The COVID-19 pandemic has brought about a health catastrophe and economic crisis. It adversely affected numerous businesses, forcing some to close down or even cut back on their operating expenses to survive.
Several alternative remedies for stress relief can help managers and business owners remain calm in situations like this.
Meanwhile, many companies adapt to their changing environment, turning to online solutions to sustain their operations.
One solution for businesses to bring their products and services to their customers is through online marketing. Multiple industries can benefit from online marketing, such as sports, entertainment, technology, health care, and retail.
Network security and search engine optimization tools are essential for these industries. These features can help capture the businesses’ target market and translate website traffic into sales using a safe and reliable connection.
How can you better utilize online marketing in the middle of a pandemic if you are a business owner?
This article outlines some strategies that can help improve your online marketing efforts essential to capture your market and increase sales.
The Growth of Online Marketing
The COVID-19 pandemic has modified the way companies conduct their business. One of the ways they adapt to this new environment is by taking advantage of the online marketplace.
As the internet becomes more accessible worldwide, more businesses utilize the online landscape to reach potential target markets.
Statistics show the increasing competitiveness of online businesses. In 2020, for example, there were an estimated 2.6 billion monthly active users and around 8 million advertisers on Facebook.
Companies need to develop strategies that increase traffic to their websites and translate those product views and ad clicks into actual sales.
Online Marketing Strategies to Develop During the Pandemic
The global impact of the COVID-19 pandemic caused many businesses to reduce their budgets and expenditures, especially on marketing-related expenses.
Meanwhile, some businesses saw opportunities to engage in online marketing strategies to increase their market reach and boost sales.
Create Brand Awareness
While offering an excellent product or service is essential, you can still lose potential sales if people do not know or recognize your brand.
Consumers are likely to buy from brands they know and trust.
If you are still starting to build up your brand, focus on generating impressions and views before focusing on sales.
Your goal is to get your brand and products visible to a larger audience. Once your brand has been established, sales will follow.
Target the Local Market
There may be some merit in targeting an offshore market, especially if you believe that such a market segment is interested in your products and can help you expand your reach.
However, if you provide a product or service that is more practical and beneficial to the local market, consider targeting those consumers first.
Examples of products and services that may appeal to the local market include food, landscaping, flowers, electricity, plumbing, cars, and pet services.
In the middle of a pandemic, where consumers’ online presence has increased exponentially, consider marketing your services locally.
You may also have to utilize paid ads to target local keywords and audiences to increase your brand’s visibility within your local region.
Define Key Performance Indicators
How do businesses determine whether their marketing strategies work? They use metrics known as key performance indicators (KPI) to measure their success objectively.
You can also use KPIs to measure various business aspects, from operations to marketing, sales, and finance.
KPIs measure success in online marketing using specific criteria, including page views, likes, click-through rates (CTR), and subscriptions.
If you are doing business online, the metrics you use should depend on your organization’s goals and strategies.
Suppose you own an online flower shop. Your KPIs may include likes, shares, and conversion rates (percentage of visitors who complete a purchase).
Create Content According to Your Market’s Interest
Rather than simply placing your products on your site and making it look like a product catalog, consider placing helpful and informative content for your market as well.
People often use the internet to ask questions and search for the information they need. If your website contains such information, you will likely drive more traffic to your site.
By providing practical and relevant answers, your customers will see you as an authoritative and reliable source. The content you create can eventually rank higher in search engine results, and more people will head over to your site.
The increase in traffic can help translate to ad clicks and, ultimately, be converted into product sales. Thus, establishing yourself as a source of information for your target market should be your priority. The deals will follow later.
Expand Your Social Media Presence
Each social media platform caters to a particular interest or market segment. Depending on which platform you wish to market your products or services, you may need to post content that attracts the users’ interest.
Suppose you own a pastry shop and want to sell your products through social media.
If you market on Instagram, you should post photos of your products coupled with related keywords or hashtags, plus information on how to place an order.
Are you planning to post videos on YouTube? Consider making tutorials aimed at young adults preparing to make homemade baked goods.
In other words, identify your target audience and utilize social media platforms with the content type that is likely to generate traffic to your brand.
Social media marketing does not just end there. Engage your audience and interact with them. Answer any questions they may have or acknowledge good feedback about your content.
These interactions can generate good relationships with your target market.
Although the pandemic has adversely affected many businesses worldwide, some have found an opportunity to continue their operations through online marketing.
However, the internet is only a tool for businesses. Utilizing the various strategies and social media platforms will depend on your company objectives if you are doing business online.
Consult a digital marketing specialist or business consultant for solutions and more information on marketing your business online during the pandemic.