“I want to be where the people are”
I think everybody can relate to The Little Mermaid these days; we all want to be where the people are. Thankfully, conversations surrounding COVID-19 are finally turning toward recovery. However, even as the world reopens, the effects of the quarantine will be lasting and businesses need to adapt to how consumer digital behaviors have shifted. The bottom line: to be where the people are, you need to update your digital strategy. Doing so will benefit your business both in the short- and long-term.
Improve your website
One simple way to invest in your website is to regularly update your content to ensure its relevancy, something that will be especially important post-coronavirus. For example, adding video content can increase time on site. Likewise, virtual experiences allow your customers to take your product for a spin from the comfort of their home. We recently developed a new website for Camelot Homes, a luxury homebuilder in Arizona, which included more imagery, video content, interactive floor plans and their professionally-shot virtual home tours that maintained buyer interest when in-person tours weren’t available.
Streamlining the design of your website can guide consumers more naturally through your site and increase conversions. Staying on top of your site’s SEO will help consumers find you through search engines. If you’re unsure of where to start, we recommend a website audit, which is the foundational service we offer our web clients. An audit will reveal what’s going well with your website and what needs improving, providing you with clear direction and actionable next steps.
Email is low-risk, high-reward
Maintaining open communication is crucial in gaining trust with your consumers. In a time of crisis, transparency is even more important. Newsletters are great digital tools that offer direct lines to your brand’s biggest fans: people who voluntarily opted to receive updates from you. So, give the people what they want.
The economic landscape is shifting constantly in reaction to the coronavirus. With recovery around the corner, it’s imperative to keep your consumers informed with updates to your business, like shifts in offerings, changes in hours of operation or new content. Whatever the messaging, make it consistent, relevant and timely.
An email campaign also is a relatively inexpensive marketing channel with a historically high ROI. According to Litmus, for every dollar spent on email, marketers saw a $42 return. With so many advantages to email, creating a newsletter strategy is essential.
Create content constantly
When stay-at-home orders were declared, streaming services and social media apps experienced a rise in traffic and usage. According to The Next Web, 29 percent of internet users reported they were streaming significantly more movies and shows, while 23 percent said they were spending significantly more time on social media platforms. People quarantined to their homes crave content, presenting an opportunity for businesses to bolster their organic social media.
When compared to the last quarter of 2019, Instagram saw a 22 percent increase in campaign impressions in the first quarter of 2020. Even as the world eases back into a normal cadence, and people once again can meet in-person, we anticipate the high rate of social media use will continue. Undoubtedly, consumers will feel compelled to share their first experiences out in public. Preparing and scheduling timely and visually engaging content maintains your relevancy and increases brand awareness.
Earn trust and impressions
Right now, news sites are seeing big increases in readership as even more people want to stay informed. The New York Times reported in March that news site page visits increased 57 percent, and subscriptions to U.S. news sites were 57.5 percent higher on Sunday, March 15 compared to an average Sunday.
Submitting bylined articles or expert commentary on how trends or current events are affecting your industry can lead to earned media coverage in online news sites, increasing your business’s exposure and strengthening your expert positioning. Providing insight and thought leadership in news outlets also garners trust with readers, deepening your brand awareness. Partnering with experts like The James Agency can not only help you create an effective PR strategy, but also execute on that strategy and prepare you for the inevitable media opportunities.
We’re all experiencing a harrowing moment in our history, and the full effects are yet to be seen. One thing for certain has changed: the customer journey. The brands that will continue to win have a few things in common, one of which being a strong digital presence that allowed them to stay in contact with their customers throughout the days of quarantine. At The James Agency, we leverage 15 years of experience and a wealth of data to evolve our clients’ digital assets, ensuring they are prepared for anything. Drop us a line to determine how we can do the same for you.