Digital Marketing Tips for SMEs Amid COVID-19|Rework your content calendar|Boost SEO efforts||Stay connected|Leverage retention tools||Business hosting

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April 8, 2020

Business Continuity 5 min read

6 Digital Marketing Tips for SMEs Amid COVID-19

The ongoing COVID-19 crisis has left firms and agencies across the globe paralysed. We see clients pulling their contracts and businesses shutting down.

You may be thinking of closing your own doors to avoid losses. But this will only set your firm up for a slow recovery post-pandemic.

Now is not the time to panic. Maintain your online marketing efforts to retain clients and customers. We're not looking into paid advertising. There's no point in drawing struggling clients in at this point.

Consider these smart online marketing strategies that’ll help you stay relevant to your audience.

6 Online Marketing Tips to Help Your SME Overcome COVID-19

Now’s the best time to retain loyal clients as much as possible. Stay out of mind and you’ll end up losing them forever. Here are effective tips to engage your audience even in these trying times.

1. Rework your content calendar

Rework your content calendar

With social distancing and lockdowns taking place, people spend more time-consuming content.

This urges agencies to produce more pieces that provide value to their target audience. With COVID-19 in the picture, it’s best to realign your messaging to your clients and customers.

If you’ve already mapped out a content calendar for the quarter, consider rebuilding it and roll out a new marketing strategy. Here are some points to consider when planning your content:

  • Your audience is stuck in their homes. Ditch blog posts about planning events and focus on how they can resume business operations at home.
  • Business revenues are down. Create content that’ll help SMEs to gain recurring income.
  • Small businesses are losing customers. Encourage them to take their business online.

Spare some time to audit your content assets. This gives you a bird’s eye view of evergreen articles to update or optimise with new keywords and CTAs.

2. Boost SEO efforts

Boost SEO efforts

You’ve invested so much on SEO and inbound marketing. Don’t put all your efforts to waste.

Carry on with your processes and ensure high-ranking quality content. This won’t only maintain your website ranking. It’ll also keep your customer base engaged.

What's more is that competitors will likely drop out of the game in panic — leading them to low engagement rates and SERP rankings. Don’t make the same mistake and push ahead.

3. Launch webinars

Launch webinars

It's common knowledge that people prefer short visual content. In fact, 91% of B2B professionals favour webinars to consume content.

This need increases with the ongoing COVID-19 pandemic. Aside from being informative, webinars are a way to reassure your clients by being physically visible.

When creating webinars, make sure they answer a client problem. Provide answers to FAQs about your niche. Conduct tutorials and demos about your product. You can even deliver an inspiring message for entrepreneurs struggling in this crisis.

4. Stay connected

Stay connected

Out of sight, out of mind. And being off your audience’s mind is the least of the things you want for your business. Now’s the time to connect with your audience even more.

Practice social distancing — but maintain a social connection through different online platforms.

Social media

Facebook, LinkedIn, and Instagram are excellent platforms to promote your brand. They provide wider reach, making them the perfect avenues to engage with your audience. Focus on offering reassurance and transparent communication. Use these channels to:

  • Deliver pandemic updates and industry trends
  • Let your clients know how your business is handling the crisis
  • Introduce your staff and what they do in the company
  • Check in on entrepreneurs and uplift their spirit
  • Spark a light-hearted discussion

Online reviews

Online reviews litter the internet all the time. And many companies make the mistake of ignoring them.

Use your spare time working from home to scour your recent reviews and respond to each one of them.

It helps to create a reviews policy, so you stay on-brand when replying to feedback. Create response templates to legit customer issues and figure out how to respond to negative ones.

5. Leverage retention tools

Leverage retention tools

In this crisis, it’s smarter to focus more on retaining clients than gaining new ones. Aside from connecting with them through social media, reach your clients through emails and SMS.

Both tools don't only work well with promotions. They’re also a great platform to simply check in and communicate with your audience.

Another way of reeling them in is through gift cards and promo codes. They may not generate sales today, but they’re likely to in the following weeks. Drive urgency by offering limited-time codes. But be cautious not to come off as capitalising on the situation in your campaign.

6. Optimise your website

Optimise your website

Since we expect people to be online most of the time during the pandemic, focus on improving your website’s user experience. A slow-loading website dispels almost half of its visitors after three seconds.

There are several factors that contribute to a website’s loading time — such as uncompressed files, large images, and poor coding. But if you’ve already dealt with these factors to no avail, you may have overgrown your web hosting plan.

Your hosting plan affects your website performance. And poor performance can lead to bad SEO and reduced conversions. You’ll need to upgrade your plan or choose one that will keep your site at par.

Check out these helpful resources on speeding up your website:

Encourage digital

Going digital is the clear saving grace for enterprises in these rough times. Leverage technology to improve on certain aspects of your business. Focus on maintaining connections, both with your employees and clients.

When you can’t rely on driving sales in this crisis, nurturing relationships will benefit your business in the long term.

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