How to Recession-Proof Your Business with Search Marketing
The Covid-19 pandemic is clear proof that anything can happen at any time. It caused many business owners to suffer from closures, which almost drove the global economy into a recession. Because it pays to be prepared, especially amidst these trying times, you should know how to recession-proof your business. Good thing search marketing can offer you the opportunity to do so.
How Search Marketing Can Help You Weather the Recession
Official data revealed that the UK’s gross domestic product or GDP contracted by 9.7% in 2020. It was the steepest decline since the British government consistently kept records in 1948. Although economic activity has started to return in many parts of the country, many business owners can still feel the unpleasant effects of the unprecedented global pandemic.
The good news is that similar to every recession or economic downturn the UK has faced, the financial difficulties we are experiencing today will eventually run their course and disappear. While you might think it’s best to be conservative when implementing new marketing measures because of the current economic climate, now is the perfect opportunity to explore other avenues to promote your business.
Digital marketing, particularly search marketing or SEO, can help your business get back on track after a recession. Here’s why it makes sense to invest in search marketing:
1. Expand your customer base
Various studies have shown that people are spending more time online than ever. Statistics revealed that the UK has one of the highest internet penetration rates in the world, with 92% of adults spending time online in 2020, up from 91% the year before.
A solid search marketing strategy allows you to make the most of this trend to increase your reach and expand your customer base. With people spending more time online, you can improve your chances of attracting potential customers by being “searchable” online.
2. Attract high-quality leads
Unlike traditional advertising, search marketing allows you to target consumers actively searching for products or services you offer. By optimising your website for relevant keywords, or the terms/phrases online users utilise in their online queries, you can reach out to prospects ready to buy your products or services.
3. Trump the competition
One of the most significant benefits of search marketing is that it helps level the playing field. When implemented correctly, it allows you to compete against bigger and more prominent brands in your niche or industry, helping you gain a competitive advantage.
What You Can Do to Grow Your Business with Search Marketing
As with any digital marketing tactic, search marketing is not a magic formula that will bring you tons of customers overnight. It requires careful planning and implementation to ensure the best results. Here’s how to recession-proof your business and ensure its growth with search marketing.
1. Understand your target audience
An effective search marketing strategy centres on your target audience. Before you start crafting an SEO campaign, you should determine who your prospects are. What do they need, and what are their pain points? How can your products or services help address them?
Also, you must conduct keyword research. It will help determine the words and phrases your target audience uses to find products/services similar to yours so you can incorporate them into your web content. Furthermore, keyword research can also help you gain valuable insights about your prospects, including their demographics and online habits.
2. Craft quality content
As more people spend hours consuming blogs, images, and videos on their devices, high-quality and carefully crafted content is certainly a sound investment. As such, see that you develop web content that would provide value to your target audience. Not only will this help with your site’s SEO, but it also allows you to establish yourself as an expert and authority in your industry or niche.
3. Improve customer retention
Attracting new customers during a recession is certainly a challenging task. This is why retaining old and loyal customers is key to keeping your business thriving. Search marketing is more than just optimising your website for search engines. It also promotes customer retention by improving your site’s usability. This provides new and existing clients with a better user experience, encouraging them to return.
Keeping customers engaged can also contribute to better client retention. You can engage customers by sending them targeted content, interacting with them on various digital channels, and keeping them updated about your business’s latest products and promotional activities. You can also follow up on your clients after every purchase to learn about their experience.
4. Expand your online presence
With more internet users than ever, building better brand awareness and expanding your online presence is an effective way to recession-proof your business. This is why it pays more to target the most relevant keywords, create a highly optimised and usable website, and establish yourself as an industry authority to make the most of the benefits search marketing can offer.
Shift Your Focus to Search Marketing Now
If you’re still using conventional marketing methods to promote your business, now is the best time to focus on search marketing. As consumers become more tech and internet-savvy, especially after the Covid-19 pandemic, being highly “searchable” online can help your business survive and thrive amidst various economic challenges. Consider the tips discussed above to recession-proof your business.
Don’t know where to start with search marketing? We can help. At Springhill Marketing, our team of highly experienced SEO and Google Ads experts can provide you with the digital marketing solutions you require to weather any challenges. Please contact us, and we’ll create a strategy tailored to your business.
Drive Your Business Towards The Best Results.
Talk to us about how we can help.