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Emma Louise Smith, Director, Moxie Business Marketing OPINION


July/August 2020 ertonline.co.uk


10


The survivor’s guide to marketing


With multiple retailers being forced shut a few months back, whilst we’re under no illusion at all, we know there will be a massive hit in the economy. But we’re also wondering what the best steps are to take to ensure a strengthened position now doors are open again…


I


n the current climate it’s important to get the correct balance. Ensuring the messages we are sending out to our isolated customer base and communities are genuine, authentic and contain information that they will find useful.


As Churchill said, “difficulties mastered are opportunities won”, and now


more than ever we have an amazing opportunity to properly review our business’s proposition – especially online. “Successful SEO is not about tricking Google. It’s about partnering with


Google to provide the best search results for Google’s users” – Phil Frost. Moxie recommends three key areas for focus…


Website


Management and maintenance: Not only does this include the arduous task of updating products and prices but also fresh content in the form of blogs/news/offers pages, updates on your recycling policies, terms of business in the current environment regarding home deliveries and installations, new website banners – alongside ensuring your site is getting ranked #1 for your top performing search terms.


● Keywords: Do you know what your top performing search terms are? What would you like your website to be ranked number one for? If you don’t already know which keywords are being stuffed into your website you can use free tools like Surfer to see how many searches are occurring daily for key phrases.


● Local SEO: Is your NAP information correct and consistent everywhere online? Name, address and phone number are key to ensure Google ranks you higher than any other information across the board must match. Use free tools like Moz to check what information is stored about your business. Use services from companies like People Per Hour to submit over 100 business listings for your business from as little as £15 to further improve your technical SEO!


● Google Analytics: This should be installed on your site, you should have full ownership of it and you should be measuring key actions and goals on your website. This free tool offers valuable advice on first-hand data that will help you shape your content strategy, make buying decisions for products and services and decide on key marketing channels for investment.


● Online Reviews: On Google, Trustpilot, Facebook, Checkatrade – wherever you are going to collect them ensure you regularly encourage reviews – and respond to them!


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