• Subhiksha Srinivasan
    • 5 Min Read

    • May 18th, 2021

The Covid-19 pandemic had led to several small businesses all over India experiencing a drop in their demand for products or services. Initial reactions of these businesses would be to cut down expenditure especially for marketing. However, studies from past recessions have shown that spending cuts are not always effective and could result in financial loss. Instead of placing drastic cuts, businesses could shift their focus to marketing efforts that are the most cost-effective: digital marketing.

The difference that Digital Marketing Makes:

Social Distancing may have caused physical distance between us, but it has helped connect businesses to their consumers in a whole different way. Here are some of the ways your business can benefit and grow through digital marketing.

Growing Digitally

As we know, the world is shifting towards alternate and non-traditional methods of marketing. With the use of digital marketing small businesses now have the resources to perform sales and marketing processes that were previously prevalent only among large organizations.

Small businesses can now engage effectively with several customers from various parts of the world without maintaining a physical presence, which allows them to facilitate interaction with targeted audiences and reaches more customers than ever before. This in turn increases brand awareness and brand knowledge.

Traditional marketing methods involve a bigger budget when compared to digital marketing which targets the exact audience that could be interested in your product/service. This means a low cost and a higher reach.

Depending on the purpose of the business’s social media and digital presence you can easily track incoming traffic to see the conversion of leads, sales, or subscribers. Having these analytics will assist in understanding the direction that works for the brand’s marketing strategy.

There has been an increase of 87% in the use of social media during the pandemic only in India. Brands can use this as an opportunity to regularly update appropriate content on all their platforms and increase engagement levels. For businesses that tend to rely on their surrounding areas, localized marketing or micro marketing must be vital to the strategy.

Digital Marketing Strategies You Can Implement

For many small businesses, digital marketing serves as a lifeline during these uncertain times. Here are some strategies that you can implement to stay relevant digitally.


Although sharing your product and its benefits can be useful in gaining the interest of your audience it is also important to set up eCommerce online either through your website or through Instagram shopping to ensure that the interested audience has a way to buy your product. It can also be useful to share videos or posts that set your brand apart from the rest, this gives your audience a reason to continue supporting your business.

Content Strategy

One of the downfalls of digital marketing is the lack of emotion or connection between the brand and the consumer. It is important to entertain your followers virtually through videos, reels, or live streams to give your business a human voice. Many businesses have opted to utilize digital marketing services to guide them successfully.

Optimize SEO

Ensure your business has a strong web presence so your audience can easily find you by using local search engine optimization (SEO). This creates a positive user experience for your audience and grows organic traffic- which could lead to potential customers.


After your business is up and running, you can get analytical with your approach. Small businesses can consider running paid ads on social media and tracking KPIs to increase lead conversion, engagement, reach, and more. Your website can be analyzed by using Google Analytics to track traffic, find out what your audience is most drawn to, and help track conversions.

Final Thoughts

Managing a business during a global pandemic can be tough, but remember that businesses that have succeeded in making sure that their customer base is engaged and interested will surely experience growth. Adopting digital strategies and tracking changes in consumer behavior could be the factors that keep you afloat during these uncertain times.