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Comment: Four questions you need to ask before it's ‘back to business’

22 May 2020

On Sunday 10 May, our Prime Minister, Boris Johnson, addressed the nation with the latest update about the lockdown and the government’s “conditional plans” for the coming months.

The update outlined the change in messaging on England’s approach to COVID-19 from “Stay Home” to “Stay Alert.” As part of this, businesses that are unable to allow employees to work from home are now encouraged to resume operation. Those who can work from home, however, are still directed to stay indoors.

The way your clients are interacting and will interact with your business has shifted significantly since the beginning of the year. This means that you need to start thinking about whether you have everything in place to ensure success and safety when the time comes to get back up and running. This presents an important opportunity for you to review your digital marketing strategy so that you can safely communicate with your customers and streamline your digital processes and marketing with social distancing in mind.

Before you consider how your business can resume it’s services, ask yourself these three questions as part of your plan towards the ‘new normal’:

Do your digital marketing strategies need to change for social distancing?

Although many businesses will remain operating from home, businesses that will be resuming operation will need to ensure that social distancing measures remain in place to ensure the safety of both staff and clients alike.

These guidelines apply to your business, but clients are likely to feel safer with more procedures in place to protect them, as well as your staff. Therefore, the more accessible you make interacting with your business, the better for everyone.

This could involve webinars, adding clearer calls to action on your website, simplifying the user journey and ensuring that your procedure in relation to COVID-19 are clearly communicated to your audience. For example, you may choose to add a banner to your website which pops up immediately to show your audience how your business is helping to combat the spread of the coronavirus.

Clarity is essential. You must state exactly what your business is doing and when. To do this, it may be beneficial to invest in quality copywriting services or proof reading to get an outsider perspective.

Are you communicating with your clients & contacts?

Regularly communicating with your contacts has always been vital in creating brand awareness and pushing sales. Now, however, it’s more important than ever to show your audience exactly how your business is operating, as well as to provide information and answer any questions your audience may have.

Social distancing and working from home has changed the way we do meetings. With more of us turning to social media and video chats to stay up to date, it’s a good idea for your business to follow suit. Does your business have list of contacts that have agreed to receive your marketing communications? Use it!

Email campaigns to those who have previously engaged with your business can help identify those who are looking for information about your products or services. Keeping these emails relevant and engaging will help you to increase exposure to your business.

As well as this, simply becoming more active and reaching out on social media allows you to provide another point of contact to anyone trying to get in touch.

How are you reaching out to potential clients?

Networking events are great, and we’re sure you’re missing them, but face-to-face meetings, events and physically socialising with potential clients are not the only way to do business.

Social distancing means that we must remain physically apart, but social media can in fact allow you to build relationships with your audience from the safety of your own home. For example, joining a Facebook group can help you identify those who may be interested in your products or services.

You can create targeted ads through social media, but even organically, you can get involved in discussions with those who have similar interests to what you, as a business, offer. Perhaps you may even want to use the experience of a social media expert to help identify conversations and hashtags to get involved with to drive users to your website and business.

EDGE Creative

It’s an uncertain, unusual, strange and bizarre time for individuals, businesses and entire industries everywhere.

At EDGE, we want to make things a little less confusing. If you need support, advice or assistance with your marketing efforts, just give the team a call on 0121 355 8092 for a no-obligation chat. Alternatively, contact me on jessica@edge-creative.com and start preparing to get ‘back to business’.

 

 

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