There’s no doubt that a lot of business are hurting at the moment. The flow-on effects from the coronavirus outbreak will keep people at home and away from local businesses.
But whilst we are in an undoubted state of disruption, we’re also in a time where the technology readily available at our fingertips makes it easier than ever to innovate and pivot our businesses to find new ways to offer people value, even in these challenging times.
With people spending more and more time at home and engaging with others and businesses on a digital platform, it’s more important than ever that your online presence is up to scratch.
So, with that in mind, here are three simple marketing things you can do to give your online presence a boost.
1. Review your website
You’re going to be relying less and less on your face-to-face time with clients and prospects to sell yourself and your services.
Increasingly, people will be looking at your website for information about you, your business and your services.
Use this time to review your website for any gaps. Pretend you’re a client accessing your website and ask yourself:
- Is the website easy to navigate?
- Are all my services listed?
- Is it easy to read?
- How long do the pages take to load?
- Is it easy to leave an enquiry?
You can also use any number of online tools to help diagnose any niggly issues on your website to see what might be holding it back from ranking higher on search engines like Google.
Example: https://app.neilpatel.com/en/seo_analyzer/site_audit
If you go to that link in your browser and key in your domain, you’ll get a good starting point of things you can fix.
Some will be easier than others, but even the smallest things can make a big difference!
2. Survey your clients and customers
Another really simple marketing thing you can get done in this time is get in touch with your recent clients and ask them how you performed.
You might get in touch with anyone your business serviced over the last three months and send them a simple survey asking them to rate your service out of 10.
The survey literally has to be one question.
Simply ask them, “How likely is it that you would recommend this company to a friend or colleague?” and let them score you out of 10.
Include a second question asking them to explain their score.
The Net Promoter Score will tell you what your clients think of you and your service. You can easily set-up and use a tool like SurveyMonkey or Google Forms to action this.
So, what do the scores mean? Using this question, you can class your customers into three distinct categories:
0-6: Detractors – Unhappy customers who could cause long-term damage to your brand.
7-8: Passives – Satisfied customers, but perhaps not going to shot about your from the rooftops.
9-10: Promoters – Your best sales representatives.
If you’re going to do this, you want to have a plan on what you do with the responses.
Consider picking out 3-5 people from each of the above categories (yes, even your detractors if you have any), pick up the phone and give them a call to learn more about their experiences.
For each of the people you speak to, consider the following…
Detractors:
- What about your performance caused them to score you so low?
- What can you immediately fix?
- What lessons can you learn?
- What changes to your process/es can you make to avoid this happening again?
Passives:
- What more could you have done to get them to score you a 9 or a 10?
Promoters:
- What was it about your service that made them give you such a high score?
- Are those things being replicated right across your business?
- Will the customer be willing to leave you a testimonial or review online?
3. Review your social media marketing performance
Even if you’re not the most active business/person on social media, chances are that you are going to be spending much more time on these platforms in the coming months.
That means your customers are as well.
Go back and look at your performance on social media over the last 12 months.
Facebook, Twitter, Instagram, YouTube and LinkedIn all have pretty good in-built analytics which you can use to understand how your content has performed, and this can provide great insights into how you should plan your next steps.
When looking at the numbers, try to understand:
- What content performed best and received the most engagement?
- What time of day typically performed best?
- How can your content offer customers more value?
- How active were you? On your quietest months, what stopped you from creating and posting more content?
When it comes to social media, the biggest reason people and business drop off or are inconsistent when it comes to social media output are:
- Don’t know what to post
- Not sure if it will “get likes”
- Too concerned with production quality
- Not enough media (photos, articles, videos etc.) in the bank
Don’t worry too much about whether or not something is going to be popular and don’t sweat production quality.
Instead, focus on making sure your content will educate, empower and/or entertain your audience.
Educate: Help your audience understand your business, your service or your industry.
Empower: Show your audience how to take action or how your service can make a difference to your audience.
Entertain: What it says on the box! If you can add some entertaining flair to the above two points, you’re onto a winner. If you can’t educate or empower, then just try and entertain. Everyone could use a laugh or chuckle at this point in time and the more you can do to stay front of mind with your audience, the better.
If you can do all three, even better!
I hope you found the above informative and helpful.
Content Hype’s doors remain open as we continue to work with our regular, ongoing clients through this difficult time and if you’d like help with any of the above or any of your marketing needs, then please feel free to reach out using the form below.
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