Master 4 Cornerstones of High-Performing Websites

If you’re building a new website or considering a website redesign, your mind may immediately go to what the site will look like, what colors you’ll use and how the copy will read. These elements that you choose for your website are critical in creating a good first impression but without the right strategic foundation, your efforts can fall flat. Following are four essential things to consider when engaging in any new website or significant website redesign to maximize your return on investment. If you can nail these foundational elements, you will not only have a website that looks great and compels customers to take action, you will build a site that really produces results for your business.

Here we dig into the four cornerstones of your new website or redesign project that you absolutely must get right to ensure the highest ROI, including content strategy, search engine optimization (SEO), lead generation, and technology. Approach these strategic components correctly, and you’re on your way to building a powerful marketing tool for your business.

Start With Your Content Strategy

content strategy by Bynder group
Align your content strategy with your business objectives. Do this before you begin the design or redesign process so that your website information architecture fits your strategy—not the other way around.

Too often, content strategy is an afterthought in a website redesign. By considering the type of content you will create in the long term before you start redesigning your site, you’ll be well ahead of the game and setting your business up for sustained growth. 

Content is any tangible media, including written, visual, downloadable, and interactive formats. In many ways, the content a brand or company produces becomes the “voice” of that brand. It represents what you stand for and your values as a business. Content demonstrates industry knowledge, experience, brand values, and more. Content is also critical in educating potential customers who are unfamiliar with your brand, product or service and is an essential element of SEO strategy. In short, the quality of content on your website matters greatly. The majority of a company’s content will live on their website, which is why content strategy is important to consider now, before you launch your new site. 

When you develop your content strategy, consider these questions:

Who is your content for?

Leverage a variety of content types and channels to ensure delivery to each target persona.

What problem do you solve?

Your content should support your prospects as they learn more about you, as well as your customers to keep them engaged and wanting more.

What is your differentiator? 

Communicate your unique attributes and selling points. Demonstrate expertise and knowledge, not only around your product or service but around your target personas. 

What content formats are appropriate for your audience?

Determine your blend of blog posts, videos, infographics and align your content needs with your budget and resources.

What channels are best for your brand?

Consider your owned properties, like your website, blog, and landing pages and also social media properties like LinkedIn, Instagram, and Facebook. Where do your customers congregate? You’ll want to be sure to share your content there first and foremost. 

What is your management and creation plan?

Effectively managing the enormous task of content planning and development requires organization and communication. Adhere to a calendar while you remain flexible to address timely or newsworthy events. 

If you’re able to answer these questions before embarking on your redesign, you’ll be able to create a site that fully supports your content marketing efforts.

website redesign success

Considering a business website redesign?

Download our comprehensive website redesign guide for everything you need to know about strategizing effectively before you invest.

Download the comprehensive guide for a high-performing website »

Get Higher Visibility with Search Engine Optimization 

Optimize your website for high organic search results and it will generate more traffic and more qualified leads. A website redesign is the perfect time to ramp up your SEO efforts. Even small changes can make a big difference in how your site ranks for your high value keywords. 

When considering SEO, pay attention to the following key elements:

  • Optimize your homepage and internal content with a thoroughly considered keyword strategy
  • Ensure the entire website has on-page optimization and all images have alt tags
  • Spy on your competition using backlink checkers to find out who is linking to their site
  • Target long-tail keywords that are specific to your brand or product
  • Publish useful, credible content on a regular schedule
  • Build your content around pillar topics and support each pillar topic with supporting content to build higher credibility with search engines

 

Create a Lead Generation Engine

Your website can be the most powerful lead generation tool in your business arsenal. With the right strategy, you can and should be generating qualified leads 24 hours a day. Those kinds of possibilities make it easy to see why investing in your website makes sense. One survey found that 70% of small business websites don’t even have a call to action on their homepage, which means we know there is a major opportunity for improvement here. 

