Digital Marketing for Crisis Management
This extensive guide explores effective crisis management marketing channels, categorized into two sections: digital marketing strategies and traditional marketing strategies. The objective is straightforward – increase your crisis management business’s reach and attract more clients.
Are you seeking to expand your crisis management business? Book a brief consultation with us now to obtain customized solutions that align with your specific business objectives.
Crisis Management
Digital Marketing
Irrespective of whether you refer to it as a Crisis Management Business, CM Business, or Crisis Business, this growing sector of the industry can comprise a new venture, a branch of a consultancy firm, or a well-established entity offering non-emergency services. However, marketing your crisis management business can prove to be a daunting task. To optimize your return on investment (ROI), your CM business needs to incorporate a blend of digital and traditional marketing strategies in your overall marketing plan.
Digital Marketing for Crisis Management
In today’s competitive landscape, if your CM business isn’t actively involved in digital marketing, you risk lagging behind your competitors. Digital marketing entails building a robust online presence, starting with your website. This presence extends to social media, blogs, email campaigns, multimedia content, and accurate directory listings. A strong online presence will significantly impact your bottom line.
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Crisis Management Website Design
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$3,500+ (custom)
Crisis Management
Web Development
WHY WEBSITE DEVELOPMENT IS IMPORTANT
of visitors hesitate to trust your business if your website is not high-quality.
of users are less likely to return to a website after a bad experience.
of users are more likely to make a purchase from a mobile-friendly website.
Your website is your digital business card.
Your website is often the first point of contact for potential clients, and it’s where they form their initial impressions of your crisis management business. To differentiate yourself from the competition, it’s critical to highlight your services, skilled team, and the ambiance of your business. Your website should be fully responsive, compatible with a wide range of devices, effectively convey your brand, and enable clients to contact your office with ease for inquiries or appointment scheduling. Furthermore, reliable web hosting is crucial for a seamless online experience.
While several digital marketing agencies exist, it’s important to entrust your online marketing to a firm with specialized expertise in crisis management website design. Prospekt Digital has an in-depth understanding of unique conversion strategies tailored to the crisis management segment of the services industry. Your website should include specific design elements such as testimonials, multimedia content, informative blogs, and persuasive calls to action that encourage clients to transition from casual interest to booking an appointment.
Key components for a crisis management website:
- Valuable Information
- Engaging Aesthetics
- Clear Brand Image
- Mobile Friendly
- Optimized For High-Conversions
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Crisis Management Search Engine Optimization (SEO)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Crisis Management SEO
WHY SEO IS IMPORTANT
of all Google searchers click websites that are on the first page.
of online experiences begin with a search engine.
of website traffic comes directly from organic search.
The art of optimizing your online presence.
One of the primary objectives of SEO for crisis management businesses is to enhance your website’s relevance and authority in the eyes of search engines such as Google. When a user enters a search query, Google’s algorithm works to provide the most relevant and accurate results based on that query. By optimizing your website for relevant keywords and phrases, you increase your chances of ranking higher on search engine results pages.
SEO for crisis management businesses can comprise various tactics, including keyword research, website optimization, content creation, link building, and more. These strategies help to ensure that your website includes the relevant information and keywords that search engines seek when they crawl your website.
Furthermore, SEO for crisis management businesses is an ongoing process. Google’s algorithm is continually evolving, and your competitors are always working to improve their SEO tactics. Prospekt Digital is a reputable digital marketing agency that specializes in crisis management SEO to stay ahead of the curve and keep your website optimized for the latest trends and best practices.
5 Key strategies to crisis management SEO success:
- Content Building
- Link Generating
- Website Structure Organization
- Key-Word Research
- Website Optimization
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Crisis Management Local Search
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult and Tedious
Regular Cost
$250+/month
Local Directory Listings For Crisis Management
WHY LOCAL SEARCH IS IMPORTANT
of Google users who perform a local search will visit a businesses within 5 miles of their location.
of all Google searches are seeking local information.
of local mobile searches result in a store visit within one day.
The digital compass which points to your website.
The vast number of online directories available for crisis management businesses may surprise you. Many of these are auto-generated by bots that “scrape” data from sites and often contain incorrect information. Verifying and maintaining consistent information across all of them can be a time-consuming task for you and your team. However, if your crisis management business listings contain inconsistent details, search engines may become confused, potentially identifying them as separate entities.
Hence, ensuring accurate NAP+ information – name, address, and phone + other vital details – on all your online directories is crucial to ensure that both search engines and potential clients have the correct information.
This consistency throughout the web promotes trust, increases client traffic to your crisis management business, and plays a critical role in your SEO marketing strategy.
