With Coronavirus fast spreading throughout the UK, every business no matter how large or small will be concerned about how to weather the on-coming storm. Sadly, some have already felt the burden so greatly they have had to shut their doors.
If you are a business owner in the UK, it is more than likely that digital marketing plays an important role in your business model. It is therefore critical you understand how the current crisis will affect digital marketing for your business and how it will guide your approach over the next 6 to 12 months.
So far, we’ve made 3 key observations:
PPC bids are rising in many sectors
It’s no surprise that as more people self-isolate, there will be huge surge of people looking to fill their time by heading online and surfing the net. If you have a product or service which can be accessed online, now is a good time to be on top of the search pile. What we are now seeing, presumably as a direct result, is PPC bids climbing pretty steeply every day. Ultimately, this will lead to higher cost per leads & sales which may cost this channel out for smaller businesses.
A proactive solution is to review and seek improvements across your organic channels – businesses which have already invested in SEO will now reap the benefits of natural traffic whilst scaling back on paid ads. We see more organisations following suit in order to future proof their online presence.
Social media back in the forefront
Social Media has played a huge part already in creating mass awareness around the pandemic, and in the inevitable panic, Facebook has re-instated itself as the go to platform for keeping in touch with friends and loved ones around the globe.
Predictably, this has meant we’ve seen a huge uplift in time spent on social platforms, creating ample opportunities for businesses like yours to get your message in front of your key audience. There’s never been a better time than now to leverage this channel, as audiences will be peaking over summer in-line with the trajectory of the virus before tailing off be the end of the fourth quarter.
Rise of freemium/budget solutions (for now)
Many businesses will need to revisit marketing budgets and activities with a view to scaling back wherever possible. This might make freemium and low-cost solutions an attractive proposition in the interim. Think email marketing, automation, SMS & freelance platforms such as Fiverr. We’re fairly confident this wave will see an emergence of new tech start-ups offering cheap marketing solutions in the UK
In times of extreme uncertainty, it can be a challenge looking further ahead than the next 24 hours. Undoubtably, we are set for some big changes in the short term which have already started to have a profound effect on our industry. Understanding what those changes will look like and having the agility to spin a negative into a positive will be the key to success.
If you’d like to find out how to get the most out of the shifting digital landscape you could benefit from Fratelli’s (free) digital marketing health check.