ADVERTORIAL
Navigating marketing amid COVID-19
BY ANNA BRIDGEMAN, SOCIAL MEDIA MARKETING CONSULTANT AT ADTRAK
WITH the coronavirus (COVID-19) outbreak driving many people to work from home, it is now more important than ever to ensure your digital marketing is up to snuff and to make sure people are able to contact you quickly and easily.
If your business is temporarily closing (or even if it isn’t) expect an increase in users gravitating towards social media to ask about their current booking, or whether you’re taking new orders, and how far in the future you will be back to business as usual.
A quick and effective work-around for this is to utilise Facebook’s FAQ auto- responders, which does the heavy lifting and hard work for you by answering the most common questions people are asking. Simply set it up and let it go - just keep an eye on any incoming messages or comments; they could be valuable leads!
In the meantime, here are a few top tips to keep on top of your digital marketing:
1. Website marketing Add a banner to your website and create an in-depth blog post on your stance with Covid-19 - what is/is not affected and what you’re doing to help
2. Google your business • Link to your Covid-19 blog post in Google Posts
• Ensure your opening hours are correct.
3. “Special hours” If your business is temporarily closed, consider manually adding in “special hours” rather than using Google’s new option for temporary closures (as this can appear off putting)
4. Create helpful content • Creating relevant content (e.g. how to deep clean your home/premises) is helpful to users and your audience
• “COVID-19” and “coronavirus” are hugely searched terms at the moment, which also provides opportunity for content creation.
5. Be active on social media Expect an influx of messages and queries on social media, particularly if your business is temporarily closed.
People will likely ask about current or potential bookings. Set up Facebook autoresponders for FAQs to help manage this for you and appear helpful and active to users.
Determine your strategy - are you providing “escapism”, or are you taking a more light-hearted approach?
6. Ensure your PPC is on point We are seeing high traffic and conversions in/around skip hire. Many people and businesses will be looking to deep clean and/or even re-vamp spaces while, so skips may well be in demand.
PPC provides an immediate sales opportunity. Make sure you jump on this as reducing or stopping PPC altogether means that those immediate sales opportunities may go to your competitor.
Adtrak wants to be as helpful as possible during these difficult times, so are offering FREE website audits to assess how your business can increase website traffic and conversions. Contact
john.cutts@
adtrak.co.uk
Google Trends graph showing a spike in searches for the term ‘skip hire’ in recent weeks 100
25 50 75
31 Mar 2019 21 Jul 2019 10 Nov 2019 1 Mar 2020 55
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