With the COVID-19 surrounding every aspect of everyday life, small businesses search for ways to adapt. Here’s a list of 7 digital marketing tips on exposure, sales, and market penetration for small companies in this time of crisis.
Small companies are searching for the right opportunities to survive as a result of the COVID-19 pandemic. With the current lack of options and greater emphasis on the digital landscape, digital marketing continues to offer value to small businesses seeking to extend their reach and sales.
During this downtime, small companies can see what works for their marketing campaigns and channels. While it’s a stressful and demanding time, it may be a good time for business leaders to take a serious look at their digital marketing strategies.
Use this guide of tips and tricks to learn how digital marketing can make your small business more successful in 2021.
#1 Develop a strong presence in social media
As the potential for direct face-to-face contact is currently limited, small businesses can use social media to reach out to their customers. Social media is part of the bigger suite of the marketing plans of small companies. Almost all small companies (88%) participate in social media.
Social media has been a practical component of many digital marketing campaigns for different businesses and demographics.
Across all demographics rely on social media for their businesses: Millennials (91%), Generation Xers (91%), and baby boomers (85%) use social media for their businesses.
Also, all generations are preparing to use social media more in 2020 and beyond; 50% of millennials, 31% of Generation Xers, and 26% of baby boomers are planning to increase their digital marketing campaigns.
Outside of social media, each generation is planning to spend more on the following channels:
- Millennials: email marketing (80%), video marketing (75%), and online marketing (50%)
- Generation Xers: email marketing (73%), video marketing (57%), and online marketing (59%)
- Baby boomers: email marketing (65%), video marketing (46%), and online marketing (52%)
With the number of social media platforms out there (Facebook, Instagram, Twitter, LinkedIn, etc.), there is more than ever a chance to better communicate with your audience.
According to BigCommerce, 72% of customers claim that positive reviews and testimonials make them trust a company. Having a well-considered social media plan will make this trust easier.
Small companies may use Twitter to offer consumer testimonials to show prospective customers what they can do. Social media facilitates interactions, open communications, and brand awareness. These elements build a degree of personalization and trust with your customer base.
During the COVID-19 pandemic, small businesses using social media will draw consumers while spending a growing amount of time at home and online.
#2 Using email marketing strategies to communicate to customers
Although some may argue that email marketing is out-dated, most small businesses still use email to promote personal communication with their clients.
More than half of small businesses (54%) are preparing to use email marketing as part of their digital marketing strategy in 2020.
According to HubSpot, 80% of business leaders agree that email marketing increases customer retention. Almost 60% of the respondents to the State of Email Marketing survey claim that marketing emails affect their buying actions.
The effect of email marketing is beyond a cluttered inbox. It is a vital digital marketing tool for small businesses seeking to extend their brand’s reach and influence.
A lot of things don’t go as expected for companies during this period. Using older strategies such as email may provide a sense of continuity while remaining as an emergency communication tool.
#3 Expand the marketing effort on the website
Online visibility is exceptionally relevant for companies at this time and era. If your company does not have a website, your presence on your market is practically non-existent.
Small companies need to look no further than their websites to increase their awareness online. Approximately 56% of small businesses invest in website marketing in 2020 to improve their digital presence.
Web marketing is a more focused digital initiative through internal resources. By building online relationships, the promotion of websites is one of the most measurable tactics.
As a result of the COVID-19 pandemic, content creation will help small businesses provide their consumer base with relevant knowledge that affects their particular market. Related blog posts are the ideal opportunity for your company to have authority in your industry.
Small companies are growing their online presence to reach their customers where they are right now, making the transition as smooth as possible.
With online preferences always evolving alongside the growing digital economy, small businesses can add variety to their websites by delivering timely content with a personal touch.
By studying, the traffic and engagement levels of their pages to identify areas to maximize their performance. This is a fast way to find out what’s working and what’s not.
#4 Invest in video marketing
Using eye-catching videos can allow small businesses to conquer the digital marketing arena because videos make the average consumer spends 88% more time on the website.
While more than half of customers want to see more video content from the brands they endorse, just about one-third of small businesses (32%) plan to spend more on video marketing.
Although making an entertaining video requires more time commitment, various companies are using video marketing as a channel for visibility over this period. Professional software is not necessary to produce a thought-provoking piece of video. Small businesses on a budget can still make homemade videos that suit the needs and desires of their viewers.
As more people work remotely and enjoy their spare time on their laptops, a visually-pleasing, short marketing video will do wonders for your engagement rate.
#5 Using in-house digital marketing resources
Small companies use an internal in-house team to provide their organization with new ideas for digital marketing. The majority of small businesses (63%) depend on in-house workers employed on digital marketing services in addition to other responsibilities. Only 16% of small businesses employ staff, strictly for digital marketing.
For businesses trying to save money during this economic crisis, using the staff the company already has for digital marketing is a perfect option. These workers also know the best about your services and products.
With many digital marketing companies worldwide, it is noteworthy that small businesses prefer to keep their services in-house.
#6 Find more opportunity for print marketing
Businesses not only rely on digital marketing — most still use conventional marketing methods such as print marketing. Approximately two-thirds (63%) of small businesses use print ads as part of their marketing plan. That includes direct mail, posters, flyers, and banners.
By crafting innovative print ads, small businesses may reach out more proactively to their local audiences. In a time of social distancing, print marketing will add a deeper link to small business marketing plans.
Sending a postcard may seem like a perk, not a marketing opportunity. But using these types of print materials, you get the name of your small business out there. The personal aspect of producing a piece of print content for your clients can also go a long way to gain their confidence and business.
#7 Determine your business goal
Having the key goal of evaluating your digital marketing activities’ effectiveness may be the most valuable digital marketing tip of all. Before beginning the marketing strategy, businesses must set out their primary digital marketing purpose.
More than three-quarters (765) of small businesses agree that their digital marketing strategies successfully reach their company’s objectives.
Smaller companies need to concentrate on ensuring that every dollar spent on advertising is achieved in the most profitable way possible. Small companies need to determine what they are committed to when it comes to their digital marketing activities.
In addition to helping their communities, small companies should look beyond that scope to a broader base.
Online exposure is forever, although marketing dollars will finally run out.
Starting with a concrete target and carrying out this is one way to structure a digital marketing strategy for small businesses.
Every business is different. No matter what your digital marketing objective is, the main concern during this period is to keep your company together.
Small companies need to look forward to 2021
Small companies will benefit from an effective digital marketing strategy in this uncertain period. Thinking about the future will inject some hope into your small company.
The effect of COVID-19 would be long-lasting, so companies need to prepare long-term digital marketing strategies to set them apart from those on the market.
More than three-quarters (765) of small businesses believe that their digital marketing is successful. Almost all of them invest in social media, while more small companies are looking to extend their digital marketing activities through website marketing, email marketing, and video marketing.
Using internal resources to handle digital marketing and concentrating on classic marketing efforts are other ways in which small companies are investing in their organization’s growth and stability.
While it is time to try something new, there are still useful and successful digital marketing tactics that small companies may pursue in order to grow their consumer base and market presence.