With Governor Baker’s introduction of the new 4 phase reopening plan in Massachusetts (read more about it HERE), some business owners may be thinking “Well what do I do now?”. This series of blog posts will go over each phase of the reopening plan, and discuss strategies that MassLive Media can help your business with in order to make sure that the reopening of your business is smooth and you keep your customer exposure up and keep customers interacting with your company.
What will Reopen with Phase 1?
Very few commercial/retail businesses open with phase one, however there are some that will be allowed to open. These include Hair Salons and Pet Supply Stores, along with places like zoos, beaches and drive in theaters, among other outdoor services. Car Washes will also be opening. However the two biggest sectors that are going to be reopening are Healthcare Facilities and Manufacturing/construction.
For those that can open, what should they be doing to communicate how their business is operating in this new environment?
How Can You Market your business?
Evaluate your website SEO
One thing that you may be overlooking when it comes to your business reopening is your business’ website. With each reopening phase, more and more people are going to be looking online for businesses like yours, and as such more and more people are going to be driven to your website. You want to make sure that your website is properly optimized so that it can handle the traffic and so that the consumers that make their way to your website can find their way around your site easily and efficiently.
Make sure that your website is optimized for both mobile viewing and desktop viewing. You can have the most beautiful website on a desktop computer, but if that website is not optimized to also be used on mobile, you’re losing out on a ton of potential impressions that will want to see websites that provide them a proper experience on their mobile devices. Along with that, Google prioritizes websites that are optimized for mobile users in their search responses, so if your site isn’t optimized, there’s a chance that Google may not even show your site in search results.
Check out our other blog post on SEO here for more information!
Start/Restart SEM advertising with a focus on Reopening
Paired closely together with SEO, making sure you have an SEM campaign that coincides with your business reopening is extremely important. More than likely, your potential consumers are going to be searching on Google about businesses that are going to be open, and you want to make sure that your business is at the forefront of those search results. For example, a hair salon or a pet store will have consumers looking for “hair salon appointments” or “pet food near me” and you want to make sure that your business shows up right at the top of those search results, so that these potential consumers get driven to your site and your business rather than your competitors.
When it comes to manufacturing and construction, SEM is still extremely important. Potential house owners looking to build their own home or an expansion on their home, and business owners will be looking for manufacturing to get products back into stores. These people will be looking to Google to find the businesses that can do this, and again, you want your business at the front of these results. You want to be able to show your consumers that “yes, you are open” now that you can be open, and communicating this message to the high capacity of people on Google, then you’re more likely to drive people to your business.
Use Your Social Media Diligently
Use social media to target audience, Facebook for b2c, LinkedIn for b2b. This retains exposure.
Whether you are a B2B company or B2C, you can leverage social media to be able to gain exposure for your business and drive people to your website or business location. Whether you are communicating to your existing audience or trying to reach a new one, you can use social media to target the people that fit your target audience best.
For a B2C company, Facebook has the widest targeting capabilities for consumers based on interests, location, and many other targeting abilities. Couple that with the fact that Facebook has the largest user base of any social media platform and its easy to see that Facebook is extremely beneficial for businesses to get their name out there. With B2B businesses, a LinkedIn ad campaign may be able to to help you get your message in front of the decision makers for businesses. LinkedIn has targeting capabilities based on someone’s industry and job title, so you can send your message to the people that will make the purchase decision for their company, and if they see your business, they’re more likely to visit the website, and potentially purchase from your business.
Check out our other blog post talking about paid vs organic social media and how you can use that to your advantage!
If you need help preparing for the Phase 1 or any of the reopening phases to come, please reach out to firstname.lastname@example.org, or visit us online. One of our marketing experts will work with you to develop custom strategies to help you kick start your business.