on your website’s optimisation now means that, by the time businesses start to return to normal after the lockdown, you’ll be ready to significantly benefit from the improvements.
That, when coupled with the additional brand awareness and loyalty from content marketing, will help to drive more converting users to the website. Then, even if they don’t convert, they will also be added to the remarketing list so that you can bring them back once again.
Don’t Let Others Take Your Spot
As you can see from what we have discussed so far, there is a very good opportunity to really increase your digital standing and get your business into a much stronger position than it currently is.
However, if you’re not doing that, then there is the potential for one of your competitors to be doing it instead. That would allow them to increase the gap in performance, meaning you will always be playing catch up. With that in mind, it is highly recommended that you take this opportunity and push forward with your SEO and Digital Marketing, but in a much more strategic manner.
By spending carefully on your marketing, you will be able to set yourself up for success once the lockdown has been lifted and customers start to purchase once again.
To get started and make sure that your marketing strategy is suited for these current times and what is to come after, feel free to get in touch with us today! We would be more than happy to help find the right solution for you and your business.