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COVID-19 and Your Online Business: Practical Brand and Website Improvements

Over the coming weeks, we’ll be putting together resources designed to guide you during this period. We’ll be offering advice for practical things you can do right now to help grow your business and reach more potential customers. To get you started, we’ve gathered tips on cheap and easy ways you can improve your business and brand with simple steps. Let’s get to it.

Focus on Brand

woman works from home on her couch

While it’s easy to get hyper-focused on launching your store, building a business for long-term means thinking about branding. 

Compare your business to those such as All Birds and Chubbies. Scrolling the home page of these stores, their brands are unmistakable – it’s clear what they believe in, the type of person they’re targeting, and what they’re offering. Is it as evident in your store?

An easy way to think about your brand is by imagining the sort of personality your store would have if it were a person. Would they be fun and playful, dependable and stable, or helpful and reliable? Use your store design, logo, social media presence, and the unique selling point (USP) of your products to express what your brand is.

Read up about brand awareness, jot down some ideas, and get started.

Improve Your Social Channels

a smartphone with social media apps icons

Tight on cash? No problem. Growing and building your social media presence is one thing that doesn’t require money but can sure generate a lot of it. If you have a business in 2020, it’s expected that you have a social media presence, and frankly, it does nothing for brand credibility if you don’t.

If your follower count could use a little boosting, start by planning out what you want your social media feed to look like. Think about what you want your page or feed to be filled with and try to change things up for different platforms. Don’t just auto-post your Instagram content onto Facebook or Twitter, really think about what suits which network. 

If you’re unsure where to start, check out how your competitors are doing it and take inspiration from them. Then, figure out where your competitors are falling flat and try and fill that gap with your content.

No, organically growing a social media profile won’t happen overnight, but if you’re targeting the right audience with your posts, it could result in free sales and a more robust brand. Win-win.

Fix Your Product Photos

A woman edits product photos

Got product photos that, deep in your heart, you know aren’t convincing anyone to buy your product? Now is the time to fix that. Whether you’ve physically got the item to take photos of or are working from AliExpress supplier photos, there are things you can do to polish your product photos.

First, check out some of your competitors, see how their product photos look, then take a look at brands that you admire and see what they’re doing. 

Next, make a plan for your images and try to keep them all looking similar, remember you want to build a consistent brand, and your pictures are part of that. Maybe you want all your images on a bright white background, or perhaps you want to dress the background with items that complement your product. Read up on some tips and tricks beforehand to make sure you know how you want the finished product to look.

Finally, you’ll either want to take and edit your product photos or edit those available on your supplier’s page. Once that’s done, why not go to the next level and start making product videos.

Get Emails Sequences Sorted

Email marketing might seem old school, but it’s stuck around this long because of one thing: It works. While you might have a few automated emails already set up on your store, now is the perfect time to invest in gaining email subscribers and creating persuasive email sequences.

Start by looking at how you’re currently getting people to subscribe to your email list. Is it a small box at the bottom of your site, or a pop up that offers a tempting discount code? One of these tactics will gain more subscribers than the other. Think about why you’ve signed up for email newsletters in the past and apply that to your store.

Then move on to making your abandoned cart emails more branded. Rewrite the content, add exclusive email deals, and let it reflect your brand. It doesn’t even need to be super fancy – start by tailoring the subject line to your store and using your store’s colors and logo.

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