With the move to our new location across town, we’ve amassed quite a bit of knowledge regarding how to make moving a business opportunity instead of just a logistical process.
Moving your business’ physical location can happen for several reasons. Whether your company is experiencing rapid growth, is looking to explore new markets, or is chasing new talent, there are a few action items that, when done right, can turn your move into more than just a relocation. Take advantage of the marketing opportunity this change of environment offers by following our checklist below.
Pre-Move Digital Marketing Checklist
Reach Out to Customers
While in the process of relocating, you can use that time to reach out to new or potential customers and touch base with existing ones. Having a researched and strategic PR and email strategy to inform and educate current and potential customers about why and where you’re relocating turns your office move into a springboard for a continued or renewed sales conversation.
Engage and Activate Your Fans on Social Media
Your relocation provides an excellent opportunity to spice up your social media presence, so get your social audience involved with your move. Including your Facebook or Twitter audience in your move through photos, updates, and videos engages customers and keeps them feeling in the know.
To be successful on social media, it’s critical that you have a proper and consistent social media calendar and execution process that’ll keep your company’s name top-of-mind.
Develop a Strategic Content Marketing Plan
Similar to social media and email strategies, we encourage having a robust content strategy in place while you’re in the process of relocating. Doing so actively brings readers to your website where they will not only learn about the details of the move but also how your business can help them. Outline and write blog topics that will bolster the benefits of the services your company offers, while also providing useful information to your audience - in this time of transition, you don’t want to lose out on connecting with your already active community.
Take Care of Search Engine Optimization Basics
People who don’t communicate with you directly are still looking for you. Make sure your name, address, and phone (NAP) information is precise internet-wide. This includes major sites like Facebook, Google, and Yelp, as well as indirect information sources you may not typically consider like YP, Manta, Crunchbase, and Better Business Bureau.
Updating your information, inclusive of your Google maps pin, and verifying it through Google keeps your business findable and the customer experience seamless when users search for your company. Just make sure you’re not updating too soon or too late—revising the day you close your doors at your previous location will help avoid any potential confusion.
Once you’ve taken stock of your local SEO, you’ll want to address your company’s onsite SEO. Updating NAP on your contact page and implementing structured data markup throughout your site will keep web crawlers finding accurate information on your business.
Post-Move Digital Marketing Checklist
Now that you’re all moved in, you don’t want to lose the digital marketing momentum you’ve started before the move. Here are two final things on our checklist we believe will keep the conversation going.
Bring the People to You
Scheduling and hosting an open house in your new neighborhood is an inviting and welcoming way for potential customers and future employees to get to know more about your new space and your company. Give tours of your office or hold a special panel talk. Those interested in your event are interested in your company. They’re a captive audience, so an open house meet-and-greet provides an atmosphere to make a sale or start a conversation. A timely event also provides opportunities to advertise through paid search, display advertising, or Facebook ads.
Consider Company Culture and Potential Hires
Having a great word of mouth benefits the future of your company. By celebrating company culture as well as building upon it, excitement and positivity about the move will increase. Positive and happy employees enjoy coming to work, and they also enjoy sharing their work experience with friends, acquaintances, and strangers on social media or while networking, all of which can be helpful with hiring.
With any company, change is inevitable. By following a few simple steps, your business is sure to get more than a new office out of your relocation. To learn more about how Adpearance can help grow your company, don’t hesitate to reach out about any of the marketing services we offer.