While the world faces the global corona-virus pandemic, business owners are battling through some of their most challenging decisions. Keeping customers, employees, and themselves safe is priority number one. Priority number two is deciding what steps they should take to survive (and potentially thrive) now during social distancing guidelines, quarantines, and isolation. The answers are different for each business, of course.
There are some businesses that may need to completely close up shop. Others can pivot operations through curbside pick up, virtual appointments, special promotions, and various other methods. This is the shift to digital marketing and social media during COVID-19 that just may save many businesses. Whether your business needs to close up or not, there is no reason that your marketing efforts should completely shut down. Doing so sets you back in many ways. For one, you’ll lose touch with customers, both physically through social engagement and also through gathering data for future efforts. You’ll also find that you’re spending more on lead generation once we see our way through the end of the tunnel. Turning everything off is like waving a white flag, admitting defeat, and promotes panic to your audience. You don’t want this.
So what can you do to keep momentum up during this crisis and potentially thrive? I’ve mapped out 4 things to add right away to your marketing checklist:
1. Audit Your SEO and Social Media
Now is a great time to take a look under the hood and see what needs to be updated, changed, improved, etc. Maybe you planned on doing this every quarter, but we all know how that seems to always get pushed back. Focus on the following areas:
SEO Audit: Before you begin, you might already have a good idea how you’re doing based off of your google search results. Prioritizing SEO ensures you’re easily found by your audience and this audit will help you uncover what steps you need to take to rank higher.
Before beginning, take a look at a FREE SEO Score Tool like this one from Neil Patel. It will provide a quick review of things like your overall SEO score, site speed, health check and critical errors or warnings, and any top SEO tips.
When starting your audit, it’s best to use a tool like SEMRush, SEOptimer, and others. The goal here is to receive a output document that walks you through pressing issues, which areas you can optimize easily, and how to make improvements. We understand that not everyone is all that versed in SEO, and if that’s you, then please contact us here and let us help!
Social Media Audit: Your social strategy may change a bit during these times, but now is a great time to make sure you’re set up for later.
Along with reviewing your own social media strategy, take the time to look at what your competitors are doing. Your audit should review content categories, social ads, growth strategies, channel optimization, your own response to customers, and more.
Here’s a blog we wrote on what you should focus on in your audit and the reasons we always start with one for our clients.
2. Create More Content
However it is you talk to your customers…do it. Your blog, your email, and social channels should be sharing new and exciting content to keep your audience engaged and updated on what your business is doing during the crisis.
One of our clients has come out with a virtual appointment system for their closet design business. This was a great first step, but the next step was making it reaches their audience. Fortunately, we’ve been building up their social channels for the last three years. The below picture shares the video they created that discusses the new process.
Use some of your extra time to build up and generate content ideas. We promise that your loyal customers would like to hear from you. Start with authentic messages about what your business and employees are doing. Share any and all ways that your customers can continue to connect with you during the crisis. Write blogs or emails with tips or advice that relate to your business.
Whatever you do, just be sure to do it.
3. Focus on Engagement
What we’re seeing and what everyone else is reporting is that while traffic is up, conversions are lower. This isn’t necessarily a bad thing. All of that traffic, brand building and social media engagement will lead to more loyal customers and a strong retargeting campaign when the dust settles.
Now wouldn’t be a bad time to try a social media contest. Think of running a contest where your winner may receive something totally free, but all who enter receive a 50% discount.
It’s also a good time to have fun with social content. Ask questions, try something maybe a little silly, share or create memes/gifs, and simply just be there for your audience. They are online, wanting to hear from you. We promise.
Engage them now. They’ll buy from you later (or now, too!).
4. Work on Process Improvement
Do you have the right tools in place? We get it, now might not be when you’re ready to take on an expensive analytics system, social media dashboard, content calendar, etc. But, it’s a good time to map out what you need for when this is all over.
Is there anything you’re doing that’s ineffective or adding unnecessary time to your marketing? Now is the time to start cleaning that up and prepare to run like a machine when this is all over.
If you have questions or need any help at all on the above, please reach out to us here!
