Prioritising marketing spend during coronavirus

Written by Phil Birss: Group CEO.
· 4 minute read

The whole world is currently struggling through the coronavirus pandemic and everyone is pulling together to make it through the crisis. Being on lockdown is tough for everyone but  resources are available, providing support and guidance. However, for those that are self-employed or running small businesses, this time can be extra difficult.

We put together a list of tips that could help businesses adapt and keep going through this pandemic. Hopefully you find something helpful in there that you can use to continue your own business during this time.

But what do you do about marketing?

When things get financially tough, the first reaction of many businesses is to call up their marketing agency and tell them to pause all action/spend. This knee jerk reaction may seem like the most sensible option at the time, but actually, businesses could be setting themselves up for failure in the future.

Don’t misunderstand, we’re not talking about looking to grow your business at this stage. You might even want to reduce your marketing efforts and overall spend. That’s a really good idea and something you probably should be doing during this time (unless you’ve got big budgets and it’s not going to damage you!)

We’ve been advising our clients, many of whom have been worried about what they should be doing marketing wise, about prioritising their budget throughout the duration of coronavirus.

SEO

Being a long-term process, stopping all SEO efforts now will undo all the hard work that’s been done up to this point. Rankings will drop and your organic search presence will continue to decline which means, by the time this coronavirus pandemic has been dampened and you’re ready to begin full marketing efforts again, you’ll be starting from behind.

If you want to scale back your SEO efforts then that’s fine, just make sure enough is being done to tide you over and you don’t have to start from scratch again. People will want your products and services once we got back to normality so you don’t want to disappear!

PPC

If you’re looking to reduce spend, PPC is the best thing you can pause during this pandemic. You’ll reduce your visibility of course, but when you’re ready to resume, your PPC campaign can simply be switched back on. Unlike, SEO, you won’t be undoing months or years of hard work.

Social media & email marketing

Two of the most cost-effective marketing methods are social media and email marketing. And they are great ways of staying in contact with your clients and customers without spending much budget! Through these channels you can let your audience know what’s going on with your company, how you’re operating and any changes to services/products. It keeps you front of mind and if you are thinking of implementing anything from our “adapting your business during the coronavirus pandemic” post you can let customers know.

 

Remember, during this time, it’s not about just stopping all marketing activities it’s investing in the best, most cost-effective marketing activities that make the most sense for your business. Let us know if we can help you in any way!!

And whatever you do, think carefully about how you’re going to be perceived. You don’t want to end up doing something silly like this…

coronavirus bad marketing