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As seen on Searchengineland.com: Reducing digital marketing due to COVID-19? Read this first

Here’s some advice about being hands-on with paid search accounts and mindful of your content during this time of uncertainty.

Reducing digital marketing due to COVID-19 Read this firstLast week, I shared real performance data for 10 different websites in 10 different industries that are seeing impacts from the COVID-19 pandemic. While some businesses servicing “essential needs” are flourishing, most are seeing performance drops of -20% or worse from just two weeks ago.

With a sudden and unexpected loss in revenue, many businesses are being forced into conversations on how they can trim budgets and maximize efficiency.

But what does this mean for various digital marketing investments? I reached out to multiple industry professionals to get their advice on how to maximize results in this time of uncertainty.

Beware, your analytics data is likely skewed

Before we jump into individual channel recommendations, let’s discuss your means to measure them. Brett Patterson, Digital Analytics lead at Siteimprove has this very important tip regarding analytics data.

“Internal traffic is not internal! With so many employees working remotely right now, this may influence your digital analytics data! Your typical filter won’t catch workers working remotely, unless they are possibly using a VPN or other remote network connection. This means your employees might be counted in your analytics metrics, even though you had previously created a filter for this.”

– Brett Patterson

Brett further recommends placing an annotation in your analytics account as it’s very unlikely a solution exists to true up your analytics account. It’s also very important to keep this in consideration when measuring and reporting out on your digital marketing efforts.

Reduce paid search and social media? Or get ready for daily management

In the midst of this COVID-19 pandemic, search demand is down. If your company’s product or service isn’t deemed an “essential need” than you may want to consider pulling back on your paid spend. Failure to reduce spend can make even the most profitable campaigns turn negative for return on ad spend (ROAS). Proceed with caution if you know your product/service isn’t a top priority for your consumers right now. Read more.

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Continue the path of SEO and content marketing

Stay safe, be kind and market efficiently

 

About CreativeTake

CreativeTake Medical is a full-service Website Design and Internet Marketing company with decades of combined experience in the medical and e-marketing industries.

We apply this nuanced knowledge and in-depth experience to create effective, custom-tailored marketing plans and websites for each of our clients. Every website is meticulously designed to maximize search engine optimization (SEO) while remaining easy to navigate, visually breathtaking, informative, and succinct.

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