With the Covid-19 pandemic causing ripple effects across the economy, small businesses that relied on offline marketing tactics such as word-of-mouth have begun migrating their efforts to the digital sphere.
With most consumers confined to the safety of their homes, businesses must find new ways to communicate with them to promote their products and entice sales. What better way to do so than by relying on strategies for digital marketing campaign that are designed to facilitate exactly that?
How is Covid-19 affecting businesses?
Global lockdowns have wreaked havoc on the economy, with smaller businesses shutting their doors in the wake of the pandemic. With people unable to step outside, most businesses are facing significant losses, leading to mass layoffs and, in extreme cases, owners filing for bankruptcy. In this stagnant economy, it is vital to kickstart marketplaces and drive sales once again.
However, with social distancing being the norm for the foreseeable future, businesses must revamp their operations, marketing KPIs, and even prices to survive.
How does digital marketing fit into the picture?
While the full effects of the pandemic can’t be predicted, it’s safe to say that Covid-19 is changing human behaviour, particularly the way we consume goods. While the last decade saw consumers prefer digital communication over other mediums, the coming years will see that preference evolve into a norm, rather than a simple matter of choice.
Knowing this, small businesses are embracing digital marketing tactics to compete with larger brands on a relatively even playing field. You may want to connect with Dignitas Digital, a leading digital agency in Philadelphia that offersstrategic online marketing solutions for all types of business.
An Increase in Work-From-Home Employees
One of the ways the pandemic has already changed the way individuals behave is by giving rise to the work-from-home norm. With this, brands cannot rely on tried-and-tested methods like live events, product sampling at marketplaces, and outdoor advertising the way they once used to. Instead, they must connect with their consumers online via social media to market their goods.
Mass Word-of-Mouth References
Decades ago, brands relied on word of mouth references to garner new consumers and foster trust. While that hasn’t changed, our medium of communication has evolved, leading to a transition towards digital word of mouth.
Connecting with micro-influencers, targeting individuals through consumer groups or social media pages, and collaborating with other brands online are a few ways that small businesses have begun their journey into digital marketing. These mediums of communication are especially relevant during a pandemic, when influencers can tap into emotions surrounding supporting local brands, community service and so on.
Unlike traditional word of mouth, digital word of mouth allows one person to reach multiple potential customers at a time – a feat that allows even small businesses to justify their media spending thanks to the ROIs.
Stronger Brand Recollection
As the famous saying goes, out of sight, out of mind. Nothing is truer in today’s hyper-competitive markets, where even small businesses must fight tooth and nail to keep customers engaged during COVID-19. Posting regularly on the brand’s social media channels, blogging frequently, and sharing videos help these brands stay relevant, while also reinforcing their values in the minds of their customers.
For instance, family-run ethnic stores can remind customers of their unique products, while also inspiring them to help their communities by supporting local businesses.
How to go about making this transition?
- Revamp or create a website that reflects your brand values.
- Start social media handles across appropriate platforms to reach out to your audience.
- Offer regular content about your services or products.
- Use e-mail marketing to let your consumers know about discounts, new offerings and sales.
Don’t let the COVID-19 pandemic wear you down. Get in touch with Dignitas Digital for all your marketing needs and watch your business weather this storm.