In a crisis, our brains do one among three
things: fight, flight or freeze. This built-in stress response happens within
the amygdala within our brains and it can save us if we get attacked by a pack
of untamed dogs.
But the amygdala isn't good at business
strategy.
It’s both harder and far more important to
be strategic during times of stress. Our response behavior to the crisis
determines where we find yourself on the opposite side.
Here are 26 things we will do now to assist
prepare for the rebound choppy into three sections. The recovery is coming.
Let’s reset and refocus on the marketing foundations, in any context.
• Digital Marketing Foundations
• PR, Content and Reputation Management
• Personal Development and Productivity
Digital Marketing Foundations
1. Update sales pages
Now is the time to enhance the core of your
website. These high-stakes pages often get ignored because marketers have
article deadlines, albeit visitors to those pages are 50x more likely to become
a professional lead.
Review the brochure sections of your site.
Prioritize them supported traffic consistent with your Analytics. Use this
checklist to form sure they’re working as hard as possible when the qualified
traffic comes back.
10-point sales page checklist:
• Descriptive H1 headers
• Short paragraphs
• In-depth content that answers top sales
questions
• Meaningful subheads
• Faces of your people (not stock photos)
• Calls to action (better verbs than read,
click, learn, contact)
• Statistics and data that support your
value proposition or build trust
“How could you update your homepage at a
time like this?” nobody will say that. This is often the right time to upgrade
your website.
Not surprising that AHUDA features a great
approach for improving conversion content…
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2. Gather and post testimonials
You have super fans. And there’s never been
a far better time to let others show their support for your brand. They need to
assist you survive and thrive. They’ll be glad you asked.
One simple email may get a fast response
with a beautifully written testimonial, much more authentic than anything
you'll have written yourself.
Within ten minutes you'll have this posted
to a sales page, making your site stronger forever after.
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Need a couple of tips for a way to succeed
in out? Where and the way to post them? Here’s our complete guide for adding
testimonials. It’s got an email template you'll use.
3. Audit your blog for traffic and
conversions
Now that the cash pages are tuned up, let’s
check out the content marketing. You’ve got high-performing and low-performing
articles. But an audit will reveal precisely which URLs have which
opportunities.
Jump into Analytics and find the posts with
the best potential for improvement:
• Traffic Champions
They’re super visible. Squeeze more value
from them by adding calls to action and internal links. Guide visitors from
these to your highest converting posts.
• Potential Champions
They’re on the sting of greatness. They
rank high on page two of Google. Improve them by adding depth, detail and
semantic SEO.
• Falling Stars
They won’t to be traffic champs, but
they’ve fallen from grace in Google. As above, rewrite and prelaunch them.
• Better Mousetraps
These could also be low traffic, but people
that find them love them. They turn readers into subscribers. Make these
featured posts, link to them from traffic champs, and schedule them for heavy
social promotion within the recovery.
4. Prune your blog by deleting old content
I normally don’t think this is often well worth
the effort. But if you suddenly have tons of your time on your hands, it'd be a
satisfying exercise to travel through and delete things that didn’t make the
cut from the audit.
When I wrote about it here, I basically
disagreed with all of my contributors. Many SEOs think there’s an enquiry
ranking benefit to deleting a bunch of old posts.
Spring cleaning in your CMS may desire “life
changing magic.”
Personally, i feel you’ll recover ROI from
unsubscribing to 100 newsletters. Noise reduction.
5. Update your careers section
Over a brief period of your time , businesses
are getting to invite many people back to figure . the roles pendulum will
likely swing back fast, especially for top talent.
When that ideal candidate visits your careers
page, you've got but a moment to impress them. How does your look?
• Not so good: A empty page with an “open jobs”
link to a different website
• Awesome: A page crammed with videos, awards,
faces and stories from happy team members
Even if you've got no open jobs now, albeit you
only did a round of layoffs, it’s still an honest time to shine this page.
Sounds crazy, but this page is critical to your successful rebound.
Think ahead 6-12 months. Plan for fulfillment .
If you would like to staff up fast, you’ll be glad you fixed this now.
ProTip: found out an HR playbook for onboarding
new employees, conducting quarterly reviews, company policies, etc. this
protects time, reduces risk and impresses your new talent.
6. Optimize your email signup CTAs
If you've got content, you've got an email
signup box. But most email signup forms are terrible. They lack the three P’s
of high converting signup forms:
• Prominence
It should visually stand out. It doesn’t need
to be a popup window, but it should, at least, use strong color contrast and be
available very on the brink of your content.
• Promise
It should tell people what they’ll get and the
way often they’ll catch on . You’re trying to form a meeting together with your
audience. plan to a frequency and tell them what it's .
• Proof
It should include a third-party endorsement. You’ve
got only a few subscribers within the beginning, so you can’t brag about the
dimensions of your list.
Here’s a mockup that shows all three P’s in
action.
7. Check your many thanks pages
If your many thanks page just has two lonely
words thereon, it'd also say “good bye.”
The many thanks page is that the first touch
with a converted visitor. Make it an honest one. Here are five belongings you
can increase your many thanks pages:
1. Expectations about what happens next
2. A subsequent offer for an additional
conversion (i.e. add email check in forms to contact form many thanks pages)
3. Links to your most precious content
4. Ask them an issue with a one-page survey
5. Opportunities to follow your brand on social media
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