NAP+ information must be accurate and consistent:
- Business Name
- Business Address
- Business Phone
- Business Services
- Business Hours
- Business Photos
- Links To Website
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Crisis Management Social Media Marketing (SMM)
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Crisis Management Social Media Marketing
WHY SMM IS IMPORTANT
of users are directly influenced by a brand's social media.
of social media users use social media to research products.
of consumers who have had a positive experience with a brand on social media are likely to recommend the brand.
The virtual megaphone that amplifies your brand.
Social media has become an essential part of contemporary marketing strategies, and crisis management businesses are no exception. With an active social media presence, you can establish trust with potential clients and position your brand as a reliable and trustworthy provider of crisis management services. Additionally, social media enables you to connect with clients on a more personal level, making it easier for them to engage with your business and become loyal customers.
Consistent posting is one of the key aspects of a successful social media strategy. This entails sharing regular updates, promotions, and informative content that resonates with your target audience. However, for many crisis management businesses, managing social media profiles can be a time-consuming task that distracts from critical business operations and client care.
If your staff is unable to manage social media, it may be worthwhile to consider outsourcing to a reputable agency. By partnering with Prospekt Digital, you can offload the burden of daily posting and engagement, ensuring that your profiles remain active and engaging without requiring a significant investment of time and resources from your team.
Social Media Marketing requirements:
- Staying consistent
- Engage with potential and current clients
- Researching your target audience
- Developing and maintaining a clear brand image
- Frequent posting every week
- Attractive and informating content
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Crisis Management Search Engine Marketing (SEM)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Google PPC Ads For Crisis Management
WHY GOOGLE PPC (SEM) IS IMPORTANT
of search engine users say finding relevant information is easier with paid ads.
of people click on Google Ads when they are looking to buy an item online.
of the clicks on a Google page are on the top 3 paid advertising spots.
The high-speed elevator to the top of search results.
Google’s PPC advertising empowers crisis management businesses to place their ads at the top of search engine results pages, increasing visibility and attracting more clicks from potential clients. With PPC, you only pay when someone clicks on your ad, making it a cost-effective way to generate leads and attract new business.
However, running successful PPC campaigns necessitates experience, expertise, and a thorough understanding of search engine marketing (SEM) principles. That’s where we can assist. Prospekt Digital can help you create targeted, effective PPC campaigns that maximize your return on investment (ROI) and generate high-quality leads for your business.
Our strategy commences with conducting comprehensive research on your target audience, competition, and market trends. We will then use this information to create ads that speak directly to your potential clients, highlighting your unique selling points and benefits. By targeting the right keywords and demographics, your PPC ads will be more likely to attract clicks from individuals who are most interested in your services. Those who click your ads will be directed to high-conversion landing pages designed to maximize your ROI.
A high Ad Quality Score determines an ads visibility and cost:
- Ad and keyword relevance
- Landing page experience
- Expected click-through rate (CTR)
- Ad format
- Historical ad performance
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Crisis Management Facebook & Instagram Ads
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Facebook & Instagram Ads For
Crisis Management
WHY META ADVERTISING IS IMPORTANT
of Facebook users visit the site daily, and 51% visit multiple times per day.
of Instagram users discover new products through the app.
of Instagram users have visited a website to make a purchase after seeing a product or service on the platform.
The virtual racecar that drives traffic to your website.
Facebook and Instagram advertising are two of the most effective ways for a crisis management business to reach their target audience and promote their services. With over 2 billion active users on Facebook and over 1 billion on Instagram, these platforms provide an unparalleled opportunity for businesses to connect with potential clients and generate high-quality leads.
Our process commences with an in-depth analysis of your crisis management business’s target audience and competition, enabling us to create ads that are highly targeted and engaging. We then utilize the latest tools and technology to create and manage ads designed to attract clicks and generate leads.
Our Facebook and Instagram ads for crisis management businesses use visually appealing images, videos, and other multimedia content to showcase the benefits of the business’s services. We also utilize targeted ad copy and messaging that speaks directly to potential clients, highlighting the business’s unique selling points and benefits.
Successful Facebook and Instagram ad requirements:
- Clear campaign objective
- Targeted audience
- Compelling ad copy and creative
- Relevant, high-quality landing page
- A/B testing and optimization
- Ad budget management
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Crisis Management TikTok Ads & User-Generated Content (UGC)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
TikTok Ads & UGC For Crisis Management
WHY TIKTOK ADS AND UGC IS IMPORTANT
of TikTok users have discovered a new product or service on the platform.
increase in ad recall and a 100% increase in click-through rate (CTR) when incorporating UGC into TikTok Ads.
of consumers say that UGC influences their purchasing decisions. 71% of consumers say that UGC makes them feel more connected to a brand.
The dynamic duo with a goal to boost your brand.
TikTok advertising for crisis management businesses entails creating and promoting videos that showcase the business’s unique services and offerings. These ads can be targeted to specific demographics, interests, and behaviors, enabling crisis management businesses to reach individuals who are most likely to be interested in their services.
