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In uncertain and changing times, we find ourselves living in the unknown and navigating through unfamiliar territory. Whilst none of us have the ‘silver bullet’, the Zib team wanted to offer what guidance we can to businesses experiencing shifts within their internal and external environment.

With businesses carefully monitoring their budgets and searching for a cost-effective way to deliver their products and services, many marketing and communication operations have come to a halt. While marketing budgets may appear to be a soft target for cuts, slashing marketing activity is a short term fix that carries long-term consequences.

The ‘knee-jerk’ reaction in digital marketing rarely ends well, with many small to large-scale businesses taking the cookie-cutter approach when it comes to short-term solutions. Consumers may be budget-conscious, but they’re still spending money, and they want to buy the right products from companies they can trust. We’ve already seen a 20% increase in time spent online, which means maintaining visibility in your market is essential for long term profitability and to bounce-back in a post-COVID-19 world.

To assist with the decision-making surrounding your digital marketing, and to help you find that healthy balance, we’ve compiled some statistics and advice on three pillars to consider when taking on COVID-19.

YOUR SEO STRATEGY

The experts at Search Engine Journal compiled a list of reasons why you shouldn’t stop SEO efforts during COVID-19 where you can learn more about this topic, but to put it simply; this is not the time to stop your SEO campaign.

Search engine marketing remains the most effective way to market your business, even in times of economic downturn, and it’s still #1 in terms of producing ROI.

Particularly now, businesses should be viewing their SEO as an investment rather than a cost. Eventually, the workflow will return to regularity, and those who invested in SEO could be in a much stronger position in the long-term. It takes time to set up and run SEO effectively, so why not make the most of this period (however long it may be) to invest in an SEO campaign that will deliver results for years to come, even if it’s a smaller, local approach.

The right SEO campaign can turn your whole business around in just a few months, and those results could produce the revenue your business needs to make it through these unprecedented times. In comparison, those who stop campaigns now will have ground to make up when the dust settles and competition ramps up.

YOUR GOOGLE ADS STRATEGY

During a crisis, ‘impressions’ and ‘page views’ tend to skyrocket. However, achieving conversions can prove challenging. A change in your market or a drop in conversions doesn’t necessarily mean you should pause campaigns or cancel them entirely. In fact, if you’re not currently doing any paid advertising, now could be a great time to start.

Consumers may be moving away from retail stores, but still require essential items and therefore look to digital platforms to receive them. Along with eCommerce search campaigns, Google Shopping is likely to see an increase in volume over the coming weeks and months – even if you’re not selling hand sanitiser. For example, yoga mats and Apple AirPods are listed by Amazon as some of the most popular products within their respective categories and puzzles are selling across Australia. Rather than focusing on impressions, now is a good time to change your ads strategy so that you’re only paying for clicks.

For brick-and-mortar businesses, lowering budgets or pausing non-essential campaigns could allow you to focus ad spend on branded terms. These naturally receive higher quality traffic and now is an excellent time to capitalise on it. The aim is to acquire audiences that will recall your brand as being considerate during this time and be more likely to support you on the other side of this pandemic.

And don’t forget – you might be eligible to receive Google Ad credits to assist you with your advertising efforts.

YOUR SOCIAL MEDIA STRATEGY

With consumers turning to social media and their trusted brands for communication during this period, it’s imperative your brand remains connected and present through social media channels. We have already seen a 16% increase in Australian users browsing on Facebook and 12% browsing Instagram more often since the rise of COVID-19. This is where your customers are browsing and spending an increased amount of time to communicate with their trusted brands and exploring to find new bands.

It’s essential to explore how social media is contributing to the current digital landscape and how it can contribute to your bottom line growth and bounce back post-COVID-19. With the evidential increase and the continued growth of social media users, comes opportunities to grow engagement, visibility, profitability and trust across your social media channels.

Retaining an existing customer is extensively more economical than acquiring a new one; so while it may feel counterintuitive, having a social advertising budget to keep your brand visible will deliver long term benefits. If you want to retain customers during this time, focus on engaging in conversations with your existing customers. Remember, the way you and your brand conduct yourself in crisis may influence future consumers, so be authentic with your social media content and focus on marketing relevant products.

