Increase your online visibility during COVID-19
A lot of businesses are turning their marketing budgets to increase their online visibility during the COVID-19 lockdown. This is because much of their usual marketing tactics aren’t practical right now and won’t deliver sales, but their customers are online in huge numbers for work and pleasure.
People are staying at home and have more time to consume social media content and surf the internet for products and services. Businesses are operating online more than they ever needed to before and they still want to buy what they need.
Some businesses are a bit reticent about selling during COVID-19 and don’t want to be seen as taking advantage of the situation. Those companies have turned their attention to making sure they’re found online when consumers are searching for them or what their offer. Even if your products or services aren’t in demand right now, you should still invest in online marketing and continue raising your profile.
Here’s how to increase your online visibility during COVID-19:
BUT FIRST: Before you invest in online tactics, make sure your website is up-to-date and is capable of generating sales, otherwise you may lose customers at the last hurdle.
SEO – optimise organic search
SEO is about being found in Google by your customers and ideally being on the first page of its search results. In order to achieve this objective, you need excellent website performance and carefully tuned content.
Think about your keywords – what words or phrases are your customers using to search for your products or services? You can use Google Search Console and Google Trends to help you establish what these are. Make sure these keywords are featured so Google can match your webpages to specific user search enquiries. Hone your page title, URL, H1 and H2 headers, meta descriptions and image alt tags to maximise your organic search potential.
Technical aspects of your website matter too. Use Google Search Console to see if the performance of the website is holding your SEO back. It will highlight issues like broken links, slow page load and security problems. Get these fixed and you may see your SEO improve quickly.
PPC – advertise to those searching for you
Pay-per-click advertising is an excellent way of being seen online by the people actively searching for your products or services in Google. The adverts appear at the top of the search results – above the organic listings, and also at the bottom of the page. They display according to what keywords the user has typed into the Google search box.
There are lots of ways to target your advertising such as geographic location, age, gender, device and by topic. All Google advertising competes in an auction for the best position, you set a budget and you only pay when your advert is clicked on.
Remarketing – increase sales conversion
This targets users that have already interacted with your adverts, website or app so they’ll see your ads more often while online. Hopefully, they’ll return to your website to complete a purchase.
If you’re advertising on Facebook, make sure you add the Facebook Pixel to your website. This collects data and helps you remarket and track conversions from Facebook advertising.
Social selling – engage with your customers
Tap into the huge volumes of people using social media to keep in touch with friends, family and colleagues. Create and share content that’s relevant, offers value and is engaging. Listen and get involved in the discussion. Speak directly to your customers and get them involved through user-generated content and functionality such as polls on Instagram or Facebook.
If you’re B2B, get on LinkedIn and network to nurture relationships that could lead to a sale.
Now more than ever, empathy is essential. So, when you’re creating content focus on how you can help and not on what you’re selling. Responsible copywriting and using the right tone of voice during COVID-19 will bring success – get it wrong, and you’ll lose sales.
Online marketing serves brands well at the best of times and right now, during this challenging time, it’s the most targeted way to get in front of your audience and increase credibility and trust for the future.