To optimize your site for lead generation, plan on incorporating:

Calls-to-action

Easy to find and use calls-to-action that direct users where to go, whether that means moving them to another page, compelling them to download content (and get on your email list) or making it simple to contact you directly through a contact form, email or phone number. 

Visitor engagement

Design and voice that encourage engagement. Your site should be in active voice, and should use design elements and copy that make the user feel compelled to act and learn more about your brand. 

Analytics

Software and methodology for tracking, acting on, and measuring lead generation engagement. As the saying goes, what gets measured gets managed. Be sure that you’re keeping track of your incoming leads with an effective CRM and making changes to your site if you’re not seeing the results you want. 

Sales enablement

A sales enablement plan that supports and coordinates sales and marketing to ensure those leads are not lost. Lead generation is only one piece of the puzzle. You should be prepared to follow up on those leads and help to guide them through their customer journey. 

Don’t underestimate the power of your website to generate high quality leads for you. It won’t happen overnight, and it will take significant strategic effort on the front end, but the results will be well worth it. 

 

Select the Right Business and Marketing Technology Stack

 

tech stack for successful web strategy
Consider value as well as price when choosing your web strategy technology stack. Save time and get bigger returns with right-fit software.

The software and technology you choose to build your website is an important decision and commitment. What you choose to go with will be determined by your budget, your resources, and your work flows. 

Your technology toolbox should include software for: 

  • Content management system (CMS)
  • Customer relationships management system (CRM)
  • Marketing automation
  • Email marketing
  • SEO
  • Invoicing
  • Sales enablement
  • Account based marketing
  • Customer service

Consider value in addition to price when assembling your technology toolkit. Investing in the right software can dramatically affect the results you get. If your budget isn’t there yet, look for starter level packages that will allow you to grow into more robust features.

Master these Cornerstones for Higher Returns

When you put in the foundational work, the ROI on a website redesign can be significant. With your strategy in place, you’ll be setting yourself up for a website that looks great and works effectively to get visitors into your sales funnel. 

website redesign success

Considering a business website redesign?

Download The Complete Guide to Your Next Website Redesign for more tips on strategizing effectively before you invest.

Download the comprehensive guide for a high-performing website »


Website Redesign Success: Get the Most Out of Your Investment

Businesses focused on growth constantly evolve. A business that remains stagnant may grow incrementally, but to see steady, sustainable growth, innovation must be part of your strategy. To remain highly competitive in the current environment your online marketing strategy, and by extension your website, need to keep up with your company’s goals. 

For large companies, a full redesign every two years is considered best practice while mid-size and small businesses should consider a website update or redesign every three years with incremental updates constantly in the pipeline. 

But the decision to redesign your website should not merely be based on what “most businesses” do. Instead, it’s essential to look to your business goals and metrics in order to choose the best course of action and investment of resources. A high-performing business website needs to combine visual design and message clarity with a strategic approach to lead generation through an organic search and content plan. If your website is not performing in terms of traffic (e.g., you’re not getting enough visitors) or conversions (e.g., visitors aren’t contacting or engaging with you), it’s time to make some improvements.

website redesign success

Considering a business website redesign?

Download our comprehensive website redesign guide for everything you need to know about strategizing effectively before you invest.

Download the comprehensive guide for a high-performing website »

A Website Redesign is Opportunity for Business Growth

Being proactive with your marketing budget and approaching your website as a strategic tool will help a business in all economic environments, especially downturns. An effective website can act as a salesperson, a marketing expert, and a customer service agent. Done well, and with the right analytics in place, investing in your website strategically can have an enormous return on investment.

The best websites are equal parts business, design, and technology, meaning you should have a strong foundational strategy in place before embarking on a redesign. When you master the four cornerstones of a high-performing website—content strategy, search engine optimization, lead generation, and technology stack—you’re on your way to building a marketing machine that runs 24/7 and delivers a return on your investment. A good agency can help you with each step of the process and make sure your budget goes as far as possible towards helping you achieve your business goals. 