To create longer-term loyalty and satisfaction, consider ideas such as:
– Sharing innovative ideas that differentiate you from your competitors
– Getting creative and using video to stand out in the crowded newsfeeds of your customers
– Being a source of good news for social users and promote your own good news stories

Stay in touch…

Many, if not most, businesses across the globe are feeling the effects of COVID-19, and staying up to date with information is vital. Here at Zib Digital, we’re putting people first. As we monitor the evolving situation and markets in the coming days and weeks, you can expect to see more data and analysis.

We’re still open and here to support businesses through this time as much as we can, so please don’t hesitate to contact us for advice and a friendly helping hand.

With events of COVID-19 continuing to unfold, we, as a collective, are experiencing unprecedented times and have been forced into unknown territory with business. At every touchpoint, we are constantly being reminded of the impacts that this global pandemic is having on our families, friends, economy, workplaces, and essential services via social media, the news and our communities.

All sectors have felt the effects of this crisis which provides some comfort in the fact that we are in this together – as the saying goes; work smarter, not harder. In times such as this, it is important that we work together to support one another, with a new lens as we tackle further challenges ahead.

Though it might not feel like it right now, this too shall pass. Whilst we may be trying to navigate our current predicament, it is essential that your business remains resilient and resourceful during this time. We urge you to ‘pause and pivot’, making informed decisions in preparing your business for the long-haul. Zib Digital have put together a few key tips, to assist you and your business during this time.

Stay In Touch With Your Customers
No matter who your customers are, they’ll expect to hear a proactive response from your business. They’ll expect to hear fundamental information including:

– What you are doing to keep employees and customers safe
– If there are widespread closures in place
– How you are handling refunds or cancellations

This is a time to show empathy to others and provide support wherever you can. Sometimes the shortfall can result in a new connection or renewed business relationship.

Remain Alert And Flexible
Don’t just keep doing ‘business as usual’. Instead, take the time to analyse what’s changing and be prepared to reallocate your resources. In the case of COVID-19, we have seen marketing campaigns adjusted to better target local needs in the retail and hospitality sectors. Travel and hospitality clients have experienced a reduction in new customers, so they’re switching their focus towards retaining existing customers. We have also seen businesses moving their advertising budget to support retargeting campaigns and content to support this focus.

Use Technology To Your Advantage
Apps and online platforms such as Zoom, Google Hangouts, DocuSign and Slack are experiencing a huge boom right now, and it’s for good reason – we all want to remain connected, in a safe way. Make sure your team is comfortable and trained in technology like this. You might also consider conducting group meetings to clarify how you’re using technology and set expectations around communication with your customers and online audience. This is an opportunity to ensure you’re getting the most out of your software investment and improve internal processes.

Get Creative Online
With the above considered, it’s time to get creative with how your business operates online. Are there events or consultations you can hold online instead of face-to-face? Can you run classes online, such as yoga, art or tutorials? Can you start selling new products online? If you are fortunate enough to be able to continue operating your business digitally at full capacity, now is the time to get creative with your advertising. Take SodaStream Australia, for example, who are promoting their products as a solution to keeping life ‘sparkling’ while in quarantine.

Via Hello Social

Ensure Your Business Is Visible
This is not the time to be invisible online. Consider implementing SEO strategies to help you climb to the top of Google’s search results or focusing on improving your social presence so your business can be easily found. Even if you’re a small local coffee shop, those who would usually visit you in person will now be looking online to see if you’ve altered your hours or delivery services. Strengthening your focus on digital marketing in this time can also help you to maintain normality and provide an edge over competitors who are slower to react.

Zib Digital has formulated new communications strategies in line with our ever-changing environment, which we are rolling out with our clients and within our own business during this time.

For support with urgent and cost-effective content creation, campaigns, community management or crisis communication strategies, please contact us at Zib Digital.

With lives lost, millions of hectares burnt, half a billion animals killed and thousands of homes destroyed, we’ve all been touched in some way by this devastating fire crisis. 

The Zib Digital team would like to acknowledge the courage and tireless work of our firefighters, emergency services, volunteers and communities in supporting those affected by the bushfire disaster gripping our country. Our thoughts are with the thousands of people impacted by the bushfires over recent months.

As a local team with members who originate from regional areas, and with clients across the country, we’ve been deeply touched not only by the devastation we’ve seen but also by the way Australians have rallied to support each other.  As such, we’ve been exploring how we can best provide immediate and long-term support to those impacted. 

