How to boost your online presence

How can businesses boost their online presence in the wake of covid-19? Richard Conway shares three ways to take it to the next level.

Many businesses still rely on offline transactions. Even in today’s digitised world, it’s not that uncommon at all. Whole industries are built from the ground up around face-to-face interactions. But the novel coronavirus has made that option untenable for many.

So what can you do to keep your head above water in such difficult times? Let’s look at how Covid-19 has pushed businesses online, and what you can do about it.

How has business changed? Is it too late to change with it?

During the initial outbreak of the virus, businesses that already had digital sales or e-commerce in place suddenly found it incredibly valuable, while those who relied more on conventional strategies for sales and marketing found themselves on the back foot. Is this a permanent shift in the business landscape?

Clearly, nothing in business is permanent. As we all now know first-hand, things can change fast. However, the fact is that online sales and marketing are more important now than ever before, and will be for a while – long enough to invest in them now if you haven’t already.

Luckily it’s never too late. In any element of business, the best time to get started has already passed you by, and the second-best time is now.

What can SMBs do to keep up?

The beautiful thing about digital marketing is that it can really level the playing field for smaller businesses. Many digital channels offer extremely cost-effective marketing strategies. It doesn’t need to take much to get the most out of your website or blog.

Here are three ways to take your existing online presence to the next level:

1.Invest in e-commerce

Now that consumers across the globe are radically rethinking how to spend their money, online shopping has been pushed even further into the mainstream. It’s extremely unlikely that the brick-and-mortar store will go the way of the dinosaur, even in a pandemic, but it’s clear that if you’re not investing in e-commerce options for your customers, you’re missing out. You can find out more about the fundamentals of eCommerce for free at: https://pureseo.com/blog/seo/fundamentals-ecommerce-seo

2.Invest in your relationship with your customers

Many restaurants and hospitality businesses already know the value of this second point – building strong relationships with your consumers. Staying ahead of the Covid-19 curve means strengthening these even more, and when many of your customers are wary about seeing others in person, it’s best to be focusing on your digital connections with your audience.

Optimised websites, comprehensive and informative blogs, and engaging social media posts are sure-fire ways to create bonds with your audience, especially as they spend more time online. Kiwi customers appreciate genuine effort and clear messaging, so you should be using your digital channels to reach out and have authentic conversations. These will help you build the kind of support that will see you through difficult times.

3.Use your web presence for more than just sales

People are spending a lot more time online, and this is projected to continue for the foreseeable future. It’s important to recognise that users aren’t just online to shop, however – they also want to be entertained.

If your business is positioned to create online media that’s interesting, informative, or entertaining, now’s the time to give it a shot. Could a podcast about your industry find an audience? Can you create video content about areas of expertise that will draw in viewers? There’s never been a better time to try.

Keep moving forward

During a global crisis, it often feels harder than ever to take risks, but the best way ‘out’ is ‘through’ – staying in one place might feel safer, but you run the risk of being left behind.

By thinking critically about what your audience wants, how that might be changing, and how you can deliver it, you will have created your own blueprint for overcoming the odds.

Pay attention to your customers, keep your website up-to-date, make sure you’ve invested in the best digital channels for your business, and give your audience something to sink their teeth into. Do all this, and your online presence will be stronger than ever.

Richard Conway is the author of ‘How to Get to the top of Google’ and CEO of Pure SEO. www.pureseo.co.nz