Inbound marketing methodology ensures success for website redesign
Using the Inbound Marketing Methodology ensures success for website redesign initiatives.

Use Inbound Marketing Methodology for Improved Results

A business website redesign gives you an opportunity to create a site that is guided by marketing strategy and aligns directly with your company’s overall marketing goals. A website design that keeps marketing top of mind, especially when built around the Inbound Marketing methodology, can generate more leads, more sales, improved customer loyalty and stronger brand awareness. 

Utilizing a design process that operates under an Inbound Marketing mindset can have a huge positive impact on engagement and conversion rates because Inbound Marketing creates a positive user experience that will reflect your brand values, while delivering what your visitors want and need. 

 

4 Essential Steps for Success

 

Key steps for website redesign
Design for marketing success with four key steps: target, insight, plan, and measure.

When thinking about designing for marketing success, here are the key steps that should guide your effort:

Identify Your Visitors

    • Who are your visitors? Is your website designed to accommodate the needs of each target persona? 

For instance, does it avoid jargon they may not understand, is it easy to navigate if they are less tech-savvy, and does it clearly direct visitors to the benefits that buying from you would have for them specifically? 

    • How did your visitors get to your website? Knowing where they’re coming from can help you decide what they should see and give you a sense of which marketing channels are working and which need attention.

Tracking your visitor sources can also inform your site design since a visitor coming through a general Google search will have much less information about your company than one coming from an owned social media channel or marketing email. You want to be sure you’re offering enough education and basic information as possible when it’s relevant and getting more into the details of your offerings once some familiarity has been established. 

Get Insight for Your Strategy

    • What is the purpose of each page and is it aligned with marketing goals?

Each page on your site should have a clear goal for the people that visit it. Do you want them to contact you? Fill out a form? Make a purchase? The more clear these goals are, the more effective your website will be in helping you grow your business. 

    • Throughout your website, are your visitors finding what they want and getting what they need? 

The more time it takes someone to find the information they’re looking for — whether it’s pricing or a phone number — the less likely they will be to return to your site or to make a purchase. Easy navigation and clear calls to action are key. 

    • What stage of the customer journey are your visitors in when they reach specific pages of your site? 

Design for each stage of the sales funnel — top, middle, and bottom — and nurture prospects down the funnel with relevant content.

Plan for Positive User Experience

    • Where should your visitor navigate next? 

No matter where your visitors land when they first get to your site, you should have a clear idea of where you want them to go next. If it’s not clear to you, it will not be clear to them and confusion is the last thing you want. 

    • What is the most helpful content you can provide?

During a website redesign, you have an opportunity to drill down into how you can make sure your site is really helping your customers. Figure out what questions they have most often and make sure that you’re providing content that is easy to find and that answers those questions clearly. 

    • What is the best form of content for each page?

You’ll also want to consider the format of the content you’re providing. It might feel redundant to put the same information in both an explainer video and a blog post, but some people would rather watch a video and others would rather scan a blog post. Be sure that everyone can get the answers they’re looking for in a format they like. 

Measure and Improve

    • Measure and optimize towards the content that helps move people down the funnel.

A website redesign is also the perfect opportunity to make sure you are collecting the metrics that will help you continuously improve your site’s performance. Start (or continue) collecting data about how users navigate your site, where they drop off (AKA bounce) and make a plan to improve those sections of the site that are underperforming or scaring people off. 

    • Before testing your design, be certain that you can accurately measure visitor activity using appropriate software.

Free tools like Google Analytics (GA) make it easy to see where visitors to your site are in terms of their customer journey and provide valuable insight into how people are using your site. Other tools, such as HubSpot, also provide integrated analytic data and insights.

