Three ways digital marketing can help your business adapt and generate resilience through the COVID-19 pandemic

There is no denying it, the pandemic has had an impact on nearly all aspects of day-to-day life. As a business owner, you’ve most definitely felt at least some effect from COVID-19 to your business and its operations. Whether it has directly or indirectly impacted your business, chances are the pandemic hasn’t been good for your bottom line. 

We believe that businesses have two options to deal with the continued impacts of COVID-19 outbreaks and lockdowns. Do nothing and allow the problem to negatively affect your business or Not-For-Profit further or adapt and overcome.  

The truth is businesses are more reliant than ever on their digital marketing strategy to refocus how they drive sales or donations and build customer relationships. As an entrepreneurial agency focused on unlocking our clients untapped potential, Ardent deliver digital marketing solutions that make a significant difference to your bottom line now, and into the future. 

Here are three ways you can improve your digital marketing efforts and help your business pivot to build resilience during these unprecedented times.   

Pivot to a Digital-First Strategy

There has been a consistent shift from traditional marketing to digital for some time now, with COVID-19 only accelerating this transition. As more consumers spend their time online, it is important to understand how your customers find you, how they interact with your website and brand across digital and social channels, and where the opportunities are to increase your competitiveness in the current environment.

Start with your current owned media channels. Are they effectively functioning to be your major communication paths with customers for the next six months? From here, you can swiftly pinpoint areas for improvement across the customer journey, such as revamping your website, increasing your social media presence, or developing a revised strategy with new key messaging.

Improve Inbound Marketing with SEO

As more of your customers are searching for products online, it is a crucial time to analyse how you can compete for some of that new business and drive inbound sales. It is vital to analyse your website traffic to find out where it is coming from. It is also timely to investigate ways you can improve getting your site ranking well online.

Ask yourself, how are customers finding your website? Are they searching for you directly or indirectly, arriving at your website through SEO or paid search?

If you haven’t looked at your SEO or website optimisation for a while, now is the time to give it a refresh. Our SEO experts can help you get your site up to scratch to increase visitors to your site organically.

Invest in Pay Per Click Ads (PPC)

As more people spend time at home and on social media, the ROI on PPC ads in many industries has skyrocketed as CPM (cost per thousand impressions) tracks downward. Developing a PPC strategy can help inform customers that your business is not only operational but adapting to the ‘new normal’ all for a relatively low investment.

Facebook ads in particular are quite affordable— even for small businesses—and can help you showcase any operational changes you have made to your business during the pandemic and drive traffic to your social channels and website. Ardent can help you discover how well your current strategy and campaigns are performing and where opportunities for growth and improvement lie to ensure you maximise your PPC investment.

At Ardent, we know the pandemic has changed the way many do business and that’s why we are here to help. We can help you to develop and implement digital marketing strategies that help you meet your business goals, delivering results now and into the future.