Over the past few weeks of COVID-19 I have talked about how to pivot your business, how to pivot your message, leading through crisis, and even how to add a little humor to your workplace. Today I’d like to get very real and share some insights on what the data is telling us about what is working to at least sustain, and hopefully grow during the crisis.
Back when I was taking my undergrad in university, my favorite class was Consumer Behavior. As you know, I’m a bit of a data nerd and I find it fascinating to study generational trends and how people react to various changes in the economy and their environment. It really is psychology applied to marketing.
As you might expect, top recent Google search trends relate to the virus itself, including symptoms, how to get tested, how long it takes to recover, and whether there will be a second wave. So for anyone in the healthcare industry, finding a way to wrap your message around coronavirus will generate more attention. But no industry is exempt from the shift in consumer behavior that has been caused by the pandemic. In fact, Google recently summarized the top 5 ways search behavior is changing into these categories:
- Assembling critical information such as where to buy supplies, how to get home delivery, mortgage rate suspension, and how to hire short term employees, for those businesses seeing a spike in demand.
- Connection and relationship type searches such as YouTube videos using “with me” search terms, including “study with me” which is up 54%, and “bulk cook with me”. Virtual happy hours are also big, as are multiplayer video games. Essentially, people are trying to make connections when they can’t physically reach out and touch someone. This morning, in fact, I enjoyed a virtual spinning class with some friends from my business network. Think about how your business could create shared experiences, perhaps through webinar discussion groups.
- Adapting to changes in schedules and routines, including anything DIY. Not surprisingly, people are searching for at home exercise equipment but also seem to have a greater interest in watching how others are adapting. This is a great opportunity to share how your business is making your products or services available.
- Praising community heroes, including healthcare providers, delivery people and grocery store workers who are risking their own health each day. See if your business can find ways to support these workers with your expertise, your equipment, or even your operations.
- Searches on how to maintain our mental health through virtual or at home activities, including virtual tours, home health and well-being.
In case you’re thinking that you’ll just hunker down and ride this thing out and then reopen with business as usual once it’s over, consider that 84% of U.S. consumers say that how companies act now, is important to their loyalty moving forward.
So here is some general guidance on positioning your brand, and then I’ll get really specific on top searches by industry. In general, now is a good time to reinforce to your followers that you’re here to help, and be specific on how you’re doing so. Be sure to regularly update your social media, blogs, website and your Google My Business page with current and relevant information. Your content should be informative but also entertaining, connection oriented and something that promotes wellness.
Now let’s get specific regarding Google activity over the past 45 days:
- If you’re in the insurance space searches for “business insurance near me” are up 40%. “Business interruption insurance” searches are up 900%, which is also helpful for insurance litigation attorneys. “Storm damage repair” is up 70%. Unfortunately, searches for “car insurance refund” are also up 250%. In health, searches for “cobra health insurance” are up 160%, clearly due to job losses.
- In real estate, searches for “covid real estate” are up 3250%, as is “real estate covid 19” which is up 2700%. “Real estate market predictions” is up 400%. Interestingly “real estate closing gifts” is up 50%, and “the lazy way to invest in real estate” is up 4750%.
- In estate planning, searches for “guardianship forms” are up 40% and “estate planning goes digital” is up. “Power of attorney form” is also trending.
- In immigration, as you might expect “immigration policy of Donald Trump” is up 600% and “Trump immigration order” is up 3100%.
- In personal injury, “what is ATV accident” is rising, which makes you wonder what people have been doing during quarantine and “pedestrian accident lawyer” is up 70%, which makes more sense. Interestingly, “motorcycle accident lawyer” is up 300%.
- In criminal defense, “DUI online” searches are up 100%, which is disturbing, and “DUI defense lawyer” is up 150%. You would hope with the recent increase in drinking that people weren’t getting in their cars, but apparently that isn’t the case.
- In banking, it’s no surprise that “SBA debt relief” is a top search. Searches for “90 day finance” are also up 180% and “small business debt relief program” searches are up 1900%. For debtor defense, “canceling student debt” is a top search.
- In financial planning, “stocks to buy now” is up 850%, providing a hopeful sign that there are still people out there with money to pump into our economy. “Invest in crude oil” is also up 800%. Apparently a lot of people recognize the value of buying in a down market.
- In home services, “pest control coronavirus” is up 550% and “solutions pest and lawn” is up 170%. Perhaps now that people are stuck at home, they are noticing their ugly lawns more! “Plumbers near me” is also up 110% as people are at home putting more stress on their appliances and drains.
- In accounting, “property tax extension” searches are up 900%, “IRS tax stimulus checks” is a top search, and “federal tax deadline 2020” searches are up 4850%.
- In business law, “force majeur clause in contract” is a top search, as clearly people are looking for a way out of their financial obligations, and this even ranked above searches on several recent sports contracts from the draft. The term “essential business letter” was also trending. The term “unemployment lawyer” was the number one searched term related to attorneys in general and was up 500%.
- In family law, “custody during coronavirus” is trending and “how to get full custody” is up 110%. “Divorce lawyer near me” is also a top search, which does not bode well for the state of families once quarantine is lifted, but is good for family law attorneys.
Hopefully this will give you a better idea of where to focus your content at this time. If I missed your industry, feel free to reach out. And let me leave you with a quote from Mister Rogers:
“When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.” I think that’s a beautiful sentiment and exactly where we should be focused right now.