No doubt you’re super busy right now, adapting your business, serving your loyal customers, and keeping yourself and your family safe during a global pandemic.
But it’s never been more important to promote your business, and maybe even build up a new customer-base that will stay with you once we’re out the other side.
Our website exists to help Edinburgh’s independent businesses connect with their customers and make the most of these extraordinary times. In honour of that mission statement, we’ve put together a few quick digital marketing tips to help you audit your web presence.
A few minutes looking after your profiles could make a big difference!
Not everyone is able to easily make changes to their website, but if you can, here are a few essentials:
Here's a great example from The Kilted Donut:
A Facebook page is a great way to keep your fans updated with your latest offers, build a community and to showcase your personality and what makes you special.
It can feel like a lot of work when you’re already busy, but even if you can’t post regularly it’s worth giving your page a quick audit:
If you want to post regularly but are having trouble finding the time, you can schedule posts to appear later. Sit down for half an hour once a week and get it done! Find out more about post scheduling on Facebook here.
Don’t forget to put a friendly greeting and an auto-reply on your Messenger as well, so people know when they can expect you to get back to them. Get everything you need to know about Messenger setup here.
Here's an example of an effective pinned post from Pizza Geeks:
If Twitter is your bag, again a few quick steps will make it easier for customers to find out what you’re about:
UPDATE: At the end of May 2020 Twitter finally introduced the ability to save and schedule your tweets, so you can get ahead of the game and get all your tweets for the week done in advance.
Nihongo Connection's pinned tweet game is strong:
Instagram is a great place to be if you’ve got a photogenic product!
Instagram doesn’t let you schedule posts in advance, but you can do this with a free account from Buffer, which lets you quickly schedule posts on up to 3 social media accounts, including Facebook and Twitter.
Instagram is now owned by Facebook, so you can connect your accounts and automatically duplicate your Insta posts to Facebook - two birds, one stone!
Want to delve deeper into Instagram marketing for small businesses? Check out this article.
Mimi's Bakehouse are a great example of how Highlights can work for you:
If you can’t make many changes to your website, Google My Business is a really helpful solution because it's usually the first thing people will see if they google you.
Don’t have a Google My Business profile? This is one platform we would really recommend getting on, especially if you have a physical location. It’s free, only takes a few minutes to set up, and you can easily change your details whenever you like.
Customers can leave reviews, boosting your reputation, and people searching on mobile devices will even be able to just click a button to call you - no copying or typing needed!
Much as we might wish it didn’t, Google generally knows where people are and will always try and find results that are local to the searcher. Having a business listing can automatically put you to the top for people searching for your name, product or service in the city.
We get it - this is a really challenging time for everyone.
We’re not suggesting you suddenly start creating profiles and posting on every channel - just use what works for you to strengthen the bonds with your community. Nobody knows your customer like you do, which means you’re uniquely positioned to understand the best way to reach out.
There’s no need to go reinventing the wheel each time either. Work out your key messages, find your best images, and share these across all your channels. Not only does this keep your messaging consistent, but it saves you a tonne of time.
Local has never been more important, and much of the appeal of small businesses lies in the personal service and the personal stories behind them. Show your customers who you are, share your face, share your story, and above all — be yourself.
Marketer, foodie, traveller, rugby geek, petter of other people's dogs.Contact the author
The trio behind Hey Palu tell us how lockdown gave them the push they needed to launch their 'at home' cocktail delivery service.
Based in Haymarket, Pippin brings together the best of British design with friendly helpful customer service. Erica Stahl, the woman behind it, tells us how she set out to create something a bit different.