Even though the world has come to a near halt due to the ongoing coronavirus pandemic, we, as an SEO, can’t just stop doing what we do – Marketing.
As most of the businesses today face challenges to keep their traffic/leads coming and struggling to find ways to grow in the post-corona world, we at Proven Digital are constantly adapting ourselves to find new ideas to continue helping our clients’ businesses to grow in these troubled times.
Continuing our efforts, we are today sharing a list of realistic ideas for brands to create and publish coronavirus response videos for their audiences.
Are you as a brand struggling to keep hold of your customers during the COVID-19 pandemic? Are you looking for new ideas/ways to keep promoting to the target audience? This article will help you by telling just how you can use videos to talk to your customers.
Before you start…
It’s important to understand that the user search behaviour and intent have changed significantly in the past couple of months.
For instance, the same users who were, until a few months before, using keywords/phrases like “best SEO company in the UK” or “best SEO agency for cleaners” in order to find the best SEO agency for their business are now using phrases like “business marketing during coronavirus” and “how to retain customers amid COVID-19 situation”. In short, the ongoing situation is having a major impact on what and how users search on Google.
Keeping that in mind, businesses need to adapt their marketing strategies according to the user search intent.
What will you need?
Now that the way and what for users search on Google have changed, the first step, of course, is to analyse & find a new set of keywords that are in demand (presently) and relate to your business directly or indirectly.
For example, if you have a cleaning business, keywords related to cleaning, sanitisation and disinfection are now highly popular and can be used for creating videos.
At the same time, consider preparing a FAQ section or page on your website, providing answers to the common user questions that are directly or indirectly related to your business. For example, if you run a hotel/restaurant business, tell customers about safety precautions to follow when placing and accepting food orders online, the proper way to wash hands, etc.
Why is this important?
Because you want your customers to know that the business is operating and you’re taking all the safety measures. You want them to know that they can continue interacting and transacting with the brand. And, most importantly, because you don’t want to lose customers for when the market is back on its feet.
As it has been proven many times and again, there is no better way to communicate with your audience than creating & publishing highly engaging videos on popular sites like YouTube. And, this is why YouTube marketing is one of the best digital strategies in 2020 and beyond.
So, this is a wonderful opportunity for both businesses/brands and SEOs to leverage videos to reach their target customers, help them, and continue promoting their services indirectly.
When crafting video strategies for your clients, make sure that you have tailored plans for different clients based on their individual market and goals.
Video Ideas for Coronavirus Situation
1. Avoid Videos with Wrong Messages
I understand you may have a pre-planned video marketing strategy for your own or client’s business that you still want to use. But, before you do that, make sure you’re familiar with whatever tips the leading health organisations and authorities, such as the World Health Organization (WHO), are recommending.
For example, KFC recently made the mistake of posting a video where a customer is seen licking his fingers after eating KFC’s food. While this may be a strong brand strategy, of showing how tasty the food actually is, in normal times. But, this isn’t normal times, and such strategies may only cause a bad brand impression.
Those who know anything about the coronavirus understand that it may spread through touch, which is the reason why experts are asking people to avoid touching their mouth, eyes, etc.
You understand what I am trying to say, right?
So, avoid creating or posting videos that do not resonate with the current times, no matter how well-intended they are.
The best way to avoid such mistakes is by keeping yourself updated with the latest news & updates related to the coronavirus, which brings me to my second point.
2. Follow What Authorities are Saying
A great way to communicate with and help your customers during these testing times is creating and publishing videos related to social distancing, tips to avoid corona infection, hand-washing, and more.
But, make sure to prepare your content based on what authorities like the WHO are saying, and not based on what you think people should do.
3. A Presenter Video
A video containing a person talking about a particular topic is almost always the best way to grab the attention of the viewers and convey the message to them.
Now, the person you select to talk in the video will depend on how much impact you want it to make. Since we are talking about the coronavirus, having a company representative, preferably someone with good expertise in the health matters, talk to the audience can create a better impact rather than making the CEO simply read a script.
Remember, it’s important that the person is an “authority” on the subject and someone people can trust. For example, you can make a “talking head” video with the health department head of your company.
4. Create Videos To Show
Which do you think will get more engagement, a video telling people how to wash their hands, or a video showing them the proper way to wash their hands to avoid the coronavirus infection?
If people wanted to know the right way to wash hands, they could just read a blog post about it. But, if they are choosing to watch your video, make sure it’s worth their time by showing them the right way to wash hands, which is with soap or alcohol-based sanitizers and for at least 20 minutes.
And, if you’re serious enough, you can always manage to find a way to relate the hand-washing video with your own brand/offerings. Like, if you have a food business, you can show people how and why it’s important to maintain proper hygiene when dealing with food, and so everyone should wash their hands properly.
Other ideas for such videos include showing how to make hand sanitiser at home, or videos on how to make a homemade mask, etc.
5. Answer to User Questions
Users in every industry have questions related to what they should do and how they should behave in this coronavirus situation, for which they are constantly searching for answers on Google, YouTube and social sites.
Your customers may also be wondering the same kind of things, for which you can provide answers through videos.
For example, if you run a food business, you can create videos answering questions like,
- How to order food during the coronavirus outbreak?
- Is it safe to order food online?
- What precaution should one follow when placing a food order?
And so on.
Make sure to create videos that clearly answer the user queries.
6. Create ‘Hub’ Content Videos
Hub Content, according to Google, is content that you want to post on a regular basis and follow a particular theme. The idea is to attract a specific category of audiences and make them subscribe to the channel.
Brands can leverage this opportunity to create Hub content on the coronavirus related topics that have high search volume. These content should be posted in a series format and on a regular basis so that users keep coming to the channel.
7. Create Viral Content
Viral content can be anything, from a big event or seminar, a live-streamed event, a promotional video, a targeted ad made for YouTube, or an influencer made content.
The purpose of posting such videos is to get a massive rise in your YouTube channel traffic by attracting users’ attention towards a particular thing or event.
So, SEOs can create, optimize and post such viral content around the coronavirus to create a hype in the industry and bring more targeted users to watch the video and subscribe to the channel.
So, these are about everything you should be doing right now to keep promoting your business through SEO-optimized videos.
Now, if you’re wondering why you need the help of an SEO in creating and posting videos during the coronavirus times, let me tell you why. Because an SEO person knows how to optimize a video for title, tags, descriptions, mobile (responsive) and other things so that you can make the most out of your video and achieve the desired goal.
And if you need help, we at Proven Digital Marketing are just a call away. Our dedicated team of SEO specialists will help you research the best keywords, create videos based on users’ demand and make them viral through sharing, influencer marketing and other techniques. To know more, give us a call right away!