Now that thousands of retailers nationwide have had to close their brick-and-mortar stores due to stricter ordinances to contain the spread of coronavirus, many are turning to online channels to continue with business as usual. This strategy is a logical, if not timely, solution, as many customers in quarantine turn to online retail therapy to relieve the stuck-at-home blues. For tips on how to use online platforms to boost traffic during the COVID-19 crisis, we spoke with Jessica Byerly, our in-house director of events and social media and guest writer for Gifts & Decorative Accessories. Here’s what to know.
DO: Take This Golden Opportunity
“The first thing (to know) is that right now, we see more significant amounts of traffic on social media and online traffic,” Byerly said. She added that one of the best things a retailer can do right now is “make sure your website has your COVID-19 statement on it and that you are sharing how your store is handling the current state. That message should be updated regularly.”
DON’T: Rely on COVID Keywords
“As far as search engine optimization (SEO) goes, most people are not talking just about the virus,” Byerly said. “If you spend all your time playing on keywords ‘COVID,’ Corona, you are merely going to get lost in the searches.”
To see what customers are searching for, use an online resource such as Google Trends.
DO: Ramp Up Social Media Content
Use this time to ramp up your social media efforts instead, Byerly suggests. “Do store tours on Facebook Live, do ‘Porch Pick Up’ or ‘Curbside Pick up’ stories, play towards Easter and the upcoming holidays. Run as many specials as you can on social media to continue to push traffic.”
By way of an example, Byerly shared how one local retailer is bringing in huge shipments of KAVU bags to promote online. “They are making a Facebook live sale (and) showing each bag they have. People buy, and they schedule pick up.”
DON’T: Overthink It
“We just have to think differently and be a little savvy,” Byerly concluded. “It isn’t rocket science, just digital marketing 101, and now we are all forced to play in it.”
Keep following GDA throughout the week for more tips and stories on how to brave the COVID-19 crisis.