Part I: Adapting Your Digital Marketing Strategy During the Coronavirus

Part I: Adapting Your Digital Marketing Strategy During the Coronavirus

Posted on Wednesday, April 1st, 2020 at 8:49 pm    

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Businesses are trying to access the impact that the COVID-19 pandemic will have on the future of their digital marketing footprint. Before you decide to scale back on your digital advertising viability, it’s important to understand how marketing trends are starting to emerge in this new era of “shelter in place” that is emerging across the country.

So, before you decide to scale back on your content marketing strategy, ask yourself if this wouldn’t be an ideal time to optimize or adjust it instead. While there will be a shift in marketing trends, there is also a massive audience before you where you can capitalize on your brand awareness and community impact appeal.

In times of despair, people love to share the slivers of hope that keep us going while we face the biggest medical uncertainty of our lives. Now is the time to not only be sympathetic to our affected communities but be extremely creative with your digital marketing endeavors. With Cobalt Digital Marketing and our Cobalt Formulaᵀᴹ, you can use the millions of eyeballs who are engaging across all social media platforms to maintain your relevancy during this period of insecurity.  

The Upside of Digital Marketing During COVID-19 

If you’re an owner within an industry whose product/services are deemed essential, or you envision that your services will be highly sought after once this ordeal is over, now is the time to develop a sound content marketing strategy that will help your return on investments (ROI), return on advertising spend (ROAS), and ultimately your bottom line as well.

While big tech companies are capitalizing on the many Americans who are currently quarantined, once the pandemic is over you will likely start to see an influx for automotive, housing, litigation, retail, and hospitality services amongst others. Because of this, finding a marketing agency to partner with will be essential in beating out your competition.

The government will look to bolster these industries so that they can get the economy back on track quickly. Formulating a digital marketing strategy today can help your business capitalize on your vision moving forward. The great thing is that you can start right now with some of the essential organic dynamics–and least costly–available to you such as search engine optimization (SEO) and email to keep your business relevant and crescendo to full-blown social media campaigns once this pandemic is over. Discussing the options available to you with the right marketing agency will be crucial to the impact your business will have today and tomorrow.  

In the meantime, if you want to see how your website is performing during COVID-19, examine the metrics concerning your website and ask yourself these questions:

  • Has your organic traffic decreased? A quick examination into what keywords dropped in rankings should help you determine which ones will be more effective.
  • Has your organic traffic increased or decreased? Examine which of your web pages are performing well and try to replicate that on the ones that aren’t doing so well.
  • What terms are customers using to go to your website? Has there been any changes since the pandemic began?
  • If you have Google Ads, what ad groups are performing well? Have you seen a change in impressions? (You can do this for all your Facebook ads as well)

Now is the time to assess this data and make necessary changes with regards to content based on what your audience’s search behavior is indicating. Something as simple as updating your meta tags will help search engines filter your pages based on the information displayed in the search results.

Cobalt Digital Marketing: A Helping Hand During Uncertain Times

 If you are a business owner, you can alleviate some of your current content marketing concerns by having a robust digital marketing existence that concentrates on maximizing SEO, social media, and an ad strategy that not only has the thumb-stopping power you desire but builds upon your brand’s trust within the community, as well.

Cobalt Digital Marketing is here to help you with the perfect blend of digital marketing services to help you succeed in getting your message in front of an audience and consulting with you on the best measures to achieve those results, and don’t forget to stay tuned for the second part of our digital marketing analysis during the COVID-19 pandemic.

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Secure your digital marketing presence and ease your customer’s concerns during this health crisis by subscribing to our Cobalt Formulaᵀᴹ.

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Quality Trumps Quantity & Other Tips to Handle Google’s Core Updates

Posted on Friday, September 13th, 2019 at 11:05 pm    

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In the fast-changing world of digital marketing, companies notice quickly (and nervously) when their website pages get “demoted” in Google search rankings. This nervousness is understandable because a high Google ranking is crucial to attracting visitors, subscribers, and ultimately, customers. The stats don’t lie when it comes to digital marketing:

  • The vast majority (87%) of shoppers begin their product searches online.
  • 81% of B2B purchasers search for content before they speak to a vendor.
  • Three out of four Google users never click past the first page of search results.

