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How to use Coronavirus downtime to create a victorious Marketing plan

Many businesses are currently facing huge challenges and the future of the UK economy is uncertain. The impact of Coronavirus has brought very strange times for all of us, but there is an opportunity for businesses to use this downtime to create an effective marketing strategy to come out even stronger at the other end. Keep at the forefront of your customer’s minds, and when life becomes ‘normal’ again, you will stand out to your customers over competitors.

How to write for SEO

Writing your website copy for SEO is crucial to ensure that you show up in search results, therefore bringing traffic to your website. Use this period to perfect the SEO of your website.

Start with doing some keyword research. This is where you research to find the key terms that your customers are entering into search engines, like Google. Your keyword research will help you to effectively write your website copy and will influence your meta information, page titles and content body. Ensure that your keywords and key phrases are effectively placed on each page to maximise results.

Blogs also provide a great opportunity to target long-tail keywords. For example, ranking highly on Google for the keyword ‘blog post’ would be difficult. Ranking for the long-tail keyword ‘how to write a blog post for SEO’ would be easier to rank for on Google as it is more specific. Many people also begin their Google search with the words, ‘how to’ so it’s a good idea to use this within some of your blog titles.

It’s also important to get linkbacks to your website. The more linkbacks, the more that Google’s algorithm will rank your website. Use this period of quiet time to add your website to online business directories, create social media pages on various platforms, post links to your website on forums and provide guest blogs for other websites that link back to your website. Review platforms like TripAdvisor and Trustpilot are also great for improving your Google search ranking, so take the time to start a new review system. This will give consumers confidence when they shop with you in the future too.

How to make your website convert

Once your customers are on your website, you need to get them to convert. Different businesses will be aiming for different goals: website form submissions, online purchases, e-mail signups, and other various bookings. During this time of uncertainty, you may experience fewer conversions, so ensure your customers know exactly how to use your website.

Your customers must be able to identify a clear call to action on each page of your website. If you are aiming to get a user to complete a form, place the form further to the top of your page and make it easy to fill out. Only request the most crucial details that you need. The more boxes to fill out, the more likely a consumer will be to digress from completing the form.

Previously, many online supermarkets required the details of a customer before they were able to add items to their online basket. By switching things around, and allowing the customer to fill their basket first, the customer is already invested and is, therefore, more likely to complete their order. Apply a similar technique to get your customers engaged and invested. If they don’t purchase right now, get them invested to purchase at a later date. Ask them to sign up to your mailing list or add a ‘live chat’ option to directly engage with your customers. There are a few free live chat options to get you started.

How to create an effective social media strategy

Having a strong online presence in today’s digital age is key. Don’t be fooled into thinking your audience are not on social media! No matter the age or profile of your customer, it is highly likely that they are on a social media platform of some sort. During the current crisis, people are using social media more than ever before to stay in touch with family and get news updates.

Facebook live videos have taken on a whole new level of meaning during the Coronavirus outbreak. Many people in the UK are engaging with live video quizzes, workouts and celebrity entertainment. Could your business offer a live video to entertain or educate children who are currently off school? Everybody who likes your Facebook or Instagram account will be notified when you go live. Cutting through the sombre news with positive and uplifting social media content is a great way to reach your audience right now.

Social media do’s and don’ts:

  • Do mix up your posts: blogs, case studies, videos, reviews, news, polls, live streams, quotes and graphics are all ways to keep your audience engaged.
  • Do invite everyone who likes your posts to like your page. You can also ask those who like your page to invite their friends too (it’s not as complex as it sounds!)
  • Do use relevant hashtags. Location hashtags are the most clicked hashtags.
  • Don’t be afraid to put money into social media advertising and test different methods. Add a Facebook pixel to your website to start re-targeting.
  • Don’t make your posts too salesy! Try to make your posts seem like they’re from a friend – social media is all about being sociable.
  • Don’t ignore comments. The more engagements on a post, the more people the post will reach.

How to start e-mail marketing

Now is a great time to come up with an effective strategy for e-mail marketing. Start by creating an account with Mailchimp – it’s free with a list of up to 2,000 people, so a perfect opportunity to start sending emails for free. You could also offer a freebie or discount for people who sign up to your mailing list on your website. Under GDPR, make sure that you include a tick box to allow users to opt-in to email marketing.

Segment your data so that you can send different messages to different audiences. If you’re a clothing store, you might segment your data to send key messages to those who purchase petite, tall or plus size clothing. Apply this method to whatever your business sells or offers. You could also start a refer-a-friend campaign and give away rewards, discounts or vouchers to people who refer their friends. Automated email marketing is also a great opportunity to guide customers through their shopping journey with your company.

Join up with other businesses who have the same audience as you, perhaps they are of a similar age group or have similar interests. If you sell board games online, why not join up with a company who sells food hampers to create ‘the perfect night in’ experience. If both companies send an email with the new offering, you can reach an audience who may not have already come across your business.

If all else fails… contact MGB!

The key to a good marketing strategy is to do as much as you can so that you are never far from your customer’s minds. Test different methods, measure results and don’t be afraid to get creative and think outside the box. Nobody goes viral for doing the same thing as everybody else!

The MGB team can help you to put these ideas and techniques into practice and offer advice and creativity on the best solutions for your business. Call Managing Director, Natasha, on 07590834587 or email us via info@mgbcommunications.com

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