Skip to content
  • Texas | Arizona | Virginia | Idaho | Illinois
  • (888) 705-0930
  • info@therawragency.com
Facebook-f Twitter Instagram Linkedin-in
rawr logo short
  • Home
  • About
  • Solutions
  • Industries
  • Services
  • Blog
  • Contact
colorized icons 04
B2B Marketing
colorized icons 05
B2C Marketing
colorized icons
Online Visibility Management
colorized icons 07
Healthcare
colorized icons 08
Manufacturing
colorized icons 01
Brand Strategy
  • Graphic Design
  • Corporate Brand Identity
  • Sales Enablement
  • Editorial Calendar Management
colorized icons 02
Website Design
  • WordPress Website Development
  • Conversion Rate Optimization
  • eCommerce Development
  • Content Strategy & Copywriting
colorized icons 03
Digital Marketing
  • Digital Marketing Strategy
  • Search Engine Optimization (SEO)
  • Pay-Per-Click (PPC) Management
  • Content Marketing & Digital PR
  • Account Based Marketing (B2B)
  • Marketing Automation
Let's Talk

Marketing during COVID means ongoing experimentation [Video]

  • May 22, 2020
  • General
  • Agency
Facebook
Twitter
LinkedIn
Email

Businesses may feel pressure to scale back their marketing and advertising efforts to reduce costs during economic downturns, but the coronavirus pandemic has proved that there is no one-size-fits-all response. We’ve also seen continuing shifts in behaviors as the realities of and responses to the pandemic have evolved.

“We have seen a little bit of a decrease in search volume on the B2B side, so we’re getting less volume but the leads that we are getting seem to be warmer leads, and on the B2C side it’s the opposite,” said Amy Bishop, owner of Cultivative, during our brand marketing session of Live with Search Engine Land.

“A lot of those lower-funnel performance campaigns for some of those B2B folks that you wouldn’t expect to perform well still are [performing well],” said Michelle Morgan, director of client services at Clix Marketing, adding that she’s seen the sales cycle speed up for certain clients. “For whatever reason [customers] either really need to get a solution in place or maybe they just realized that they were having too many meetings [before the pandemic] . . . and things are moving along quite a bit quicker than they have been,” she reasoned.

“It has really depended on how they can do business and if they’re able to do business without being in person,” Bishop said, adding, “some of [the demand also] depends on where that [customer] is right now in their life.” Applications for her education clients have increased dramatically; which Bishop attributes to the sector’s ability to transition online as well as increased demand from people looking for new opportunities in their free time.

In other sectors, businesses may have to adjust their tactics to get them through the pandemic. For brands that can only conduct business in person, Bishop has seen better ad performance when ads explicitly mention contactless pick-up options. For in-person services, expectations often need to be reframed. Despite stable interest from prospective customers in sectors such as home improvement, leads are scheduling appointments for the distant future.

Why we care. The impacts of the health crisis and economic downturn are not the same across industries. Businesses need to experiment to find the offerings and messaging that most resonates with their customers, instead of turning off their marketing efforts simply to reduce costs. Brands that do so are more likely to thrive both during and after the recession.

Want more Live with Search Engine Land? Get it here:

  • Click here for the full session.
  • Why businesses that prioritized martech, data and organization are faring better during COVID [Video]
  • Why updating your messaging is the best strategy right now [Video]
  • You can also find a full list of all our Live with Search Engine Land sessions on YouTube.

More about marketing in the time of the coronavirus

  • How to measure content KPIs during COVID [Video]
  • Empathetic content marketing falls flat without authenticity [Video]
  • How to evaluate content marketing opportunities during COVID [Video]
  • More missing Google My Business reviews appearing as publication speed picks up

The post Marketing during COVID means ongoing experimentation [Video] appeared first on Search Engine Land.


Source: IAB

Facebook
Twitter
LinkedIn

Recent Blog Posts

The Future of Healthcare: Unveiling the Potential of Personalized Care

September 18, 2023

Roaring Customer Experiences in Manufacturing: The Rawr Agency to the Rescue!

September 6, 2023

Empowering Healthcare: Patient Engagement Tools at Play

August 29, 2023

Driving Towards a Sustainable Future: Embracing Decentralized Manufacturing

August 23, 2023

Embracing Patient-Centered Care in 2023: A Game-Changer for Healthcare Executives

August 15, 2023
View More
rawr logo short
Facebook-f Twitter Instagram Linkedin-in
Get In Touch
  • Texas | Arizona | Virginia | Idaho | Illinois
  • (888) 705-0930
  • info@therawragency.com
Send An Email

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Copyright 2023 | The RAWR Agency, LLC. |

Sitemap | Privacy Policy