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How to Adapt Your Marketing During the Coronavirus (COVID-19)

This may be of some interest.

It’s been roughly a month now since the Coronavirus started to flip our lives upside down.

From having to practice social distancing and getting used to life without the outdoors to continually washing our hands and wearing masks and seeing loved ones and friends getting sick, the Coronavirus is something none of us expected.

Even our businesses are suffering. Just look at the Coronavirus marketing stats I shared a few weeks ago. The results are devastating.

It’s why I decided to change Ubersuggest and make it more free to help small businesses out.

Since then a lot has changed and there are new opportunities that have come around when it comes to your online business and marketing activities.

Opportunity #1: Help others selflessly

My ad agency has thousands of clients around the world. We lost a ton, but we still have enough to see trends in what’s happening.

When I saw businesses starting to lose a lot of money, I decided to give more of Ubersuggest’s premium features for free. That means it would take me much longer to break even, but that isn’t something I am worried about right now.

Take look at the image below… you’ll see something interesting.

The chart breaks down how many free-trial signups Ubersuggest has received throughout the past month.

Keep in mind, new customers means free trials… a large portion of free-trial users doesn’t convert into paying customers but still, the more trials you get in theory, the more paid customers you will eventually get.

As you can see, the chart is declining. That’s because I opened up more of Ubersuggest’s paid features and made them free.

What’s interesting is you (and other community members) helped support me.

The moment I blogged about more features being opened up for
free, many of you decided to purchase a paid subscription.

I received dozens of emails from the marketing community thanking me and letting me know that they appreciate everything that I was doing AND they purchased a paid plan to help me out.

Now granted, in general signups are down, but that’s what happens when you decide to give away more for free. I didn’t do it because I am trying to leverage Coronavirus or look good, instead, I am just trying to help people out just like I’ve been lucky enough to have had people help me out during my times of need.

But here is what’s interesting… my traffic started to go up
on Ubersuggest the moment I
told everyone that I am giving more away for free.

I’m not the only one who experienced this.

Eric Siu decided to give away a course that teaches people how to start a marketing agency for free (he normally charges $1,497) and a bit more than 250 people have taken Eric up on his offer.

This has led Eric to gain more social media fans and it’s
given him an opportunity to do a webinar about his product/services to a new
audience of 50,000 people.

Similar to me, Eric wasn’t trying to do this to gain
anything, he is just trying to help people out.

I also know someone in the health space who did something similar and one person in the employment space.

They all saw the indirect benefits of helping people out.

In all cases that I have seen, the result is more traffic.

With your website and business, consider what you can give away for free. Anything you can do to help people out is appreciated, especially during this difficult time. You’ll also find that it will drive you more visitors, which is a nice indirect benefit.

Opportunity #2: Paid ads are really, really cheap

The latest trend we are seeing is that paid ads are becoming cheaper.

It makes sense because the way these big ad networks make money is through an auction system. They need small businesses to drive up the cost per click (CPC) for ads so that way the big, billion-dollar corporations have to spend more money on ads.

If you don’t have as many small businesses advertising (like we are experiencing now) there isn’t as much competition for the inventory, so the cost per click decrease.

But the virus has been causing us to spend more time online, so much so that companies like Netflix have had to reduce their streaming quality to help.

In other words, traffic on the web is up and there are fewer advertisers. This means ads are cheaper.

Now we are also seeing conversions rates dropping in certain
industries, but nowhere near at the same rate as the CPCs.

When we average things out per industry and globally, we are seeing paid ads producing a much higher ROI than before the Coronavirus hit. Just look at the chart below.

Our clients, in general, have seen their ROI go from 31% to 53%. That’s a 71% increase in ROI.

If you haven’t tried paid ads yet, you should consider it. If you do, consider ramping up as there is more excess inventory than there has been in years.

Opportunity #3: Conversions are down, but there’s a
solution

For many industries, conversion rates are down. Here’s a
quick snapshot of what it looked like right after the first big week in the
United States.

Since then, things have changed. For some industries, it has gotten better, but for others like travel, it’s still terrible and will be for a while. Delta Airlines is currently burning $60 million a day.

But we found a solution that has boosted conversion rates by 12% on average.

If you are a store selling something online, consider offering payment plans through services like Affirm.

Payment plans reduce the financial burden your customers
will face in the short run.

And you don’t have to be an e-commerce company to leverage payment plans. If you are selling consulting services, you can accept money over a period of a year.

If you are selling ebooks or digital courses, you can also
have a monthly installment plan.

When I sold digital products on NeilPatel.com, I found that roughly 19% of people opted in for my payment plan.

It’s an easy way to boost your conversion rates, especially in a time where many people are looking to reduce their cash spend in the short term.

Opportunity #4: Offer educational based training

If you are looking for a good opportunity, consider selling
your audience educational based courses.

