Orange County Businesses Closing Again: It’s Time to Evaluate Your Online Presence

This time of uncertainty has been difficult for countless businesses in Orange County. This week, Governor Newsom of California has ordered that businesses such as gyms, nail salons, movie theaters, hair salons, and many other indoor establishments reclose. These businesses will now need to evaluate their marketing approach and brainstorm how to keep their audiences engaged during the second closure. 

 

Have you been utilizing your business’s web presence to stay relevant throughout the ups and downs of this pandemic? As a business owner, your online presence may need to be stronger now than ever before. Here are 3 things you should analyze to ensure your Orange County business is ready to rely on online marketing: 

 

Website

Your website is the “hub” of any digital marketing campaign. It represents your brand, and if it’s not user-friendly, you may find that the traffic you drive there will have a difficult time engaging. Take time to visit your website and perform a quick audit as if you are looking at it through the eyes of your customer.

 

Be sure that your website is fully functional and mobile-friendly. You should also have a clear call-to-action to lead visitors down a desired path. Other aspects of a strong web presence include an engaging About page that tells your story, high-quality photos/video, testimonials that enhance the credibility of your brand, and a consistently updated blog to showcase your business’s knowledge of the industry. 

 

SEO

Search Engine Optimization, or SEO, is a tool that is used to ensure your website and content can be found easily in search engines. When it comes to SEO, keywords are your foundation. They are specific words or phrases on your website that match queries in search engines such as Google. These can be related to your industry, products, services, location, etc. 

 

But SEO isn’t all about choosing the right keywords – there are many other ways to optimize your website for search engines as well. You can learn more about SEO on our blog. 

 

Social Media

Do you have a company profile for each social media channel that is relevant to your business’s specific industry? If not, now is a great time to start building a following. First, be sure that your username and profile photo on all your channels are the same and match your brand, with custom URLs so that your channels are easy to find. 

 

Once your social media profiles are completely filled out (About section, contact information, boilerplate, etc.), make sure that the content you post speaks to the audience in your industry. You should be posting regularly and networking with others daily. You can do this by tagging and engaging with other businesses and individuals who have similar interests. Be sure to share a good mix of content, whether it be video, photos, blogs, etc, and utilize relevant hashtags when appropriate. 

 

We’ve gathered 15 social media best practices for those looking to learn more! 

 

Does your Orange County business need help developing an effective marketing strategy during this transition?

At KWSM, we develop fully-customized brand messaging plans based on your unique needs. We’ve helped clients in all industries communicate their plans to customers.

Contact us to learn more about creating a marketing and messaging strategy for your business.