Marketing in times of crisis: How to be successful with performance marketing
Marketing in times of crisis: How to be successful with performance marketing

In times of crisis, a well-executed performance marketing strategy can mean the difference between success and failure for a business. Rapid mood swings, political events that create social issues, and purchasing power that changes overnight can make it difficult to succeed with traditional marketing methods. However, performance marketing is still very important and can be the key to success for companies in these difficult times. Increased data protection requirements and legal regulations can complicate the success of performance marketing in Europe and especially in Germany, but with the right approach companies can also be successful in this difficult environment. In this blog post, we go into the importance of performance marketing in times of crisis and give tips on how you can be (more) successful with this type of marketing.

Marketing in times of crisis: How you are and will be successful with performance marketing

The crisis has had various effects in B2C and B2B, which are still ongoing. In this article, we look at some key changes in the market and provide hints and tips on how to improve it. Of course we offer you as Marketing agency strategy consulting with implementation expertise based on more than 12 years of experience. Below you will also find 8 direct tips for more conversion = sales.

Search volume – up and down – Sudden changes in the search volume due to short-term, concise events and trends

The search volume for a particular keyword or phrase can change rapidly during a crisis. For example, during the COVID-19 pandemic, there has been 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. Likewise, during times of economic recession, there can be a sudden surge in searches for terms related to debt relief or job loss. The reason is that people are suddenly worried about their financial security and are looking for ways to improve their situation. In each of these cases, changes in search volume can give marketers valuable insight into people's thoughts and feelings during times of crisis.

Performance marketing can be a very effective way to reach consumers in times of crisis. Because it allows marketers to target their advertising messages to people 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 looking for information about hand sanitizer or COVID-19. This type of targeted advertising can be very effective in reaching consumers who are interested in what you have to offer.


Search intention: What if the user is searching the same way but suddenly means something completely different?

Search intent is the reason a user enters a specific 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 searching for information on a specific topic, e.g. "How do I make a cake?" or "What is the capital of France?" Transactional searches are used when users want to buy something, e.g. B. “buy Nike shoes” or “book a hotel room” Commercial searches are used when users search for companies that offer a specific product or service, e.g. E.g. "plumber" or "groomer".

Search intent can be a valuable tool for marketers in times of crisis. Because it can provide information about what people think and feel during a certain period of time. For example, when searches for “debt relief” skyrocket during an economic recession, it could indicate that people are concerned about their financial security and are looking for ways to improve their situation. Likewise, a spike 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 give marketers valuable insight into how people are thinking and feeling during times of crisis.

Therefore, targeted advertising aimed at a specific target group in combination with the right search intention + answering questions is the ideal combination to sell services and/or products on the topic.

The sale can be active or passive.


Beware of contextual targeting - manual rather than 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 reads an article about car insurance, a marketer can show them an ad for car insurance. Contextual targeting can be used on both search engines and websites to target ads. For search engines, contextual targeting is typically done by bidding on keywords that are relevant to the context of the user's query. On websites, contextual targeting is typically 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 offer.



In a crisis, however, this type of advertising and content marketing can also backfire, since promises that were requested in the context cannot be kept.

The cost of living is rising, the future is becoming more uncertain

The cost of living is rising and the future is becoming increasingly uncertain. This is especially true in times of crisis when the economy is unstable and people are concerned about their jobs and finances. At times like this, it's 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 an eye on the cost of living so you can adjust your budget accordingly. You should also keep in mind that the future is always uncertain. So don't make any important decisions without carefully considering them first.


Consumption falls during the crisis and consumer behavior changes

One of the most striking effects of a crisis is the fall in consumption. This is because people are worried about their finances and don't want to spend money on non-essential things. This can pose a problem for businesses as they can see a drop in sales and revenue. To counter this, companies may need to adjust their marketing. Strategies that focus on the essentials or offer discounts and promotions. In addition, it is important to keep in mind that people's needs and desires change during a crisis, so companies with products and services should be flexible and adaptable.

The consumer climate index:

Statistics: GfK consumer climate index from August 2020 to August 2022 and forecast for September 2022 | extra
Source: https://de.statista.com/statistics/data/studie/2425/umfrage/gfk- Verbraucherklima-index/ You can find more statistics at The report of Statista


Fear - What if there is nothing left tomorrow?

One of the biggest fears during a crisis is running out of food or supplies. 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 to last you a certain amount of time. Also, try to stay calm and rational.

Remember that most people are in the same situation as you and that things will eventually get better.

Marketing in times of crisis: increase the conversion rate with suitable content in relation to the search intention

In order to be successful in times of crisis, it is important that you know your target group and what they need or want. It's 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. In addition, it is important to focus on increasing your conversion rate. This can be done by offering discounts or coupons, free shipping, or creating compelling content that meets the needs of your target audience. By increasing the conversion rate, you can offset sales declines that can occur during a crisis.

There are many ways to be successful with performance marketing in times of crisis. The most important thing is that you 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 can 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 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 conversion

  1. Good to very good landing page with really suitable products (not too large product range)
  2. Clear call to actions -> Where should the user click where and when
  3. Sales Copy = sales psychology with image and text
  4. Personality creates trust = show yourself and your skills with vision
  5. Ease of use on desktop and especially on mobile devices
  6. Simple inquiry function or simple shopping cart + checkout checkout = keep it simple
  7. Solid shipping solutions at a fair price and a good selection of payment providers
  8. Support for questions online via chat, contact form and also offline by phone with fast response times

Additional tip: Turnover comes from implementation!


Conclusion – holistically with a view to the future

In times of crisis, it is especially important to focus on performance marketing. Rapid mood swings, political events that create social issues, and purchasing power that can change overnight make it difficult to be successful 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 would be happy to help you find ways and seize opportunities during the crisis.



In the crisis, tomorrow's winners are born.

Personal advice Florian Ibe owner Pictibe-Florian-Ibe-Owner-Person-SEO-SEA-Social-Media-Onlinemarketing-small.png pictibe Advertising Agency Marketing Agency SEO SEA Social Media WordPress WooCommerce

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    Florian Ibe
    Florian Ibe
    is the founder and owner of pictibe. He describes himself as one of the lucky ones who were able to turn their hobby into a career. His daily task is to reduce complex relationships to the essentials and to develop a direct message for customers and employees.

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