After dozens of conversations with my clients, teams, and business partners, I wanted to share some of my perspective. This is changing day by day, but I wanted to get some thoughts out in the public eye to hopefully drive discussion.
These are uncertain (and scary) times we are living in.
The world events we are currently dealing with as citizens of a global society are unprecedented. Thousands of people are dying, and experts are still warning we have not yet reached the peak of infection of COVID-19.
I understand why the very first channel being pulled back is paid media.
With so much uncertainty, most products and services have become non-essential, and if your consumer audience isn’t buying, it’s wasteful to spend precious business revenue on customer acquisition.
You’ve likely already received dozens, if not hundreds, of emails about Coronavirus from companies you probably didn’t even realize had your email address in the first place.
Email is a channel that’s low enough cost that in almost every industry it’s been the first channel marketing teams are leveraging to try to pull traffic back to company websites.
Aside from trying to navigate all of the information that seems to be spewing out of every media publication by the minute, businesses (especially small businesses) are being forced to put energy into:
However, with all of this doom and gloom, the companies that do make it through this pandemic, will come out much, much stronger.
Many of us as business owners are being forced into a position of championing resilience, agility, and even creative ways to create (and sustain) revenue.
I personally believe that companies that continue to execute on their planned digital marketing campaigns, and more specifically, on their planned content and conversion strategies around SEO as an acquisition channel, will be poised for faster (and more effective) recovery when we come out the other side.
I realize that even reading those words may be a tough pill to swallow, but if we look at large-scale outbreaks throughout history, there are signs of growth and recovery;
I hope this doesn’t come off as tone-deaf, because I understand the scale and magnitude of this infection. I’m absolutely scared for small business owners, the economy, and especially society.
I’m not here to tout optimism and downplay the current global state of challenge and difficulty. More so, I want to have a conversation about the very nature of SEO.
Or as marketer is look for a way to leverage coronavirus for marketing strategy.
In short, don’t just focus on the short-term.
Instead, consider some of the following ideas as ways to continue to execute in the wake of this global crisis:
Overall the more you invest in your marketing infrastructure, and long-term ROI generating channels, the better poised you will be to come out of this a better, stronger company.
What are you doing? What actions are you taking (or stopping) to help support your business, your employees, your team members and colleagues?
Please take a moment and help start the conversation by sharing in the comments. Let’s learn together.
Everyone loves a good case study, especially in SEO. Unfortunately, most SEO “case studies” are filled with fluff and B.S., this one is different.
This post was originally published as a paid product in 2015. At that time I sold this information as a PDF (selling over 3,500 copies) for $127 each — but now, as the information has gotten a bit outdated (but the process is still solid, I promise) I’m publishing it here, for free.
If you find any value at all in me making my paid products free – please let me know by either dropping a quick comment or giving this post a share. Thank you.