Whether we were prepared for it or not, the rapid spread of COVID-19 has catapulted us into a new way of life. Our daily routines have been transformed, and that includes the way we operate, manage, and promote our businesses. Although the timeline of economic recovery remains uncertain, one thing has become exceedingly clear: digital marketing will be your business’ best chance at surviving the pandemic.

In the last few months, businesses small and large have become more reliant than ever on their digital strategies. At InMarket, we’ve realized the importance of adapting to these new realities. That’s why we’ve compiled some insights for the effective use of digital marketing during COVID-19.

Why should you invest in digital marketing?

With social distancing keeping many of us at home, we’re starting to see some major shifts in consumer behaviour. Now more than ever, society is relying on digital media as their main source for entertainment and shopping. Some of the amazing benefits of digital marketing include:

• Can be highly targeted
• Relatively inexpensive
• Easy to track ROI
• Easy to adjust

This is why digital marketing channels are gaining so much popularity. They allow businesses to broadcast custom messages to a local or global audience, and generate instant feedback in the form of likes, views, clicks, and comments. Keep reading to learn more about the different digital marketing approaches that could be critical in keeping your business alive through the next few years.

Search engine optimization

Search engine optimization, referred to as SEO, is a strategy used to improve a website’s visibility and ranking. With the ongoing pandemic, many businesses have taken advantage of content marketing to attract potential customers. One of the most effective uses of this form of marketing is through the use of keywords. Search engines like Google often look for webpages that contain high-quality, relevant information about the searcher’s query. When done correctly, SEO can help a business generate traffic, leads, sales, and ultimately increase profits.

Paid search

Paid search, referred to as SEM, is a form of digital marketing through search engines that allow advertisers and business owners to show ads on a search user’s results pages. It functions as a pay-per-click model, meaning an advertiser does not need to pay until a user clicks on ad. Compared to traditional media, this channel of advertising is especially controllable for marketers. It creates an incredible opportunity for business owners to reach a relevant audience that is actively searching for their products and services.

Social media

Whether you’re an international conglomerate or a small local business, you need a social media presence. Social platforms help businesses connect with their customers, provide updates, increase awareness, and boost leads and sales. In fact, 78% of salespeople outsell their peers by using social media for their business. By setting up an impressive social media profile, business owners can establish their company as a trusted industry leader.

Webinars and podcasts

As a result of the COVID-19 pandemic, many businesses will find that networking events such as conferences, trade shows, and summits will be cancelled indefinitely. As such, it’s a good idea to adapt to virtual events or webinars that can be just as effective. Maintain consistent visual branding, provide engaging content for your audience, and make it interactive. Accessible and inexpensive to use, many organizations will turn to virtual events to help grow their business.

Email

Businesses should utilize online newsletters to keep their brand relevant and engaging for consumers. This is an inexpensive, easy, and effective way for a business to demonstrate authority and expertise about their industry. A successful newsletter campaign should be consistently scheduled, relevant to the business’ industry, include creative headlines, and contain a strong call to action. Whether it’s telling a story or sharing an ongoing promotion, newsletters will always be a great channel for marketers.

In times of crisis, it’s very hard for business owners to grow their organization. Many of us are spending more time at home, prioritizing the safety of our families and communities. However, digital marketing encourages meaningful engagement between business owners and their consumers. It keeps people connected and provides us with a platform to communicate and stay informed.

As long as businesses approach the transition to digital marketing strategically, there’s no reason why it should just serve as an emergency measure but could carry on providing long-term value long after the pandemic has improved.

If you need assistance with implementing a digital marketing strategy, we can help! Contact us for more information on how to get started.