The pandemic has caused many small businesses to shutter. Some, however, took it as a sign to assess the situation and pivot. Instead of closing shop to avoid further risking their resources, businesses that are still in operation found a window of opportunity to stand out with fewer competitors in a dwindling marketplace.
Small businesses that established themselves online and creatively leveraged digital marketing were better able to cater to the sudden changes in market demands, especially with a drop in competition.
Read on to discover how digital marketing has aided small businesses despite the pandemic’s catastrophic effects.
Digital Marketing Assists With Growth
As many people have sheltered in place at home without the ability to interact outdoors, the reliance on the internet for both necessities and recreation rose exponentially. Many users shifted from in-person communication and services to online interactions and transactions.
By creating a steady online presence, businesses that changed their focus from traditional methods to digital marketing were able to retain or increase their engagement with consumers — and, in turn, also increased their conversion rates.
Digital marketing can help small businesses expand and reach a wider audience, too. By keeping up-to-date and utilizing social media trends, many small businesses found that the pandemic created new niches and demands to cater to.
By paying more attention to digital marketing, small businesses can also discover a means of potentially competing with larger companies. This is because, when done correctly, digital marketing can be just as effective at reaching the masses as traditional marketing without needing an exorbitant budget. It can help save more money for investing in other areas of your business that need it.
Digital Marketing Provides a Workaround for Many Industries
The food industry suffered greatly because of the pandemic due to social distancing, quarantine, and lockdowns. These have effectively barred food businesses from performing at their peak — even causing an alarming number to shut down entirely.
As such, food businesses had to make changes concerning their marketing strategies. With a heightened demand for food delivery services, food establishments that typically rely on in-person foot traffic have started to develop digital marketing strategies using social media and online advertisements to keep businesses afloat.
This also applies to other industries that rely on brick-and-mortar shops. Retail stores selling clothing, home goods, and other sundries have found a semblance of stability by establishing online stores, shipping services, and stronger social media presences to resume cash flow.
Some services, like therapy and other medical consultations, have started offering online assessments and sessions to continue servicing their communities without the risk of COVID-19 infections in hospitals and clinics.
Digital Marketing Helps Keep Customers Informed and Engaged
Thanks to constant advancements in technology, it is getting easier and easier to communicate and transact with almost any type of audience. Social media, in particular, has helped businesses form stronger connections with their audience by providing a convenient means to engage with customers using different forms of media.
Many brands have utilized their social media accounts to share stories that make emotional impacts on their audience. Strong examples include marketing campaigns revolving around pandemic relief efforts and showing support for movements that aid marginalized communities.
Some brands even create online-only products and services that evoke a sense of exclusivity and prestige, subconsciously promoting brand loyalty.
Small businesses have also utilized online platforms to keep customers informed about changes in operations, especially when moving from a physical location to a digital domain. This way, existing local customers know how to continue supporting small businesses.
Lastly, by establishing a well-rounded online presence, small businesses can give their audience multiple avenues for customer feedback and support. By showing an open interest in customers’ opinions, businesses can also encourage brand loyalty and increase positive brand reputation by building trust.
Action Tip
To best utilize digital marketing, make sure that your website and contact information are always kept updated. You must also maintain a strong and constant online presence on major social media platforms to stay relevant.
The Key Takeaway
The pandemic has challenged our way of handling our businesses. However, we must not give up in these trying times. We must learn how to be resilient and be resourceful.
With the many types of pandemic restrictions in place, it is important to continue using digital marketing as other surviving businesses have. It has contributed a lot in helping businesses flourish and grow despite the absence of physical stores and in-person interactions.
Regardless of which platform you use, you will see success in your digital marketing efforts by using it wisely and creatively. Keep your website and social media profiles up-to-date, stay connected and continue engaging with your customers and always look for new ways to meet your market’s needs by paying attention to online trends. By doing so, you will have a higher chance to keep your business afloat throughout and after the pandemic.
Ready to start your digital marketing plan? Contact out digital marketing agency in Philadelphia, PA to learn more!
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