Head of Customer Success
The coronavirus, which first started in China, has now affected more than 200 countries globally. The spread has left businesses wondering whether there will be a possibility of recovery.
Unfortunately, some of them had closed their doors and laid-off workers to cut their losses. The survival of the business through this time of crisis is paramount.
With the uncertainty of recovery during and after a pandemic, businesses are now shifting to search engines, social media, and influencers to stay connected with their target market while staying safe.
Digital purchases and payments are becoming even more prevalent.
Small businesses need to adjust their marketing strategies to stay afloat. Now, more than ever, they will need to work twice as hard on their marketing efforts. Those who do not adapt will have a hard time keeping up.
One of the biggest advantages that digital marketing presents is convenience; especially now that activity has been limited for many people.
Here are seven effective digital marketing techniques you should try during the pandemic.
1. Content marketing
Content is key for driving organic traffic to your business page. According to a survey, content creation has been rated as the number 1 method for link building. Link building is all about getting authoritative websites to link to your content to increase your search rankings.
But for you to get noticed by high domain authority websites and possibly get a big increase in traffic, you’ll need to create valuable, relevant, and consistent content. Most especially, create content that can solve people’s problems.
If a reader wants a solution to fix their sim card issue on a mobile phone, they’ll go to Google and search for it. Your content will get clicks if it appears on the first page of SERPs, resulting in conversions. Avoid using shortcuts and black hat SEO practices. These could get you penalized by Google and thus sabotage your digital marketing efforts.
These are types of content that will get you more clicks:
- List posts
- Ultimate guides
- Case studies
2. Utilize Google My Business
If your business is not already on a local search, you should try it out. Nowadays, businesses need to get discovered by local customers on Google. Out of all Google searches, 92% of people will pick businesses on the first page of a local search.
To get started with local search marketing, you need to take advantage of Google My Business. Create a business profile on Google My Business to manage and optimize your business profiles on Google. This will also help your business get discovered on Google Maps.
3. Leverage social media
Social media is one of the most popular digital marketing techniques you should leverage during the pandemic. In 2019, statistics show that there are 3.5 billion social media users worldwide, which equates to 45% of the population. These numbers show how important social media is for marketers.
Here are some tips for marketing on social media.
- You should focus on one social network. If you use many social platforms, it could be a waste of time and resources. Look for places your audience likes to hang out. For instance, if you’re marketing shoes, then places such as Instagram, Facebook, and YouTube could be suitable places to find your target market.
- If you decide to focus on one platform, you should know why your audience is there and make strategies to provide what they need. For instance, people who visit YouTube may be looking for entertaining and educational content.
- Listen and build relationships with your audience. It’s important to keep up to date with your target audience on social media. This will help you know how to serve them better.
4. Browser push notifications
Marketing is all about delivering messages to the right people at the right time and place. While many marketers have used many marketing strategies and content production, new technologies have been developed to reach new people.
Push notifications are on the rise, with websites and online stores considering their use. These allow people to subscribe to a website’s notifications through a browser – unlike traditional notifications that allow people to receive notifications if a specific website is open. For push notifications, it will appear regardless of what tabs are opened.
5. Social commerce and shoppable posts
With e-commerce and social media both growing at a spectacular rate, it’s no wonder businesses are using both to maximize sales. In 2019, Instagram unveiled checkout. This is a feature that lets users access the Instagram shop and complete their purchases from within the application.
The Facebook shop will let you connect to customers through WhatsApp, Instagram direct, and messenger. Customers can browse through a full collection of products on the app and select the ones in which they’re interested. The shops can store payment credentials, and customers can use that too across all Facebook apps.
6. Video marketing
People remember visual content six times better than the information they read or hear. The click-through rate for websites containing images is higher. Recent statistics show that 87% of marketers use visual content compared to text. You can use video content to share about your company; its vision, mission, and other values.
7. Leverage forums and communities
You should leverage forums and community platforms such as Quora, Reddit, Yahoo Answers, Facebook groups, etc. Remember, whenever you’re participating in group forums, don’t try to promote your products and services directly.
First, build trust with the community by providing valuable, relevant, and consistent information. Link to your content whenever it’s appropriate. Don’t go around spamming in these communities–it could get you penalized by admins that prohibit this practice. Think of how you can use your experience and expertise to build relationships with others before making this move.
With the current ongoing pandemic, the future of big and small businesses is bleak. For all we know, it could take a couple of months or even years before everything gets back to normal. We need to adjust to our current situation by shifting to digital techniques for marketing our products and services.
Daniel Martin loves building winning content teams. Over the past few years, he has built high-performance teams that have produced engaging content enjoyed by millions of users. After working in the Aviation industry for 9 years, today Dani applies his international team-building experience in LinkDoctor to assist in solving his client’s challenges.