Why You Should Continue Marketing Through These Tough Times

To say the last few weeks haven’t affected all of us both personally and professionally would be a disservice to our families and businesses. We want to reassure you that we are here for you and remind you of the importance to stay engaged with your clients – even online.

It may be your gut instinct to preserve your business by making cuts to your budget – particularly in marketing. However, studies of recent recessions have shown that businesses that refocus spending outperformed businesses that made sweeping cuts. Businesses that take a more progressive approach to spend during recessions have higher profitability and come out of recessions ahead of their competition.

That’s why it’s so critical to not direct funds away from marketing, but instead, reallocate funding into marketing. When we work together we can ensure that your sales and marketing efforts will not only continue but potentially thrive and lead to a greater chance of success when this time of crisis passes.

Here are some suggestions we have for continuing to reach your customers during the pandemic:

1. Be Easy to Find Online

There are currently more people online than there are people in their cars or walking around outside. Eyeballs are on screens. It’s never been more important to be searchable online.

Now is not the time to be hidden online. You should have:

2. Stay Active on Social Media

It’s not just to remind your customers that your business is still here and needs support, it’s an opportunity to show your audience real empathy. Never has been there a more ideal time to stand out in the marketplace by showing sensitivity and consideration toward people.

Show the people behind the business – staying at home, managing social isolation just like everyone else. Show how you care and how you’re helping – maybe by doing charitable acts or

fundraising. You can promote these good deeds on social media to build your brand. This will resonate with people and they will remember when this pandemic passes and money can flow more freely again.

3. Focus on SEO & Online Reviews

During the very few times many of us leave our homes, we want to stay close by to get food and supplies. Using SEO strategies to optimize your website can help put you closer to the top of the list of search results when people are making location-based searches.

Additionally, now is a great time to accumulate positive online reviews. If you can provide great service during a time of crisis, you can prove the best of your business’s reputation. Ask past customers and, especially, customers you serve during this time to leave you a review either on Google or Facebook.

4. Be Flexible & Connect in Uncertain Times

Nobody really knows what’s going to happen with how COVID-19 plays out and how much it will affect the economy so it’s imperative to remain flexible and fluid with your business during these times. Stay in touch with your customers – via email, social media, snail mail, website, or otherwise – and let them know how you’re adapting your business during these times. For example, if you’re a restaurant – delivery or curbside pick-up. Or if you’re a consultation-based buisness– online meetings only. Let your network know how you’re handling the changes as they come.

5. Use the Downtime to Finish To-Do Lists

Now that we’re restricted to working from home and have reclaimed some time from daily commutes back and forth to the office, it’s likely you have some extra time. Now is a great time to address those marketing to-do list items that have been sitting on the backburner.

Maybe your website needs a redesign and update, or you need some new blog content or social media content. Perhaps you want to start a new email campaign. Now is a great time to outsource that work and get it done. Here are some additional ways to spend marketing dollars on a budget.

Conclusion

We need to stay relevant and top of mind with our clients, especially when the dust settles from this coronavirus pandemic. This disruption will not last forever and we can still reach clients via email, social media, website, and snail-mail. Simply stated virtual is now our reality, but content is still king! As you know, the content that you present becomes your voice. Please reach out to CommCore Marketing if you need assistance with marketing during these uncertain times. Our thoughts go out to all of those affected by this crisis, please take good care of yourself and your family.

How Often Should You Update Your Website?

 

The short answer to this question is: As often as it’s worth updating.

Your next question is probably: what’s worth updating?

When you run a business, there are always changes being made, whether it be new products or services, news about your company, new tips, new staff, or industry news. Ideally, you would like to update your users as often as these changes happen. But that’s just not practical or possible.

So instead, we suggest you try to make updates once a month. This goal is far more manageable for most people. Now you may be wondering—why should I update that often?

Let Your Users Know That Your Website is Alive and Active

Imagine you pass a store every day and you never see any activity there, so you’re not sure if the store is open or not. Would you be compelled to buy something from there? Probably not.

It’s the same with websites, but even more so because websites are like virtual storefronts. You want to keep your website fresh so people know it’s active and being used, rather than just being there.

Good for SEO

Search engines favor new content. In fact, Google will look at your website more often as you update it and take this into account when ranking you. Google, like its users, doesn’t like stale content either.

More updates mean more pages to index. More pages to index mean a better chance at boosting your SEO.

Updating your content is also great for increasing your authority because with more content comes more activity and therefore links into and around your site. And as we know from our article What is SEO? quality link building means more authority and higher rankings on search engines.

Good for Social Media

Sometimes it can be difficult to come up with content to share on social media. It can also be easy to forget that the ultimate goal of using social media for your business is to drive traffic to your website.

