Mitash SEO, e-Commerce, Shopping Cart, Web Design & Development Blog

Financial downturns do tend to get businesses down, more so for search marketers as marketing budgets are the prime targets for cost-cutting measures. However, instead of cost-cutting, it makes sense to ensure that our marketing investments earn high returns.

It is in our interest to ride the wave of optimism despite the current global financial meltdown that’s trying its damndest best to turn us into pessimists.

We should take a lateral view of our SEO strategies and demonstrate the clear value that can be derived through them. For instance, unprecedented but regular shifts in ranking algorithms by major engines are passé for most of us; however it’s time we took a closer look at the shift in the search audience’s criteria during a downturn and in general.

Searches focussed on price-sensitivity and value

You must think like a searcher and understand that your customers are bound to tighten their wallets across all sectors. Consumer searches will shift dynamically, making price sensitivity a popular focus on search engines. Thus it makes better sense to optimise for phrases that incorporate terms like ‘special sale’, ‘20% discount on A’, ‘cheap B’; especially if you are in the commodities space. Other sectors can modify searches by incorporating terms like ‘compare’, ‘recommended’, ‘best’, etc to get more eyeballs. Top ticket items like luxury goods will take a backseat on searches for a while.

Stress on measurable results

As against traditional advertising which lacks a viable measuring mechanism, search engine marketing offers a tracking system that’s bang on target. Be it PPC, email marketing, SEO, listings, etc; online marketing gives you detailed metrics on how your customers can find you, what they’re doing on your website and whether they are making purchases through you. You must take these RoI benefits into consideration when you have to make a choice between traditional and online advertising.

Negate risk

Even a small element of risk can turn customers away from you, doubly so during a recession. You can overcome this by gaining your customers trust in varied ways, reassuring them by showcasing certifications, awards and favourable reviews on your website. As well as through customer testimonials, expert opinions, whitepapers and case studies on your product or service that validate the fact that you are a trusted, safe bet during a crisis economic situation.

Strengthen surrogate marketing – drive traffic to channel partners

A lot of B2B products and solutions are marketed through channel partners, like distributors and representatives. However, during a financial crunch most of these partners don’t feel compelled to make any investments in the partnership. It makes prudent investment sense for you to drive qualified traffic to your partner’s sites. A cost-efficient measure, it is a smart online marketing strategy.

Bear in mind the changing industry horizon while optimising or revising pages for channel partners. Focus on targeting prospects who are seeking to purchase your products and services by including buyer’s guides, FAQs, checklists and consumer evaluations.

Let me know if you experience an upswing in sales after incorporating these recession-friendly SEO suggestions. Till then, hold the fort!

No related posts.