19 Mar Marketing in covid-19
The country is in turmoil and businesses have never been more nervous. Regardless, it’s imperative that you continue marketing. IPA recently put together a report examining how marketing should proceed during a downturn. It quite rightly determined that it is better to retain a share of the market during a downturn and without marketing, the company will emerge weaker.
There are things you can do. There are several free apps available online that you can utilise to make your marketing easier.
The Google family have a number of tools which you can leverage to enhance your business. The most obvious, and well known, is Google Analytics. It goes without saying that every business needs data. Without it, you are blindly walking forward without direction. This tool allows you to track the volume of traffic coming to your website. Furthermore, you can see where the traffic is coming from, how long they are spending on your site, what city they are from… the list of options is endless!
Another handy tool that Google has is its alert. As long as you have a Gmail account, you can set a key phrase, i.e. your business name so that you are told if it is mentioned online. This is a great way to monitor what is being said about you on the internet.
Google trends, though less used, is another great tool. It’s completely free and allows you to look for keywords based on search volume. It works for stand-alone phrases or long-tail keywords alike.
Finally, is the Google Search Console, formally known as Webmaster Tools. This allows you to watch what people are searching to find your website, in what quantities. This means you will know for sure that your SEO search terms are correct, and you are not wasting your efforts working on keywords which are not driving you the best kind of traffic.
Make sure that you are making the most of the social media channels available to you. Naturally, you need to make sure that the platform you are using is the best for your target audience. For example, if you sell makeup aimed at 15-18-year olds, LinkedIn is not going to be a very good platform for you. If you want more ideas about how to use social media for your marketing just click here then follow the social media tag for pages of information. .
If you are going to be leveraging social media marketing, you will probably want to use a scheduling tool. For the likes of Twitter, we love Hootsuite. It’s really easy to use, but only the first 30 days are free. If you don’t want to pay, TweetDeck is another great alternative. Click here for a guide to how to use Twitter.
If you are posting Instagram content, we highly recommend Planoly. Not only can you schedule your content, but you can create groups for hashtags, which makes the entire process so much faster! Another huge benefit is you can see what your grid will look like once it’s all posted. If you are obsessed with aesthetics, you’ll love it!
Facebook is much easier, as pages have the built-in facility to plan content in advance. Simply choose your time and date before pressing post. It couldn’t be simpler.
With regards to tracking the effectiveness of your social media. If you have a business page or profile on any other above options, you can go into the back end of the page to measure anything from engagement to the average age of your followers. As we always say, you must know your audience.
We hope this has been in some way helpful. As you may know, in light of the COVID-19 outbreak we are offering an hour-long one to one session where we will evaluate your marketing and help you generate ideas. If you are an SME, this is for just £25 plus VAT, rather than the normal £100. Click here to get in touch.