As every business owner knows, you’re bound to have peaks and troughs. It’s easy to feel that the path ahead is uncertain and difficult to predict, especially when you’re dealing with a pandemic and economic shock.
But, you don’t have to be able to predict the future to establish strong foundations and prepare your business for brighter days. Whether you’re an emerging FinTech or an established service provider, there are plenty of options to help you future-proof both your brand and your business.
Join us as we explore some of the ways you can future-proof your business now and why it pays to invest in content marketing even when business isn’t exactly booming.
1. Review Your Website
Did you know that it only takes the average person around 0.05 seconds to form an opinion about your website?
Your website is the first place potential customers and investors visit before making a more informed decision about your company. So, it’s important to put your best foot forward.
A poorly written or designed website could make the difference between someone deciding to work, and trust, your brand or leaving your site.
Your website will also set the foundation for all marketing and sales campaigns going forward and it’s a good idea to review, update and improve your site as your business grows and changes.
It’s easy to let your website fall by the wayside during busy periods. So, take the opportunity when things are slower to polish the copy on your existing web pages or add new landing pages to expand your services. Updating and adding to your website will also help you boost SEO rankings.
Working on your website is an excellent way to invest in the future success of your business.
2. Invest in SEO
While SEO is one of the best ways to generate leads, it doesn’t happen overnight and most people in-the-know realise that SEO is a long-game. So the efforts you put in now will pay off in the long run.
A position on page 1 of the SERP results won’t happen immediately. It takes time to get all the essential ingredients right and build a kickass website. Now’s the perfect opportunity to do that groundwork.
Here are a few ways to improve the SEO performance of your business:
Conduct an SEO audit of your page titles and meta descriptions. Rewriting your metadata is one of the simplest ways to boost the organic SEO performance. Screaming Frog is a free SEO tool that allows you to crawl your site to examine page titles and meta descriptions.
Continue to keep your content fresh and up-to-date. 72% of marketers claim relevant content is the leading factor for improving SEO. Take a moment to go through your existing landing pages and make sure everything is still relevant.
Avoid ‘keyword cannibalisation’ at all costs. If your site has lots of pages with similar content, you should consider refining the structure to both improve user experience and to steer clear of keyword cannibalisation. Choosing a primary and secondary keyword for each page can help you see and avoid any overlap.
Have you heard about Copy House’s upcoming SEO Training Course?
3. Nurture Your Social Media Following
With most people currently stuck at home, your customers are inevitably spending more time on social media. Posting regularly on social channels gives you an excellent opportunity to capture their attention and start building essential dialogues.
If you’re wanting to build a social media following for your business, you need to:
Identify your target market and speak directly to them.
Be consistent and regular when posting. Try to post 3-4 times a week on LinkedIn and at least once a day on Twitter.
Make sure your messaging aligns with your brand and overarching marketing goals.
Respond to any comments and questions as quickly as possible.
Publish your blog posts and articles on social media. For bonus points, encourage discussion amongst your followers about your topic.
Remind your email subscribers to follow your social media accounts.
4. Continue Building Relationships With Customers
Any thriving relationship is built on strong communication, and your relationship with your customers is no exception.
Customers want to feel valued.
According to Forbes, 73% of consumers claim that receiving good customer experience is key in influencing their brand loyalties and 80% say they are more likely to do business with a company if it offers personalised experiences.
So, what are some of the ways you can achieve this?
Have honest conversations. Having honest conversations with your customers can significantly benefit your business and prove that your intentions are genuine. Transparency always pays off in the long-run.
Listen to your customers and clients. Offering a personalised experience is a great way to continue building long-lasting relationships with them. Listen to your customers and develop a good understanding of their frustrations, struggles and suggestions.
Craft valuable content. Create quality content that delivers value and keeps your customers up-to-date on topics that matter to them. Sharing your expert knowledge is a great way to keep customers engaged in your business without having to rely on pushy advertising.
5. Review Your Content Marketing Goals
Before you dive into any content marketing campaign, it’s important to set goals and establish clear boundaries.
What do you want to achieve? What impact would you like your marketing to have in 3 months or 1 year?
A clear strategy acts as your road map to help you stay on track and consistently create quality content. It also helps ensure your money goes the extra mile and has the best impact on your business.
When creating a content marketing strategy, you want to think outside the box and consider all of the ways you could engage with your audience. It could be guest posts on well-known industry publications, webinars on topical subjects or thought-leadership articles.
The type of content you choose will largely depend on your overall marketing goals. If you’re looking to generate leads, gated content like eBooks or webinars are a great option while blogs or videos are great for brand awareness.
Devising a strong content strategy is your first step towards future-proofing your business.
Invest in the Future of Your Business Today with Copy House
Start building a brighter future with content marketing services from Copy House. Despite the current situation, there are things you can do today to ensure your brand can come out swingin’.
Whether you’re just looking for advice on your marketing campaigns or need help with content creation, we’re happy to support you to navigate the choppy waters of these uncertain times.
Send us a message to find out how we can help.