We're living in some crazy times, huh? There's no doubt about it that times right now are flooded with uncertainty and anxiousness, but they will eventually pass and we'll see ourselves on the other side of Coronavirus before you know it. Since the start of COVID-19, we've put out quite a bit of content surrounding digital strategy during the pandemic:
- Optimizing Your Digital Marketing Strategy During Coronavirus
- Building a Digital Communication Strategy During Coronavirus
- Developing a Coronavirus Digital Marketing Strategy for Healthcare
- Coronavirus: How to Develop a Healthcare SEO Strategy
But that's now - what should we do in preparation for the world after Coronavirus? What can we be doing now to make sure we hit the ground running once this passes and we're back to normalcy?
As a holistic digital marketing agency, we look at the interconnectivity of digital strategy, focusing on how both digital marketing and web development solutions work together to maximize ROI. This is especially important in preparation for life post Coronavirus and will continue to be once all is said and done - from Google Analytics to ongoing strategy.
Here's what our digital marketing experts say you can do right now.
Audit Google Analytics & Website Conversion Data
Take a look at your Google Analytics implementation. First, make sure the data is filtered correctly so you know it's correct. Analyze your marketing channel performance based on where those channels fall in your marketing funnel. Ask yourself questions about your traffic and the actions they are taking. For instance:
- Are they in the awareness phase and drive to traffic to the homepage?
- Does the traffic come to your homepage and move through your website to service or blog pages?
- Or are those channels more consideration based and driving traffic to service or case study pages?
- Do those pages drive engagement and conversions once users land on them?
- Are your bounce rates high on those pages?
Analyzing the data behind your traffic will help you understand if those channels are driving the right traffic and encouraging users to take the actions you want them to take. If they're not, what actions can you take on those channels and pages they land on to drive higher engagement and conversions?
Also, take a look at your Analytics data before Coronavirus happened and what it's looked like since. What pages are getting more traffic? What do user flow reports look like? Are they different? What does this comparison data tell you about page layouts, internal linking structures, calls to action, and content opportunities? Your strategy is all in the data.
Audit Your SEO Efforts
There are always opportunities to build more visibility from search engines for priority keywords. Use the tools SEO experts use like ScreamingFrog to run crawls of your website to find broken pages and internal links, as well as duplicate content or poor page titles. Make sure you prioritize SEO issues based on impact, fix them, annotate them in Google Analytics, and measure organic performance over time using Google Analytics. Analyze your backlink profile to ensure it only contains high quality and relevant backlinks from authoritative websites.
Also, be mindful of your local SEO performance by making sure you conduct audits of your Google My Business and local citation profiles. Google uses the information on these profiles to make sure you're appearing for the right local searches, so make sure they are up to date. One quick tip - there are a ton of local citation management tools out there you can use to put your business information into to update multiple quality, industry-relevant profiles across the internet in real-time. We've used Moz Local in the past for clients and highly recommend it, especially from a quick link building perspective.
Audit Your Content
In line with auditing your Analytics and SEO, take a look at the content living on your website.
- Is it serving its purpose from a performance perspective?
- If not, how can that content be optimized so it does?
- What content is out of date and can be updated or removed?
- Can more keywords be added to the content or headers?
- Can you add more calls to action or internal links?
- Are you leveraging testimonials to build credibility for prospects?
- When you look at your SEO opportunities, are you missing any content on your site that could drive more traffic from search?
- Can you optimize current content further to build visibility for keywords or search your audiences are using?
Take a look at keyword visibility using tools like SEMRush or Moz Pro to not only create a backlog of content ideas to add them to your ongoing editorial calendar but also what short term content can be created for quick wins. This content can then be distributed through your email marketing efforts and social media so it reaches your target audiences to build momentum over time in search.
Whatever you do, make sure you're constantly analyzing, implementing, measuring, and fine-tuning your digital marketing strategy as time goes on. Data is your north star during Coronavirus and will help guide your strategy once this all passes. While there are short term actions we can be taking right now to help us stay afloat during Coronavirus, we need to be focused on the long term tactics that help us build visibility in the post Coronavirus world by setting goals and consistently executing. Start auditing, consulting the data, implementing, and tweaking as opportunities present themselves - you'll be just fine.
About the author
Tom has worked in digital marketing since he started his career over a decade ago, working across the project and account side of the business.