- Brands should ensure they are active across as many relevant consumer channels as possible to maximise all messaging during this period. Social media channels are the most efficient and effective for results, such as Instagram and Facebook, as the majority of their customers would be active on either; hence it is crucial for brands to be active on the platforms and communicate their key messages. TikTok for example has taken an incredible role in brand awareness by driving exponential amounts of traffic to websites. Another channel that is greatly overlooked is Google My Business which is brilliant to gain traction from potential customers within the location/vicinity who are actively searching for the brands services, hence updating with regular posts/photos along with replying to reviews is imperative to acquiring new customers. GMB allows you to see where people are coming from, helping to ascertain whether your audience is mainly local, or more disparate. You can also access the specific search queries used by visitors, information that you can then use to craft better content to attract high-value customers. Email Marketing is a forgotten gem – talk about safety measures, new deals and discounts and potential customer benefits that need to be transacted online
2. Consider utilising paid targeting and/or influencer marketing/campaigns to amplify brands’ messages. Influencer marketing is hugely popular and beneficial to attract a diverse audience and convey brands messages to increase reach and awareness. Often regarded as a ‘word of mouth’ marketing, influencers are key communicators to manage a brands reputation online with precision as all eyeballs are on them. For example, a brand can invite an influencer to their hotel/restaurant to dine or stay, who then blogs about the changes they have implemented to be Covid 19 secure or the additional services they are now offering.
3. Actively engage with existing followers on social media/email data to inform of any changes/messages and grow your customer loyalty. The brand can choose the platform that they feel is most beneficial to their brand and where they have the most active users, or alternatively opt to utilise both methods of communication. For example, post content on social media that encourages people to interact and reshare with others. this could be a meal or product giveaway on an instagram feed post that encourages someone to follow 1 or more accounts and tag their friends to participate. People are excited to go out with friends and families post Covid-19 and are feeling the economical hit so leverage the opportunity and throw some giveaways that will likely bring new traffic, exposure and positive energy to your business.
4. Encourage customer reviews on platforms such as Google My Business and TripAdvisor. A business is more likely to show up in Google’s local pack if it has reviews which mention keywords you’re trying to rank for and the city/neighbourhood that your business is located in. The best approach to acquiring reviews is to create CTA´s on your business´ website after purchase, checkout or as a pop up. We highly recommend displaying google review widgets on business websites to add customer value and act as an incentive to participate.
5. Create EVERGREEN content that can acquire customers not just in 6, but 12 months times too. Evergreen content is search-optimised content that retains relevance “fresh”, it’s not time sensitive and continues to drive traffic long after it is first published. There are plenty of avenues to leverage “sustainable content” in your content marketing strategy such as:
Blog/articles: Lists, tips, how-to content
Influencer Marketing: Youtube Product Reviews, Instructional videos/Practical Webinars
The key with long-form writing or video is to answer frequently asked questions from your users/audience by providing industry tips and “how to” explanations. You may find that some of these topics and concepts have already been covered by other industry experts on multiple occasions – simply bring something new to the table and search for long-tail keywords that have an ok volume search but a lower ranking difficulty.
Author: Charlie Terry is Founder & Managing Director at CEEK Marketing