Post by sumiseo558899 on Nov 7, 2024 8:57:12 GMT
Based on the example of our clients, we see that the recent events in the country and the world have had a negative impact on many businesses . Some customers ask us to put the project "on pause" and return to it when the situation becomes more or less clear, others cut the budget of advertising campaigns. We understand that clients are trying to save their business by redistributing resources. However, we always explain that abandoning promotion is not always the right and far-sighted decision. For the market, a crisis is not the end of the world, but a changing environment, so you need to act with an eye to the future.
Let's assume that your company has decided
content writing service to sacrifice online advertising. It is not always clear which digital tools are best left alone and which ones can be done without for a while. For example, contextual advertising and targeting provide a faster effect compared to SEO, so they are convenient in terms of "turn on/off". It is easier to save on context and targeting - the price of a mistake is not so high.
Let's look at the traffic acquisition channels that people are rushing to abandon during the crisis.
SEO
What happens if you stop SEO work? The development of the site in terms of search engine optimization will stop. This does not mean that search traffic will immediately become zero. A long start of SEO pays off with a long after-effect. But if you turn off SEO, and your competitors do not, then you will subsequently find yourself in a position of catching up. And in the conditions of a collapsed market and high competition, it will be very difficult to regain previous positions.
Stopping SEO work only makes sense for businesses that predict a severe drawdown for six months and do not have a financial cushion. In this case, the savings on website optimization can be significant.
Let's say you have this situation. You pay 150 thousand rubles for SEO. If you turn it off for six months, you can end up saving 900 thousand rubles. After six months, you start SEO again, and in three months the traffic can recover to a certain level.
If your business is long-term or highly competitive, or the cost of a check for SEO is not that high, then this is pointless. For example, you sell goods for the dacha. Most likely, after the quarantine, demand will quickly recover. Therefore, there is no point in stopping website promotion now.
If you were involved in organizing events, then even after the end of the self-isolation regime, it is unlikely that your industry will recover quickly. In this case, it makes sense to pause SEO.
Contextual advertising and targeting
When is it reasonable to turn off contextual advertising ? If you are selling "on the fly" and there is no way to work now or immediately after the quarantine. For example, you sell mobile phone cases. As soon as the quarantine ends and people return to their previous way of life, you will turn on advertising again, and the business will start working again.
But it is not profitable for companies with a long transaction cycle to turn off advertising. For example, you are engaged in the sale of equipment. Negotiations can last several months or even a year, so now you cannot turn off advertising. Otherwise, at the end of current transactions, you will have a "hole" and, as a result, a cash gap.
What should companies do that do not sell essential goods, but also do not sell "factories and steamships"? If you are currently continuing to work at least at zero or a small plus, then the decision to turn off advertising should be made based on the following.
If you keep jobs and don't turn off advertising, you can go into a small minus. But if you decide to turn off advertising, you won't get any orders at all. And then you can lose staff. In other words, when turning off any advertising channel, you need to consider not only direct losses, but also indirect ones.
As for targeted advertising, it is very similar to contextual advertising in terms of making a purchase decision. Therefore, the principle will be the same.
Website development or revision
Based on my experience, I can say that the time spent in quarantine is better spent for the benefit of business. Improve the site . As a rule, there is never enough time for it.
Surely, you have accumulated shortcomings that require time and some effort. Now is the right time for this, since it is important from what level you start after the crisis.
When the market situation normalizes, there will still be some traffic on the site. And then a lot will depend on how high the conversion rate is on your site. In fact, this is a critical moment. After the crisis, people will not have much money, and the selection criteria will become stricter. A real battle for the client will begin on the market, which you need to prepare for now.
Take a critical look at your website. Perhaps you need to rewrite the description of your products and services, update the About Us section, or create relevant content. These actions taken together will increase conversion on the website. Remember that you should be better than your competitors.
If you predict hard times, then the speed of reaction will be important. For example, you can integrate pages with offers on Tilda into the site, then you can edit them in five minutes "on the knee". Speed will become an important advantage.
Let's assume that your company has decided
content writing service to sacrifice online advertising. It is not always clear which digital tools are best left alone and which ones can be done without for a while. For example, contextual advertising and targeting provide a faster effect compared to SEO, so they are convenient in terms of "turn on/off". It is easier to save on context and targeting - the price of a mistake is not so high.
Let's look at the traffic acquisition channels that people are rushing to abandon during the crisis.
SEO
What happens if you stop SEO work? The development of the site in terms of search engine optimization will stop. This does not mean that search traffic will immediately become zero. A long start of SEO pays off with a long after-effect. But if you turn off SEO, and your competitors do not, then you will subsequently find yourself in a position of catching up. And in the conditions of a collapsed market and high competition, it will be very difficult to regain previous positions.
Stopping SEO work only makes sense for businesses that predict a severe drawdown for six months and do not have a financial cushion. In this case, the savings on website optimization can be significant.
Let's say you have this situation. You pay 150 thousand rubles for SEO. If you turn it off for six months, you can end up saving 900 thousand rubles. After six months, you start SEO again, and in three months the traffic can recover to a certain level.
If your business is long-term or highly competitive, or the cost of a check for SEO is not that high, then this is pointless. For example, you sell goods for the dacha. Most likely, after the quarantine, demand will quickly recover. Therefore, there is no point in stopping website promotion now.
If you were involved in organizing events, then even after the end of the self-isolation regime, it is unlikely that your industry will recover quickly. In this case, it makes sense to pause SEO.
Contextual advertising and targeting
When is it reasonable to turn off contextual advertising ? If you are selling "on the fly" and there is no way to work now or immediately after the quarantine. For example, you sell mobile phone cases. As soon as the quarantine ends and people return to their previous way of life, you will turn on advertising again, and the business will start working again.
But it is not profitable for companies with a long transaction cycle to turn off advertising. For example, you are engaged in the sale of equipment. Negotiations can last several months or even a year, so now you cannot turn off advertising. Otherwise, at the end of current transactions, you will have a "hole" and, as a result, a cash gap.
What should companies do that do not sell essential goods, but also do not sell "factories and steamships"? If you are currently continuing to work at least at zero or a small plus, then the decision to turn off advertising should be made based on the following.
If you keep jobs and don't turn off advertising, you can go into a small minus. But if you decide to turn off advertising, you won't get any orders at all. And then you can lose staff. In other words, when turning off any advertising channel, you need to consider not only direct losses, but also indirect ones.
As for targeted advertising, it is very similar to contextual advertising in terms of making a purchase decision. Therefore, the principle will be the same.
Website development or revision
Based on my experience, I can say that the time spent in quarantine is better spent for the benefit of business. Improve the site . As a rule, there is never enough time for it.
Surely, you have accumulated shortcomings that require time and some effort. Now is the right time for this, since it is important from what level you start after the crisis.
When the market situation normalizes, there will still be some traffic on the site. And then a lot will depend on how high the conversion rate is on your site. In fact, this is a critical moment. After the crisis, people will not have much money, and the selection criteria will become stricter. A real battle for the client will begin on the market, which you need to prepare for now.
Take a critical look at your website. Perhaps you need to rewrite the description of your products and services, update the About Us section, or create relevant content. These actions taken together will increase conversion on the website. Remember that you should be better than your competitors.
If you predict hard times, then the speed of reaction will be important. For example, you can integrate pages with offers on Tilda into the site, then you can edit them in five minutes "on the knee". Speed will become an important advantage.