Adapting in times of crisis
During this particular period, it is important to adapt to keep in touch with its customers, minimize losses and prepare for recovery in the best conditions.
Here are 5 tips that can help you manage your communication and online presence during this period.
1. Stay in touch with your customers
Even if you can no longer receive your customers or they have had to pause or end the contracts that bind you with them because of the crisis, it is essential to keep in touch. Maintain a dialogue with them and inform them on your social networks of your new schedules, news reception conditions in store, reopening dates, etc.
You can also send a newsletter to your database. If you do not know how to do this, be aware that there are several tools for sending mass emails like Sendinblue, the French alternative to Mailchimp.
2. Update your Google My Business listing and / or your site
Think local with in particular the update your Google My Business listing. Google allows you to display a temporary closure and publish a post to let people who discover your listing know.
Be careful, moreover, that your establishment does not appear automatically closed following the update that Google carried out at the start of the confinement … You can also display specific attributes such as “Delivery” or “Take-away sale” for example.
Also think about modify the information on your site such as hours, reception conditions … or indicate all this information in connection with this crisis via a popup system. For WordPress, there are extensions like Popup Maker for example.
3. Improve your site and its natural referencing
It may be wise to take advantage of this period to make a “checkup”Of your site and in particular of its natural referencing (SEO). Audit and take advantage of this to fix the indexing problems, 404 errors … that have appeared on your site. With the Google Search Console, you can access some of this very useful information. All of these actions could help you improve and perpetuate the positioning of your site in search results from Google.
Study traffic data with Google Analytics. They will allow you toidentify the pages to be reworked in terms of content or to highlight to improve the conversion rate of your visitors.
4. Organize webinars or lives on social networks
Test of new ways to communicate and keep in touch by giving video advice or by adapting your offer, if your activity allows, by carrying out webinars (online conferences). There are many tools for this. We can cite Zoom, Livestorm or Whereby for example. You can also organize lives on your social networks professionals via Facebook or Instagram, which will also boost the organic reach of your accounts.
5. Accelerate your digital transition
Such a period also highlights the interest of develop a digital presence and in particular the possibility of sell online. Google queries regarding local food stores such as “farmer’s drive”, “organic baskets” or “online shopping”, literally exploded during confinement.
Some merchants who already had an online sales site were able to “limit the breakage” by offering a drive or home delivery.
Why not take advantage of this period to create a website or online store and be better prepared for the future if such a crisis recurs?
It is essential to keep this link with your customers and fortunately modern digital tools make this possible. Hopefully these tips will help you prepare for a resumption of activity.