Covid-19: Crisis recovery growth webinar

COVID-19
CRISIS-RECOVERY-GROWTH:
A MARKETER'S ROADMAP FOR
CHALLENGING TIMES
APRIL 2, 2020

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
YOURSPEAKERS
Erik Newton
VP of
Marketing
Milestone
Moderator Guru?
Sam Khandelwal
Head of Customer
Solutions
Milestone
Organic Guru
Ilya Cherepakhin
Head of Performance
Marketing
Milestone
Media Guru
2

Confidentialwww.milestoneinternet.com | 1-408-200-2211
ABOUTMILESTONE
CMS Local
Reviews AnalyticsInsights
Schema Voice
Search
DRI VE REVENUE AND T RAFFI C FRO M DI G I TAL
Design Content SEO
Paid
Marketing
Socialcontent
marketing
Analytics&
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
O MN IC H A N N E L P L AT F O R M S E RV IC E S

STAYSAFEFRIENDSINNYANDEVERYCITY
4

• C-R-G: 3 phases
• Key steps & tactics
• Takeaways
@MILESTONEMKTG
TODAY'SAGENDAFORTHEMARKETER’SROADMAP
5

UPCOMINGCRG WEBINARSERIESFROMMILESTONE
CRG Framework
Thurs, Apr 2
CRG Local
Weds, Apr 15
CRG Content and B2B
Thurs, Apr 23
Intro to
Crisis-Recovery-Growth
framework
CRG Paid
Weds, Apr 29
Local channels in
phases
Content and B2B in
phases
Paid channels in
phases

BUSINESSESINNOVATING,DOINGRIGHTTHINGS
7

3 STRATEGIC PHASES
@MILESTONEMKTG
Crisis, Recovery,Growth

COVID-19CRISIS-RECOVERY-GROWTHSTRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
3. Ensure local listings & maps are updated
4. Start developing new content
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale Paid Media presence
3. Leverage Prospecting and Look-alike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of Paid Media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize Mobile with AMP and superior navigation
5. Amplify omnichannel efforts with Email
9

CRISIS STAGE
Conserve,Adjust,Engage

BUSINESSESRESPONDTOINITIALCRISISIMPACTS
11
Pet to grocery stores, restaurants to
pharmacies, offer curbside pickup, drive-thru,
onlineordering, delivery
With tradeshows & events cancelled,
B2B focus shifts to virtual events, webinars,
Zoom customer check-ins

MAINTAINWEBSITEANDINCREASEDIGITALRELEVANCE
Banner – Alert
Landing Page – Engage
Call to Action – Convert (Soft Conversions)

ENSURELOCALLISTINGSANDMAPSARE UPDATED
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGSCentral Data Hub
Source Search Engines Apps & listings
Accurate-Relevant-Frequent
Opportunities include:
• UNAP
• Google Posts
• Attributes
• FAQs
• Descriptions
• Reviews
• Events
13

LOCALLISTINGSANDKNOWLEDGEPANELSHAVEHIGHVISIBILITY
If you do not control your local listing or knowledge panel,
Google may crowd source information from users
14

NEWCONTENT:ZERO-CLICKISAMAJORTREND;
USEFAQS&VOICESEARCHTOINCREASEVISIBILITY
15
Crisis-stage FAQs complement evergreen FAQs
Use online and offline sources to identify
questions your customers have

ADDNEEDEDCONTENTANDFAQSTOWEBSITE
Intelligence •Customers (offline, online,
social)
Search
Console
•Google
‘People Also
Ask’
Content
•Answer FAQs
•Highlight
policies
•Link banners
Success
• Impressions
• CTR
• Clicks
HOW WEACHIEVED 2X CTR
16

NEWCONTENT:ASOFFLINEEVENTSCANCEL,USESCHEMASTO
CREATEVISIBILITYFORYOURVIRTUALEVENTS&OFFERINGS
17
Schemas can create visibility for:
cancelled events
rescheduledevents
& virtual events

@MILESTONEMKTG
NEWCONTENT:USESOCIALTOCOLLECTINTELLIGENCE&
UPDATEYOURCUSTOMERS
Fastest channel to capture
customer sentiment & feedback
18

CREATEAMPVERSIONSOFYOURMOSTCRITICALWEBSITECONTENT
19
AMP results sample data on 12 projects
• Mobile visits +59%
• Visits (30 days pre-post) +34%
• Impressions (30 days pre-post) +54%
10x
Higher Speed
20x
Higher Engagement

DIGITALASSESSMENTCANHELPYOUDISCOVEROPPORTUNITIESTO
STRENGTHENYOURFOUNDATIONFORRECOVERY
• How does my site
perform on mobile?
• Do I haveAMP
versions of key pages?
• How quickly do my
pages load?
• Do I have content for
images, videos, news,
local?
• Is my content wrapped
around by right
schemas?
Benchmark against your
competitors to discover
low-hanging fruit
20

1. Maintain website to keep your digital relevance
- Repurpose banners, landing pages & soft calls to actions
2. Add Covid-related content
- Gather intelligence for landing page content: FAQs, policies
- CreateAMP versions of critical pages
- Aim for accuracy, relevancy & frequency
- Use enhanced Google knowledge panel opportunities
- Social for intelligence & engagement
- Schemas for visibility of new ‘virtual’content
- Lay the groundwork for Voice search with Crisis FAQs
@MILESTONEMKTG
TAKEAWAYSANDTHINGSTOTRYFORCRISISPHASE
22