 

Achieve Significant ROI with the Right Strategy

A website redesign is no small undertaking and the investment involved may seem daunting. However, the impact of your website on your business’ growth opportunities cannot be overstated. When done strategically with a clear end goal in mind, a website redesign can have a significant ROI and make a big difference for your business. 

Considering a business website redesign? Download The Complete Guide to Your Next Website Redesign for everything you need to know about strategizing effectively before you invest. 

website redesign success

Considering a business website redesign?

Download our comprehensive website redesign guide for everything you need to know about strategizing effectively before you invest.

Download the comprehensive guide for a high-performing website »

 


Conversational Marketing Should Be In Your Strategy

Conversational marketing has become an important and effective tool for businesses connecting with their customers, especially in the B2B space. With the social and economic changes forced upon us by the global pandemic, businesses trying to compete and stay relevant will see positive returns from adding conversational marketing to their marketing strategy. One way to take advantage of the benefits of conversational marketing is through the use of onsite chat and chatbots, a popular and productive feature in many modern websites. 

What is Conversational Marketing? 

Conversational marketing is the endless feedback loop that comes from engaging with your customers on a one-to-one basis. Despite the name, this type of marketing is not merely about taking customer service calls or shaking hands at a trade show (theoretically, if we ever go back to shaking hands). It’s about being available for questions, feedback, and engagement wherever your customers hang out at every stage of the sales cycle. 

That means anything from having a 24-hour customer service to replying to every tweet that mentions your brand to letting people track shipments through Facebook Messenger. And it means chat. 

Conversational Marketing chatbot vs. website form
According to a 2019 study, 86% of people prefer using a chatbot over filling out a form. Source: 2019 State of Conversational Marketing by Drift and SurveyMonkey Audience.

According to a 2019 research study conducted by Drift and SurveyMonkey Audience, 86% of people surveyed would prefer a chatbot over a website form to connect with a brand. 86%! That’s a compelling statistic.

Where Chat Fits In

Person to person chat is not new. Anyone who sat at a computer waiting to hear their dial-up modem connect was able to access AOL instant messenger (AIM), the grandmother of online chat. AIM used to be virtually the only player in the game but people have a lot more options now. And chat, in one form or another, is the preferred method of communication for many, many customers. 

One of the easiest ways to leverage chat is by installing a chat add-on to your website. This type of add-on can utilize a bot to answer customer queries or direct users to the information they’re looking for and can also be set up to have real people from your team engage with your website users.

As a B2B company, chat functionality can be extremely useful for your business in a few different ways, all of which culminate in providing the excellent customer experience that consumers have come to expect. 

Onsite Chat Generates Leads

When a new prospect comes to your website, your main goal is to capture their contact information. A static “contact us” page or a lead generation form on gated content may work well, but chat can add an entirely new dimension to your lead generation strategy.

Think of your website chat bot as an interactive contact form. Your branded chat bot can prompt a prospect with questions they might have about your business and then collect their contact details so that you can get back to them with an answer. 

Onsite Chat Promotes Engagement and Nurturing

In 2017, Business2Community reported that the buying cycle for B2B products and services was longer than it was in 2016. In 2020, with budgets slashed and B2B buyers stretched thin, it’s quite likely this timespan is even longer. This means your sales team needs all the help it can get in nurturing leads. 

According to the RAIN Group, on average, new prospects require at least 8 touches with a brand before they make a purchase. Because your chat tool can discern when a visitor to your site is new or returning, it can specifically engage returning visitors with a unique message, like a discount offer, or a targeted piece of content that indicates they are already somewhat familiar with your brand. Targeted engagement like this, when done correctly, can be very successful with nurturing leads through your sales funnel. 

Onsite Chat Enhances Customer Service

The way many of us engage with brands leveraging chat is through customer service. The fact is that virtually no one prefers to call customer service lines on the phone anymore. Too many of us have experienced total frustration trying to get connected to an agent, having to repeat ourselves several times and waiting on interminable holds. Most users prefer chat for customer service, hands down. In fact, one study found that live customer service chat scored a 92 percent on a customer satisfaction scale. 

