The COVID-19 pandemic and need for physical distancing has changed the way many of us will shop forever. As more customers turn to online shopping, business owners have had to quickly pivot to fill this need. The early days of the pandemic were likely spent quickly building out this component of the business. Now, a few months in, it’s time to focus on digital marketing.
Digital Marketing on a Budget
One of the strengths of digital marketing is the ability to cover a lot of ground with little to no spend. All it requires is some imagination. The rise of data and technology has allowed marketers to laser focus on the audience they want to reach, cutting through the noise and speaking to the right people. In an earlier blog, Small Business BC shared the Digital Marketing Tools we use to reach our audience.
To help provide further inspiration, here are some free ways to promote your business online.
Google has created a space for businesses to create a free listing for themselves that displays alongside Google search results. This space allows you to communicate important details such as your opening hours, delivery options, contact details and your website URL. You can also publish posts under your listing to help grow your search engine optimization (SEO) efforts. We’ll be discussing SEO in greater detail later on.
Online viewers are used to sharing and amplifying content they enjoy. Business owners can avail of this opportunity to create well written blog posts that are of value to their community. For example, a physiotherapist could write a blog on home stretching routines. This kind of content is highly shareable and can be used to link back to your business website. Avoid being too sales oriented in these posts. They must contribute something of value to be worthwhile.
Social media is the main platform available to you to share the content marketing blogs you write. However, before you start, it’s important to consider which platform is best for your business. Each social media platform is used by different demographics. Younger users can be found on Tik Tok and Instagram, while LinkedIn, Facebook and Twitter are the preserve of an older audience. Consider which platform your target demographic favours and dedicate your efforts there. Hashtags relating to your industry are a great way to spot trends, research a topic, and even gauge how successful your posts are.
Become Your Own PR Agency
Hiring a public relations agency is out of the price range of most small business. However, you can still secure the opportunities they present, completely free of charge, if you use the right tactics. Newspapers, television, radio stations and blogs are constantly searching for relevant content for their audience. While contacting an editor or journalist may feel overwhelming, you’d be surprised to find out how willing they are to speak with start-ups and small business owners. Availability to media, or providing a quote for an article, is a quick and powerful way to promote your business to a large audience.
Partner with Other Businesses
A growing trend during COVID-19 has been businesses coming together to launch joint marketing initiatives and other partnerships. Specific examples include Breaking Bread and Beer Van. The benefits of this approach include access to a larger audience, shared marketing costs and a large support network of like-minded entrepreneurs. The COVID-19 pandemic has highlighted the value of communities coming together for a greater good. This principle applies to small businesses too.