Internet marketing during the crisis

    Since they opened such a blog on Habré, I decided to write my vision of the problem and its solution. These are my principles of anti-crisis Internet marketing. I’ll write briefly so as not to take a lot of time, who is interested in the detailed article, it is on my blog .

    Principle 1: Optimize, Do Not Reduce.


    Why does marketing need optimization?
    Firstly, now the situation has changed, and those advertising techniques that were developed before the crisis may not work as efficiently now. On the other hand, thanks to the crisis, there are new opportunities for your marketing that you can use.
    Secondly, in order to survive , business needs to squeeze profits from all sources as much as possible. And to ensure maximum profit, advertising campaigns should be as effective as possible. To do this, you need a competent assessment and a constant search for working techniques.
    Thirdly, in the face of cost reduction, the advertising campaign should work flawlessly. Because every mistake leads to a loss of invested funds. Every ruble spent should be profitable. In order to avoid mistakes and not lose money, you need to constantly check the quality of advertising. That is, correctly evaluate its result.

    Principle 2: Take only the gist.


    Competent evaluation of advertising campaigns is the key to success during a crisis. It is important to measure only those indicators that really affect profit, or an understanding of how to extract it. The size of traffic, audience reach, contact frequency, site position, now all this is secondary. What is important is what can be expressed by the amount of profit. You should clearly see what works for profit and what does not. Only in this way you will calculate the real effectiveness of Internet marketing.

    Principle 3: Act Now!


    Now the economy is undergoing major changes, the impact of which on business is inevitable. And the further, the more it will be felt. To overcome the crisis as a winner, you need to act right now while you still have opportunities and resources, and the population has money :)
    There are fewer and fewer opportunities to use them to make a profit for a long time. As soon as a clue or idea appears, you must immediately use it.

    These are the basic principles of anti-crisis Internet marketing. How to apply them on your site? Here are some quick steps to get you started:

    Optimize your online advertising
    • Review all ad texts and banners, are they just as attractive in times of crisis?
    • In contextual advertising, check all keywords, and leave only those that lead customers, not visitors.
    • Optimize your ad texts and landing pages based on their conversion rate.

    Optimize SEO
    Based on the analysis of search traffic on your site, highlight the keywords that lead customers. And use them for search engine optimization.

    Organize your website properly
    • Calculate the traffic paths for visitors to your site that lead to conversions. Identify and eliminate problems that arise along these paths.
    • Analyze the quality of navigation on the site, and in case of problems take measures to eliminate them
    • Develop the site according to the real needs of your audience
    As a result, visitor loyalty to your site will increase, and with it the conversion rate.

    Track your email marketing.
    Determine the real effectiveness of sending out your commercial offers, catalogs, etc. Measure the conversion rate for all types of newsletters, close useless ones and develop effective ones. Optimize your newsletter material based on which pages on your site visitors who come from the newsletters are viewing.

    Properly place banner ads or links on other sites
    • If you place banners or links to attract traffic, then you should analyze its quality. Leave only those placements that bring the maximum customers, and remove the rest.
    • Analyze how the content and placement of banners / links affects the number of customers. Make the necessary changes.
    • Properly choose new sites for placement, based on the quality of their audience.
    The key to a successful site is constant monitoring of its work. Source: www.web-analytic.ru

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