Yep, this is a pretty c**p time for everyone.
My wedding (already postponed once) is probably getting cancelled; I can’t moan to anyone about it because we’re in a North East lockdown, and someone on a Zoom meeting this morning made a sarcastic remark about my favourite polo neck jumper.
But hey, at least my local supermarket still has toilet paper in stock.
Please don’t think I’m ignorant. I’m in the same boat as everyone else when it comes to not knowing if enough work will come my way to pay the bills next month. But sometimes you just have to laugh about it *sobs into bowl of Tesco Value Corn Flakes*.
When the first lockdown hit us, many of us used the time to learn new skills or improve current ones with digital courses, webinars, and maybe even read an actual book or two *gasp*. This is great, but if I see another Facebook ad for a copywriting course that claims it will make me richer than Bill Gates’s dog, I may throw my computer out of the window.
Now that local shops, restaurants, and businesses are opening once again, what things can you do to give your marketing a boost without splashing the cash?
Here are five ideas for you.
Review your website
Even if you can’t operate normally at the moment, there are still things you can do now that will help you to hit the ground running when life settles down.
Make sure your website tells your customers what you may be doing differently during the pandemic. Please don’t put it somewhere where it’s hard to find. A nice, clear banner at the top of the page is perfect.
If you haven’t already got an online shop, now is the time to change that. You may not believe me, but I was never an avid online shopper until lockdown began. Since then I’ve found myself buying luxury dog shampoo, homoeopathic remedies, even a little macramé rainbow (I don’t need it but I love it). Even if you don’t have physical items to sell, consider offering gift cards that can be bought now and used when things improve.
When was the last time you reviewed your website copy? Words are hugely important when it comes to generating sales, but sadly it’s often overlooked. There’s no point in having a sexy, well-designed website if the copy looks as sad as that shrivelled old pepper at the back of your fridge. If you don’t have the time to work on it yourself, or you don’t know where to start, get a professional to look at it. Hiring a copywriter probably costs less than you think and is a powerful tool for generating leads.
Google My Business
Google My Business is usually the first thing that people see if they search for you online. If you haven’t already created a profile, go and do it right now. It takes no time at all, and by merely having a listing, Google may bump you to the top of the results for local people searching for your service or product.
Make sure your opening times and contact details on there are correct. There have been a few occasions recently where I’ve turned up at a shop or a café only to find that it’s shut.
Create evergreen content
It’s good to write about trending topics when they relate to your business, but these posts will likely decline in traffic over time. That’s why it’s also essential to have content written on evergreen topics that stay relevant and generate traffic over an extended period.
Evergreen content isn’t just good for your website SEO; it’s useful when it comes to social media. It can be hard to satisfy the social media gods with regular content, but having a collection of exciting evergreen topics always gives you something to talk about. And yes, it is okay to post about the same thing more than once as long as you tweak the imagery and wording.
Pay to play
You don’t need to spend a lot to advertise online (I promise).
Using pay-per-click (PPC) or paid social media is a great way to reach more of your ideal customers. They are relatively easy to set up, and you can spend as little or as much as you like.
Social media competitions are also a fantastic way of building brand awareness. Last month I ran an Instagram competition for a business where the prize was a £20 candle. They had been struggling for months to gain new followers and then went from having 150 to nearly 400 in just over a week with minimal effort involved.
Be positive, but don’t overpromise
All of us need to stay positive during these challenging times. I have come across lots of inspiring businesses over the last few months that have made me feel a little more hopeful with their optimistic attitudes. Even if they aren’t feeling confident on the inside, they hide it well.
We’re still living in very uncertain times, so try not to overpromise on what you can deliver. All you can do is be honest and say that you are handling the situation as it comes and will do your best to continue supporting your customers.
Final thoughts
This is a really tough time for everyone, and it’s important not to let yourself feel overwhelmed. Don’t think that you have to create a whole new marketing plan and sell yourself on every single platform.
Messages and services may have to change over the coming weeks and months, but don’t let your marketing disappear or your standards drop.
The best thing you can do is be honest and keep your messaging consistent. We’re all in this together, and you want to let your customers know that they can rely on you.
Here’s a quote I saw on somebody’s Instagram recently that’s probably the best advice for us all right now:
Laura Bracher 