Post Covid-19 Marketing Strategies

31/03/2021

Our world is facing a very dreadful situation right now, all types of markets are starting to crumble and we might even be heading towards another economic recession. Times are hard, due to this pandemic literally everyone of us is affected especially businesses that just began before Covid-19. The closure of ‘non essential’ shops and services along with travel restrictions amidst this lockdown has brought upon the perfect storm for all the small scale businesses.

We all can agree, it’s been a rough few months. But governments across the globe are starting to ease their travel restrictions due to decreasing Covid-19 cases which is quite the reason to be optimistic for business owners to get their business back on track but it’s still a long way to go. No matter when the pandemic is contained, we can’t just sit around and do nothing. Businesses can still flourish, they just need to start contemplating on how to get their businesses back on it’s feet. Currently there is only one way of keeping the motor running and that is by implementing a solid digital marketing strategy. This article is intended to provide you with the answer on which steps to follow in implementing such a strategy.

Realistic goals:

Several times, people complain about digital marketing being ineffective and this is partially because they jumped in too deep before they were ready. Digital marketing can be tricky to master and slow to yield results in early stages. To avoid this you must work on setting realistic goals and following a strict schedule. Follow the initial steps of digital marketing without jumping in on the latter. Work on the content, don’t use stock imagery and most importantly keep it real as per your perspective.

All the marketing agencies out there are trying to sell this idea of digital & social media marketing, the idea of being everywhere.

One platform at a time:

It’s commonly agreed that being on all the digital and social media platforms does increase your client outreach but it’s only partially true. The people who are new to this are unable to properly implement their ideas on one platform, so much for all the other ones! Don’t rush, be on one platform first and set it up professionally. Only when you feel your updates and it’s client outreach is going well, you extend your business on other platforms. Master one at a time. For example, if you’re doing SEO then you should solely focus on your website, if you’re working on social media, concentrate on building an audience on those platforms.

Research & real content:

Never run adverts, post social media links or tweet based on a hunch. Everything you implement within the scope of digital marketing should be traceable and measurable.

Test, test and test again. Never use random guesswork in your campaigns. Engage in extensive research before working on any trend or news and write content from your business’s perspective.

Those were some pretty boring tips but rather very useful suggestions before you engage in Digital Marketing. Moving onto the actual strategy;

Paid Advertisements:

Paid advertising is quite a useful tool in marketing your business over the internet. Targeting the audience which will most likely be interested in your company and it’s services is what paid advertising does, be it Google or social media platforms, they calibrate the data of all their users and help you in targeting those specific audience. Google Ads, Facebook Ads, Instagram for Business and LinkedIn Ads all have their own unique advantages and disadvantages. Take time to study them and consider the platform most suitable for your potential audience.

Generating incoming traffic:

For all the paid adverts to work, the important factor to consider is the traffic on your website as well as social media. For small businesses, they can link their website with social media posts. This helps in redirecting your audience onto your website in order to get a much detailed picture of what you are offering.

Maintaining a mailing system:

The more people engage with your business the better and you can use it to build a database for yourself. You can collect the emails of people visiting your website by using a prompt. Sending out promotional mails to these people as well as your clients is a good strategy for engagement. Maintaining a mailing system is a traditional yet useful technique. Starting an incentive system for people who subscribe to your emails is a good way of converting leads into sales.

Website and SEO:

Making a website for your business is a great way of showcasing your business. It acts like a brochure which helps potential customers in getting an insight into what your business is offering. The design, user interface as well as the content plays a very essential role in drawing people’s attention. A classy, creative, interactive yet informative website always does the trick and leaves quite an impression on the visitor. All of this will prove to be of major benefit when doing SEO for your website. You absolutely must get a ‘Google My Business’ (GMB) listing up and running. When your business is listed with GMB, it will appear above all of the organic search results in a dedicated box. In smaller towns and cities, this is an absolute game-changer that in many cases can render traditional SEO completely.

In addition, GMB comes with some extra features that could work well for your business: GMB listings feature a ‘call’ button for smartphone users, a ‘directions’ link to Google maps and a small snippet of information about opening times and user ratings. Adding your business to GMB also gives you the opportunity to link directly to your main website.

Last but not least, many business owners are unaware of the newly implemented but extremely powerful ‘Google Posts’ feature for GMB. Essentially ‘Google Posts’ allows businesses to share mini blog posts which show up in the right panel on Google searches.

Each Post can be up to 300 words in length and include a photo, as well as a clickable CTA button and a date range (for businesses promoting events and special offers). These posts sit somewhere between a Tweet, a landing page and a blog post, but come with the added benefit of an instant SEO boost.

Social Media Marketing:

If your marketing budget is shrinking then you might want to concentrate more on social media but the content on these platforms is to be treated and implemented with care. Keep a strict posting schedule, like afternoon timings between 2-4 PM are good for posting as well as weekends when the engagement on these platforms is extensive. Stay away from giving out unnecessary health tips, unless you are a doctor. Concentrate on being helpful, warm and welcoming with your community and audience. During the height of the COVID-19 lockdowns, some businesses saw increases in web traffic of up to 150%. So keep your head up and dedicate yourself in growing your business.

If you have the means and will to open an online store which is suitable to your business model please do it ASAP! COVID-19 might have been the most unprecedented event in a generation, but with a little marketing and the determination to succeed, you can go through it. Hang in there and keep your business alive!

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