No matter what’s going on in the world, improving your company’s online presence should always be on your to-do list.
But in unpredictable times like these, this step is crucial! Now, people are shopping online more than ever, home deliveries are becoming the norm, and where there’s a change like this, there’s an opportunity.
If you’re ready to seize these opportunities, it’s time to evaluate your online presence and see what you can do to make it even stronger.
Here are some ways to go about it.
- Review your online presence
The first step you can take in improving your online presence is reviewing any platforms you are currently using, starting with:
Ensure that it’s up-to-date with the current situation by keeping your customers informed of any changes to your company’s business hours, products, or services you’re offering. Tell your viewers if you are now offering home-delivery services, and if you are, what POS (point of sale) application you’re using, and give a demonstration on how they should use it.
Now is the time to be using these platforms to engage with your community and connect with new audiences. Post-up-to-date content about how you’re still operating throughout this time, or what steps you’ll be taking in the future, use videos and images to spread the word, and don’t be afraid to advise on how your products or services can help your customers right now.
- Focus on Your Brand
When did you last review and update your branding?
A common thought by a lot of business owners is that once they choose a branding style or logo, they have to stick with it. But if you look at almost all industry leaders, they regularly update their branding—Coke, Adidas, Starbucks, Envato, even the Oscars!
That’s because your logo has to connect and engage with today’s audience; it must be relevant, fresh, and up-to-date. Think about it, do you have the same hairstyle that you had 10-20 years ago?
Refreshing your logo design doesn’t require a lot of money or even a lot of time, you can create a logo quickly online, or you can hire a cheap logo designer. However, whichever you choose, if your logo is old and outdated, you should update it.
In addition to your logo, you should also review your brand colors and the images on your website and social profiles to make sure they’re sending the right message to your audience.
- Make sure people can find you online
As the world changes, so too do the Google search engine algorithms; in fact, they never stop, and if you’re not on top of these changes, you won’t be on top of rankings either.
If you want to show up at the top of Google, now is the time to try improving your SEO (Search Engine Optimization). Good content is a prerequisite to good rankings, but your content should also contain critical keywords. And, ensure your site is adaptable for multi-screen use, desktops, tablets, and mobile, so Google is more likely to give it a ranking boost.
- Ramp up your email marketing
People are spending a lot more time online—shopping, using social media, keeping up with the news, and reading emails. It makes sense to tap into this resource to help create sales during the current crisis and build a customer base that will be there when it ends! This is where email marketing can help.
If you already have email campaigns set up, now might be the time to review them and see what copy you can tweak to make your message stronger. And, if you’re new to the email game, many platforms make it easy to create and implement your first campaign.
- Get your products in front of the viewers
Now is a great time to connect with customers and gain a competitive advantage by putting your products where they can find them. Just as the increased internet usage applied to email campaigns, it equally applies to PPC (pay per click) marketing.
People are buying online like never before, and click-through cost rates have reduced during the pandemic. As a result, this could be a prime time to invest in digital marketing and help put yourself in a leading position within your niche.
Outcomes are never guaranteed, but one thing you can be sure of is there is always change. While no one knows precisely which e-commerce methods will stick, we can be almost sure that the market place will not be the same as it was before the pandemic began. But you can help yourself be ready for whatever changes take place by using this time to evaluate your online presence and implement the strategies your business needs.