Managing your digital presence during coronavirus
The need for an online presence has undoubtedly become more and more prevalent over the years. Businesses now need to manage their website, their social presence, and their search engine rankings although to remain competitively placed within their industry. Admittedly, it’s tough to keep on top of all three, as well as running your actual business. But it’s more important now than ever before.
Since the Coronavirus (COVID-19) outbreak populations in the UK, and across the globe, are in lockdown. Behavioural shifts are occurring, with preliminary data showing that internet usage in the UK alone has increased by 50%-70%. We’ve put together some handy tips to help your website continue to communicate with your users effectively and thrive, not survive, in these unprecedented times.
Be clear to customers on your business status
It’s essential to be clear and concise with your customers. Even if you think it may be obvious that everyone will know you’re closed, your website needs to reflect this. Or, you may be an eCommerce store, operating with slower dispatch times – the key point is, let your customers know, it builds trustworthiness. A simple banner within your header is a great way of getting your message across, without having much of a detrimental effect on your user experience.
Update your socials
Facebook now allows you to publish opening time updates and service changes, as well as marking your business as closed temporarily, if that may be the case. Using these features gives excellent trust signals that show your business is active and hopefully, in most cases, still trading.
Posting a status across each social platform that you use that details your business’s status, availability, or any other information relevant is an obvious, yet excellent, way to get your message across. If possible, pinning the message and including an image will help grab the user’s attention.
Update Google My Business
Most businesses will utilise Google’s tool that allows you to register your business and manage business information. You can set special opening hours and add short posts that will appear on the Google Search pages to keep viewers up to date.
Incentivise your audience
There’s no denying people are browsing the web much more at the moment. More viewers present a perfect opportunity to entice users to your website, or, to make an action on your site. Holding a sale or offering a discount code are classic examples, but, it doesn’t have to all be about financial gain. If you’re a restaurant, you may deliver meals to the vulnerable. If you’re a baker, you may be providing fresh produce, delivered to your local community – there are thousands of different scenarios. Whether you’re trying to help the community or boost sales, both make great social media content.
Keep on to of well-performing ads
Just yesterday (22nd of April), Facebook warned businesses and advertisers to expect delays and errors with their increased reliance on automated systems to verify new adverts, due to staff shortages. If your ad is performing well above the benchmark and is disrupted with downtime, you’re essentially shutting out a revenue stream. If possible, to avoid disruption, extend the delivery period of your ads where possible.
Give remarketing ads a try
If you’re new to remarketing ads, now might be the time to give it a go. A remarketing ad, as defined by Google:
“Remarketing campaigns are used to show ads to people who have visited your website or used your app.”
With a massive increase in browsing, now is an excellent time to re-engage with viewers who have clearly shown some interest in your website. To further increase your success rate, try including an incentive too, such as free delivery or discount code.
To summarise, your business at least needs to communicate clearly on your business status. If you want to take things up a notch, use this as an opportunity to get creative. A few we mentioned above include:
- Keep on top of well-performing ads
- Look into remarketing campaigns
- Incentive your audience
Unprecedented times call for adjustments to your web and digital presence. If you’d like further advice, feel free to get in touch with us or find out more about our web design and search engine optimisation services.