With consumer behavior changing through the pandemic, small businesses are pivoting to meet them.
The COVID-19 pandemic has changed the way consumers spend money and, as a result, small businesses have also pivoted to meet consumers where they browse, shop and watch. According to a report by SCORE, as reported by Yahoo! Finance, 91 per cent of small businesses will make use of digital marketing this year. Of course, digital marketing is an essential method of promoting a small business, bringing relevant advertising to targeted audiences where they’re already a willing participant — think website marketing, social media marketing and content marketing.
But businesses — especially small businesses such as sole traders and family operations — don’t always have the resources to dedicate to digital marketing. Like a lot of the other things that get done within a small business, the owner or their few colleagues tend to take on many of the tasks required for the running of the operation day to day. With the right knowledge, however, small business owners can delve into the world of digital marketing with limited expenses, and test and learn strategies to promote their business. Knowing how to build an engaged Instagram following is an essential digital marketing tool, as is knowing the ins and outs of running Facebook ads. Engaging with potential customers on these platforms can help a business start to find new sources for sales, build a customer base, and grow in size.