Are you ready to reopen? Update your digital marketing now.

Are you ready to reopen? Update your digital marketing now.

Are you ready to reopen? Update your digital marketing now.

When the stay-at-home order caused by the coronavirus is finally lifted, are you ready to reopen for business? Although downtime can be severe, it provides an unprecedented opportunity to review and improve the company’s digital marketing strategy.

When the time is right, many business owners and even marketers will complain that they don’t have enough time to focus on improving online promotions. Although business development is slow, even working from home, here are some best practices to help strengthen and fine-tune your company’s influence: from SEO and content, to social and pay-per-click (PPC) advertising.

Take this time to review

One of the biggest advantages of digital marketing is that it is very measurable.Use easy-to-use (in some cases free) marketing tools, such as Google Analytics or HubSpot, You can track many basic indicators. These can give you a better understanding of the company’s audience and the actions they take. You can also clearly understand which content and marketing activities bring the most traffic and quality leads—and at what cost—so you can track your return on investment and make more informed decisions about upcoming marketing expenditures.

Analysis can become overwhelming. Matt Bailey, Best-selling author, marketing expert, corporate trainer, and founder and president of SiteLogic Marketing, recommend honing measurable business goals. Matt said, “Just look at your existing activities and use a data dump to figure it out:’If someone asks me how we are doing marketing, what are the two or three absolutely necessary metrics I need to know?'”

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View and optimize your SEO

With the ever-changing algorithms of Google, Bing, and other companies, maintaining the health of your website’s search engine optimization (SEO) is vital. Methods that worked a few years ago may make your web page punished today.You can take the time to learn about current SEO best practices by reading trusted articles SEO blogs, such as MOZ or Search engine land.

according to Hooker Institutional Research, Improving the presence of natural search engine optimization is the #2 marketing priority for small businesses in 2020.Because building a good search engine optimization strategy can be very complicated, going through one may be in your best interest Comprehensive SEO audit Use a checklist like this.

Research your (and your competitors) keywords

Make meaningful Keyword Research Not only for improving the SEO of your content, but also for your paid search and other PPC advertising efforts.If you have a Google Ads account, you can use the built-in Keyword PlannerThere are dozens of high-quality keyword research tools on the market. (When you search for them, see who is at the top of the list).

“Keyword research is probably the most underutilized form of market intelligence,” Bailey said. “I always advise people to find out the words people use throughout the buying cycle, depending on where they are in the funnel-because the words someone uses when trying to educate themselves may be relevant to them . “

Be smart on your social network

Social media can play an increasing role Pivotal role Success in your small business. An effective social media strategy can not only help increase your brand awareness and promote your products and special offers, but social media has become the main channel for customer service. If you lack the bandwidth to monitor and interact with social accounts at least daily, consider using an automated social listening tool that can alert you when activity increases or potential complaints.

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Matt Bailey suggests that you can also use social media to gauge whether you are talking about the right things that your customers are really interested in. Consumer needs,” Bailey said. “Keyword tools can also provide you with a social perspective of year-round trends, helping you understand when people are most interested in talking about something. “

Check your PPC clicks

Using its own algorithms and competitive bidding alone, search engine marketing (SEM) like Google Ads and other pay-per-click online display advertising can become ineffective, confusing, and expensive.Another useful audit that can increase your return on digital marketing investment is Review your PPC account.

Periodic audits may only take 20 minutes, but small problems can be found before they become big ones. For example: make sure you are tracking your conversions, check the keyword match type settings (broad, modified broad, or phrase and exact match), and build your negative keyword list to reduce unqualified searchers.

Get strategic

Many small businesses can take months or even years to get the right people together (or even virtually) to discuss marketing strategies. “Don’t wait for that to happen; now is the time to start a high-level strategic reassessment of your process,” Bailey said. “Conduct these conversations now, because once things get back to normal, things will become hot and heavy, and it will be harder to catch up.”

If there is any silver lining in this pandemic, it may be that it provides you with breathing room for planned improvements. The companies that recover the fastest may be those that are simultaneously working to gain a competitive advantage.

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