Today’s search-dependent (and time-strapped) users have to trust Google’s search algorithms to provide the most relevant, authoritative, and well-designed content on page one. Google takes this trust seriously and releases thousands of algorithm changes a year, and several “core updates” to fine-tune its results. A lower ranking following a core update doesn’t necessarily mean you’ve fallen behind in digital marketing, it just means Google has tweaked its product to make it better for users.

Here are some tips for improving or maintaining your site’s ranking when Google makes these core updates to its algorithms.

Focus on Quality Content and Best Practices

Rather than panicking every time your website gets demoted, Google advises companies to focus on the core goal of content marketing and search engine optimization. It’s not about riding the temporary ups and downs that occur naturally whenever there is a core update. At the end of the day, it’s about providing quality content that demonstrates Expertise, Authoritativeness, and Trustworthiness (or E-A-T) and doing so on a consistent basis.

In a blog post explaining its latest June 2019 core update, Google compares search engine rankings to an ever-changing list of “best movies”:

“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before. The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.”

In other words, a great movie is a great movie is a great movie, even if a greater movie comes along in the future. Likewise in digital marketing, the best practice is always to produce great content that is as good or better than the current top 10 search results. Nobody stays in the top 10 forever; there is always great new content being created.

If your company is consistently producing top-notch content, then you don’t have to be overly concerned when a core update drops you lower in the rankings. Just keep doing what you’re doing by producing content that is fresh and adheres to E-A-T standards.

A digital marketing agency like Cobalt can help make sure you stay ahead of the pack with new content that maintains these best practices and helps shift the ranking order once again — with your company back at the top.

Focus on Brand, Not Just Pages and Content

Not only is content still king in 2019, but the way people consume and engage content has changed dramatically from even a few years ago. Users are more heavily influenced by their social media feeds and are more likely to engage content if they follow a brand on social media. Think of it this way ⁠— you are more likely to stop and chat with someone on the street if you’ve seen them before or know that they have similar interests.

SEO is still vitally important, and an important part of what we do as a digital marketing agency, but ultimately, SEO is a technique for computers and marketers, not for real people. Nobody searches for sneakers or attorneys while thinking about metatags and word counts. This is how digital marketers and search engines think about content, but real people are thinking about content as an extension of the brand.

Does your content make users excited about your brand and products? Is the content informative and well-presented? Does it feel authoritative and make users want to make a purchase or pick up a phone then and there, without looking around for other search results? These are the sorts of questions that help determine how users will engage content and how the search engines will rank websites and webpages going forward. (Google has provided a longer list of questions at its blog to help you adjust content production to ongoing changes to its algorithms).

Google’s core updates and other algorithm changes (in one year the company made 3,200) are evolving along with how users engage content. If your brand shines through your content, then users will keep coming back even if you’re a little lower in the search results. In fact, they’ll seek your brand out apart from Google, follow you on Facebook, and subscribe to your blog updates. SEO will always be important, but brand presence is becoming much more of a factor in your site’s ranking.

Partner with a Digital Marketing Agency for Better Results

There are some things only your company can do, such as defining what your brand stands for and making sure your content is consistent with these values. But the actual mechanics of producing great content on a consistent basis is a full-time job that requires the expertise and resources of a great digital marketing agency.

Google will continue making regular updates to its core search ranking algorithms, and a digital marketing agency can help you stay on top of these. But just as importantly, digital marketers can combine the technical aspects of SEO with the creative aspects of branded content and adhering to best E-A-T practices. Digital marketing is an art and Cobalt is dedicated to helping our clients get to the top of the rankings ⁠— and stay there.

If you are ready to invest in your business’ future by taking the plunge into digital marketing, no one does it better than Cobalt Digital Marketing. Armed with our award-winning Cobalt Formulaᵀᴹ, our catalysts have the experience and creative chops needed to keep you ranking high on Google.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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