A high percentage of small businesses benefit from hiring an e-commerce firm to create an online marketing program for them. An effective digital marketing strategy by a professional agency can boost website traffic substantially through search engine optimization, social media campaigns and targeted advertising. The website is easier for potential customers to find. Ad conversion rates increase and customers feel more engaged with the business.
During the ongoing pandemic in 2020, it’s particularly important for small businesses to provide effective outreach to current and potential customers. People want to know the safety measures these organizations have put in place. They are looking for reassurance about prevention methods. Websites need noticeable messages to their visitors regarding these issues. The message should be on the landing page or there should be an obvious button to click for information.
Sensitivity and Sincerity
Advertisements must be sensitive to the uncertainty and challenges of the current situation. People are looking to purchase products and services they need or want, but they respond especially unfavorably now to ads that seem insincere or tone-deaf. For example, images of large groups inside restaurants may provoke anxiety instead of any positive feelings. Restaurant owners will want to explain the steps they are taking to keep everyone safe.
Tracking Results Frequently
Digital marketing agency owners and employees learned quickly in 2020 that they must track advertising results more frequently now than ever before. Governments have implemented varying responses to the pandemic. Businesses are forced to close and later allowed to reopen, but some are told to close again when the situation worsens. Owners and their marketing agencies must figure out ways to retain their customers and persuade them to return.
It is no longer suitable to monitor results on a monthly basis. Agencies are tracking ad clicks and conversions on a weekly or even daily basis, depending on the client.
The Importance of Advertising
An article published in the magazine Ad Age in 2020 reported on the importance of organizations continuing to advertise during troubled times. Those businesses tend to fare better, as long as they choose appropriate messages and demonstrate trustworthiness.