We are in unprecedented times. The COVID-19 virus has forced us to employ self-distancing, remote work, and completely changed the way the business world functions. Some companies have the chance to move forward business as usual, while others like manufacturing in non-essential industries have been hit severely hard in the short-term. But how companies approach the next several weeks and months, can have a big impact on their long-term success.
So, how is COVID-19 Impacting Internet Traffic?
As noted above, there has been a massive shift to work at home. Because of that, Internet traffic has hit all-time highs.
- According to Internet monitor Akamai, traffic is up a whopping 50%!
- Traffic at it’s peak is double the amount it was one year ago.
- Comscore reports that traffic to news sites are up 57%.
- Time spent on news sites is up 46%
- Reddit has seen a double-digit increase across the board and subreddits are getting big boosts as well
- Twitter’s monthly active users and time on site have skyrocketed
With this increase in traffic and potential reach, there is an opportunity.
Generally, when we see a big increase in media usage, we also see an increase in marketing activity and potential. It only goes to reason that if we can reach a wider audience and be seen more, it’s a more attractive option. But in the short term, we have seen the opposite. Companies are nervous and retracting marketing spend.
While Twitter has seen explosive growth, they are experiencing a decline in ad revenue. Even though people are spending more time reading while at home, many companies are cutting back on content marketing. While this is a short-term cost-cutting measure, it could have long-term negative ramifications.
So what should marketers do during the COVID-19 crisis?
There isn’t a one-size-fits-all solution. But here are some things that marketers should consider:
Leverage online marketing tools.
With more people working from home, you may need to shift your marketing budget to more online tactics. Pay-per-click, social, content marketing, email marketing and video should see larger increases of traffic in the coming weeks with the massive shift to remote work. Leverage these channels to reach your audience and drive leads.
Don’t sell, add value.
We have always preached this, but during a pandemic, it’s even more important. The last thing people want right now is to be sold to. But, they do want solutions to their problems. Look at your services or products and determine where you can add value to peoples’ lives or problems you can solve. Turn that into your story.
Double down on SEO.
Search engine traffic is through the roof. Companies that are strategic in search engine optimization and content creation, can steal short-term traffic and set themselves up for more search traffic (AND BUSINESS) when we start to rebound.
Double down on social.
Facebook, Twitter, and LinkedIn have seen huge increases in traffic. Use this as an opportunity to increase your reach, drive visibility and generate more leads and business. Focus on developing content that adds value and positions you as a solution.
Put a face to the name.
Now is the time to capitalize on video. Because of social distancing, we’re not meeting face-to-face but this can present a huge opportunity for you to stand out. Film 1:1 personal videos and reconnect with your clients/customers. Arm your sales team with the tools they need to sell virtually.
Are you equipped to sell services/products virtually? Consider setting up landing pages on your website. Create compelling reasons for clients/customers to talk with you. Use social and video to personalize your messages and build rapport.
Warning – I know I said not to sell, but I’m going to because I think it adds value. If you would like to use video and create custom landing pages to sell, we have an amazing solution that we have discounted to only $95. Contact us today to learn more.
Use a Shotgun
Not literally! But use a shotgun approach and reach the masses with email marketing. Export your client database and use email marketing to stay current and in front of them. But make sure you’re not spamming them with salesy messages. Again, look for ways to add value to their day, don’t just be self-promotional.
Repackage & Bundle
In times like this, you may need to repackage, rebundle, or reprice. With companies looking to control cash-flow, can you find creative ways to make your services more attractive?
We’re here to help.
We are all facing challenges right now. If you need any help communicating to your clients, your staff, or the community, please let us know. We are happy to provide free guidance and ideas, and help you implement anything you need. Stay safe, best wishes and if we can help, just let us know.