During the Covid-19 pandemic, it’s been harder to build and create new business when you can’t communicate with people in person. With fewer opportunities to meet clients and customers, you need to focus on how you can creatively and consistently reach people in ways that may be new to you.
Business owners are increasingly relying on digital marketing to promote their business, but many of them have never learned how to optimize their online platforms. If you don’t know where to start, it can be especially difficult to create a digital marketing strategy to meet your business’s needs during the pandemic.
Here are some ways to help your business communicate effectively online:
Optimize your digital footprint.
What your business looks like online can be called a “digital footprint.” It consists of the places your business is listed or featured including your website, social media channels and directory listings (such as Google My Business (GMB), Apple Maps, Yelp, etc.). Search algorithms look at all of these things to help people find your business, which is why you need to make sure they’re all claimed, optimized and reflect the current status of your business to communicate your brand messaging during this time.
Pro tip: Make a list of all the places you and your business are currently featured on the internet and set a reminder to check/update them once every one to two months. Google search yourself and your company in an “incognito window” to see where your customers are finding you.
Maintain direct communication.
During the pandemic, we have seen, a big uptick in companies communicating directly with customers online. More businesses are using email marketing, such as email blasts or simple direct email outreach, and there has also been a return to phone calls and direct mail. I recommend taking the time to clean up your contacts/CRM and setting aside time to touch base with your top 20% of contacts directly via phone call or direct email.
Pro tip: Calling someone out of the blue during a pandemic and trying to sell them something without any context around their current situation is just cold calling, and no one likes that. Take the time to catch up and stay in touch, providing connections and resources when you can. The sales will come.