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Covid-19, 4th wave, what now? This is how
you can WIN BIG with Digital Marketing

(2021 Update)

Approaching its second anniversary, COVID-19 is still negatively impacting the corporative world. Although the population is endeavoring to reach the state of herd immunity, unfortunately, the same does not apply to businesses. With the upcoming fourth wave, many companies will once again fight for survival.

However, digital marketing proved itself as an essential first-aid tool during the past year of the pandemic, and predictably, it will maintain its status while welcoming the Delta variant of the virus. Here is why. 

Lessons learned

The world stopped in 2020. Businesses struggled to identify a new set of priorities and focused primarily on re-organizing their budgets. For many companies, the new finance plan meant decreasing digital marketing costs. A reasonable short-term decision that did not lead to a positive long-term outcome whatsoever. 

Nevertheless, brands that did the opposite and took the strategic approach of investing in digital marketing during the crisis, reported increase in sales. Moreover, start-ups, such as Checkout.com, Flatfair, Depop, and Echo, that also took advantage of the fact that big companies were decreasing their ad spend, kicked off the market stronger than if they were launching in the pre-covid era. 

What is the conclusion? – No matter what is happening outside their doors, consumers still buy and use services, and they do want to stay informed. It turns out now, even more than ever, despite the economic downturn. Data insight company Kantar found that 75% of 35,000 people surveyed during the pandemic wish to hear and see more about brands they usually shop from.  

The crisis indeed challenged critical truths about business, one of them being that marketing is vital for growth. The new reality is that companies can no longer operate without a digital presence. With the fourth wave imposing new measurements and putting people under lockdown, businesses also must adjust to keep their revenue. 

Finding the silver-lining

Restrictions are in power. News channels report a rise in COVID-19 cases. No one is in the mood for shopping right now, correct? 

So, as a business, what should you do? – Take the chance and strengthen the relationship you have with your customers. Treat them as if they are your relatives and friends. Inform them how your company is coping with the ongoing pandemic and remind them that you are there if they need you. Send emails with updates and promotions regularly. Post on social media two to three times a week. Keep your tone on lighter side, and your language positive. Your followers will acknowledge the effort.

…And talking about social media

We cannot stress enough how important social media is. As of 2021, 53,6% of the world’s population uses social media, the average daily usage being 2 hours and 25 minutes. Statisticians estimate that these numbers will grow further during the anticipated lockdown. Should you care? Absolutely! 

If you want consumers to continue interacting with your business, you need to take action and strive to appear in between those scrolls. Be imaginative and create buzz around your brand!

  • Begin a new and original trend 
  • Have an online contest
  • Introduce special offerings 

And, of course, utilize sponsored posts and paid advertisements – this is the best way to reach more people. Somebody out there might be looking for your product, but don’t know it yet. Help them find you!

What if I cannot afford it?

Okay, but what should you do if your budget really does not allow paid campaign? Well, there are plenty of free digital marketing practices that you can exercise until your funds stabilize. For example:

  • You can utilize free online presence managing instruments, such as Google My Business, to help people discover your business. Create your profile and insert all the information that customers might need to find you.
  • Optimize your search engine! One way to do it is by updating your target keywords for each page of your brand’s website. There are also free tools, like SEM Rush and Seobility, which can execute a complete SEO evaluation of your website and give you details on where you should put extra effort.
  • Email marketing is an excellent way of reminding consumers about your company. Multiple self-managed platforms assist you in choosing a template, design, and the appropriate words to do so. Some of them are – Sendy, MailWizz, NuevoMailer, Dada Mail, and MoonMail.

Last but not least, remember to be as active as possible on social media. Put together a content calendar to engage consumers with your brand organically.

Why is marketing important?

With, or without the pandemic, marketing is always vital to your company. It is the engine that pushes your company forward and the bridge between you and your customers.

And while managing your online presence yourself might work for a certain time, make sure that once you start earning, you begin allotting a budget for marketing that is executed by an expert. A good marketing team can help you get ahead of your competitors during the forthcoming lockdown and guarantee your post-coronavirus success.

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