So when you make updates to your website regularly, you add fuel to your social media promotions. Updated content on your website means new content for your social media and new reasons for people to visit your site.

Key to Successful Content Marketing

Content is king. It’s key to having good SEO, it’s key to establishing expertise in your industry, and it’s key to remaining relevant online.

You always want to be creating new or repurposed content for your users, because content means value. The more content you create, the more value you offer.

So with this in mind, it’s almost a no-brainer that you need to make regular updates to your website. It’s not just for keeping things fresh for your users and for Google, but for the sake of your marketing efforts.

If you keep offering value to users, they’re more likely to return to your website to get more value, share your content, subscribe or sign up, buy your products or services, and recommend your business.

Don’t underestimate the power of good content. And don’t let your website suffocate from stale content.

It’s Not an Easy Answer

So the long answer to how often you should update your website is that it really depends on your industry, your resources, your time management, and how often you have changes worth the update.

All in all, it’s more important to consider why we update content rather than how often. There isn’t some secret formula for the timing of updating content. There’s no doubt that updating your website should be made regular. But that regularity is up to you. However regularly you decide to update your website, try to commit to it.

For professional content writing assistance to update your website, contact CommCore Marketing.

9 Tools for Optimizing your Website

When it comes to marketing in 2017, you want your website in tip-top shape for your users. Your website is your digital storefront. A slow-functioning site, poor user experience, or less than stellar content might as well be a dingy, unkempt shop that has your name and reputation on it.

But let’s be real— when you’re busy running a business, it’s difficult to stay on top of your website. Even if you outsource your web management to save yourself time, you can run into snags. Not every freelancer or agency can be trusted to produce the quality work you deserve. Going back to improve outsourced work is a waste of your time and money.

So how do you manage to optimize your website when you’re busy with clients and the thousands of other things you do to keep your business growing?

Luckily for you, there are some tools out there to help make the task of managing your website easier. Here are nine tools you should know about:

1. Copyscape
Whether you outsource your content or have it written in-house, it’s important that your content is not plagiarized. But you can hardly take the time to double-check by Googling chunks of your content line by line.

Enter Copyscape.

It’s a cloud-based content scanner that tells you how unique your content is, and whether or not it’s duplicated from some other content out there on the web. While the free version of Copyscape won’t scan unpublished content, the paid version allows you to scan content in draft form.

2. SEO for Chrome
If you’re a Chrome user, you know how useful toolbar extensions can be. SEO for Chrome allows you to instantly check up on your search engine ranking compared to your competitors. You can also analyze SEO to analyze PageRank.

SEO is available for the Firefox toolbar as well.

3. Google Webmaster Tools
This is an incredible free tool that sets you up for success when it comes to SEO. It includes very helpful features such as HTML improvements, a structured data testing tool, removes URLs, and a data highlighter. This is an especially helpful tool because it’s made by Google, the number one authority on search engine rankings.

4. Open Site Explorer (formerly SEOMoz)
This tool created by Moz offers a wide selection of optimization tools.
Some notable features include:
● Quickly finding backlinks
● Link analyzation with data demonstrating how those links can influence your ranking
● Competitor site comparison
● Free for a limited number of queries per day

5. Google Adwords Keyword Planner
This tool is the one-stop shop for figuring out what keywords you want to use. The Keyword Planner is perceptive and user-friendly, providing a rough estimate of traffic for each keyword, a mix and match keyword planning feature, and the ability to save multiple keyword lists.

6. KISSMetrics
Google Analytics is great for giving you insight into your website, but KISSMetrics takes it up a level. KISSMetrics gives you data on who specifically is visiting your website and taking action. This information is far more valuable and takes your insights deeper.

7. CrazyEgg
Have you ever wondered how a visitor’s eyes move across your web page? CrazyEgg gives you heat maps of your website that gives you insight into where your visitors click and how far down the page they scroll. This is especially helpful for determining where to place calls to action on your page.

8. Test my Site by think with Google
Did you know that most sites lose half their visitors while the site is loading? You can retain visitors simply by speeding up the load time of your site. Test my Site allows you to plug in your URL for free and gives you feedback on how fast your site is compared to others, and suggestions on how you can speed up your load time.

9. Sumo
Sumo is software as a services (SaaS) that helps you grow website traffic and conversions. This software works effectively to build lists of leads by placing unique pop-ups and share buttons in optimal locations on your pages. Sumo also features heat maps and real-time visitor analytics.

Conclusion
Don’t get caught with a less-than-optimized website. Take advantage of these tools, especially the free ones. If the ones listed above don’t fit your fancy, there are a plethora of other tools out there to improve your website.