How to do organic marketing during a pandemic? When Covid happened, I thought that 2020 is going to be a super horrible year. Instead, I ended up having the best year yet with my clients absolutely killing it. One of my client scaled to a 40k-month despite the pandemic (and without any ads! All organic leads!).
So, which is better: organic marketing or paid marketing? What I noticed is, that during the pandemic I was literally bombarded with ads. There is so much noise out there on the market. Paid marketing (aka ads) are very penetrant these days. What marketers often do not notice is the funnel for leads. Marketers bombard people with ads that are just not ready for the product yet.
With organic marketing, you let the searcher control the content to be shown. Searcher intent will be taken seriously and you won't waste a ton of money with ads on cold leads. Despite the pandemic, content is still king with consumers spending more on the internet than ever! Search is even more relevant with people being fiddle and wanting to learn about new things. Working on SEO now, is therefore more important than ever.
How to do Organic marketing during a pandemic: Perform a content audit
So, how to you plan your digital marketing strategy during the pandemic? You first perform a content audit. Take a look at all the content you've put out so far and note all the details. How well did a piece of content perform? What is a good metric for you to watch out for? Is this piece of content still relevant for your business? Did you get a lot of shares, a lot of conversion?Create a table (I love to use airtable for this purpose), insert all the info and automatically (easy with airtable!) rank your content. You'll be able to see what kind of content your audience is invested in and what kind of content you should continue creating.
How to do Organic marketing during a pandemic: Perform a competitor audit
Now, identify a handful of your closest competitors and see how they are performing. What are differenting factors? What are you doing better than your competitor? What is your competitor doing better than you? Who do your audience trust more? What are they doing at the moment? Reflect and find strengths and weaknesses (and work on them! You have the time now!).
How to do Organic marketing during a pandemic: Do technical improvements
To make sure your website is ready for SEO, conduct a proper SEO audit. Easy technical improvements that you can do ASAP is to compress images for better website speed. There are a few plugins that can handle this and you'll notice better loading speed in no time! Most of the time, heavy images are the biggest culprit for slow websites.
How to do Organic marketing during a pandemic: Produce content and improve E-A-T
Using the findings from your content audit, continue to produce content and improve your SEO. I offer limited spots on monthly SEO Strategy to help you producing content that is relevant for your customers. If you are interested, make sure to sign up for the waitlist.
Make sure to improve E - A - T (Expertise, authorativeness and trustworthiness) by creating content that is adding value to your audience. For a guide on how to write a blog post make sure to check out this post.
How to do Organic marketing during a pandemic: Use other channels as well!
Have we changed the marketing strategy due to Covid-19 pandemic? Yes, we started to use other channels even more! Your audience is using social media more than ever. I always believe that SEO can't stand without social media and vice versa. Make sure to put your content out there on different social media channels (even on Tik Tok!). You can easily repurpose one blog post into several pieces of content for different social media channels so don't worry!
Organic marketing is important. Since this pandemic will probably last a little bit longer, make sure to get on track on organic marketing. Best bet is to sign up for my waitlist to get your monthly SEO Strategy delivered to your inbox.