On this Memorial Day of 2020, it is important we remember those who have made the ultimate sacrifice serving our country – not only in the military, but those on the front lines of fighting the COVID-19 pandemic. Thank you to first responders, law enforcement, healthcare workers and all that support them!
The health and economic crisis we are all facing now compounds the many other uncertainties of our time including trust and expectations in the brands we buy from. The COVID-19 pandemic and our society’s reaction to it have changed the reality we have lived with into something different and very digital.
The why of business matters. For those of us in marketing, we have an obligation to seek answers about how social changes, culture, the economy, politics and consumer behaviors will change how business is done. As we peel back the onion for answers, it means revisiting the why of our business, the value of our customers and employees.
Pivot one way or another. Many companies have pivoted their business models and others have adapted their solutions to be more relevant to the time. In most cases, messaging and marketing tactics have changed and along with that goals and how to measure them have changed.
Sales expectations have not gone away. While there has generally been a shift from explicit sales/push marketing content to messaging that is more aligned with the times in terms of being more empathetic to customers, purpose oriented and branding focused, sales expectations still exist. Sales still need to be made and the work still needs to be done – just differently.
Will your brand be the best answer tomorrow? Not only do companies need to mitigate sales losses because of “these uncertain times” but it will be a land grab to be the most relevant for customers when purchasing behavior starts to ramp up again. Because of that, branding goals measured by share of voice for social, share of search and earned media are just as important now as measuring for leads and sales.
SEO more timely than ever. To reach those sales goals but without being “salesly” and tone deaf, there have been many changes in how marketers reach their customers and one in particular has been a shift towards organic search. In fact, 63% of marketers say SEO will be most important marketing tactic during the pandemic according to research from Conductor, as a way to hit lead and sales numbers.
Understanding that B2B buyers already prefer to pull themselves through most of the sales experience with their own research and content, B2B marketers are increasingly emphasizing SEO for the current time when field marketing, events and experiential marketing are no longer an option.
Buyers are in search of B2B technology. More specific to our industry of focus, G2 Crowd has reported B2B tech categories having 200-600% increase in organic search traffic during the pandemic. All capable marketers are closely monitoring changes in organic search traffic and ramping up to meet the increased demand.
Findability meets credibility in crisis marketing. Customers are as skeptical of brand marketing as ever and are tiring of the “in these uncertain times, we’re here for you” ads and messaging. Bypassing that with search works well for customers but content with 3rd party experts works even better.
Are you optimizing for trust? Demand Gen Report’s study on content preferences showed that 95% of B2B buyers prefer content featuring industry experts. Marketing during a crisis that emphasizes SEO to help buyers pull themselves to brand content that ALSO includes credibility inspiring content from industry experts is what can really create trust and the confidence for buyers to make the connection.
During uncertain times, one thing is true in marketing. There is a lot of uncertainty right now but there is also the truth about what your customers need and the value your brand can deliver to them. Creating useful information, aka content marketing, is more than important than ever, especially in more engaging formats like video, podcasts, interactive and livestreaming.
ABO – Always Be Optimizing. Marketing is about optimizing for improved performance and the role that organic search plays in pulling customers to your brands solutions at the very moment of need is clear. Including trusted industry experts that have the attention and confidence of your customers is even clearer. Here are 5 steps on how to get started.
When it comes to learning more about the intersection of SEO, influence and content marketing, this blog is a useful resource. We have 469 posts about SEO, 159 posts on influencer marketing and over 800 posts on content marketing. Of course if you have unique questions, we are happy to hear and answer them at TopRank Marketing.