We are all in the middle of a very transitional time. Businesses that used to serve in-person, are now having to move their services online and market themselves in ways they never had to before. If you’re feeling overwhelmed by this factor, just know that you are not alone. Marketing in the digital age can be cumbersome – whether you are paying for ad space on Google or Facebook, trying to decipher appropriate messaging for your email campaigns, or simply trying to figure out how to update your website to reflect your new hours. We’re here to help make sense of it all and how to effectively use each platform to your advantage.
Social media has been changing the marketing game for years now and it seems as though the updates keep happening at an alarming rate. Every week there is a new feature on Instagram or Facebook to help promote your business, and while this is exciting for social media influencers, this can be a hard thing for business owners to manage. We want to make it easy for you so here are some tips to get you started:
- Use your personality and voice to your advantage. This is your chance to really show your audience who you are, what you stand for, and what you are doing during these times. People follow your social accounts because they want to know you. People buy and support companies that they feel a connection with, so provide them a way to make that connection.
- Utilize stories on Instagram. Instagram has unveiled new “stickers” to enhance your stories and allows your audience an easy way to support you. We recommend using the Support Small Business, Stay Home, and Donation stickers on your stories to help promote your business.
- Be Mindful. Use empathetic language and know that even though we are all in this together, people are still reacting differently to the situation at hand. Always be respectful and appropriate and use your platform to encourage people to do the same.
- Don’t Be Afraid of Ads. Unfortunately in this day of social advertising, you have to pay to play, however, you don’t have to spend a fortune to see positive results. We’ve seen successful campaigns for as low as $30. Just remember to have a clear goal in mind before you create your ad and use visually pleasing images.
Content + Blogs
Updating your website content or writing monthly blogs not only provides you with another avenue to share your story, but it also significantly increases your SEO score. Consistent updates let’s Google and other search engines know that you are providing relevant, up-to-date content to your customers. They want to make sure that when people search for you, they are finding the correct information. We highly recommend using blogs in an intentional way, meaning that you don’t want to write for the sake of writing, but instead have a plan and a goal in mind. Your blog could be a collection of success stories, philanthropy opportunities, or important updates that you’ve made to your business.
Your email is a way for you to provide pertinent updates or promotions to your audience and encourage them to take action. We recommend creating engaging and intentional content that resonates with people enough to make them open, and eventually click through your email. Having a goal in mind before you start drafting your email will help to drive engagement in the end and you will see your results increase in a positive way. Sending special offers along with your newly written blog can entice people to open and read the information that you are sending to them. It’s important to always be mindful and respectful of your audience and of current safety guidelines.
Websites + Ecommerce
If you are not currently selling products or services online this is a great time to rethink your online strategy and find a way that works best for you to do so. An online e-commerce platform can look many different ways. Here are some of our favorite examples:
One of our favorite examples of this is by our friends and clients at The ReStore Roaring Fork in which they implemented a virtual shopping experience utilizing DropBox and Facetime. With a little website revamp and some creative thinking of the Habitat team, they were able to continue providing a great shopping experience to their customers.
Our good friends at The Beat have used this time to set up a truly amazing online grocery store. They are using their connections to local farmers, producers and businesses to provide our community with an online grocery service – and they deliver! By setting up a squarespace account, they are able to upload and manage products and receive payments, and seamlessly link out to it from their current website. We love seeing this ingenuity and creativity from our clients!
For retail stores, or businesses looking to transition to a long-term online shopping experience for their customers, it’s easy to integrate Shopify into your website. We encourage our clients to create a new landing page, showcasing the brands they carry along with information regarding their products. E-commerce will help you to reach people that you might not have been able to before and it allows you to continue to support your business if selling in store isn’t a viable option for you right now.