People are turning to the internet more than ever since social distancing measures have been put in place.
And while most businesses have some presence online already, it’s never been as important to ensure yours can handle the shift.
With customers having more time on their hands to explore their options and get the best deal, it’s the prime time to refocus your efforts and invest in your online marketing.
The first step is to make sure your website is up to the challenge, then you need to make sure you don’t get lost in all the noise.
There are lots of ways to get your brand noticed, so let’s take a look…
Since concern for Coronavirus heightened in mid-March, social media usage has seen a huge increase across channels from brands and consumers alike.
Whether you’re spreading helpful information or posting memes, if you aren’t joining in on the conversation, you’re alienating a large portion of your audience.
Posting on social media is a free and easy way to stay in touch with your audience and build trust in your brand.
Right now, the focus is on transparency, you need to be honest with your audience about where your business stands and offer genuine support if you can. If you can’t offer support, try to provide a distraction from the current chaos with some light-hearted positivity.
Our free Marketing in a Crisis guide is full of helpful tips and tricks to get the most out of your social during the corona-crisis.
Improve Your Ranking
Staying in touch with your existing customers is the first step, but how do you tap into the people that don’t already follow you?
That’s where search engines come in.
If you’ve got the budget, Pay-Per-Click (PPC) ads are the quickest way to top the search results and drive more traffic to your site.
But in reality, most of us have lots of time and not a lot of budget right now. If this is the case for your business, why not spend the time productively, getting your organic efforts ranking?
This is done by optimising your site for relevant keywords, ensuring the information is relevant, consistent and high-quality.
Top Tip: It’s not just the content that gets you ranking; meta tags, URL slugs, titles, media, backlinks and page speed all have a part to play.
This tactic may be a little time consuming, but this will allow you to top the ranks with minimal spend.
Google My Business
After you hit search on Google, where is the first place you look?
Your eyes are drawn straight to the information-filled box on the right of the page, ignoring all the other listings, paid or not.
This is called Google My Business and is one of the most valuable tools in your search engine arsenal.
According to Google, businesses that use Google My Business are twice as likely to be considered reputable and it’s completely free to set up. You can add a link to your website, a photo, maps, contact information and a description of your business. If relevant, you can also include Google reviews to instantly build trust.
Top Tip: Don’t just limit yourself to Google, Bing also has a similar feature, so why not make the most of both?
Use Your Data
Now you’ve got some online interest in your business, it’s time to start collecting data and putting it to good use.
With their permission – don’t forget GDPR – you can send new and prospective customers regular updates throughout the outbreak, letting them know what you’re up to and where your business is heading.
The first step is to nail the subject line. This needs to be short and engaging to encourage as many people as possible to open the email, so your hard work doesn’t go to waste. Avoid the generic “COVID-19 Update” – this is been done and deleted – try to get creative and have a play with what works best for your business.
Once the email has been opened, make sure the content within is interesting and helpful, reflecting what you’re putting out on your social. And don’t forget to finish it off with a strong call to action to drive traffic towards your site.
Need a helping hand?
If you need help spreading the word about your business through social, search engines, eshots or other channels, just let us know – no obligation.
And don’t forget to download our free Marketing in a Crisis guide, here