5 Best Digital Marketing Strategies to Help SMBs Coast Through a Crisis

COVID-19 has impacted small businesses in different ways. Some businesses managed to stay afloat while others are still struggling with the loss of income and manpower.

No matter how much your business is impacted by the pandemic, ensuring an active online presence has never been more important during this “new normal.” It could either help you stay afloat or help you recover the lost income.

With self-isolation and social distancing measures in place, a digital component is crucial to your business strategy.

Whether it’s investing in SEO services or reviving a dead social media profile, digital marketing acts as a lifeline for your small business during crises like COVID-19.

Directly Inform Your Customers

Directly Inform Your Customers

Digital communication is more important than ever. Many businesses are changing their operations, which impact customer interactions.

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Sharing regular updates to your community or proactively updating your customers is crucial.

If you are an essential business, this means informing customers how they can safely purchase from you.

This could mean limiting physical store hours and focusing more on online operations.

What You Can Do:

  • Update your website and landing pages to reflect changes in your operations.
  • Share relevant updates on all of your social media profiles.
  • Ensure your information is correct on Google My Business and other channels, including new business hours, new online operations and other changes in your services.
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Engage with Your Online Community/Local Outreach

If you are a small business that relies heavily on its surrounding community, a localized engagement and marketing effort should be the core of your business strategy.


More people from the community are eager to support local businesses – whether through online shopping from local stores, delivery or take-out from neighborhood restaurants or using services virtually.

What You Can Do:

  • Post community updates on your social media channels and website and renew all efforts on your customer service.
  • Optimize your website with local search engine optimization (SEO) to improve your geographically-targeted web presence.
  • Thank followers and customers on your social media accounts and share other ways they can continue to support your business.

Help Customers Via Targeted Outreach

Help Customers Via Targeted Outreach
Help Customers Via Targeted Outreach

Your target audience should be the center of your attention. What do they need during these trying times?

Empathetically and actively consider their concerns and needs, and work on how you can solve their problems.

Don’t be afraid to directly ask your customers what they want. When they answer, respond accordingly.

If your business provides essential services or items, especially related to health, now is the best time to go full-swing with your advertising.

What You Can Do:

  • Decide how your services or products can serve demand remotely
  • Drive better marketing performance via retargeting campaigns, which offer well-timed and focused targeted ads to people who previously interacted with your business.
  • Create and share content that addresses the current concerns of your customers.
  • Reach new customers through social media advertising and paid search marketing, which allow precise targeting to your demographics.
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Pivot Your Business Digitally

Depending on your business’ industry, brainstorm ways to safely offer your services, as well as how you can creatively connect with your target market.

For instance, if you sell laptop cooling pads, how can you position your products during a crisis to great results?

Also, how can you make your business available during this time?

As you continuing to make your services relevant to your brand and situation, virtually entertain or educate your followers to give your business a human voice.

Give them more reasons to support you and your business.

What You Can Do:

  • Share educational tips about your services or products on your social media channels and your website’s blog.
  • Set up an e-commerce paltform to offer your services or products.
  • Try a new social platform (e.g. Tiktok), create engaging video content and/or do a live stream.
  • Promote your business’ unique selling point, which includes your relevant services or products, specialties and your team.

Spread Positivity

The world needs more good news right now.

Your customers would rather hear stories of generosity instead of a sales message. Win more customers by being inspiring and authentic in a way that connects with your audience.

Showcase a useful yet upbeat take on your products or offer services that are necessary and practical.

What You Can Do:

  • Be positive with your content strategy by sharing encouraging posts and news.
  • Post visually appealing imagery to engage with your customers.

Whether your current strategy is focused on long-term planning or short-term survival, digital marketing can give your business a much-needed boost.

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The disruption of normalcy can be unnerving, but you can still adjust your strategy and emphasize your business’s current offers.

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Rahul Setia was born and raised in the Kaithal, Haryana. He worked at brands like Jabong, ProProfs etc. He was also in the List of Top 100 Social Media Influencer's 2019 by Status Brew. He lives in Delhi/NCR and is a Digital Gig & Founder of Websites i.e TechBlogCorner.com, ViralMasalla.com, DealorCoupons.com. Follow me on: LinkedIn, @rahulsetia007 and Facebook.

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