User-generated content (UGC) on TikTok involves encouraging clients and influencers to create and share their own videos promoting the business’s services. This can comprise testimonials, case studies, and other content that highlights the benefits of the business’s services.
Both TikTok advertising and UGC can be highly effective for crisis management businesses seeking to reach a younger audience and increase brand awareness. Prospekt Digital can help crisis management businesses leverage the power of this platform to showcase their unique services in a creative and engaging way, generating interest and attracting new clients.
Effective TikTok ad campaign requirements:
- Clear campaign objectives
- Engaging ad creatives
- Targeted audience
- Trend-focused
- Influencer partnerships
- Measurable goals
- Regular optimization
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Offline Crisis Management Advertising Methods
Acquiring New Clients
Minimally Effective
Doing It Yourself
Difficult & Expensive
Regular Cost
$300 - $50,000/month
Traditional
Crisis Management Advertising Methods
MINIMUM COST:
- Transit Ads (Bus/Stops Interior or Exterior: $500+/month
- Local TV Ads: $500+ for 30 second ads
- Local Radio Ads: $2,000+ per month
- Billboard Ads: $1,000+ per month
- Local Newspaper Ads: $1,000+ for quarter page
- Direct Mail: $300+ for 1,000 post cards
Old-school methods that captivate audiences.
In today’s digital age, traditional marketing channels such as radio commercials, bus stops, TV ads, billboards, and direct mail are losing their effectiveness for crisis management businesses. These methods of advertising target clients when they are not in the digital world, making it more difficult to reach the right audience. While these ads may reach some of the target audience, there is no guarantee that they will be effective, and the cost of production and placement can be high.
On the other hand, paid digital ads enable businesses to reach their target audience more effectively and at a lower cost. With paid search ads in a search engine marketing campaign, businesses only pay when users click on their ads, making it a cost-effective way to generate leads and attract new business. At Prospekt Digital, we believe in the power of digital marketing, and we offer a range of digital marketing solutions to help crisis management businesses grow their business.
While there is still a place for traditional advertising, it’s important to track their effectiveness and ROI to ensure that they are cost-effective. We offer options for tracking the effectiveness of traditional media by directing specific media to particular landing pages or to certain distinct phone numbers. This can help businesses determine the effectiveness of traditional advertising and make informed decisions about where to allocate their marketing budget.
Traditional marketing is on the decline.
Overall, traditional marketing is on the decline, and businesses need to focus as much as possible on digital marketing options. At Prospekt Digital, we offer a range of digital marketing solutions, including paid search ads, social media advertising, and more, to help crisis management businesses reach their target audience and grow their business. By leveraging the power of digital marketing, businesses can generate leads, increase brand awareness, and ultimately increase revenue.
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Crisis Management Email Marketing
Acquiring New Clients
Rarely Effective
Doing It Yourself
Fairly Easy
Regular Cost
Free - $1,500/month
Email Marketing For
Crisis Management
WHY EMAIL MARKETING IS IMPORTANT
of consumers say that marketing emails influence their purchase decisions.
Personalized campaigns that keep you top of mind.
Email marketing can be an effective way for crisis management businesses to keep their current clients informed about new services and special offers. In addition, a well-planned email marketing campaign can also help generate new clients through referral programs. If you’re managing your email marketing in-house, it’s essential to select the appropriate email marketing platform based on two factors: ease of use and price. The price of email marketing is usually based on the frequency of your emails and the size of your email list.
At Prospekt Digital, we typically suggest sending out one email per month to keep your current clients engaged and informed. This monthly email can include information about new services offered, special deals, and helpful crisis management tips. It’s also crucial to have a referral program in place that rewards current clients for referring new clients to your business. This could include free add-on incentives.
To effectively manage your email list, your staff needs to collect email addresses and maintain a comprehensive database. This can be accomplished through a connected form that directly links your website to your email marketing software. This enables you to easily track the success of your email campaigns and make any necessary adjustments to improve performance.
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Crisis Management Blogging
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Blogging For Crisis Management
WHY BLOGGING IS IMPORTANT
more website visitors for businesses that prioritze blogs than those who don't.
Inject a dose of personality and expertise into your website.
Creating regular blog posts on your crisis management business website can be a game-changer for your business. Blogging can drive traffic to your website, attract potential clients, and provide valuable content to share on your social media pages and through email marketing. It’s also an essential part of SEO, as search engines view blogs as fresh content and reward websites that regularly post new content.
Blogs are an effective way to engage both existing and potential clients by providing valuable information on specific services and procedures offered by your business. The most important aspect of creating blog posts is consistency. Posting a new blog at least once each month ensures that your website remains current and up-to-date. Each blog should focus on a single service or procedure, providing detailed information and helpful tips that are relevant to your target audience.
