We all know how Coronavirus has changed many aspects of our lives – including business.
What was ‘right’ and working before Coronavirus may not be helping anymore, especially for small local businesses. They’re going to have smaller income for a while and have to adjust and pivot to keep the doors open, especially in verticals such as hospitality and travel.
However, small business owners shouldn’t be discouraged. After all, no storm lasts forever; this is only a temporary situation. We just have to survive through it. The pandemic has also affected many countries for some time, yet they are already up and running – which means the situation will get better for you, too.
But now you’re asking, “Okay, sure, but how?”
This is our answer: Digital marketing.
Here’s why small businesses need digital marketing, especially to survive these difficult situations:
1. Your customers are online
If you have been avoiding digital marketing, is it because you think you are simply not ready? Do you think you just need some time to get established and then you will figure out the digital marketing angle?
The problem with this approach is that your customers and potential customers are already online. Right now. Today. This very second.
After Coronavirus, especially, with lockdown restrictions and suggestions to stay at home, people are spending more time online. They are searching for answers relating to Coronavirus. At the same time, they are also searching for entertainment sources, essential services, and even how to grocery shop online. For example, beauty brands saw a 341% increase in online purchases in mid-April compared to 2019 and 35% of all UK online purchases during lockdown were made via Amazon.
This is why you should use this time to gain more traffic online.
2. Your competitors are online
Your potential customers are not the only ones online right now. It is very likely that your competitors are also already online.
In fact, chances are your potential customers might already be looking for a business like yours, but they can’t find you easily. Therefore, it only makes sense that they will choose someone else instead. This is why it’s imperative for you to know what your competitors are up to. Your prospects are already checking both you and your competitors out. They are already comparing you against each other.
If you don’t want your potential customers to turn to your competitors, then it’s time to move your business online!
3. Digital marketing offers a multichannel approach to boost conversions
As discussed earlier, your potential customers could be looking for a business like yours online right now. It’s clear that in today’s digital world, the first place the average consumer looks for what they want is online.
Picture this:
- 41% of U.S. buyers search and buy on Amazon while 28% search on Google then buy on Amazon, so SEO for small businesses is still crucial
- 3.2 billion people or 42% of the world population uses social media today (Emersys, 2019)
- Facebook, Instagram, Twitter, Reddit, and LinkedIn are the market leaders. For one, LinkedIn offers 80% of social media B2B leads
- On average, these people spend 2 hours and 22 minutes on social media networks per day. Furthermore, they spend 80% of their time on mobile
- 54% of consumers browse social media for product research purposes
- 73% of marketers believe their social media marketing efforts are somewhat working for their business
- 83% of marketers used video marketing and 87% said video was earning them “a good ROI”
- Delaying a customer response by even 10 minutes can decrease the chance of a sale by 400%, so consider using chatbots to boost your digital customer service
Needless to say, there are many digital marketing channels small businesses can use to reach their audience and, eventually, get them to buy their product or service. Naturally, each of the channels asks for a different approach. However, once a strategy is created and preparations are made in general, it’s easy to adjust the messages to different audiences and boost conversions.
Some potential customers are more receptive to personalized email marketing campaigns. Meanwhile, others prefer blogs and a combination of targeted ads to feel engaged enough to convert to buying customers.
Using digital marketing’s multichannel approach can help you find and engage potential customers wherever they are online and using whichever platform they prefer.
4. Build lasting customer relationships
Coronavirus has pushed millions of people inside. Whether the virus has infected us or not, we all are adapting to changes and trying to live the new normal. As trivial our current problems may sound, many of us are anxious. Guess what? This time is about being empathetic.
Start connecting with your current customers on social media. Show them who you are and what your brand is about. Promote your good deeds online. Do not be pushy about people buying your product and instead focus on creating a small and loyal community. It will only grow from thereon.
Take Instagram as an example. They have started a whole campaign around supporting small businesses in these trying times.
Their ‘Support small business’ sticker helps businesses reach new customers. Not only that, but it also helps businesses stay connected to the people they serve. So when they’re mentioned in the sticker, they can repost it. It is like showing off your business’ testimonials, just with more audience.
This is the time to help. This is the time to connect and empathize with your customers. They may not buy more from you, but they will remember you.
Looking to build customer loyalty through social media? Don’t forget to add your business to Top4.com.au
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