The impact of Covid-19 demands a new way of making business, and sales now play a vital role in the survival of companies. Did you ever think about how digital marketing can help your business to grow even during the spread this Covid-19?
We were already experiencing a change in how companies operate their businesses during the digital era. With the global pandemic of Covid-19, these processes have been accelerated sharply, and many business models are changing, Rebranding is a new demand of the hour.
The initial shock with the pandemic was and still is, very harsh. We are migrating to a “new normal”, and this change, although uncertain as to its impact and dimension, brings the conviction that looking for a new way of doing business and growing is a matter of survival for companies today.
The strong impact on small businesses
Lockdown in India put a direct impact on most business activities. Small and Medium-sized ones that work on their physical operations are at immediate risk. This quickly reflected in the drop in sales.
Small and medium-sized companies, like yours, Employs about 106 million, 40% of India’s workforce and you have to pay your employees salaries and other expenses of shops. This makes Business survival even more challenging to get through the crisis without going broke. Large companies, due to their size and scale, brand recognition and cash capacity, are better able to go through the crisis without major medium and long-term impacts.
Traditional methods of Marketing and Sales are no longer sufficient.
Other businesses were already accelerating their growth with digital strategies and marketing.
In a short time, the channels and strategies are no longer working:
- Campaigns on traditional marketing channels focused on sales are not performing well or generating the expected demand.
- The traffic from the websites of the companies is falling for most industry segments, except media, pharmaceutical, finance, food and health, and funds were cut or relocated.
- Salespeople unable to leave their homes and unable to conduct prospecting visits as usual, including facing difficulties in contacting prospects, as many dealt with by telephone from the company itself.
- In-person events cancelled, and it is not yet known when they may be rescheduled.
Customers’ priorities have also changed, and there is general insecurity in decision making, which makes them less willing to buy. With the longer sales cycle, people need more time to better choose where to invest and what to cut and make sure it is worth the investment.
The Market will never be the same, nor the way to acquire customers.
The world was already moving to digital. Now, being left behind is no longer an option.
The era we live in requires a great degree of adaptation and quick reaction because every week, we experience a new scenario.
Nowadays We see much new business around that did not use with digital marketing are suddenly started adapting to the new marketing techniques:
- Education institutions offering classes and courses online;
- Freelance professionals offering remote consulting services;
- Physical stores are exploring their social channels and transforming their business model into online shopping.
Even software companies are shifting their focus to relationships and generating content about work productivity and work from home.
To get through this moment, it’s time to reinvent your strategy.
Companies that were already using Digital Marketing strategies to grow sales are capturing the leads of your existing customer.
These companies are expanding by acquiring customers digitally and performing digital strategies that are important to continue generating demand in the short and long term, in addition to recovering more easily after the crisis and return to a growth stage.
In addition, Digital Marketing is 62% cheaper than conventional marketing, which is significant at this point.
Why Digital Marketing is ideal for the moment?
Several doubts and risks fill the minds of entrepreneurs and marketers at this time. Below, some of the questions we have heard most in this period. Soon, in this text, we will talk about how a Digital strategy can be a path to many of these business pains, like these:
- What actions can I take to continue selling at this difficult time for my company not to go bankrupt?
- How do I retain my customers? How do I position myself?
- My traffic and conversion to paid media are dropping every day, what do I do to improve?
- What kind of actions or content can I do if my business is essentially physical?
- There was a budget cut, where should I invest what I have? Should I continue with sales campaigns?
- How can I prove that the marketing actions are generating results so that there is no future sale drop?
These are doubts and challenges that any business could have during this lockdown and even after lockdown, as the Market and economy of today is very different from the normal. In addition to maintaining the business growth, the challenge is to adapt and act quickly with new strategies never done before, and that helps the company to grow faster.
Now, let’s talk about how the Digital Marketing strategy could help your company to overcome this critical situation.
How Digital Marketing Works
The fundamentals of Digital Marketing are totally linked to the strategy that companies must adopt at this moment: attract the attention of the right people, find among them who will buy your product at this moment, attract more people like these and prepare them for purchase through short and medium-term sales funnel.
But how is it possible to do that? If you don’t know the basics of digital marketing, here’s a quick summary of how logic works:
- Generating quality content that attracts and informs is a priority at the moment, in different online formats (webinars, eBooks, courses, etc.) to attract and reach a larger audience;
- Engage with your audience so that you can continue to relate to them without spending on paid media.
- Excite your audience by share relevant content and offers with your potential audience.
- Understand who is most likely to buy and convert the right people and increase efficiency and sales.
- Analyze performance to understand and focus on what is working and repeat the best digital marketing strategy.
Now that you know the basics of digital marketing let’s talk about how online marketing solves those challenges and risks that we talked about. To help illustrate, we have separated some examples of actions that our clients are already doing to overcome the moment, with the help of our expert, and that you can also do:
How to sell more today
Given that people are not buying so quickly, your job will be to identify who will actually want to buy now.
First, this means working better on converting your pages (Landing Pages and sites), focusing on offers and messages relevant to the moment, to convert new customers and reheat existing customers.
For example, For one of my dietitian client, we are adjusting our strategy. Now we are offering FREE Nutritionist consultancy to all who want to lose weight during quarantine but cannot go anywhere gym and with lesser food availability. Like this, my client is getting tons of leads every day. Here we use specially designed landing pages to collect leads, and we will convert them by using our sale funnel.
Relate in a relevant way to sell more in the coming weeks
In addition to thinking about necessary actions today, you need to understand how to generate demand for the coming weeks and months. Some people are not 100% prepared to buy now, so you need to think about the experience of preparing that person for purchase.
According to some industry experts, targeted emails convert 40% more than generic emails, But our email marketing team even sometimes converts 4x more than expectation.
Our powerful email marketing tools helps your company to communicate with more personalized flows and experiences that convert more. Using the information on sale funnels, you consider information such as the actions already taken and information of Lead and understand where he is in sale funnel, and convert leads to Sales when he is ready to buy.
We will send the right message to the right person at the right time. The result is more Leads ready to buy in a month, and your company recover easily in the crisis and have even more expressive growth.
We did this for a few of our e-commerce and consultant agency clients.
Communicate more and better with those who are already your customers
At that time, take the opportunity to create or maintain a closer relationship with those who have already purchased from your business. You already have contact with these people, so tell them how you are managing your business right now, how they can purchase your products and what they should expect from you, strengthening how important they are to you.
Email Marketing and Social media marketing can help to create a customized and scalable customer relationship. For that, it is very important to understand the current context, your concerns and desires.
In addition to relating to the current customer base, you can, for example, take sales actions – such as researching which product or service your customer purchased in the last purchase, and offering a related product or a special condition for repurchase.
Our final tip for your business
It is simple: do not panic! The situation requires attention, but there are possible paths, and our experience says that yes, it is possible to overcome crises by reinventing yourself. And Digital Marketing is one of those paths that help to rebrand our business and reinvent your marketing strategy.
We can work together!
If you want to know how your company can take advantage of Digital Marketing or social media marketing, and you did not have any strategy to overcome the crisis, schedule a free meeting with us. So, you take this time to implement digital marketing like my other clients are:)