So we’ve had that conversation with a lot of clients. I have a number of clients who have been with me for a long time and we’ve had to decrease what we were doing for them. It’s more about just maintenance and not losing the placement that you have. But let’s not focus so much on gaining all that ground right now.
Because again, if they’re shut down or for example, I have clients in Ophthalmology that can only see emergency patients right now, so their revenue is down 80 percent. We’re doing things that’s going to help maintain the placement they have now and not lose it but not be as aggressive as we typically are each month.
The importance, obviously, of this situation versus a traditional recession is that we know we’re going to come back, we know this is going to bounce back, we know that we’re gonna be able to start seeing our customers again even in limited capacity but that’s gonna happen within the next couple months.
This isn’t something that’s going to last years, so I think working with clients that really are looking towards the future is going to help with SEO and the overall placement. They want to make sure when they come out of this that they’re ahead of the game. There are a lot of businesses that have cut all advertising completely.
I’m advising clients to do what you can to maintain what you have.
I have some clients that are still doing well. We’ve shifted the budget. Maybe we’ve taken some money from SEO and moved it into social media or we’ve taken our search ad spend (which is considerably down and just in terms of number of searches nowadays) and moved it to a brand building campaign.
Keeping that name out there, whether it’s through maintaining SEO or pivoting and working with different mediums right now, the whole goal is just to continue to keep that brand out in front of people.
We’re doing a lot more content marketing and email marketing. And the reason being is we just need to engage and keep the brand alive in consumers minds.