If your business activities are quieter or on pause due to coronavirus, now might be a good time to take stock of your website and digital marketing activities ready for when you’re fully operational. Here are some tips to help you review, update and optimise your current marketing channels.
Improve Organic Reach with Keyword Analysis and SEO
Make your web pages more visible to search engines and help them appear higher up in the organic search results by improving your SEO. Alongside well planned website text, getting meta title & descriptions right is important in getting those all important click-throughs to your website.
Firstly, carry out some keyword analysis. Use Google’s keyword planner to find out which keywords are most relevant to your business and which are searched for the most. You can then use this information to review and update your website content (making sure copy is still readable and flows well) and the meta data fields and alt text on your site. It might be that the keyword analysis has informed you that there could be new pages to introduce too.
For example, if you’re a fitness coach, analysis on keyword planner would show that as well as ‘fitness coach’ the keywords ‘fitness trainer’ and ‘workout coach’ would also be worth including on your website and in meta data. If you need to flex your offering to take account of changing customer behaviour due to coronavirus, you might also decide that the keyword ‘virtual fitness coach’ and similar are worth including if you have the capacity to offer virtual sessions.
Tip: If your website has a lot of pages and you’re not sure where to start, you could check in Analytics for your most visited pages. Head to Behaviour – Site Content – Landing Pages and then All Pages.
Promote key products with Google Ads
If you’re not currently running Google Ads it might be worth considering setting up a campaign to promote your key products or services and increase web visitors and customers. Make sure you pay attention to locations, ad text, keywords and negative keywords. If you’re an ecommerce business not yet on Google Shopping that would be worth considering as well – great for online retailers. If you need help get in touch.
If you’re running Google Ads already, review & update your Ad text and negative keywords and check your settings, keywords, bids and search queries. This will help you get the best ROI for your ad spend.
Tip: It could be worth introducing new Google Ads campaigns which focus on your most searched for products and services, which could have changed due to coronavirus.
If you would like a Google Ads audit to see whether you could get a better return, or if your business could get a boost from some paid Google advertising, we’re here to help. We offer Google Ads Audits to give you expert help on how to improve your campaigns. Many campaigns we see aren’t optimised to their full potential and we’ve helped many clients save money and improve their reach and sales.
Review Social Media Ads
Social media ads are useful to businesses in a number of ways. Unlike Google Ads, which appear in the search engine if someone searches for keywords relating to the ad, social media ads show to people who may potentially be interested in your product or service.
For example, an accountant may have Google Ads running which appear when someone in their target area searches for ‘accountant’. They may then complement these ads and increase exposure for their business by setting up Facebook Ads which appear to people in their local area who are small business owners who might be interested in an accountant.
If you already have social media ads set up, now could be a good time to review and update them. Make sure images, ad text, landing pages and location targeting is reviewed to make sure it’s relevant to the current situation and customer needs.
Review your email marketing strategy
Do you regularly send out email marketing updates to your followers? Although people now communicate frequently on social media, email marketing still remains a very effective way of keeping in touch with customers, increasing website visits and making sales. The chances are, your customer needs have changed dramatically due to coronavirus and you might need to flex your offering accordingly. Think about your likely customer needs and desires over the coming months and develop an email marketing strategy accordingly.
We hope you’ve found these tips useful. For help with any aspect of digital marketing or SEO, get in touch.