Many businesses across the globe are experiencing some unexpected and unplanned downtime as customers have been asked to stay away during the coronavirus pandemic. While government-enforced restrictions are starting to lift, this is a great time to review your existing digital marketing strategy and prepare for the new-normal.
During government-enforced lockdowns consumers have been turning to digital more and more, therefore digital marketing is a key strategy to stay in touch with your existing customers and reach new ones at the same time, said Russell Easther, digital marketing corporate trainer at digitalbrief.
Easther, who has worked the likes of Dentsu, Telstra, Officeworks, Renault, Channel 7, federal and state governments, Bendigo and Adelaide Bank, the AFL and Xero, shares seven tips to use to ensure your digital marketing is streamlined and ready for the post-pandemic growth of business.
- Staying in touch with existing customers
If you haven’t got it happening already, a monthly email (at least) with existing customers will help your business stay top of mind. Even if you have nothing to sell, just let your customers know what your plans are and how you are going to bounce back. Sometimes just popping up in the inbox is enough to remind clients about the products and services they used to purchase from you or were considering to buy.
- What is happening across your website right now?
When was the last time you checked Google Analytics? Where are people going on your site? Take the time to log in to your account, gain insight and figure out what’s going on. Likewise, if you haven’t installed Google Analytics – now definitely is the time to do so.
- What are your competitors doing?
Have a look at what technology your competitors are using with WhatRuns or BuiltWith. See how popular their website is with a Similar Web. It is the best way to see what others are doing and what might help you gain insights to elevate your online positioning.
- Is everything up-to-date on your website?
Take the time to make sure all of your links are working and your enquiry forms are functioning, or that Google Analytics is set up properly. Do you have all the products and services you offer listed? Use tools such as HotJar to heatmap and see where visitors go, not go or drop off. This can be crucial to maximise visitor capturing and conversion.
- Search marketing keyword review
Take the time to ask your Google supplier for the list of keywords you are buying across. Does it cover everything? Use Google Trends to see if you can find related or rising keywords you could add to your search marketing list. Perhaps it’s time to cut back on the budget, streamline it or test-market across new keywords.
- Digital marketing budget review
Have you taken the time to review your digital marketing budget? Are you paying for services you don’t need, or don’t need right now? Check your credit card statement carefully and see if you can down scale some of your subscriptions and divert funds towards the most effective existing or new marketing activities.
- Take the time to learn more about digital marketing
You can take digital marketing classes for free, or spend thousands for a graduate diploma in digital marketing from an international university. Review what is suitable for your needs and grow your confidence and capability in an area of digital marketing you may not be so confident in right now. Plus, the algorithms and digital landscape as well as consumer behaviour are constantly changing – stay abreast with the latest trends and how-to.
Easther said it is most important that you use your time wisely.
“When the economy comes back again, I bet businesses will wish they had more time to revise, invigorate and maximise their digital marketing strategy. The time is now to ensure your digital marketing is maximised so you are ready to grow your business beyond the COVID-19 slow-down.”