The Top 3 Digital Marketing Best Practices For SMEs During COVID-19

When you built your startup, you already figured out what to sell, why you started, and who your customers are. That’s enough knowledge to get your campaigns started, too. To succeed in the world of digital marketing, you need two things: (1) content and (2) propagation.

Use the E-A-T approach to create valuable content, which comes from sharing your Expertise, showing Authority (or influence), and building Trust with your audience.

65% of customers consume effective content from a brand before they make any purchase.

When they become educated, they feel empowered because of you. In turn, they are more inclined to trust and do business with a company who knows and understands their needs over competitors.

The impact of COVID-19 on digital marketing shows that content needs to be more targeted now than ever before; it must have substance and provide true value – and that makes content even more expensive. But you don’t have to create your content alone – there’s also a shared economy in digital marketing. Reaching out to your business partners to exchange content is one of the most cost effective and easiest ways to start.

You can start making connections via professional networks like LinkedIn, or approaching long-time peers for a collaboration that is beneficial for both parties.

Once you’re done with content creation, next is distribution! This is when you leverage Google and social media. To help you save time and money, determine where your target market is most active and focus your efforts there. If you’re just starting, you can create your online presence by registering on Google My Business, Facebook Business Page, or an Instagram Professional account. But if you already know your branding and target audience, you can jump right in and set up profiles on platforms like Twitter, YouTube, LinkedIn, WeChat or even TikTok just to see what works best for your business.

Aside from creating valuable content, SMEs need to be proactive in networking with other brands and influential people who share the same values. Connecting with others and forming partnerships creates opportunities to expose your brand to other networks and audiences. Wondering where to start?

Get involved with local communities in your area and collaborate with other businesses within your industry on how to adapt to the effects of COVID-19. Something as simple as knowing the charity events or hosting local expos to empower other small businesses. From there, you can make real connections with professionals and leaders that will help you grow in the long run.

Did you know that despite the millions of dollars spent sponsoring online content, organic endorsements – such as those by micro-influencers or ‘KOCs’ (key opinion consumers) – are proven to be more effective due to their authenticity. Speaking of shoutouts, the most effective form of advertising is still word-of-mouth referrals from people who know you and your audience.

Consumers trust customer testimonials and people they know more than brands and companies that make it sound like an “ad.” Post-pandemic, people have more loyalty towards brands that were proactive during their time of need and tuned in to what’s happening in the community at large.

Reviews published on social media and your online store serves as proof of how well you serve your customers. Use these to give potential new customers a taste of the experience and satisfaction that comes with trying your products for themselves.

According to statistics, more and more shoppers are demanding a seamless online shopping experience. The key to good customer service is making everything as easy as possible. An inconvenient returns policy deters 80% of shoppers, while 74% of people are likely to switch brands if they find the purchasing process too cumbersome.

An online store allows you to manage that traffic and direct potential customers towards your brand. Fast and secure delivery is the final touch and the most important part of the customer experience. When your business grows rapidly, delegation becomes more important than ever so you can focus on what you do best to keep customers coming back.

There are endless tactics to choose from when it comes to digital marketing for SMEs, but these top 3 tips will help your business navigate the e-commerce environment. Of course, it’s ideal to implement all these strategies right away, but there’s no need to over-stretch when your business is already juggling multiple priorities. I recommend starting with at least one that works with your budget and ability before adding more.

Want to stay updated with how SMEs can thrive with e-commerce during the COVID-19 pandemic? Check more of the latest insights and business tips for SMEs here.