In times of crisis, a well-executed performance marketing strategy can make the difference between success and failure for a company. Rapid shifts in sentiment, political events leading to social problems, and purchasing power changing overnight can make success difficult with traditional marketing methods. However, performance marketing remains very important and can be key to success for companies during these difficult times. Increased data protection requirements and legal regulations can make the success of performance marketing in Europe and especially in Germany more challenging, but with the right approach, companies can still succeed in this difficult environment. In this blog post, we will discuss the importance of performance marketing in times of crisis and provide tips on how to be more successful with this type of marketing.
Marketing in Times of Crisis: How to Succeed with Performance Marketing
The crisis has brought about various impacts in B2C and also B2B, which are still ongoing. In this article, we will look at some important changes in the market and provide guidance and tips on how to improve. Of course, as a marketing agency, we offer strategy consulting with implementation expertise based on more than 12 years of experience. Further down, you will also find 8 direct tips for more conversion = revenue.
Search Volume – Up and Down – Sudden Changes in Search Volume Due to Short-Term, Significant Events & Trends
The search volume for a particular keyword or phrase can change rapidly during a crisis. For example, during the COVID-19 pandemic, there was a sudden surge in searches for terms related to hand sanitizer, face masks, and other personal protective equipment (PPE). This is because people were suddenly concerned about their personal health and safety and were looking for ways to protect themselves from the virus. Similarly, during times of economic recession, there may be a sudden increase in searches for terms related to debt relief or job loss. This is because people are suddenly concerned about their financial security and are looking for ways to improve their situation. In each of these cases, changes in search volume can provide marketers with valuable insights into people’s thoughts and feelings during times of crisis.
Performance marketing can be a very effective way to reach consumers during times of crisis. This is because it allows marketers to target their advertising messages specifically to people who are looking for information related to the crisis. For example, if a company sells hand sanitizer, it can use performance marketing to target its ads to people who are searching for information about hand sanitizer or COVID-19. This type of targeted advertising can be very effective in reaching consumers who are interested in your offering.
Search Intent: What if the user searches unchanged, but suddenly means something completely different?
Search intent is the reason why a user enters a particular query into a search engine. It can be divided into four main categories: navigational, informational, transactional, and commercial search. Navigational searches are performed when users want to find a specific website or webpage, such as „Facebook“ or „BBC News.“ Informational searches are used when users are looking for information on a specific topic, such as „How to bake a cake?“ or „What is the capital of France?“ Transactional searches are used when users want to buy something, such as „buy Nike shoes“ or „book a hotel room.“ Commercial searches are used when users are looking for businesses that offer a specific product or service, such as „plumber“ or „dog groomer.“
Search intent can be a valuable tool for marketers in times of crisis. This is because it can provide insight into what people are thinking and feeling during a particular period. For example, if searches for „debt relief“ skyrocket during an economic recession, this could indicate that people are concerned about their financial security and are looking for ways to improve their situation. Similarly, a surge in searches for „job loss“ during a pandemic could indicate that people are concerned about their personal health and safety and are looking for ways to protect themselves from the virus. In each of these cases, understanding search intent can provide marketers with valuable insights into people’s thoughts and feelings during times of crisis.
Therefore, targeted advertising aimed at a specific target group in combination with the right search intent + answering questions is the ideal combination to sell services and/or products on the topic.
Sales can occur actively or passively.
Caution with contextual targeting – preferably manual instead of automatic
Contextual targeting is a form of online advertising that allows marketers to serve ads to users based on the context of the webpage they are viewing. For example, if a user is reading an article about car insurance, a marketer can show them an ad for car insurance. Contextual targeting can be used with both search engines and websites for targeted ad placement. On search engines, contextual targeting is usually done by bidding on keywords that are relevant to the context of the user’s search query. On websites, contextual targeting is usually done by placing code on the website that allows advertisers to serve ads based on the content of the webpage. This type of targeting can be an effective way to reach consumers who are interested in your offering.
However, in a crisis, this type of advertising and content marketing can also backfire, as promises cannot be kept that were requested in the context.
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The cost of living is rising, the future is becoming more uncertain
The cost of living is rising, and the future is becoming more uncertain. This is especially true in times of crisis, when the economy is unstable and people are worried about their jobs and finances. In such times, it is important to be careful with your money and make sure you don’t spend more than you can afford. One way to do this is to keep track of your cost of living so you can adjust your budget accordingly. Also, remember that the future is always uncertain. So don’t make any major decisions without carefully considering them first.
Consumption declines in a crisis and consumer behavior changes
One of the most noticeable effects of a crisis is a decline in consumption. This is because people worry about their finances and do not want to spend money on non-essential items. This can be a problem for businesses, as they may see a decline in sales and revenue. To counteract this, businesses may need to adjust their marketing. Strategies that focus on essentials or offer discounts and promotions. Furthermore, it is important to remember that people’s needs and wants change during a crisis, so businesses should be flexible and adaptable with products and services.
The Consumer Climate Index:
Source: https://de.statista.com/statistik/daten/studie/2425/umfrage/gfk-konsumklima-index/ You can find more statistics at Statista
Fear – What if there's nothing left tomorrow?
One of the biggest fears during a crisis is that there will be no food or supplies left. This is especially true when there are reports of empty supermarkets. People also fear poverty and homelessness. To combat these fears, it is important to have a plan. Make sure you have enough food and supplies for a certain period. Also, try to remain calm and rational.
Remember that most people are in the same situation as you and that things will get better eventually.
Marketing in times of crisis: Increase conversion rate through suitable content in relation to search intent
To be successful in times of crisis, it is important to know your target audience precisely and understand what they need or want. It is also important to know where your target audience spends most of their time online. This allows you to create targeted marketing campaigns that reach them where they are most active. Furthermore, it is important to focus on increasing your conversion rate. This can be done by offering discounts or coupons, free shipping, or by creating compelling content that meets the needs of your target audience. By increasing your conversion rate, you can offset sales declines that may occur during a crisis.
There are many ways to succeed with performance marketing in times of crisis. The most important thing is to know your target audience and what they need or want. By creating targeted marketing campaigns and increasing your conversion rate, you can offset sales declines that may occur during a crisis.
Targeted marketing campaigns are essential to reach potential customers who are interested in your offer. To create a targeted campaign, you must first identify your target audience. Once you know who your target audience is, you can determine where they spend most of their time online. This allows you to create ads and content specifically tailored to this audience.
8 direct tips for more conversions
- Good to very good landing page with truly suitable products (not too large a product offering)
- Clear calls to action -> Where, when, and how should the user click?
- Sales copy = sales psychology in image and text
- Personality builds trust = show yourself and your abilities with vision
- User-friendliness on desktop and especially on mobile devices
- Simple inquiry function or simple shopping cart + checkout = keep it simple
- Solid shipping solutions at a fair price and a good selection of payment providers
- Support for questions online via chat, contact form, and also offline via phone with fast response times
Additional tip: Revenue comes from implementation!
Conclusion – holistic with a view to the future
In times of crisis, it is particularly important to focus on performance marketing. Rapid changes in mood, political events leading to social problems, and purchasing power that can change overnight make it difficult to succeed with traditional marketing methods. However, performance marketing can help you overcome these challenges and achieve your business goals. As an advertising and marketing agency, we are happy to help you find ways and seize opportunities in times of crisis.
In a crisis, the winners of tomorrow are born.
Florian Ibe
CEO & Marketing Consultant
Your contact person: Florian Ibe
DE