Not only is chat easy to engage with on mobile, even if there are wait times, you can easily do something else while you wait. You can even email users a record of their chat conversation once it concludes so they have it for their records (and yours).

Ultimately, conversational marketing, and onsite chat specifically, is one more compelling tool to engage effectively with your prospects and your customers. The better prospect and customer experience you are able to create, the better able you are to grow your business.


How Inbound Methodology Solves Cybersecurity Marketing Challenges

Cybersecurity is a growth industry. In fact, according to Cybercrime Magazine, “Cybersecurity Ventures predicts global spending on cybersecurity products and services will exceed $1 trillion cumulatively over the five-year period from 2017 to 2021.” Published in 2019, recent global events will likely push that estimate even higher. 

With $1 trillion on the table, it’s no wonder that cybersecurity companies are scrambling for their piece of the pie. While there are many ways to differentiate a business, a strong marketing strategy is one of the best ways for cybersecurity companies to ensure that they are staying ahead of the competitive curve. 

Cybersecurity Marketing Challenges

Unless you’re giving away free money or ice cream, all businesses face some level of marketing challenges — trying to attract the right customers with the right budget at the right time. For the cybersecurity industry, there are more explicit challenges that marketers must overcome, including large education gaps, a potentially long sales cycle, and the pressure to differentiate your solution from competitors. 

Education

There’s no way around it: cybersecurity is a broad topic that can get extremely complex. Even someone who considers themselves an expert in the topic can have many blind spots. Further, things are always changing as new technologies develop on the good and bad sides of the topic, meaning education must be ongoing. 

The majority of cybersecurity customers are not subject matter experts, which leaves a lot of heavy lifting for marketers in the space. For instance, executives often present the biggest hurdle for cybersecurity experts, called by one report “the weakest link” due to their lack of understanding of the cyber threat landscape.  

Without sufficient education on what risks they actually face and how to address them effectively, it can be extremely difficult for a cybersecurity company to close a sale with a prospect. 

Sales Cycle

Speaking of sales, the sales cycle for many cybersecurity solutions can be quite long. Before investing in technology that they may or may not understand, people want to be educated, probably to shop around a bit, and to feel very secure that they’re making the right choice for their own business. This process takes time and keeping prospects engaged from the moment they decide they need better security solutions to when they’re ready for an invoice can be a major challenge. 

Differentiation

Competition is a given, but the reality is that your business is not exactly like any other. Whether you serve a different type of customer, offer different price points, or have proprietary technology on your side, you’re not the same as even your most similar competitor — but your prospects don’t know that. 

The problem with differentiation in cybersecurity marketing can often be traced back to the education piece. When a prospect is not educated about what will address their specific needs, they will be unable to differentiate between your service and another one. Luckily, there are tested marketing strategies that can address the challenges that many cybersecurity companies face. 

inbound marketing

What is Inbound Marketing?

Inbound marketing is a term that refers to marketing that provides excellent educational content and resources to targeted prospects with the goal of drawing them to you. It stands in contrast to outbound interruptive marketing that takes a much more scattershot approach, throwing your message at people while they’re trying to read, watch, or learn about something completely unrelated. (See our Inbound Methodology Growth Studio one-sheet here).

Content Heavy

Content makes up a huge part of any inbound marketing strategy. The idea is that a company can and should be providing a lot of upfront value to prospects, long before they try to make a sale. Content can be anything from informational blog posts to downloadable white papers, explainer videos, or case studies. 

Persona Driven

Inbound marketing is also driven by buyer personas. The better you know the specific person you’re selling to, the better you can focus your message in a way that will speak to them. For instance, making a sale to a CEO requires a much different tact and messaging than making a sale to someone a more junior level, who may have to get approval on a purchase. There are many factors outside of job titles that differentiate personas, like level of education, years of experience, size of company, family background, age and gender. 

