10 Simple Marketing Activities to Guide Your Business Through a Crisis
Every day we hear more news about the impact of the Coronavirus pandemic on the UK’s businesses and economy, and it hasn't exactly made for easy listening. You will no doubt have already spent the last few months trying to navigate your business through the crisis and now, it comes as no surprise, the UK has moved into a recession. Despite all of this one thing remains the same and that is the importance of keeping your marketing going in some form or another.
Now is the time to plan how to strategically market through this period and MAXX is here to help.
The old saying goes ‘a problem shared is a problem halved’ and so, since the beginning of lockdown MAXX has been supporting its clients and wider network, with regular ‘Advice and Collaboration’ webinars. The webinars have provided an opportunity for all to ask questions, share advice, voice concerns and draw on the MAXX team’s expertise to take steps to keep their businesses marketing.
We have drawn up a list of MAXX’s Top 10 Tips for marketing activities that you can implement NOW that should have a positive impact on your business, whatever your sector or marketing budget:
Digital Marketing is booming through the COVID era. New data reveals that the number of global social media users grew to 3.96 billion at the start of July 2020, which is a surge of more than 10% over the past year. This means that more than half the world’s population now uses social media. It’s got to be a good place for some free marketing right? Right!
Research relevant hashtags and companies or individuals that you can tag in posts.
This will increase your visibility and engagement. For example, if you tag Joe Bloggs in your post and Joe Bloggs re-tweets to his 10k followers, that’s a whole new 10k audience potentially viewing your post, visiting your profile and possibly visiting your website.
Look up the correct image sizes for each platform you are posting to and crop/scale your images to fit.
This will look more professional and is actually not too tricky to do if you choose to schedule your social media content via a platform such as Hootsuite where you can simply add your image and scale to size by selecting ‘edit image’ and then choosing the style post you want for the relevant platform.
Regularly review engagement analytics from previous posts and sponsored campaigns to see what worked and what didn't work.
Your time is precious. Don’t keep creating content that doesn't appeal to your target audience. If video content is what engages them, more video content is where you can channel your time.
Record more video content.
Are we nudging you out of your comfort zone? I believe someone once said ‘nothing worth doing is ever easy’ but trust me, video is the way forward and it gets easier the more you do, just ask our webinar attendees who can vouch that it has worked for them. According to Social Media Today, LinkedIn users are 20x more likely to share a video on the platform than any other type of post. And your video doesn't have to be you talking. It can be but it could also be a video demonstrating a product or service, someone else reviewing your offering or a whole host of other ideas. It’s time to get creative!
Explore Google Analytics to find your top five pages.
These are the pages being viewed by your visitors the most. Are they the pages you want your visitors to navigate to? Do they give relevant information to your audience? And do they have a CTA (Call to Action)?
Review your messaging and imagery on your site. Does it align?
Your business may have had to adapt it’s services and offering due to the current crisis. Are you communicating this through your website? It might be clear to you what your business does/offers but your audience may not know. Make sure your website tells them and that your messaging is aligned across your social media platforms and anywhere else your business is promoted.
Pretend you are a new customer and visit your website. How many clicks does it take to navigate to key pages or conversation pages?
If these pages are where your audience can contact you or make decisions about choosing your company they need to be easy to reach. We recommend a policy of ‘one-click to anywhere’, wherever possible.
Pick the five keywords you want to be found for and Google them to analyse the results page. What do you find?
Are your competitors coming up? They are called ‘keywords’ but we like to say ‘key phrases’. Search phrases three to four words long (long-tailed phrases) tend to work best and can help define your specialism and bring you higher up the Google ranking.
Review your Header 1’s for your top navigated pages. Do they contain your keywords or phrases?
A quick Google about how to find your H1’s for your top pages can help you find out if you are making the most of your keywords to capture your prospective audience.
Can you break up the text on your top pages into bite-size chunks?
As your audience scrolls through a page on your website they begin to drop away, with approximately only 50% of people scrolling past the halfway point. It’s important not to waste the chance to tell your audience what they need to know clearly and concisely. And don't forget those CTA’s!!
There you have it! Now all that's left is to make a start. Why not pick two or three actions and tell a team member or a friend what you plan to action over the next week. They can hold you accountable and spur you on to complete the tasks and ensure you keep some marketing going throughout the coming weeks and months.
For a more strategic plan and some marketing you can finally be proud of why not reach out to the MAXX team. We've seen more than one recession in our 25 years (yes, 25 this year!) and helped to guide many businesses through the storm. Make it happen. Make it MAXX.