The link between the COVID-19 pandemic and digital marketing may not seem an obvious one, but with news and advice on the virus changing by the day, there are two digital marketing steps businesses can take to help at this challenging time.
Here are two suggestions we’ve picked up on as the world responds to spread of the virus:
1. Update your Google My Business listing
This week, Google has added a new section to its Google My Business help guide, specifically addressing the outbreak of the virus.
The search giant has advised that companies should manage their information closely and ensure it is up to date. For example, some businesses may be temporarily closed or shortening their working day, in which case they should change their business hours.
Google also suggests to create regular posts giving the latest information, such as stock levels and links to relevant sources. It may still be worth doing this even if your business is unaffected, as this way, people know in advance if it’s business as usual.
As of today, Facebook has also issued advice for small businesses related to the virus.
2. Consider reallocating your budget
A compilation of analysts’ observations published on Search Engine Land shows differing attitudes to digital spend. Sectors like travel and retail are being hit hard by the outbreak, so naturally their spending on the likes of Google and Facebook advertising is reflecting this. On the other hand, it appears that plenty of businesses are investing money they would have used elsewhere into their digital marketing.
An example given in the piece is of an exhibitor who expects to lose leads due to the cancellation of upcoming trade shows, so is pumping more into digital to make up for this. Another cites a small food company that wants to get the edge over competitors by outperforming them online, in keeping with the high growth goals it has for the year.
The coronavirus is causing plenty of uncertainty, but patterns we’re seeing so far, such as cancellation of public events and more people working from home, only put more emphasis on our reliance on the internet as a source of information and business.
At Engage Web, our search engine optimisation and content development strategies keep pace with both the digital and physical world. If digital marketing is the direction you’re looking towards at this testing time, why not speak to us?
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