With unemployment
numbers reaching all-time highs
, more people than ever are looking for new
opportunities.

Many of these opportunities are in fields like high-tech
that not everyone has experience in.

And, of course, going back to school can be expensive and is time-consuming. Plus, let’s face it… you can probably learn more applicable knowledge on YouTube than sitting in a college class for 4 years (at least for most professions).

So, where do people go to learn? Any online education
website offering very specific, niche advice and courses.

Whether that is Udemy or you are selling your own courses, people are looking for help.

If you don’t know how to sell online courses in mass quantity, follow this. I break it down step by step and even give you the templates you need to be successful. It’s the same ones I used to reach over $381,722 a month in sales.

Opportunity #5: Geography diversification

COVID-19 is a global issue. But it is affecting some
countries worse than others.

For example, South Korea has had better luck controlling the spread of the virus compared to many other countries.

And countries like the United States and Italy have exploded
in daily cases.

With over 84,000 new cases a day and growing quickly, the spread of the virus or the slowdown of the virus can affect your traffic drastically.

For that reason, you should consider diversifying the
regions you get your traffic from.

Through international SEO, you can quickly gain more traffic and be less reliant on one country’s economy.

For example, here is my traffic swing for my SEO traffic in
the United States over the last few months.

The US traffic is slowly starting to climb back. It’s still not back to where it was during my all-time highs, but it’s not as low as when the Coronavirus first hit the United States.

On the flip side, our traffic in Brazil has been going through the roof.

We haven’t changed our strategy, it’s not algorithm related… we haven’t produced more content than usual… we’ve just seen an increase.

We are also starting to see a nice increase in India.

By translating your content for other regions and leveraging international SEO, you can quickly grow your traffic.

Sure, it may take 6 months to a year to start seeing results in the United States, but that isn’t the case with regions like Brazil where there isn’t as much competition.

If you want to achieve similar results to me, follow my global SEO strategy.
It works well… just look at the images above.

Conclusion

Sadly, the next few months are going to get worse. The daily
count of new Coronavirus victims is growing.

From a personal standpoint, all you can do is stay indoors and practice social distancing.

But from a marketing, business, and career perspective, you can make a change.

You should have more time now (sadly), so use it to your
advantage. Put in the effort so you can grow, that way you’ll come out of the
Coronavirus stronger.

So which one of the above opportunities are you going to implement first?

The post How to Adapt Your Marketing During the Coronavirus (COVID-19) appeared first on Neil Patel.

Thank you for reading.

Facebook is working on a coronavirus… reaction button?

This may be of some interest.

Facebook is working on a coronavirus... reaction button?

Uploads%252fvideo uploaders%252fdistribution thumb%252fimage%252f94568%252fda650d29 d5c3 443e b561 b76b728d1586.png%252f930x520.png?signature=vwnhbazgbvbabettcy79m1huevc=&source=https%3a%2f%2fblueprint api production.s3.amazonaws Read more…

“player”:”description”:”We can overcome this!”,”image”:”https://mondrian.mashable.com/uploads%252Fvideo_uploaders%252Fdistribution_thumb%252Fimage%252F94568%252Fda650d29-d5c3-443e-b561-b76b728d1586.png%252F930x520.png?signature=vWnhbazgBvbabettcY79M1HUEVc=&source=https%3A%2F%2Fblueprint-api-production.s3.amazonaws.com”,”mediaid”:”3bokeD7Pn7″,”preload”:false,”title”:”Facebook, Google, and more join forces to fight misinformation about coronavirus”,”sources”:[“file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/hls.m3u8″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/dash.mpd”,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/1080.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/720.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/480.mp4″],”player_id”:”hrrl7x1B”,”options”:”disableAds”:false,”disableSharing”:false,”nextupAction”:”autoplay”,”embedUrl”:”https://mashable.com/videos/blueprint:3bokeD7Pn7/embed/?player=offsite”,”standaloneUrl”:null,”post”:”url”:”https://mashable.com/article/google-facebook-twitter-coronavirus-fake-news/”,”date”:”2020-03-17T08:28:27.019Z”,”bp_id”:112098,”wp_id”:null,”advertising”:”params”:”keywords”:”facebook,twitter,google,mashable-video,culture,coronavirus”,”sec0″:null,”sec1″:””,”prc”:””,”analytics”:”labels”:”facebook,twitter,google,mashable-video,culture,coronavirus”,”videoSeriesName”:null

More about Facebook, Social Media, Reactions, Coronavirus, and Tech

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Twitter steps up enforcement in the face of coronavirus misinformation

This may be of some interest.

