July/August 2020 ertonline.co.uk


Content Strategy


The information you prepare, share and distribute online are all intangible assets. Plus, in the words of Wendy Piersall, “If people love your content then Google will love it too.”


● Content includes: Products, services, news, articles, blogs, business listings, social media, emails, direct mail, basically any marketing collateral. All of it should deliver the same consistent messaging and branding.


● Use tools to plan posts and content and ensure you work towards it as diligently as possible. Fresh content is the lifeblood of Google, the more you share – the more they care! (Or at least they’ll start to take you seriously and reward your efforts with a higher SERPs position). 


● Engagement: Are you thanking people for their comments or responding and acknowledging the correspondence (whether good or bad).


A helpful list: Review and improve the following:


1. Are there links to ALL social channels? Are they all working? Are they opening in a new tab?


2. Is your branding consistent? Are you showing up-to-date manufacturers logos, offers and branding?


3. Does your website have blog/offer pages? Are social sharing options available? 4. For lead generation and new client acquisition: Does your website have push notifications? 


5. Do you know what your website’s domain authority is? The higher your domain authority, the more Google will rank you in SERPs (Search Engine Ranking Positions). If you have a high spam score, this alludes to poor quality inbound links.


Customer data/AI/automation and email marketing What are you doing in terms of email marketing and automation? Let’s face it, ensuring systems and procedures relating to your sales processes are as streamlined as possible will free up valuable hours to focus more on your business. So fine-tuning these processes to free up your time is always going to be a winner. How are you targeting/communicating to each customer type? For example,


did they buy a new product with a warranty/servicing package from you? Having an email address and this valuable data now gives an option to put them into your email marketing automation process and provides you with a plethora of touch points with your customer. For example, an email goes out… 


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● Asking if they have registered their product. ● Asking them to submit feedback. ● Asking them what news/offers they’d like to stay subscribed to.  ● With instructions on how to care for their product (and recommends any branded manufacturers – links to buy – affiliations?) 


● Latest news/offer emails (if subscribed).  ● A ‘happy birthday’ email. Christmas cards.


● The warranty is due for renewal, would they like to renew? Servicing options highlighted. 


This is just one part of a customer journey, all of which can be automated to ensure whether your customer has reached a buying decision or not – you will be at the forefront of their minds, as their local or preferred supplier who stays in touch! 


Google My Business


Ensuring your website is properly optimised with meta descriptions, heading tags and alt text isn’t the only thing you can do to improve your SERPs (Search Engine Ranking Positions) – getting your head around your business listings on Google is also key. Go online now and review your GmB listings! Ensure the following information is complete and/or being regularly added to.


1. Do you have full ownership of your account? 2. Have you properly claimed and verified your listing?  3. Is your logo included?  4. Are all services and key business information completed?  5. Do you have a local area code phone number? 6. Images of the exterior and interior of your shop?  7. Is it shown correctly on Google Maps?  8. Do you have more than one store? Are they listed under one account?  9. Have you included a company video (up to 30 seconds) or PowerPoint? 10. Do you have a 360-degree walk around of your shop?  11. Are you sending out regular posts including images and videos?


Final thoughts These are just a few areas we see as key to ensuring your business is in the strongest possible position online – so now you’re open again you can attract a much wider audience and keep the spirits of your customers alive with accurate business information and succinct messaging. 


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