As the COVID-19 crisis has impacted the world, many businesses are slowing down. If you’ve found yourself with some extra time on your hands, take advantage of the opportunity to reinvest in your business so you can come out stronger when this is over.
The following 4 strategies can be implemented together, or separately to set your business up for future success. And, increasingly important right now, you can do them on any budget!
Audit your LinkedIn profile
Today, LinkedIn isn’t just for recruiters and job seekers. In fact, Accelity has seen immense success from encouraging our entire team to be active on LinkedIn. While right now might not be an ideal time to market on LinkedIn, sharing top-of-funnel, educational content can be a great way to build trust and foster a relationship with your audience.
Now is also a great time to optimize your personal and company pages. Take this opportunity to build a more engaging profile, update any old information and highlight your best work. If you’re not sure where to start, walk through this checklist for specific areas to review and best practices anyone can implement.
Set up lead nurturing workflows
What’s better than an awesome marketing campaign? Awesome marketing campaigns that run on their own! Lead nurturing workflows allow you to do just that. By automating follow-ups on your content downloads, you can continue to drip relevant content onto your leads and nurture them into customers.
Your most frequently downloaded content piece is a great place to start. Select a handful of other offers and blogs on related subjects and build out emails promoting each of them. Then, use your content management system to create workflows that automate email sends based on actions taken and time passed.
Nurturing leads is a long-term investment, but a great way to get extra mileage out of your content. As with all marketing efforts, be sure to periodically review your results and adjust your strategy accordingly.
Invest in SEO
Optimizing your website for search engines is another long-term investment. It takes a while to start seeing the results, which makes now the best time to get started. Like they say, “The best time to plant a tree was 20 years ago, the second-best time is now.” Start sowing the seeds for fruitful SEO growth.
If optimizing your entire website seems like an enormous undertaking, don’t commit to doing it all at once. Instead, break it into small chunks and just focus on optimizing a few pages at a time. As you go through each page, do the following.
- Select a relevant focus keyword with high search volume (we use SEMRush to research keywords)
- Write a meta description that incorporates the keyword and entices searchers to click on your link
- Select alt text that incorporates the focus keyword for all images
- Incorporate links to at least 1 internal and 1 external authority webpage
If you’re technically savvy, check out this checklist for extra steps to take to optimize your website’s back end.
Create or revisit buyer personas
Having a profile of your ideal target buyer increases the efficacy of your sales and marketing efforts. If you already have buyer personas, now is a great time to revisit them. Is the information still accurate? Do these still best represent your target audience? What new features or services will resonate with them?
If you don’t yet have buyer personas, take this opportunity to start developing them. Consider demographic and psychographic information about your audience that will help drive your marketing messaging. Fact-check your best guesses by conducting client interviews or doing research on LinkedIn. Then, build out buyer personas to share with the rest of your team.
Make the most of your downtime
The coronavirus crisis has completely uprooted “normal” as we know it, but there are still opportunities to grow through this. By paying more attention to these areas during your current downtime, you’ll set your business up for increased future success.
If you’re interested in more ideas for making it through COVID-19 as a business owner or professional, join us every Thursday for our Business Strategy Open Forum.