While the world is still recovering from the Coronavirus pandemic, your business’s lifespan will be at risk. Many sectors are suffering huge losses from the global healthcare crisis, particularly in the hospitality and travel industries. For better or for worse, not all industries are suffering the same fate.
Businesses who are successful in holding on for the past few months are now stabilizing. However, not all business owners are familiar with why some establishments are still going strong, while others are barely surviving. It has nothing to do with luck, but everything to do with maintaining an online presence.
How you should adjust your content marketing for COVID-19
Content marketing is the soul of any business’s digital presence. No amount of paid advertising campaigns can compensate for a strong online presence through organic figures and strategic Search Engine Optimization (SEO). Although investing in content marketing is always a viable tactic, that doesn’t mean you should keep it as it is. It’s best to have a reactionary mindset, especially during the continually shifting trends of the market due to COVID-19.
If you want your business to survive in post-COVID times, here are three things you should do for your content marketing plan:
1. Analyze your current marketing strategy
Before you make any drastic changes to your content marketing plan, you should first evaluate what works and what doesn’t. It’s easy to start from scratch with a blank slate. However, you could be missing out on some opportunities for analyzing the effective and not-so-effective of your current marketing campaigns.
Check if you’re giving the right attention to investments that provide a high Return on Investment (ROI). If you see a decline in your figures that are disproportionate to your budgeting efforts, you may want to realign your projects’ financials. Discuss with your marketing team if it’s helpful to maintain some campaigns or to cut off others. Doing so will give you a better idea of what you should try to avoid or invest in for future campaigns.
2. Reinvigorate your blogging efforts
Blogs are a common feature of most businesses. It provides a hub of content for a brand’s credibility and significantly contributes to a website’s SEO. However, you should remember that blogging isn’t just about including CTAs for your landing pages. Your blogging efforts must talk to your audience and connect with them on an emotional level.
Publishing topics that are relevant to your industry niche and the current effects of COVID-19 is an excellent way to be in solidarity with your customers. Although it won’t always give you higher sales figures, this tactic will strengthen your bond with your customers. In turn, it will develop into a deeper level of brand loyalty.
3. Reach out through email
Contrary to popular belief, email is far from being out of fashion. The median email marketing ROI is still at around 122%. This is primarily due to people using emails more for business purposes. However, you shouldn’t just use traditional email marketing pitches on your messages. If you want to generate leads, you must mix it with a blend of sales and reaching out to your customers.
Like your website content, your personal correspondence with your customers will give them a sense of providing genuine concern. Don’t be afraid to put your products and services on the backline of your messages. Now is not the time to go all-in on promoting your products. Instead, it’s better to develop stronger bonds with your customer base.
The after effects of the global healthcare issue are still affecting different economies to this day. Many business owners already had to close up shop due to its effects. While the world is still not in its best form, it’s understandable not to see impressive results in your content marketing strategy. Remember that it’s better to receive moderate success than a negative outcome on your marketing campaigns.
Springboard Labs is a digital agency in Idaho that can assist you in revitalizing your marketing plans. We provide SEO, web design, and other digital marketing services to improve your brand’s online presence. Schedule a free website consult with us today, and we’ll help you get started on your road to success!