Managing Your Online Presence During COVID-19: Tips For Businesses
N. Williams - Chief Brand Officer at TNT United Services Inc. • July 16, 2020
Maintaining brand awareness is essential at any time -- particularly because having consistent brand presentation across all platforms can increase revenue by up to 23%. And while your business's bottom line is probably a chief concern right now, keeping your branding and marketing consistent (and increasing your potential for financial growth) has never been more important than during the COVID-19 pandemic.
But how exactly should you go about tweaking your strategy during these uncertain times? Although states have begun the reopening process, that doesn't mean the novel coronavirus has disappeared. You'll need to continue your brand awareness
and marketing efforts in a way that aligns with what consumers are looking for right now -- whether that's curbside delivery or increased trust. Let's take a closer look at a few of the steps your business can take to better manage your online presence during COVID-19.
Update Your Google My Business Listing
Keep in mind that consumers are looking to support nearby businesses as long as safety is being prioritized. If you haven't done so already, you'll want to update your Google My Business listing to reflect current operating hours, any pandemic-related changes, and updates for your audience. Google has made adjustments to allow for certain GMB changes to be made during COVID-19 without penalty, so you should take advantage of that opportunity if it applies to your organization.
Create Pandemic Web Pages and Announcements
It's not a bad idea to update your website with information specifically pertaining to COVID-19. Creating or updating an FAQ page with information about how your business is handling health and safety concerns, shipping delays, or reopening restrictions can be a great way to build customer trust and even improve your ability to show up in voice search results. Depending on your business and industry, you may also need to have a separate page devoted to COVID-19 concerns, which can also help your SEO. Some websites have banner announcements on their homepages that can provide quick coronavirus information and direct visitors to other pages where their questions may be addressed.
Provide Valuable Content For Readers
Any brand strategist will tell you that you should never take advantage of a tragedy with your marketing. However, it's also important to note that web searches related to coronavirus have reached impressive heights. A good way to get your business noticed while still being ethical is to provide high-quality content for web visitors that relates to the pandemic in some way. Of course, this content should still be relevant to your business and your audience. Overall, your content should be educational, reassuring, and valuable rather than self-promotional. If you're stuck on what to write about, look at what other businesses are doing with their blogs or develop some posts based on common questions you're getting from customers.
Address and Interact With Empathy on Social Media
When it comes to maintaining brand awareness during the pandemic, you'll need to implement some social media marketing tips in order to be successful. Because people are on their phones more than ever right now, social media platforms have become an even more popular resource for information. You should update consistently, be transparent with followers, and respond to comments and questions with empathy. This is not the time to be defensive or to stay silent. You may need to revamp pre-scheduled content to ensure nothing will come off poorly -- and above all else, you should never make light of the pandemic or use it as a gimmick in your marketing.
Building your brand awareness should be a constant task on your to-do list. But during COVID-19, you'll need to be even more thoughtful in your approach. If you need help striking the right tone with your promotion and posts, evaluate the marketing companies Long Island business owners trust before trying to DIY your strategy. At TNT United Services, Inc., we can help you weather the storm and come out the other side even stronger. Contact our team today to learn more.
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