The last six weeks have been a crazy ride for so many of us. We are adjusting to major upheaval in our daily lives and the economy has been reeling from the impact of this virus.
Over the 20+ years I have had my marketing business I have experienced economic downturns, the Y2K fear, the Bush-Gore tie, 9/11, stock market crashes, natural disasters, and more. I can testify to the fact that businesses and manufactures can thrive in downtimes and COVID-19 is no different.
There are manufacturers who are thriving right now and those that are either slowed down, shut down or are struggling with supply chain issues. Whether you need to save money or completely change your operations, every dollar you spend now needs to be effective.
That’s why SEM is the most important marketing manufacturers should be doing right now. SEM can mitigate marketing challenges and has immense value for manufacturers in this pandemic.
What is SEM
Search engine marketing (SEM) is a broader term that encompasses
- SEO (Search Engine Optimization), a combination of enhancements and best practices done on and off your website to help you rank higher in organic search engine results, and
- Paid search engine advertising like banner ads, geo-targeted ads, and Pay Per Click (PPC) ads such as Google AdWords, Yahoo/Bing, Facebook, etc.
The measurable beauty of SEM
The beauty of SEM is that you get timely feedback and every tactic is measurable. Search and buying behavior may continue to change in the coming months and it’s important that your marketing efforts can pivot based on hard data.
SEM reaches consumers in need
SEM produces leads and sales because consumers connect with your brand when they are searching for your product or service. In order to connect you need to appear on page one of the search engine results. The reality is that it's almost impossible to get consistent page one organic search results without continual investing in SEO. Only focusing on SEO when your site was created will not keep you ranking in a profitable way. SEO is an investment that is continual and compounding.
Scarcity and searching
We know that product scarcity creates increased internet searches. That is exactly what has been happening during this pandemic and has occurred for other various reasons in the past affecting manufacturing. It only makes sense that if you are in the search results when people are searching for scarce products or services, your business can profit. This is the time to be thinking about what items may become scarce (and your business can or does produce) in the coming six to nine months and start working on search engine rankings for those items.
Research has revealed, nearly 90 percent of B2B buyers begin searching for products online. That means SEM needs to play a major role in marketing for manufacturers.
A new normal is coming
As I have seen over the course of my business things will normalize as the quarantines and restrictions end. Those that implement SEM programs during the down times will be set to benefit when the economy starts to gain steam again.
While you can see results from SEM in a relatively short amount of time, the overall effectiveness of SEO doesn’t happen quickly. It takes time to create an SEO campaign that works effectively. That’s why a combination of SEO and paid search can be a really powerful combination and can produce the revenue your business needs to make it through hard times.
COVID-19 Google Ad credit
Google is helping SMBs who are struggling with ad budgets. They are awarding $340M Google Ad credit to current Google Ads customers who already have AdWord accounts.
I founded Eggen (my maiden name) Group Marketing in 1996 and am proud to hail from west central Minnesota. I earned my Bachelor’s degree in Mass Communications from MSUM and had a career in health care marketing prior to starting my business.
Eggen Group provides personalized services for manufacturers to increase web rankings, increase web traffic, increase conversions, increase qualified leads, increase brand awareness and increase revenue. I have worked with manufacturers in West Central MN for 20 years on websites, SEM, SEO, paid search, content creation, video productions, print materials, catalogs, eCommerce and much, much more.
COVID-19 has been a busy time as our clients adjusted strategies and tactics. Now that most of them are on track I want to extend an offer outside of our client base. I care deeply about the survival of business… because I own one. I’m offering a phone call with you, to do a review and to do a little brainstorming. There’s no obligation. It is not a sales call. I just want to help. If you’re interested, please contact me and we will set something up.
Becky Hauschild, owner