Covid-19 has re-defined life as we know it. More people are working from home, spending more time indoors and experimenting with online shopping. These changes in the way we behave, interact and shop have impacted the way businesses all over the world operate. During these times of isolation, the absolute worst thing you can do is isolate your business. Staying connected with your customers is imperative now more than ever and the online presence you maintain will determine whether or not you retain a steady cash flow and survive these dire times.

Your customers are not on the roads anymore. They're carrying out countless searches on a variety of online platforms in a bid to figure out which businesses are still operating, who's offering free delivery and from where to buy their daily needs. So how can you make sure customers find your business? What are the steps you should take to manage your business' online presence?

1. Update online directories

Chances are you've undergone certain operational changes as a result of Covid-19 restrictions. Have your opening hours changed? Have you closed your physical outlet temporarily? How will transactions occur from now on? Make sure all online directories, information portals and social platforms are updated to reflect these new changes. These include Google My Business, your Yellow mini site (now's the time to contact us if you don't have one yet), Facebook and Instagram. Check out the changes Google My Business has put forth as a result of Covid-19.

By ensuring each portal is up-to-date, potential customers won't be faced with conflicting information throughout their online searches, and they can easily check whether you're still up and running. If you're being inundated with calls and messages, don't forget to update your response time and procedure as well.

2. Update your website

This pandemic has re-defined business transactions and customers will naturally have several queries regarding your operations. Create a dedicated landing page, a blog post or an FAQ section where you can direct people to any information they may require about all the changes you've adopted in line with the current restrictions. Thus, you'll keep your customers up-to-date and make it easier for them to make a transaction.

3. Put e-commerce into action

E-commerce is the future. People are more likely to keep on ordering products online even after the virus has dissipated. If your business relied a lot on foot traffic, it's time to embrace reality and discuss the development of an e-commerce website with an advertising agency.

If you already have an e-commerce website, it is crucial that you focus all your efforts in ensuring customers benefit from a smooth and efficient shopping experience. Make sure you monitor the product schema carefully on your product pages and ensure the availability status is up-to-date, as real-time updates would encourage customers to fulfil a transaction.

Don't have an e-commerce website yet? Contact us today for more information.

4. Communicate with your customers

You've updated your website and online directories… first step done! Now you need to take advantage of each possible communication channel and platform to share any new information related to your business. Search traffic is currently skyrocketing as people are probing for all the latest updates on social media and other online platforms. Thus, it's imperative that you promote your business on a diverse range of online platforms to retain current customers and attract potential new ones. So how can you boost your visibility? These are some of the channels through which you can communicate your latest updates with your customers:

• News portals
• Weekly newsletters
• Local council websites/ popular Facebook groups
• Social media: Facebook, Instagram

5. Make the most of social media

People are now more than ever on Facebook and other such platforms in an endeavour to stay connected while isolated. If you want to keep your brand alive and ensure a continuous cash flow, you definitely need to up your social media game! Here are some tips on how to stay connected with your customers, with a particular focus on Facebook:

• Put up Facebook posts and stories on a regular basis to enhance brand awareness
• Start a Facebook group if you have a large customer base
• Post any business updates on your profile and share them on popular local Facebook pages
• Post useful content related to your industry to keep your customers engaged. Are you a nail technician? Show your clients how they can remove gel polish at home. If you're a financial firm, why not explain the initiatives being introduced by the Government in more detail?
• Make sure all posts are emphatic and positive during this time of crisis
• Be a source of information: always use trusted sources to show readers your content is reliable
• Don't question precautionary measures and don't spread misinformation
• Market any good deeds your company is doing 
• Share any positive reviews and recommendations your business receives to make your brand stand out
• Engage with your customers: respond to all comments, messages and reviews in the shortest time possible
• Make your business accessible through Facebook Messenger, Whatsapp and other instant messaging platforms 
• Share all the precautionary measures and hygiene protocols you're adopting to gain the trust of your customers and show them you're using all necessary means to curtail the spread of the virus.

6. Kick off online deals and competitions

With the current number of eyeballs surfing the web, why not hold an online competition on social media to keep your customers engaged? Special offers and discounts will also help keep your revenue steady and help people who desperately need to save money where possible. Another idea you can implement is offering gift vouchers which can be redeemed when the pandemic is over.

7. Put forward an effective SEO strategy

Although cutting costs may be one of your primary priorities as a business owner, this is not the time to pause your SEO optimisation endeavours. SEO is important now more than ever, when foot traffic is down to a minimum and the only source of revenue is online.

If you do cut your marketing costs, you'll undergo a bigger struggle to recover your ranking (which is a result of years of hard work) and your audience. Contrarily you need to boost your marketing strategy to start the second half of the year on a strong footing and get back on track in a shorter time, especially considering that the work you do today will affect your ranking in the coming months. So what should you be doing?

• Review scheduled content and remove that which is not relevant anymore 
• Optimise for localised searches: since people are not on the move anymore, the need for customers to find the nearest shops is more relevant now
• Create social media campaigns promoting your new services 
• Focus your budgeting on current popular keywords. Cost per clicks is currently decreasing (as some companies are reassessing their expenses), so it's easier to outrank competitors. 
• Update your KPIs
• Stay alert to visitor behaviour on your website to determine whether any products are in higher demand than others

Although the future is more and more unpredictable, you must embrace the fact that the survival of your business depends on how effectively you manage your online presence. By focusing your efforts on brand awareness, you will attract more customers and if you focus on producing high-quality useful content, you will in turn earn their loyalty. Invest in your future today and benefit from long-term profitability!

Also explore what steps your business should take to survive the Covid-19 pandemic and the measures the Maltese Government has introduced to help local businesses.