Our very own Holly Niemiec (Top PPC Expert of 2020) and Kelly McGee (US Search Awards Winner) will share expert tips on how to maximize opportunity and growth for your business, even with limited resources. You’ll learn: - How to cut costs - How to pursue additional funding - Creative ways to stay afloat (while also looking toward the future).

1. From Reaction to Recovery: Strategies
for Small Businesses In a Time of Crisis

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Who Knew This...

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Could Be Turned Into All Of This...

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A Lot Of Good Can Happen When We Think
Out Of The Box

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Holly Niemiec
Managed Services
Senior Account Manager, Digital Advertising

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Kelly McGee
Data Feeds Manager, Digital Advertising
Managed Services

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How We Will Do More With Less
Balancing Reactive &
Proactive Strategies
Managing Cash Flow Planning For The Future

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Managing Cash
Flow

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What Resources Are
Available?
● CARES Act
● Google Ads Relief Program
● Facebook Small Business Loans
● Local Business Loans & Funding
Government Resources & Aid

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Where To Find More Information
Check out today’s newest
WordStream blog post for more tips
3 Tips for Improving Your Cash
Flow During COVID-19

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What Do I Need, &
What Can Be Reduced?
● What can be eliminated, decreased, or deferred?
● Prioritize & cut back where necessary
List Out All Of Your Recurring Expenses

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Balancing Reactive
& Proactive
Strategies

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Finding Balance
● Improved cash flow
○ Loans and credits
○ Reduced costs
● Strategies for the future
○ Stay afloat
○ Long term success
Survive now and come out
stronger

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Proactive Solutions
Find Opportunity

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Find Opportunity
● Can you use a different supplier?
● Do you have high margin products that can become a bigger focus?
● Are there new partnership opportunities that may be cheaper now?
Where is there potential for growth
within your current business?

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Find Opportunity
Move Your Business Online (Or, Improve Your Current Online Experience)

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Find Opportunity
Facebook Launches E-Stores

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Find Opportunity
What Other Businesses Are Doing

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Reactive Solutions
Adapt & Pivot

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Adapt to the Current Market
What Other Businesses Are Doing

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We’re adapting too
● First ever WordStream Live online
● A new way to deliver valuable content to our
customers
● Adjusted material to reflect recent trends
● Content to be shared digitally after the event to make
it easy to access whenever
Consider replacements for in person events

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Has your customer changed?

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Consider your buyer
● Do they have different problems?
● Are they looking for different solutions?
● Is your product/service relevant to a different market?
● Can you pivot to meet the new market needs?
● What synergies exist between what you can offer and what your clients need now?
How has COVID-19 affected your customer?

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Meet Your Clients Where
They Are
● Light, conversational messaging
● Small discount to reduce barriers to entry
● Helps fill current gaps in revenue
● Provides a base for an additional revenue stream
when things re-open
● Subscription model for recurring revenue
Success Story - Pavement Coffee

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Customer Retention vs.
Customer Growth

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Customer Retention
Keep your current customers engaged
● Consider loyalty programs
○ Introduce special perks not limited to
discounting like early access to new
products
● Utilize low cost channels to keep your customer
engaged
○ Email
○ Organic social
● Adjust your messaging
○ Tap into emotion and meet your customer
where they are

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47%
Of consumers have increased
social media usage
How much CPA has declined
across all segments
23%
Customer Growth
Are You On Facebook Yet?

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Customer Growth
Lead Generation & New Revenue
● Leverage lookalike and similar audiences
○ Make use of AI to target high value users
● Focus on building the top of the funnel
○ Ensure you have connections to
re-engage when the market picks back
up
● Utilize low cost channels for new growth
○ Post organically on social
● Build Your Email List
○ Lead gen campaigns can help you build
up your email lists at a low cost

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26%
Increased traffic on Google
Display
Increased traffic on YouTube
36%
Customer Growth
Explore New Networks

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Customer Growth
● People are home and want to beautify their space
but money is tight
● Launched a new financing program to allow
customers flexibility in their payments
● Quickly built a new landing page to highlight the
offers
● Launched marketing campaign on Facebook,
YouTube and Google Display since these platforms
have seen a large increase in traffic
Success Story - Unilock

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Planning For The
Future

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Paid Search Conversions Are Already
Rebounding
Here’s What We’re Seeing So Far
● Starting the second week of
April, paid search conversions
rebounded to about 89% of
their pre-COVID levels
● The average PPC budget also
increased by 5%

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Reactivating (Or
Ramping Up) Marketing
● Watch for increasing impression volume
● Take advantage of cheaper CPCs
● Look at your Auction Insights Report
● Smart bidding - utilize maximize conversions with
a small budget
● Branded search campaigns protect & strengthen
your brand
Short Term

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● Grow your email lists for future remarketing
● Find new customers or future customers through
launching or re-enabling prospecting campaigns
● Build historical data to leverage the algorithms
Reactivating (Or
Ramping Up) Marketing
Long Term

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Looking Ahead
● Firm up your “base”
○ Identify the core of your business and marketing strategies
○ Maximize organic & low cost channels
● Grow potential client base through top of funnel initivites
○ This market will be valuable as the economy picks back up
● Consider new creative partnerships
Come Out Stronger

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Keep thinking creatively…

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Questions?
Thank you!

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APPENDIX

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It’s A Marathon, Not A
Sprint
● What can you do now, to plan for the future?
● Think about:
○ Your current resources
○ Potential resources from loans and/or other
programs
○ How you can improve your current business
model
It’s Okay To Be The Turtle

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Proactive vs. Preventative
Approach

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Agility is the new growth
-Matthieu Pellerin
Global Head of Growth Lab, Google

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Be Agile
Re-evaluate Often
Quick and thoughtful adjustments
Focus on Customer Needs
Change & Adapt

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Customer Growth
● 47% of consumers have increased social
media usage
● Facebook CPA has declined 23% across all
segments
● Brand Awareness, Reach & Frequency, or
Traffic campaigns are all great strategies for
you to get traffic to your site at a low cost
● Lead Gen Campaigns can help build email lists
Are You On Facebook Yet?