As the reality of the COVID-19 epidemic has exceeded expectations many times over, business owners and decision-makers are realizing that they need to worry not only about themselves and their loved ones but also about their organisations.
In two months, we saw business breakfasts and conferences disappear, cafés and theatres were closed, and people were looking for ways to minimise contact with the crowd. All this means that the business will change in the near future. And that means your website will become an even more important part of your sales and marketing funnel.
With this in mind, let’s take a look at seven ways to help you set up your web strategy during the coronavirus outbreak.
1.Update the e-commerce capabilities on your site
While grocery stores are still open, everyone expects people to do their best to avoid the marketplaces whenever possible. So if you have products to sell, it’s time to update (or create if you don’t have one) your online store. With inventory, internet marketing, and pricing, you might be able to replace lost retail store revenue with improved e-commerce metrics. Don’t forget to make it mobile-friendly.
With more than 4.8 billion mobile users, websites are booming. In North America, mobile pages expand 110% each year. A web design company can provide smartphone owners with a good mobile platform.
2. Create more online presentations
Thousands of companies that have relied on face-to-face demos, face-to-face presentations and trade shows have found themselves in dire straits due to the coronavirus. One way to fix this problem is to upload more online videos and presentations to your website. If that’s not possible, you can at least invest in webinars, they are good at warming up clients.
3. Expand the capabilities of the internal corporate portal for employees
If you have a staff-only section on your website, now is the time to use it (if not, create it). Integrate features such as chat rooms, file sharing applications, and remote scheduling and partner collaboration tools into your corporate portal. It is very important that you and your team stay connected and informed about the situation in the company and the market.
4. Examine social media and search ad campaigns
Economists expect the coronavirus pandemic to trigger a short-term economic downturn. At the very least, buying patterns will change. With that in mind, now is the time to rethink your online advertising spending. Over the next few weeks, keep a close eye on your analytics and pause any campaigns that are not yet yielding positive results. Reduce spending on sources that bring expensive traffic. Focus on tools that will increase sales in a few months. For example, turn off contextual advertising, and invest the saved money in SEO optimisation of the site. After 3-4 months of optimisation, you will be able to receive a large amount of free traffic to the site, while your competitors will raise click prices in the Google Ads auction.
If you are placing offline ads, we recommend that you use fake numbers in banner layouts. With their help, you can count the number of applications that a particular banner has brought, and decide whether to leave it for the next month or not.
We can also advise you to do Internet marketing research on the market in order to find out about promising advertising channels or get a free audit of advertising offices.
5.Communicate with customers
In times of pandemic and mass restraints, your customers, employees and suppliers need to hear more from you. Use email newsletters to report any events, policy changes or business changes. You can even tell them that you are working as usual. Either way, stay in touch, so they can know what to expect from your company as the situation changes. Pay attention to your company’s reputation on the Internet. Register on behalf of the company in Google “My Business”. Add missing company information. Respond to negative reviews with clarifying comments. Was it really written by a real client? If so, try to resolve the situation and create instructions for employees on how to prevent this from happening in the future. If not, users on the Internet will see that you went to meet the client, but he did not answer. This will create distrust of negative feedback.
Create a questionnaire and set the task to call the customers to the marketing department or free employees. Find out if they use your product or service. Any tips for improvement or comments? Wish them health and make a little gift in the form of a discount or renewal. With the help of customer responses, you will be able to draw up a development plan for the next months.
6.Invest in search engine optimisation
CEO is a difficult process, but it can make a business out of the competition. This can mean the difference between a first-page listing and results that are difficult to find. You can try doing it by yourself or with the help of experienced SEO company.
7. Make your website user friendly
Many companies make the mistake of cramming too much information onto one page. This is not only confusing but also makes it difficult for users to find. Pages should be short, concise, and tell the user clearly what to do next.
Users visit the site with one goal — to solve the problem. It may be searching for information or entertainment, but something is their primary need. Create rich SEO content based on this question.
Look at the situation constructively. Stress allows you to focus on what matters most. Use this wisely. After passing the tests, the business will become stronger and more prepared for external influences. Instead of hiding and waiting, you need to work twice as hard — now is the best time to grow, because many competitors will miss out on hundreds of opportunities. When the crisis is over, you will be ahead of the competition. And you will be flexible to new changes if any.