As you’re probably all too aware by now, the ongoing COVID-19 pandemic has caused seismic shifts in the world of business and retail. As recent ONS figures show, the UK saw its GDP shrink by a staggering 19.8% between April and June 2020, a sure sign that scores of business leaders around the country are feeling some serious financial strain.

Generally speaking, brick-and-mortar stores have suffered the most significant blows after having to shut their doors in line with lockdown rules around the world. Established e-commerce sites, on the other hand, have been saved from disaster by the increasing popularity of online shopping.

Another important thing to understand about the business landscape is that a broad shift to digital marketing was already taking place before the pandemic struck. This is because the twenty-first century has so far been defined by an exponential uptake of mobile devices around the world, increased social media usage, and the proliferation of innovative ways to capture audience members through online platforms.

Now, as the pandemic has forced people to hunker down in their homes and spend ever more time surfing the internet, it has never been more important for companies to keep their fingers on the pulse of digital marketing. The only way to carry a business through tough times, after all, is to remain flexible and adapt to the needs of the market.

Why businesses need digital marketing

As technologies have advanced in recent years, so has consumer behaviour. Increasingly, people are turning to the internet to shop around for goods and services. While building a strong customer base used to mean investing in the atmosphere of a physical store and relying on word-of-mouth recommendations, the digital landscape has created opportunities for retailers to find new customers in all areas of the globe.

One of the best things about digital marketing is that it can be done at a very affordable price. Rather than shell out thousands of pounds on billboards or television adverts, strategies such as search engine optimisation (SEO), pay-per-click (PPC) advertising, content marketing, and social media engagement allow companies to reach targeted audiences at very low cost.

If you’re a business leader who has not yet explored these strategies, you absolutely must embrace digital marketing during the COVID pandemic. Consumer behaviour is now overwhelmingly geared towards online channels and adapting to this new reality is, most likely, the only way your business will stay solvent.

Hidden opportunities to explore right now If you’re relatively new to digital marketing, the slow pace of business at the moment represents an excellent opportunity to learn some hidden tricks that the experts are using. These include:

1. Social Media Marketing

Businesses in need of marketing help should start by improving their social media accounts first and foremost. Social media platforms represent a key source of information for online shoppers and a well-tended set of accounts across sites such as Facebook, Twitter and Instagram will show off your credentials as a trustworthy company.

Businesses in need of marketing help should start by improving their social media accounts first and foremost. Social media platforms represent a key source of information for online shoppers and a well-tended set of accounts across sites such as Facebook, Twitter and Instagram will show off your credentials as a trustworthy company.

Successful social media marketing involves strategies such as replying quickly and politely to enquiries (particularly those that express dissatisfaction with your service), posting content about your goods and services regularly, investing in paid ads across all platforms, and reaching out to influencers. Indeed, influencers represent the latest vanguard in digital marketing success and could help to supercharge your brand if you reach out to those with a significant following who are popular with your key demographics.

2. Content marketing

Content marketing is a great way to build a loyal following for your brand and boost SEO. It involves the regular publication of engaging content including blog posts, news articles, podcasts, videos, white papers, and more. The key to good content marketing is to build a buzz around your offerings rather than directly marketing goods and services to consumers. It may seem a little counterintuitive at first, but it really works!

Content marketing is a great way to build a loyal following for your brand and boost SEO. It involves the regular publication of engaging content including blog posts, news articles, podcasts, videos, white papers, and more. The key to good content marketing is to build a buzz around your offerings rather than directly marketing goods and services to consumers. It may seem a little counterintuitive at first, but it really works!

3. SEO

The point of SEO is to push your company website to the top of search engines such as Google through keyword research, optimising your website for usability, and publishing unique and engaging content on a regular basis. Indeed, content is key when it comes to SEO, so make sure you have some talented creatives on your marketing team to help get customers onside.

The point of SEO is to push your company website to the top of search engines such as Google through keyword research, optimising your website for usability, and publishing unique and engaging content on a regular basis. Indeed, content is key when it comes to SEO, so make sure you have some talented creatives on your marketing team to help get customers onside.

Embrace new ways to reach your target audience and grow your business

The digital era requires targeted marketing if you want to grow your business, even if you own a small business catering to local clients. Applications such as Google My Business are fabulous resources for businesses that want to go local with digital marketing, pop up on local searches, and draw in plenty of customers.

You will also need to analyse your success with applications such as Google Analytics. Once you know what works, you can start building a digital marketing strategy that pushes your business from strength to strength.

Allsopp Media is here to help

If you’re new to any of the strategies above, the urgency of the COVID-19 crisis means now is the time to wholeheartedly embrace digital marketing and make the most of potential revenue sources. We offer marketing help in business contexts and are ready and waiting to help build your brand. Get in touch with us today!