After almost 3 months of social distancing and tight rules on business operations, the UK Government are now looking at easing the lockdown further – meaning that many businesses can now begin to look at re-opening.
As of May 2020, the PM has somewhat eased the lockdown measures, asking people to return to work, if they can – and most importantly, if it is safe to do so.
Updated June 2020: the PM has set out rules to ease the lockdown further. With non-essential shops being allowed to re-open Monday, June 15th.
All businesses that are looking to re-open, must follow the government’s social distancing and hygiene guidelines published last month.
With the knowledge and expertise from guest contributors Chris McCormick and Andrew Norton, we are going to look at the methods and avenues you can utilise to ramp up your marketing, ready for when the lockdown is eased.
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Re-evaluate your marketing strategy
If your business has a website, or any form of online presence, it is now more important than ever to plan and evaluate your marketing strategy. Your current strategy needs to incorporate changes to your business, and changes to your customers and clients.
Image Credit: Google
How do I re-evaluate my marketing strategy?
Re-evaluating your marketing strategy might seem like a long task, but it is necessary to ensure your marketing is focused. The best way to evaluate, is to look at your strategy from a business and customer viewpoint.
Look at what works now, what has changed, and how you can improve it.
It is useful to make a list of all the activities and processes that have changed, or have been impacted. Not only with your business, but also with your customers / clients.
You can then directly attribute changes in your marketing strategy to ensure your business works efficiently for everyone.
For example, if we take a cafe or restaurant – when these businesses can re-open, they know that they will have to introduce certain measures and changes to help with hygiene and social distancing. They will need to update their websites and social media so all customers know what to expect when coming to their premises.
They should update their marketing strategy to put more focus on getting important information to their customers, whilst also concentrating on new ways to order (for example, offer online shopping and delivery).
Should I adapt my marketing strategy, or create a new one?
With so many changes to the economy and everyday life, many businesses could think that they need to scrap their current marketing strategy, and create a new one from the scratch – and usually having to pay through the nose for it.
If you have a current marketing strategy, or have been using one that works for your business, you don’t need to scrap it – and you certainly don’t need a company to create a new one for you, or even update it for that matter.
Everything is gradually going to get back to some form of normality, so you need to establish how your business is going to move forward, with your current strategy in mind. By using the method above (re-evaluate your marketing strategy), listing changes to you and your customers, you can easily adapt your marketing strategy.
Refresh your website and online profiles
Your website is the first place people are going to look for information about your business. If you are putting plans in action and making changes for the future, let people know on your website.
You can post a blog about what you are doing, with what new methods and activities you are putting in place to move forward. You can also update your Google My Business profile and social media accounts with the information.
If you can add a new page, or blog post to your website, be sure to link directly to it when posting on social media – this helps avoid any miscommunication, as all your information is in one place.
Blog posts can be hidden away on some websites, so make sure it is easy to find. Many websites have added a banner or pop-up message for this. If you can’t add a pop-up or a banner, you can always add a link or button to your home page.
Take a look at the Grow With Google Recap – a Google Live Stream about how to manage your business remotely.
Audit your website
Businesses may have let their website tick over during the lockdown, which is perfectly understandable. A website audit can identify areas of improvement, potential issues, and determine if your website is fully optimised for search engines.
I am offering a free website audit for your business, which many charge for. With my website audit, you will get a simple to understand report with insights into your website performance.
If you are interested in a website audit, contact me today.
Restart your Google Ad Campaigns
Google Ads Campaigns were one of the first marketing platforms to be paused by businesses – as it is a quick and simple process to pause your Google Ads, therefore saving AdSpend. For many businesses, this was a quick way to save their budget.
If you are looking to re-open your business, or start selling again, Google Ads will be the best place to gain momentum and awareness for your business and services / products. Having your campaigns optimised and ready to go will make it easier to build up momentum.
Re-optimise your Google Ads Campaigns
When running campaigns, you need to monitor them and ensure they bring the results you want. There is no point setting a budget and leaving an ad to run in the background. This is also true when re-enabling any campaigns.
Don’t just hit the go button, check through your ads and adjust your budget.
You could end up spending your budget on un-optimised campaigns, and not getting the results you want.
Similar to how you could update your website, you can include the methods you are using as a business to control and prevent the spread of covid-19, as USPs. These could prove to be good trust signals.
Go through your account and check;
- Ad scheduling
- Paused campaigns
- Paused ad groups
- Paused ads
- Paused keywords
- Negative keywords
- Bids on your keywords
From here you can evaluate your campaigns and optimise them, so they will be as effective as possible.
You may be able to gain an advantage over your competition. CPC (cost per click) in some industries is the lowest we have ever seen! Leverage this, and you could see leads coming through for a fraction of the cost.
Enable some of your campaigns now to gain traffic and possible new leads.
With the UK lockdown easing for June 15th, it will be vital for businesses to update and bounce back.
During the lockdown internet usage in the UK has almost doubled, so getting your business online is the most effective solution.
See more Digital Marketing Resources here.
I want to thank guest contributors Chris McCormick and Andrew Norton for their support in this article.
Chris McCormick is an Assistant Digital Marketing Manager who helps to lead a team of consultants across copywriting, web design, internet marketing and paid marketing. Chris monitors several clients and supports his team and manager, so they can work to the best of their ability.
Andrew Norton is a Senior Paid Marketing Consultant, certified in Google Ads, and a founder of two eCommerce businesses. Andrew has several successful side projects and is talented in Google Ads optimisation, having vast knowledge of the platform.
See more resources and updates on phil-isherwood.co.uk
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