RECOVERY
@MILESTONEMKTG
Working in the new normal

Confidentialwww.milestoneinternet.com | 1-408-200-2211 24
UNIQUE SELLING POINTS
Offers, attributes, new services, partnerships, or rewards
DIGITAL MEDIA ACTIVATION
Targeted lower-funnel strategies, saturating one channel at a time
SEO VISIBILITY UPGRADE
Schemas, technical SEO, local presence
MOBILE ENHANCEMENTS
Best-in-class navigation, content display & AMP solution
EMAIL ACQUISITION
Capture, loyalty refresh, CRM reset
5STEPSFORSTRONGRECOVERY

UNIQUESERVICEPROPOSITIONS
Set yourself apart with memorable, value-driven messaging
Unique AttributesService Updates * Extra Benefits & TrialsTargeted Discounts
• Key to provide incentives for prospects to not only consider but want to transact
• Creatively differentiate with value propositions that uniquely address customer needs
• Avoid discounting, if possible
* Hypothetical example

26
DIGITALMEDIAACTIVATION
Begin rebuilding digital presence with targetedstrategies
• Efficiently regain digital presence
• Prioritize lower-funnel channels due to highest
return and likeliest chance of full SOV
• Scale with control and optimize based on
targeting, devices, audiences, seasonality and
business insights
• Align with USP strategies
• Monitor competitor presence
Display & Social
Prospect & Lookalike
Targeting
Paid Search
Non-brand
Paid Search
Brand
Remarketing
All channels
26@MILESTONEMKTG

REMARKETING:DISPLAY&SOCIAL
27
Close non-converting users with a range of retargeting strategies
Special offer, ideally not
publicly available and
promoted on a
hidden site page
Show use cases for
viewed yet unsold
items
Offer something free

REMARKETING:PAIDSEARCH(RLSA)
28
Repeat searchers who do not convert are shown custom ads leveraging custom landing pages
1st TimeSearcher Default Default
RepeatSearcher
whodidnotconvert
CustomOffer CustomOfferPageRLSA
Standard
User Journey Familiarity with Site PPC Ad Message Landing Page
• Ideally, landing page is customized and not accessible otherwise (if not, ok to use an existing offer)
• Ad text to mention offer details and “exclusive, internet-only” offer
• Ads can be further customized based on:
• Recency of visit
• Depth of site engagement on past visit (e.g. user only browsed site or also enteredshopping cart)
• Meaningful audience size needed and so recommended for Growth stage
@MILESTONEMKTG

1. Use the time to expand content
• Analyze FAQs from site and customer service and forums
• Answer questions, be helpful and relevant
• Launch or expand FAQs at a target cadence, e.g. 10 per week
2. Add or improve schemas
Has the largest impact of any SEO tactics across Milestone accounts in 2019
3. Monitor and repair schema errors, errors will nullify gains
4. Implement new schema types Google creates to respond to crisis
5. Add AMP to all important pages, improves mobile and desktop
rank for visibility and clickability
@MILESTONEMKTG
INVESTINSEO:SCHEMAS,FAQS,AMP&SITESPEED
31

MOBILE:ESPECIALLYCRITICALINCOVID-19SETTING
Recovery stage will amplify weak spots in how sites convert mobile traffic
@MILESTONEMKTG
• Mobile remains the dominant device at 50%+ of traffic
• If page speed is >1 sec, bounce rate rises dramatically
• Users in post-crisis stage will be especially sensitive to any flaws across mobile

MOBILE:4STEPSFORBESTCONVERSIONFLOW
@MILESTONEMKTG
2.
Lightbox for
offers and news
updates
3.
Multi-option
booking engine
4.
Geo-targeted
content
1.
Elevate call to actions
to earliest engagement stage
33

• Pursue and reward email signups
• Use engaging, content-rich emails for
ongoing communication
• Align email with other channels to
maximize omnichannel synergies
34
EMAILTOAMPLIFYOMNICHANNELEFFORTS
@MILESTONEMKTG
Exclusive offer
for subscribers
Key to implement best practices for email to reinforce other channels

1. Tune your offers and messaging
2. Run experiments
3. Optimize your offer flow and conversion
4. Protect and monitor brand terms in Paid Search
5. Hone channel interactions and targeting techniques
6. Improve mobile experience and speed
7. Enhance Omnichannel synergies with Email
@MILESTONEMKTG
TAKEAWAYSANDTHINGSTOTRYINRECOVERYPHASE

SCALEWITHOMNICHANNELSYNERGIES
37
NATIVE
SOCIAL
PAID SEARCH
PROGRAMMATIC
ENDEMIC
METASEARCH
TABLET
VOICE
MOBILE
DESKTOP
Rebuild reach and maximize paid media channel saturation for ongoing growth
Site

1. Figure out which stage you are in
2. Map your plan to the CRG stages
3. Engage your team or an agency to execute your plan
4. Listen to your customers and watch for changes in journeys
5. Run experiments, run more experiments
6. Get a complimentary digital assessment from Milestone
7. Join us on for the next CRG webinar on content
8. Stay safe and socially distant
@MILESTONEMKTG
NEXTSTEPS

SIGNUPFORAFREESITEASSESSMENT
@MILESTONEMKTG
First 30 attendees* to register will
get a complimentary site review
• Content Health
• Entity / Schema Health
• Mobile Readiness
• Technical Health
• Local & GMB
https://go.milestoneinternet.com/audit
* Not available to agencies, consultants,
or individuals

COVID-19CRISIS-RECOVERY-GROWTHSTRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale Paid Media presence
3. Leverage Prospecting and Look-alike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of Paid Media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize Mobile with AMP and superior navigation
5. Amplify omnichannel efforts with Email
41

Covid-19: Crisis recovery growth webinar

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