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Did you miss out on DSG’s webinar, Kick 2020 to the Curb: What to Expect in 2021? Never fear, we’ve summarized the top 5 takeaways from the webinar. Plus, if you’d like to watch the full recording, you can click the picture above to view it at your convenience. Without further ado, here is everything you need to know to prep for COVID’s second wave, and our outlook for 2021.

1. Stay in Close Contact with your Marketing Team or Agency

With the impact to your day-to-day operations, it’s important to stay in close contact with your marketing or listings management team to ensure your online listings are updated to reflect closures, altered hours, and/or overall changes about the state of your business (e.g. curbside pick-up). If you’re forced to make a sudden closure, they are the ones who will ensure that your listings reflect this. Keep communicating with your marketers!

2. Consider your Industry and Budget

Depending on your industry, there may be ways to ensure a smarter spend of your budget. While certain industries are booming during the pandemic (like home services and businesses that offer delivery), others have been forced to shrink their budgets in order to make ends meet. Our professional recommendation is that businesses who are looking to cut costs should temporarily reduce their paid search spend and instead allocate funds to more cost-effective marketing channels such as SEO.

3. Defend your Reputation

Since the pandemic has become somewhat of a political issue, your business is at risk of negative reviews. It’s crucial to remain vigilant in your review monitoring and responses during this time. Above all, keeping your customers informed on your business policies such as closures or mask requirements will eliminate some of the negative reviews you may see.

4. Be Thoughtful and Clear in your Messaging

If your business is still open, make it known! Be very clear in what services you can offer your customer base, as well as what additional accommodations your business is providing during the pandemic. Many listing sites such as GMB and Yelp are offering supplementary attributes that allow you to make note of which precautions your business has implemented, such as mask requirements, staff temperature checks, curbside pickup, and more.

5. Your Audience has Never Been Bigger

The pandemic has steered many of us to an increasingly online lifestyle. Studies have shown huge increases in internet consumption – a 70% increase in overall internet use, 37% increase in Facebook usage, and 75% increase in gaming. As 2021 approaches, this opens opportunities for advertisers to reach audiences in new and creative ways.

 

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