6 Things You Can Do During a Quiet Period to Boost Your Online Presence
If you run a small business, it’s likely you wear multiple hats. Customer service go-to, receptionist, product designer, marketer, inventory manager, accountant, cleaner, just to name a few! You probably have a list as long as your arm of things you’ll ‘get to one day’, but even when you do you find time, it’s hard to know where to start. If you’ve found yourself in a quiet period at the moment (as many businesses unfortunately have due to Covid-19), here are some things you can do to boost your online presence so you’re well and truly ready when things pick up again.
- Update your website and eDM copy
Do you have automated email sequences, ‘about’ pages, product descriptions or other web copy you’ve hardly looked at since it was first written? Small details about your business or product may have changed, your tone of voice may have evolved, or your copy might just be a bit stale. A quiet period is the perfect chance to go through this copy with a fine-tooth comb and make sure it’s still telling your brand’s story. Fresh copy is great for SEO too, so it’s also a good chance to review your SEO keywords and update your copy accordingly.
- Do a quick audit of your website
While you’re updating copy, it’s also a great chance to check that everything on your website is in working order. Is your site looking good on mobile as well as desktop? Are there any broken links? Is your phone number clickable and all your social media icons linked correctly? Often, these little things slip by us unnoticed, but chances are your customers have noticed! It might help to make a checklist and work through it systematically.
- Update cover images
You’re probably already in the habit of putting your freshest images out on social media and making sure your product images are up to date. But how often do you update your social media cover images and website banners and sliders? It’s easy to overlook these, but they take up a lot of real-estate and they’re often one of the first things new customers will see. Take the time to update them and make sure you’re putting your best foot forward, visually.
- Update your local directory listings
Making sure your business is listed on directory sites like Google My Business, Yelp and True Local can really boost your local ranking factor, increasing the chance that new customers will find you when doing broad searches for services you offer in the local area. In particular, a Google My Business listing means customers will never have to look far for key details like your address or phone number, making it easier than ever for them to get in touch. Check that your opening hours and contact details are correct in Google My Business, add links to your social media profiles, and while you’re at it, make sure you’re showing up in Apple and Google Maps too.
- Research social media automation and scheduling tools
There are plenty of tools out there to help you plan, schedule and automate your social media. So many, in fact, that it’s hard to figure out which one is right for your business. Now is the time to do the research! Consider which tool integrates best with the social media platforms you use most, how many profiles you can have, and if you’ll need a free or premium account. These tools can also give you access to in-depth analytics and help you manage comments and DMs, so it will be well worth it to find the best one for you.
- Set goals for your social media efforts
If you’re a small business owner juggling many responsibilities, social media can feel like an endless treadmill, demanding more and more content, sometimes with no obvious results. Taking the time to set goals and review your strategy will help you figure out what you’re getting right, where you can improve, and how best to use your limited time when it comes to social media and content. Your goals could be around brand awareness and growth, engagement, sales, or whatever your business is working towards. Just make sure they’re SMART goals:
S – specific
M – measurable
A – achievable
R – relevant
T – time-bound.
If you’re working through this list and you manage to set some goals and find a scheduling tool that works for you, try allocating a few hours to schedule some content in advance. This will really take the pressure off and give you the space to plan some quality content, think strategically and measure your efforts against your goals.
Helping businesses get their online presence in order is what we do best here at WCM, so if you need any help with goal setting, strategy, paid advertising and more, don’t hesitate to reach out at [email protected].