This past week I have been wracking my brains thinking of some new content for the website.
Plenty of ideas, with a lot that we can implement into our own website and into that of other companies across Devon and Torbay, more on that later
We've now all been back to work a total of 2 weeks, and I suspect we've gone through the office admin, defined our cleaning routine to keep everyone, whilst on site, safe. But now the serious work begins, counting the true cost covid-19 has had on your business.
First off I want to introduce you to a new series that we'll be running over the next 7 weeks.
The series focuses on marketing your website after covid-19, and lets be honest the landscape is going to be very different for sometime to come.
So without further a do, we're going to go basic, define a covid-19 marketing strategy.
Covid-19 Website Marketing Strategy
Now by this we don't mean try to profiteer off the back of a global pandemic, after all that's not very ethical at all, unless your business is in the cleanliness industry, in which case you don't have much option.
No what we mean is get your marketing team together and have a full on meeting to define a new marketing strategy for the company going forward.
Spend at least 2-3 hours discussing the effects covid-19 has had on the business, on the website and how you plan to bounce back if you need to or implement a coping strategy for the additional weight of traffic or orders.
You may find that the marketing plan you had, pre covid-19 isn't going to cut it, you may have found that website visitors have sky rocketed or you may find that your website traffic has dropped.
At the moment, people are slowly returning back to work, this will have an impact on online traffic and buying habits.
During lock down it was reported, at least from EE, that data traffic via its mobile broadband network shot up by 45%. A lot of Internet Service Providers are also reporting massive increases of demand on their network.
The truth is, demand for the Internet during lock down increased, so too did online shopping, according to Internet Retailing Magazine online shopping surged by a whopping 129% across the UK and Europe.
Open for Business
The first thing you could do, and is this something we did before we re-opened the studio, was to let our community know that we were re-opening. We prepared our Covid-19 response pack, implemented a rigorous cleaning procedure and risk assessment.
So let your customers know what you're doing to help prevent the spread of Covid-19, this will help reassure your customers you're taking the pandemic seriously and could well encourage footfall or additional calls.
You could even post out what you're doing to help prevent covid-19 from spreading on your social media accounts or via a blog.
Ensure you have everything in place, ready for the re-opening of your business, so you may need some branded face masks, sneeze guards and other materials like this.
On each of your branded materials don't forget to include your website address.
The more people that see your website address, offline, the more likely they are to come to your website online, especially if it has a catchy domain.
The First Day back
Don't expect your first day back to be like a normal day at the office, believe us it won't be.
If you've had less website traffic during covid-19 its time to find out why.
Knuckle into the figures on Google Analytics, what's traffic been like, where have your visitors been going, what have they been buying? More importantly what's the conversion rate like, visitor to customer?
Once you know the answers to these questions you can start to make some adjustments to the website.
During lockdown Google announced a major algorithm change which affected some websites. Were you one of them?
If you were then its time to get into the nuts and bolts as to why and begin to take steps to recover from any kind of negative impact the algorithm change has had.
Once you have pulled all your data together, its time to get to work, sit down and define your new marketing strategy be as detailed as you can,
Include elements such as:
- Content Diary:- What content are you going to create or curate? Who's doing it? Are there any costs associated with producing the new content? Where will you share your content?
- Social Media Plan:- What/Who/Why/When are you posting on social media?
- Website:- Does the flow work? Are your product or service pages maximised for converting a visitor into a customer? Were you affected by the Google Algorithm update?
- PPC (Pay Per Click) - Check all your campaigns, update them and ensure you're getting the most bang for your buck.
- Offline Marketing:- What are you going to do offline to get visitors to come to your website? Don't forget there are still people working from home, how are you going to get their attention?
In essence, your goal is to get the right people, those in line with your ideal target client, to your website. You're not looking to just increase traffic flow, you're looking to increase sales and generate revenue.
How are you marketing your business after covid-19? Drop us a comment below.
Join us again next Monday tip 2.