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13 Ways Businesses Can Use SEO & Marketing to Combat Coronavirus Impact by Miranda Miller #479
Businesses should maintain marketing investment during COVID-19 by optimizing content, recording videos, running webinars, and auditing digital assets, because pulling back now creates a long-term recovery struggle.
Key takeaways
- Pulling marketing contracts during a crisis is a knee-jerk reaction that sets your business up for a long-term uphill recovery.
- The U.S. Small Business Administration recommends spending 7 to 8% of gross revenue on marketing, with high-growth companies budgeting 10 to 12%.
- Organic search is a zero-sum game, so competitors who stay active will gain ground while others pull back.
- Use downtime to audit all content assets, including webpages, blog posts, emails, videos, and infographics, and plan how to repurpose them.
- Record videos targeting long-tail keywords, trigger featured snippets, and embed transcripts and screenshots across blog posts and social media.
This is a knee-jerk reaction and it's setting your business up for long-term uphill struggle to recover from this.
About this episode
13 Ways Businesses Can Use SEO & Marketing to Combat Coronavirus ImpactThis is the time to stay the course and tackle all of those potentially impactful SEO and marketing tasks you can get your team working on while they self-isolate and work remotely.
Questions this episode answers
How much should a small business spend on marketing during a crisis like COVID-19?
According to the U.S. Small Business Administration, businesses doing one to five million in sales per year should spend 7 to 8% of gross revenue on marketing. The article cited in this episode calls 7% a bare minimum, with high-growth companies budgeting 10 to 12%. That means about $7,000 per $100,000 in gross revenue.
What specific SEO tactics can businesses use during the coronavirus slowdown?
The episode recommends auditing all content assets, creating and embedding videos that target long-tail keywords, planning webinars to answer customer questions, cleaning up administrative content backlogs, and targeting position zero features like featured snippets and video carousels in search results.
Why is it a bad idea to pause SEO during an economic downturn?
Because organic search is a zero-sum game, any ground you give up is picked up by competitors. Google does not react well to stopping and starting activity, and businesses that stay the course are positioned to come out on top when the economy recovers.
What should businesses do with video content they create during downtime?
The episode advises embedding videos in blog posts, including transcripts, taking screenshots for social media images, pulling five to ten quotes for Instagram, and reusing quotes in upcoming blog posts and media releases to maximize the reach of each video produced.
In their words
organic search is a zero sum game. Your gains or losses are exactly balanced by the gains or losses of others in the search.
Host
it is critical that you maintain at least this level of marketing investment throughout the coronavirus pandemic.
Host
Terms defined in this episode
- Position Zero
- The result that appears above standard organic listings in Google, including video carousels, paragraph snippets, and other featured formats.
- Zero Sum Game (organic search)
- The idea that gains or losses in organic search rankings are exactly balanced by the gains or losses of competing sites, making it a live competitive environment.
- Digital Assets
- Online content a business owns and can use, including webpages, blog posts, emails, e-books, videos, infographics, and presentations.
- SERPs
- Search Engine Result Pages, the pages displayed by a search engine in response to a query, which can include various formats like featured snippets and video carousels.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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