Where To Focus Your Digital Marketing During The Downturn

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It’s now been weeks since we entered a new reality of working and operating our businesses from home. We’ve seen how the pandemic has impacted every industry in some form: from shutdowns, to increased demands in some sectors, to budget cuts.

A new survey reveals that marketing budgets are adversely impacted by the outbreak, yet their goals remain the same or up.

The question now is where to focus your digital marketing efforts during the downturn. 

If you are facing this problem, here are some tips we’d like to offer you based on our market research:

Search Engine Optimisation

Most marketers say that Search Engine Optimisation (SEO) will be their primary focus during the downturn, so should you.

SEO was the top performing channel last year, and it will be the most important channel this year as well as more searches are happening, especially on desktop.

What To Do

  • Invest on SEO during the downturn: take our free SEO Health audit to know where you stand in terms of SEO and content strategy
  • Review your SEO strategy and check if you are working in the right areas of SEO 

Pay-Per-Click /Google Ads

Prospective clients are less likely to convert through Pay-Per-Click (PPC) during the outbreak, especially if your business is in the following industries: 

  • Travel and tourism
  • Bars and restaurants
  • Entertainment
  • Events and conferences
  • Building and construction
  • Industrial and manufacturing 

What To Do

  • Reallocate paid search budget as PPC have become expensive.
  • Get ready for daily management of your PPC campaigns.
  • Contact us for a PPC audit on your ads and strategy. 

Social Media

Brands use social media to connect and help the community.  

What To Do

  • Review and update your social media profiles, if necessary. Reinforce in your messaging that you’re there to help.
  • Maintain/boost brand awareness through paid social ads. 


Use email to remind that you can still deliver products and services. 

What To Do

  • Do not promote coronavirus sales or deals.
  • Do more in less time with email automation.
  • Take advantage of free CRM tools (such as HubSpot) for your marketing.

We hope the above is useful and helpful to you. 

If you need any support on digital marketing or specific issues such as Return on Investment (ROI), optimisation of marketing costs, or shortage of staff, do let us know

We have a team of digital experts and freelancers to help you get through the downturn.

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