It goes without saying that it’s crazy times for digital marketing, but not uncertain times.

Because one thing is certain. If you turn the lights off, nobody will know that you’re still home.

Today I saw a very interesting piece of research by the CXL Institute in Atlanta, which goes to prove that in the midst of any recession (which this is becoming, without question), those who survive and flourish are the ones who were first out of the gate.

Past recessions

Their data looked at past recessions and what separated the survivors from the thrivers – and it’s very interesting.

Some may question if it is a selfish response for digital agencies to recommend that you keep your activity running to some extent. For us, it’s not. It really isn’t.

When the government announces (and they will) that the current social and other restrictions are over, you do not want to be on the back foot while your competitors are ready to hit ‘go’. You just don’t.

Thinking in pure “recession” terms could be the worst thing to do right now. As morbid as it is to say, there are opportunities in this.

Business owners should be surrounding themselves with information from positive CEOs that are looking for ways to grow leaner and stronger in these tough times.

Businesses could be priming themselves with topical messaging and offerings on social media currently, and seeking SEO gains. They should be engaging long term thinking to rapidly grow when everything returns to normal.

Bounce back

Those who bounce back and thrive are right now:

• Maintaining some level of brand presence through display/social/search/SEO/content.
• Keeping customers (including potential ones) informed of what’s happening.
• Currently strategizing their activity for re-entry.
• Watching competitor activity.
• Aligning all channels including paid, creative, content and SEO to be ready to hit ‘go’.
• Ensuring your website’s robust performance for when consumers are transactional again.

You don’t need to wait for that Government announcement to rebound. It will be reactionary, just like yours. Your own business data, industry trends, search trends, as well as your digital agency can help to advise when and how this is best to do. Some common sense will apply too.

In short, be ready.

Now is the time to use your digital agency to be prepared for when (not if) this passes.

If you have already switched off your digital marketing activity then that’s understandable too, it really is. But don’t forget that this time can be used to reflect, improve, strategise and be ready.

If you need sound and practical advice in the shadow of COVID-19, we’re still here. And we always will be.