Writing high-quality content on a regular basis can be challenging for crisis management businesses. This is why many businesses choose to outsource their blogging duties to a digital agency or a freelance writer. By doing so, businesses can ensure that their blog posts are fresh, relevant, and of high quality. In-house staff can still contribute to the blog, but outsourcing the majority of the work ensures that the task of creating new blog posts each month is not overwhelming.
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Crisis Management Business Partnerships
Acquiring New Clients
Fairly Effective
Doing It Yourself
Easy
Regular Cost
Free
Crisis Management
Business Partnerships
WHY BUSINESS PARTNERSHIPS ARE IMPORTANT
increase in revenue growth for businesses that have successful partnerships.
Two is better than one. Join forces to elevate your brands.
While you may view your crisis management business as a standalone operation, there are benefits to considering adding partners or associations to your business strategy. These partners don’t necessarily need to be co-owners or shareholders, but rather businesses that complement your services and can refer clients back and forth. For example, if your crisis management business specializes in risk assessment, partnering with a security company that offers security solutions can create a flow of referrals and increase revenue for both businesses.
However, the possibilities for partnerships extend beyond straight business referrals. For instance, your crisis management business could offer to write articles for the local newspaper on crisis management strategies, which can help increase brand awareness and establish your business as an authority in the industry. Local TV stations in smaller markets are often interested in featuring new crisis management techniques, providing another opportunity for exposure. You could also team up with other businesses that focus on emergency preparedness by collaborating on social media contest giveaways or hosting a business continuity planning event with a local insurance company.
It’s important to ensure that both businesses are committed to each other’s success and that clear partnership expectations are set from the beginning. A successful partnership involves more than simply exchanging referrals – it requires a willingness to collaborate, support each other, and communicate regularly. By creating strong partnerships, you can provide your clients with a more comprehensive range of services and increase your business’s revenue. Moreover, partnerships offer the opportunity to pool resources, share expertise, and tap into each other’s networks to reach new audiences.
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Crisis Management Referral Strategies
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult
Regular Cost
Free
Crisis Management
Referral Strategies
WHY REFERRAL STRATEGIES ARE IMPORTANT
of new business comes from referrals. Referred customers are 18% more likely to stay with a business long-term.
Incentivize loyal customers to become brand ambassadors.
Encouraging referrals is an effective way for crisis management businesses to increase their customer base and retain loyal clients. By implementing a well-defined referral program, your current clients can be incentivized to refer friends and family to your business in exchange for something of value, such as a discount or free service.
To ensure that your referral program is successful, it is important to make it easy to implement and have a clear process in place for both clients and staff. Incentivizing your staff to generate referrals can also be a great way to leverage their connections and relationships with clients. This approach empowers your staff to act as brand ambassadors and provides them with a financial incentive to refer their friends and family to your business.
A well-executed referral program can help spread the word about your crisis management business and increase customer loyalty. However, it is important to keep in mind that the referral program must be easy to understand, implement, and communicate to your clients. By creating a seamless and straightforward referral program, you can help ensure that your clients will continue to refer their friends and family to your business.
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Crisis Management Open Houses & Events
Acquiring New Clients
Fairly Effective
Doing It Yourself
Time-Consuming
Typical Cost
$500+/event
Crisis Management
Open Houses & Events
WHY OPEN HOUSES & EVENTS ARE IMPORTANT
of consumers have a more positive opinion of a brand after attending an event.
Create unforgettable brand experiences for your customers.
When it comes to choosing a crisis management business, clients prioritize factors such as experience, recommendations from someone they trust, and the overall quality of service provided. To convey these values and attract potential clients, hosting an open house can be a great idea.
While planning and executing an event may seem daunting, an open house provides an opportunity to celebrate your current clients, introduce your crisis management business to new clients, and engage with the community. It’s a chance to showcase your services and facilities and build client loyalty. Whether you host a “Grand Reopening” after remodelling, a yearly “Open House,” or a “Grand Opening” for a new crisis management business, events can introduce your business to many interested individuals who may not have considered your services before.
To ensure a successful event, it’s essential to think of your ideal client and tailor the event to their preferences. For example, if your business is in a highly diversified area, an event on “Crisis Management Strategies for Different Industries” could be perfect. You can offer discounts on your services and have a drawing for a free consultation or risk assessment. You can also offer catered food, activities, demonstrations, and office tours with staff members.
Prospekt Digital recommends that crisis management businesses host an open house at least once a year to maintain client engagement and learn from previous events to make each one better than the last. By offering a fun and informative event, you can build your brand, engage with your clients, and attract new clients to your crisis management business.
More connections with less time and effort.
Learn how Digital Marketing helps your crisis management business connect with more current and prospective clients and keep them engaged with your brand. It's easier and more affordable than ever!