Growth Focused

Inbound marketing is not just about moving prospects through your sales process — it’s about creating an automated lead generation and nurturing process that adds value at every stage. By providing excellent education and service to both prospects and customers, you get more repeat business as well as invaluable word of mouth marketing.


Related: Content Toolbox For Building Your B2B Brand [infographic]


Applying Inbound Marketing to Cybersecurity

Hopefully it is already becoming clear how the inbound marketing methodology could be effectively applied to the cybersecurity industry. To be clear, following are three key ways that the inbound marketing methodology can work for cybersecurity businesses. 

Understand Your Prospects Better…

Chances are you are already familiar, if not an expert, on your key buyer personas. Inbound marketing forces you to think even more deeply about what is most important to your personas and develop marketing messages and collateral that are specifically targeted to these people. Cybersecurity buyers — whether they are CISOs, IT managers, or small business CEOs — all have unique needs when it comes to education, benefits, and closing a sale. By implementing inbound marketing that is organized around buyer personas, you force your marketing team to think about what your prospects want and how you can serve them effectively at every step. 

…Educate Them…

The inbound marketing methodology is an ideal fit for industries like cybersecurity that have a lot of education to do for potential customers. Focusing your marketing energy on creating targeted educational content for prospects can do wonders for your sales pipeline in a few ways: 

    • Fresh, high-quality content is still the best way to improve the SEO of your website and attract more visitors
    • When your sales reps can send targeted, branded content to prospects that answers their questions in detail, those prospects are much more likely to stick around
    • The better your prospects understand the benefits of your solution, the less friction there will be in the sales process and they better equipped they’ll be to share your solutions with others in their network. 

…And Keep Them Engaged

The long sales cycle that can be involved in the cybersecurity industry means that you need to have a way to keep prospects engaged. Fresh content in addition to strategic automated email nurturing, also part of any successful inbound marketing campaign, can get you there. It’s not just about reminding your prospects that you exist and “sending a quick follow-up” but continuing to add value that’s specific to their problem. 


Related: Adjusting Tactics for Digital Marketing in an Economic Downturn


A hope-for-the-best marketing approach isn’t enough in this competitive environment. By implementing the inbound marketing methodology for your cybersecurity business, you will be giving yourself an advantage by serving your prospect and customers as best you can. 


Content Toolbox For Building Your B2B Brand [infographic]

DOWNLOAD B2B MARKETING CONTENT INFOGRAPHIC »

It was not long ago that nearly every marketing playbook would start with some variation of the phrase “content is king.”

Nearly every business with a content marketing strategy was struggling to create as much content as possible, as quickly as possible. In many cases, this would lead to blogs filled with tons of posts and very little actionable, valuable content. Google took notice of this and sheer content volume ceased to be enough to register an SEO bump.

So the drive to create content based exclusively on volume has slowed considerably, but B2B businesses should still be doing whatever they can to create high-value content for their key buyer personas. Not only does great content contribute to your owned media profile and give you a chance to share useful information with your potential customers, it can also be a boon for SEO when done right. 

B2B companies that do not yet have a robust content creation process may initially equate “content” with “blog post” or “LinkedIn post” but the reality is that there are a range of different types of content that may be useful in building your brand and driving revenue for your business.

Each type of content offers a unique way to communicate your brand and values and each occupies a unique place in your business website strategyMost companies will benefit from a mix of content types, but the specific types that your company should focus on will depend heavily on what your content goals are as well as what resources you have to devote to content creation. 

8 Vital Types of B2B Marketing Content Infographic

Check out our infographic to get a better idea as to what types of content make the most sense for your business. 

8 types of content marketing

DOWNLOAD B2B MARKETING CONTENT INFOGRAPHIC »


Adjusting Tactics for Digital Marketing in an Economic Downturn

The COVID-19 social crisis and economic downturn presents unique challenges for all companies. Every business is facing issues. As we work through this crisis, there will be obvious cut-backs and sacrifices. Marketing communications may seem an expendable expense in times like this, however, it remains critically important to maintain a stable brand perception.

