These marketing strategies can help you grow your business during and beyond the pandemic.
In 2019, Joseph started a business in his city. It was a small business, and Joseph was earning pretty well. However, just after a few months, the coronavirus hit hard at his city, as well as his business. Joseph wasn't able to figure out what he should do so his business could survive such a situation. Sales were declining, and even regular customers weren't showing up. Joseph was unsure whether he should continue to run the business or shut it down.
Most small business owners can relate to Joseph, and many have looked for ways to keep their business afloat during this time of crisis.
So what should small business owners do? Here's the only solution: Get your business online. But getting your business online is just half of the deal. The rest is about marketing your business so that you can reach potential customers in this difficult situation and turn them into permanent customers.
In this article, I will explore the top digital marketing strategies that can help your business grow during and after the pandemic.
9 digital marketing strategies to grow in 2021
There has been a huge surge in search queries after the global lockdown, which has resulted in an increase in web traffic. But why has SEO become important for small businesses?
- Travel restrictions are forcing people to look for nearby solutions and to let those people come to you, you need to befriend local SEO.
- The visitors that you attract right now have a higher chance of converting to become a customer.
- SEO is a long-term game. The effort that you make now can be beneficial after the pandemic ends.
And above all, SEO is free, and in a post-COVID-19 world, search engines will continue to be the primary source of traffic to the majority of the websites, and investing in SEO will only do good to any online business.
Haven't you heard CARE is the best marketing strategy ever? Times are difficult for both businesses and the customers, and the priority for any business should be communicating with their existing customers. And that's where digital marketing strategies like email marketing, blogging and social media marketing come to the rescue.
However, in order to communicate effectively with your customers, you need to properly create an email marketing strategy for your business. There should be creativity, care, and personalization in each and every email that you send; otherwise, you might lose your subscribers.
Here's how to make the most out of every newsletter that you send:
- Personalize your emails as much as possible.
- Always aim to add value.
- Show that you care.
- Don't bombard your customers with emails.
- Try to initiate a conversation.
Your customers are your biggest brand advocates, and referral marketing is all about that. In referral marketing, businesses use recommendations and word-of-mouth marketing to attract more customers with the help of existing customers.
But why would you need referral marketing in the current scenario?
A word-of-mouth marketing can be more effective than paid ads, and since you might be short on marketing budget right now, referral marketing may be the right choice for you.
It can put your business in front of people who are looking for solutions like the one your business offers.
Like SEO, it is also a long-term game, so once the pandemic is over, it can help your business grow.
Here are a few things that you need to take care of before you start leveraging referral marketing:
- Have a clearly defined brand message that is easy to understand and share.
- Don't just build a brand, but build a community around your brand.
- Your customers are your biggest advocates, so keep them happy as much as possible.
- Make the process of referring easy.
Think of content marketing as the connecting bridge between your content and potential customers. Content marketing has evolved more than any other marketing strategy. What started with simple blog posts has now turned into a holistic approach that depends upon plenty of digital marketing strategies.
But what makes content marketing so important during COVID-19? Content marketing, if done right, can become the best way to remain in touch with your existing and potential customers. Because of COVID-19, more businesses are getting online; therefore, you need to put more content out there so that your target audience can reach you instead of reaching your competitors.
However, the approach that you were using before the pandemic might not work right now. You need to have a tailored content marketing strategy to survive in the current time.
Here's what you need to do now:
Analyze your current strategy, and track the reports of the last few months. Check what's working and what's not.
Create a special COVID-19 page on your website to show your customers that you care.
Research trending posts, keywords and content related to COVID-19 in your niche.
Create a content strategy accordingly.
Optimize your new content, and start promoting it.
Check which platforms are working the best for your competitors now, and start leveraging those platforms for your business.
Conversion rate optimization
According to Moz, conversion rate optimization (CRO) is the systematic process of boosting the rate at which visitors to your site take the desired action, whether that is filling out a form, becoming a customer or otherwise. The CRO process helps you understand how visitors navigate your website, what actions they take, and why they don't take the suggested action.
CRO is important for all kinds of niches. For example, you might be selling products that are related to healthcare, and you might be getting enough traffic on your website, but that is of no use unless visitors are converting. With CRO, you can increase your conversion rate. Even if a small handful of visitors are visiting your website, if you improve your conversion rate, you might maintain your bottom line.
Here are a few ways to improve conversion rates:
- Add a popup to your website.
- Add testimonials from previous customers.
- Make the navigation intuitive.
- A/B test your headline.
- Keep forms short and simple.
- Use a catchy call to action
- Remove unnecessary pages.
- Add live chat on your website.
Personalized content involves creating content that directly speaks to your target audience or customer base. The content can be in any form, like blog posts, social media posts or newsletters.
Here's how to do it:
- Define your target audience.
- Collect data related to them as much as possible.
- Create content accordingly.
- Try to build a relationship with your customers.
- Be empathetic.
- Recommend better.
- Nurture your relationships.
Remarketing is a strategy that involves showing your ads to people who have already visited your website or app. The strategy is highly effective, because you're targeting only those people who have already shown interest in your products or services. Here's how you can get started with remarketing:
- Segment your remarketing list.
- Leverage multiple channels.
- Create thoughtful ads.
- Keep experimenting.
More than 75% of the world's top brands are using virtual reality (VR) to grow. And after COVID-19, it can be one of the most important technologies that you should use for your business. Whether you have an e-commerce store or you are a real estate broker or providing training, VR can help your business grow.
Demonstrate to customers that you care
In addition to the above strategies, an additional, valuable strategy is to care. Show your existing customers that you care. This will keep your brand thriving in such a difficult time.