Twitter steps up enforcement in the face of coronavirus misinformation

Uploads%252fvideo uploaders%252fdistribution thumb%252fimage%252f94568%252fda650d29 d5c3 443e b561 b76b728d1586.png%252f930x520.png?signature=vwnhbazgbvbabettcy79m1huevc=&source=https%3a%2f%2fblueprint api production.s3.amazonaws Read more…

“player”:”description”:”We can overcome this!”,”image”:”https://mondrian.mashable.com/uploads%252Fvideo_uploaders%252Fdistribution_thumb%252Fimage%252F94568%252Fda650d29-d5c3-443e-b561-b76b728d1586.png%252F930x520.png?signature=vWnhbazgBvbabettcY79M1HUEVc=&source=https%3A%2F%2Fblueprint-api-production.s3.amazonaws.com”,”mediaid”:”3bokeD7Pn7″,”preload”:false,”title”:”Facebook, Google, and more join forces to fight misinformation about coronavirus”,”sources”:[“file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/hls.m3u8″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/dash.mpd”,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/1080.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/720.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/3/0562bc5e-9e7d-3c2d/mp4/480.mp4″],”player_id”:”hrrl7x1B”,”options”:”disableAds”:false,”disableSharing”:false,”nextupAction”:”autoplay”,”embedUrl”:”https://mashable.com/videos/blueprint:3bokeD7Pn7/embed/?player=offsite”,”standaloneUrl”:null,”post”:”url”:”https://mashable.com/article/google-facebook-twitter-coronavirus-fake-news/”,”date”:”2020-03-17T08:28:27.019Z”,”bp_id”:112098,”wp_id”:null,”advertising”:”params”:”keywords”:”facebook,twitter,google,mashable-video,culture,coronavirus”,”sec0″:null,”sec1″:””,”prc”:””,”analytics”:”labels”:”facebook,twitter,google,mashable-video,culture,coronavirus”,”videoSeriesName”:null

More about Twitter, Social Media, Coronavirus, Covid 19, and Tech

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What The Coronavirus (COVID-19) Means For Marketers

This may be of some interest.

By now you have heard about the Coronavirus.

The sad reality is that it is spreading quickly and will continue to spread for a while.

Did you know that we are getting roughly 13,000 new cases a day and it’s growing fast?

No one really knows how many people will be infected (or will pass away sadly), but it has caused the global stock markets to crash, which means as a business (or even a marketer), you will be affected.

And because my ad agency works with hundreds of companies in all the major sectors and we have 7 offices around the world, we are already starting to see how it is impacting marketing (I’ll share the data below).

So what does this mean for you?

Well, before I go into that, let me be clear on what marketers should NOT do.

Don’t exploit the situation

The first thing we are seeing is people trying to exploit fear.

What I mean by this is supplies are running low around the world. From masks and toilet paper to hand sanitizer and other basic necessities… I am seeing marketers buying them and then reselling them on eBay or running ads and selling them for 10-50x the price.

This isn’t entrepreneurship and this isn’t marketing. I highly recommend that you avoid exploiting the Coronavirus situation to make a quick buck.

Not only is it wrong but it is also very short-sighted. Sure you may be able to make a quick buck, but it won’t last… you are better off spending your time on anything that is long term.

So now that we got that out of the way, what does the Coronavirus mean for marketers?

Businesses are going to struggle for a while

Even if the virus slows down fast as the numbers have dropped in China, businesses are going to struggle for well over a year because they will have to make up for their losses.

For example, in China the virus caused retail sales to drop by 20.5% and the unemployment rate jumped to 6.2 in February.

When companies like Apple shut down their stores to help reduce the spread, it means less income and less profit. Sure they are able to pay their employees during their temporary shutdown, but not all companies have their bank balance and most won’t be able to do the same.

Just look at the travel industry. The virus is expected to lose them 820 billion dollars. Virgin Atlantic just asked their staff to take an 8-week unpaid leave.

The ports are also empty and the first rounds of layoffs have already started.

It’s estimated that in total COVID-19 will cost the global economy $2.7 trillion.

And not only are people losing money but they are losing traffic and conversions.

Organic traffic is down in most industries

As I mentioned above, we work with hundreds of clients in different industries through my agency. On top of that, we also have tons of data because of Ubersuggest.

Before I dive into the data, note that we didn’t focus on any one single country, we decide to look at the traffic stats from a global perspective. We also didn’t include data from sites with less than 5000 visitors a month as they tend to have drastic swings from a percentage perspective even when there are no global issues or algorithm updates.

We also don’t have data on every single industry, for example, we don’t really work with many restaurants nor do we purchase data for that category as local restaurants usually don’t have the biggest marketing budgets. We have data on most of the major ones, but again not all.

Now, from an SEO standpoint, last week we saw huge drops in organic traffic for most industries we are tracking. Just look at the chart below (compares last week to the previous week).

If you are in the news industry or financial space, your traffic skyrocketed. 

And if you are in the travel industry, you saw massive drops in traffic.

