Business owners always want their organisation stand out but particularly now, as budgets are slashed and companies face hard times, they need to know how to boost their Google ranking and increase their digital presence.
The public relations team at Adoni Media has some tips on how to adjust your marketing communication strategies to boost your digital efforts during this time.
Interview employees and customers
Use this time to find out what your employees and customers know and understand about your brand and product or service. This information is valuable when it comes to creating and planning content and story ideas to pitch to the media – someone might have a unique take on it or an interesting experience that could prompt a story idea.
Audit current content
Have a look at all the different platforms your business posts content to and analyse what has worked and what hasn’t. This is also a great way to see which pieces of content can be repurposed, updated, improved or promoted to boost engagement and SEO.
Ensure backlinks are added to any brand mentions
If your brand has been mentioned in a post, make sure there is also a backlink to your website. You can use a media monitoring tool to locate brand mentions online, then you can send a message to the author of the post and ask them to link to your site.
Continue to pitch content externally
Pitching stories to journalists and media outlets is still a great way to boost SEO through mentions and backlinks. Also, submitting content from your spokesperson providing comment on industry-related news and advice will allow you to include an author bio on posts with a backlink.
Use keywords
It is important to review your key words to determine whether your audience is still interested in those topics. If they aren’t, now is the time to find new key words to optimise your online content. You can use keyword tools to provide insight on which words are currently popular.
Know the value of marketing and communications during this time
With businesses looking to cut costs, make sure your business knows how valuable marketing and communications are during this time. It can be easy to lose goodwill and name recognition that you’ve worked so hard to build, and when things start going back to normal, you want your brand’s name to remain strong.
If you need assistance with your digital marketing or communications strategy, contact the Adoni Media team here.
