Tips on Marketing During an Economic Downturn
This video will reveal business marketing tips during this poor economic times.
In the above video interview with search marketing specialist Mike Grehan, Mike asks, in a time when people are urged to be smarter about marketing in economic downturns, "When is a good time to do bad marketing?"
In difficult times, he says, smart marketers begin to do more marketing, not less. Because other marketers may have cut back, smart marketers take advantage of the greater visibility available, larger share of voice, and lower ad rates.
Smart marketers also understand user intent by means of the search terms used. He sees three types of queries:
- Navigational search to find a particular website
- Informational search to find information in order to solve a problem
- Transactional search, to engage in a dialog and perhaps to make a purchase.
The steps recommended to take are:
- Understand your user intent
- Determine the stage for your buying cycle
- Offer content appropriate to that stage.
To be visible, Gerhan says, your search result needs to be "above the fold" -- on the first screen. People reformulate queries these days, rather than scrolling to the second page. Therefore, marketers need to consider being visible with a variety of content: PDF whitepapers, video, local search, news, blogging, and financial reports.
Grehan's final tip: "don't create content, create experience," taking advantage of the greater bandwidth now available.
Mike Grehan is the Global KDM Officer for Acronym Media, New York City. This interview was taped in May 2009 at the eMetrics Marketing Optimization Summit in San Jose, CA.
Video By Dr. Ralph F. Wilson, Web Marketing Today original article is at www.WebMarketingToday.com