We all need to give a powerful response to the ongoing COVID-19 crisis. This response should be given after deep reflection, careful planning and vigorous execution. Every company needs to adopt a COVID-19 crisis-recovery-growth framework for moving forward.
During the crisis phase, businesses need to connect, adjust and engage with their audience. All this can be done by maintaining the website and boosting digital relevance; creating COVID-19 related content (company policies, banners, frequently asked questions); and ensuring that their maps and local listings are updated.
Tips for Developing a COVID-19 Crisis-Growth-Recovery Framework
During the recovery phase, businesses need to assess how to convey their message in the most effective manner. This can be done by generating interest in the audience with unique offers; conducting targeted relaunch of paid media; investing in search engine optimization (that prioritizes schema, voice and technical growth); optimizing for mobile with AMP (accelerated mobile pages) and excellent navigation; and escalating the omnichannel efforts with email.
During the growth phase, businesses need to focus on their website, paid media and search engine optimization. All this can be done by combining the content marketing efforts, vigorously extending paid media presence, monopolising lookalike modeling and prospecting; as well as undertaking omnichannel synergies.
Businesses need to:
- Develop on-point offers based on consumer requirements
- Create structured data markup and schemas
- Update their local listings and knowledge panels
- Use voice search and frequently asked questions (FAQs) for enhancing their visibility