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Planning for the comeback – part one

The Survivor’s Guide to Marketing

By Emma Louise Smith, Director at Moxie Business Marketing

With multiple retailers being forced shut and individuals having to adjust to the new ‘working from home’ ethic; whilst we’re under no illusion at all, we know there will be a massive hit in the economy, we’re all wondering what the best steps to take are to ensure a strengthened position when doors can open again.

In the current climate it’s important to get the correct balance. Ensuring the messages we are sending out to our isolated customer base and communities are genuine, authentic and contain information that they will find useful.

As Churchill said, “Difficulties mastered are opportunities won”. Now more than ever, we have an amazing opportunity to properly review our business’s proposition – especially online.

“Successful SEO is not about tricking Google. It’s about partnering with Google to provide the best search results for Google’s users” – Phil Frost.

Moxie recommends three key areas for focus. Here is part one. Look out for part two on ertonline.co.uk next week!

Website

Management and maintenance: Not only does this include the arduous task of updating products and prices but also fresh content in the form of blogs/news/offers pages, updates on your recycling policies, terms of business in the current environment regarding home deliveries and installations, new website banners – alongside ensuring your site is getting ranked #1 for your top performing search terms.

  • Keywords. Do you know what your top performing search terms are? What would you like your website to be ranked number one for? If you don’t already know which keywords are being stuffed into your website you can use free tools like Surfer to see how many searches are occurring daily for key phrases.
  • Local SEO: Is your NAP information correct and consistent everywhere online? Name, address and phone number are key, to ensure Google ranks you higher than any other information across the board must match. You can use free tools like Moz to check what information is stored about your business. Use services from companies like People Per Hour to submit over 100 business listings for your business from as little as £15 to further improve your technical SEO!
  • Google Analytics. This should be installed on your site, you should have full ownership of it and you should be measuring key actions and goals on your website. This free tool offers valuable advice on first hand data that will help you shape your content strategy, make buying decisions for products and services and decide on key marketing channels for investment.
  • Online Reviews. On Google, Trustpilot, Facebook, CheckaTrade – wherever you are going to collect them ensure you regularly encourage reviews – and respond to them!

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. (Use Google webmaster tools to disallow these links if relevant).

Part two of this Survivor’s Guide looks at Google My Business and Content Strategy. That will be live on ertonline.co.uk next week!

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