You can’t tell by the chart, but e-commerce was a mixed bag, depending on what sites sold, traffic was either up or down. For example, if you were selling baby products like diapers or wipes then you saw a nice bump in traffic.

But if you were selling luxury goods like big-screen televisions you saw a drop in traffic.

Conversions were also down for most industries

From a conversion rate standpoint, we saw drops in most industries as well. Even the financial sector, which had big traffic booms in traffic, dropped in conversions.

Just look at the chart below (comparing last week to the previous week):

As for news (media) sites, they had a big conversion lift as many of them charge for people to read their updated information.

For example, you can only read a certain amount of content from the Washington Post for free until you see a message that looks like this:

People didn’t want to miss out on Coronavirus, political and financial information with the turmoil, hence news sites saw a nice lift.

And with some sectors like travel, they are currently offering massive discounts, which is helping counteract some of their traffic declines. Overall, they are still seeing a massive revenue hit.

Pay-per-click data

We don’t have as much pay-per-click data as we do for SEO as Ubersuggest is mainly used for SEO purposes, but we haven’t seen big shifts in cost per click… even for things like the travel industry.

We don’t have a big enough sample size, but as I mentioned, costs haven’t come down much.

For example, even though we saw big dips in the number of people searching for things like flights or hotels, we didn’t see a drastic drop in CPC but we did see a big increase in cost per acquisition.

In other words, you can still roughly pay the same amount per click, but the cost per conversion has been going up for most industries… unless you are selling necessities like toilet paper.

So what does this mean for marketers?

Be fearful when others are greedy, and greedy when others are fearful

I didn’t come up with that saying, it’s actually a line from Warren Buffett.

You will see people cutting back because the economy is predicted to get hit by 2.7 trillion dollars and experts are saying that we are going to go into a recession.

You even have billionaire investors like Carl Ichan saying that the market has more room to go down and we should expect the sell-off has longer to go.

But what I’ve learned from going through two crashes (the dotcom crash in 2000 and the real estate crash in 2008) is that the best time to double down is when others are not.

During an economic downturn, you’ll find that you will have less competition, which means it is easier and faster to get results, and in some cases, you’ll be able to get deals, such as a potential reduction in pay-per-click advertising.

Just think of it this way: out of all the publicly traded companies in the United States, if the market keeps going down, many of them will struggle to pay off their debt, which has exploded to $75 trillion.

This means some companies will either go bankrupt, get bought out, or get bailed out by the government. Some may be able to cut costs enough to pay their bills, but for most, it will be too late.

Again, this just means less competition for you.

If you are lucky enough to be sitting on some cash during the recession this is the best time to buy out other companies. The ideal ones to buy are media companies.

The more eyeballs you control, the more power you will hold in the future. Plus, by controlling eyeballs, it gives you the ability to sell anything you want in the future.

It’s the reason I bought the KISSmetrics website for $500,000 a couple years ago. During their peak, they had 1,260,681 million unique visitors a month.

That’s a lot of traffic.

When I bought the site out, I was out a good amount of money for me, but the moment I merged it into the NeilPatel.com site, I increased my lead count by 19% and recuperated my investment in less than a year.

In other words, this is your opportunity to strike and gain market share.

So when you see your competitors closing down or slowing down on their marketing, the goal is to double down. You may not see the biggest return right away, but in the long term, you will.

Every time the market goes down by 20% or more it roughly takes 536 days to recover.

As we recover, you’ll see your revenue climb and the ROI from your marketing spend go through the roof.

Conclusion

Hopefully, the Coronavirus passes soon and it has minimal impact on lives. For the time being, try not to socialize with others too much or go into crowded places.

You should read this article by the Washington Post as it breaks down great simulations of how the Coronavirus will spread and what we can do to reduce the impact on the world.

And as for your marketing, this is the time for you to double down. Don’t be fearful when others are also afraid. Do what Warren Buffett does… be greedy when other people are fearful.

In other words, double down. 

How have you seen the Coronavirus affect your traffic?

PS: Please be safe and, if possible, stay indoors.

PPS: To help out a bit, I’ve opened up the keyword ideas report on Ubersuggest as well as historical keyword data. I know many of you may be facing financial difficulty, so hopefully having the data helps you save a bit of money on marketing.

The post What The Coronavirus (COVID-19) Means For Marketers appeared first on Neil Patel.

Thank you for reading.

China coronavirus symptoms: Here’s what the CDC is checking for as the Wuhan outbreak spreads

This may be of some interest.

The virus, which the CDC is calling 2019-nCoV, is causing pneumonia in China. The risk to Americans is low, but U.S. health officials aren’t taking any chances.

The outbreak of a mysterious virus that was first detected in the central Chinese city of Wuhan continues to spread. Health authorities in China just confirmed 139 new cases of pneumonia linked to the virus, including two cases in Beijing and one in Shenzhen. A third death has also been confirmed, CNN reported.

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