First and foremost, financial assistance is required, which is why we’ve set up a donation fund via GoFundMe and kicked it off with our own donation. The total money raised by this fund will be split evenly across three organisations. 

We’ll be recognising the sacrifice of our firefighters and volunteers by donating to CFA VIC. A donation to the Australian Red Cross Disaster Relief and Recovery Fund will help provide assistance to those impacted by the fires and of the services deployed to assist them. And, as big animal lovers, it’s important that we help in some way with the rehabilitation of injured wildlife by supporting Wildlife VIC.  

Bushfire recovery is complex, and our nation will be grappling with these issues for months and perhaps years to come. We want to provide assistance to those in need in the difficult times ahead by using our best skills. That’s why we’ve decided to create a separate, ongoing fund to support affected business to rebuild using our digital marketing services expertise. The specific details of this support program will be shared soon as we’re continuing to explore how we can provide the most effective assistance. 

To show your support for those affected and help put money back into the pockets of communities who need it most, we hope that businesses and individuals alike will join us in donating and supporting our fellow Australians in the recovery effort.

If you’d like to make your own contribution, you can donate directly to the organisations mentioned here, as well as many other registered charities or fire services assisting in the disaster relief efforts.

“Small acts, when multiplied by millions of people, can transform the world” – Howard Zinn

The Zib Digital Team

Another financial year is done and dusted. Your business has probably already had a tax planning and review appointment, and you’re looking forward to finally having a bit of downtime.

If you’ve already prepared to review your budget and activities, congratulations – you’re well ahead of the pack! But if not, there’s no need to panic. Here are our top tips to help you save money and improve results this financial year.

We’ll start off simple…

1. Create Complex Passwords

To be more specific, it’s a good idea to change some of your passwords. If you have any weak passwords or duplicate passwords, change them as soon as possible. While you’re at it, don’t underestimate the importance of creating complex passwords, especially for protecting financial data. If you’re still using a combination of your pet’s name and your date of birth, it’s time to up the security. Instead, try using the first letters of each word in a memorable phrase. Using a tool such as LastPass can also help you to keep track of all your passwords and how secure they are.

2. Back Up Everything

Protect the data on your devices and servers by keeping up-to-date backups, either on an external device or in the cloud. Not only can it prevent you from losing files and documents you’ve spent the last year creating, but it can also protect your files from being stolen and held hostage by cybercriminals. This is one of those things that can easily be overlooked, so assigning this chore to a significant date in the year can help you to remember.

3. Write a Marketing Plan

In the past financial year, you may or may not have had a marketing plan. An annual marketing plan helps to keep you on track with goals and objectives for the year. Taking the time to write a marketing plan will also give you an opportunity to mobilise any surplus capital and invest it towards profitability over the next financial year. The first step is to get yourself organised by making a list of all the marketing components or categories that are important for your business. We’ll touch on this in more detail in an upcoming blog post.

4. Conduct a Content Audit

Review the content you created last financial year. Making a list of the top 10 performing content pieces will help you to understand what made them successful. Were they timely and well written? Did you target a specific audience that was very receptive? Analysing where you’ve done well and where you can improve is essential to ensuring you can replicate the process in the future. While you’re doing this, don’t forget to take note of what didn’t perform so well and why. Don’t be afraid to revisit older content to keep it up to date, too.

5. Do That Thing You’ve Been Avoiding

When you’re working in a business, it can be hard to find the time to work on it. There’s probably at least one element of your business that you’ve been wanting to change but haven’t made the time for yet. Now is the time. Whether you’ve been meaning to upgrade your website, book equipment upgrades, reach out to clients you’ve lost contact with or look for a better deal for your business banking, there’s no time like the present. Work out what you’ve been avoiding – then plan exactly how you can get that off your to-do list for the year.

Take the next step today

Now that you’ve worked through these 5 things, it’s time to think bigger. Zib Digital, leading digital marketing agency Melbourne & Australia-wide, can provide you with the perfect solution to a careful and critical analysis of digital marketing activity performed this past year. Our experienced marketing specialists can guide both small and large enterprise businesses through their analysis and offer direction for the next twelve months.

Arrange a free, no-obligation consultation with our marketing experts. We can provide a fresh set of eyes, some expert recommendations and prepare your new marketing strategy to improve your bottom line in the new financial year.