Marketing is an Engine, Not a Switch. 

For many businesses, it might be tempting to think of marketing as a switch that can be turned on and off. That’s not how it works.

Marketing is an engine that builds momentum as you spin it up. The more fuel you add, the more momentum you gain and the faster and more effective it is.

If you suddenly switch that engine off, grinding everything to a halt, you’ve lost all that momentum. You’ve invested valuable money and resources towards marketing. Rather than losing that investment, you’re better off maintaining or even increasing your efforts to remain strong through the storm and stronger on the other side of it.

It’s been well-documented that increased spending in marketing and advertising during a recession can pay off. From Forbes:

“…there have been a number of studies going back nearly one century that point out the advantages of maintaining or even increasing ad budgets during a weaker economy. Those advertisers that maintained or grew their ad spending increased sales and market share during the recession and afterwards.”

The article continues:

There are several reasons to advertise during a slowdown.

  • The “noise level” in a brand’s product category can drop when competitors cut back on their ad spend. It also allows for advertisers to re-position a brand or introduce a new product.
  • Brands can project to consumers the image of corporate stability during challenging times.
  • When marketers cut back on their ad spending, the brand loses its “share of mind” with consumers, with the potential of losing current – and possibly future – sales. An increase in “share of voice” typically leads to in an increase in “share of market.” An increase in market share results, with an increase in profits. 
website redesign success

Considering a business website redesign?

Download our comprehensive website redesign guide for everything you need to know about strategizing effectively before you invest.

Download the comprehensive guide for a high-performing website »

Start With Strategy

Now is the time to reconsider the strategy and campaigns you’ve been working on and adjust your content plan. The components you need to consider include:

  • Content
  • Digital Advertising
  • Strategy

Here are some considerations and ideas for your plan moving forward:

Advocate Helpfulness

During the crisis, be a knowledgeable and relatable resource for your clients. Now is not the time to appear to be capitalizing on the crisis.

    • Avoid disingenuous or opportunistic promotion
    • Highlight the things your business may be doing for your staff and customers now and in the near future

Utilize Communication Channels

If it’s appropriate for your business to send updates to your contacts, keep in mind the following:

    • Lead with empathy
    • Keep the message short; focus only on critical information
    • Be creative when appropriate
    • Consider other channels such as social media and website messaging
    • Stick to your brand’s voice
    • Include what your brand may be doing to help
    • Segment your list, if it’s large enough

Provide Thought Leadership

Put yourself in your customers’ shoes. What information would they seek out and find useful?  Revaluate your content strategy and develop content around helping your customers weather the storm.

    • Produce useful content that helps inform your customers or even entertain them while many of your contacts are working from home
    • Help educate customers about what the “new reality” will look like in your industry d
    • Provide studies and factual information

Implement Onsite Chat and Chatbots for Customer Service

Your customers are just as concerned about their business as you are. Their projects may be mid-stream or they may have other concerns or questions. Providing a website chatbot or live chat feature will allow them to remain helpful to your customers with convenient access.

Update Your FAQs

Provide easy access to questions your customers may have with a specific crisis-related FAQ. This is a convenient way for your customers to access information and for you to provide transparency and helpfulness. If you don’t have FAQs on your website, now is a great time to add them.

Adapt Your Paid Search

Review your paid search campaigns on Google and social media and make sure they’re not currently insensitive to the situation. Be sensible about what and how you’re advertising at this time. If appropriate reallocate or save your budget for the later.

A Decision to Make

Only you can determine what the best course of action should be for your business. There are many very real considerations to work through including cash flow and financials. But if it’s feasible and realistic to continue your marketing or even increase it right now, it could pay off exponentially in the months and years to come.