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The COVID-19 pandemic has sparked unprecedented turmoil worldwide, and growth marketers must adjust on the fly to keep their companies driving forward. In today’s installment of insights pulled from our Guide to Growth Marketing in the Coronavirus Age, we’re tackling how to protect yourself against missteps that can eat into your budget and brand equity.
Chaos almost always results in more mistakes. Minimize unnecessary fallout by taking these measures:
Turn up the frequency of negative keyword reports
Makers of costume masks may be relieved that Coronavirus has struck between the Mardi Gras and Halloween high times, but they’re a great example of an industry that must be on the lookout for negatives; missing one negative on surgical masks, which were already surging in late February, could tank a budget for weeks.
B2B companies must be on the lookout as well; an event marketing agency, for instance, should cut anything viral-related ASAP:
It’s hard to predict what the next news cycle will bring for potential negative keywords, so stay on top of the news, trends, and your internal reports to address any trouble spots early.
Remember latency and seasonality
Not all shifts in performance and scale will be directly related to the Coronavirus; industries whose numbers historically trend lower in February and March should take that into account before over-reacting to this year’s results….