In times of crisis, it is well known, companies tend to cut off activities that are considered fruitless and unnecessary. Thus, many entrepreneurs decide to reduce their investments in digital marketing. However, it is necessary to think carefully before making this choice and to consider that today the web represents not only one of the few ways to reach customers, but also the most effective.

They have blocked trade fairs, conferences, workshops and having a meeting around a table is utopian, at least for the moment. So we are left with the network, the main road to take to communicate with the target, which is likely to be more receptive because they are at home: maybe they work on their computer or are bored on the sofa with their smartphone in their hands, ready to be attracted by an ad. Customized online. Companies that currently feel trapped by COVID-19 don’t realize they have the key to getting out of it even stronger: digital marketing.

The potential of marketing at the time of COVID-19: not just trade shows

Companies, especially B2B ones, have always focused on participation in events and fairs to increase the network of contacts. These meeting opportunities have positive effects especially on sectors that are not very digitized or on SMEs, which in this way can increase their visibility and generate positive word of mouth around their work.

Full of purpose, entrepreneurs invest thousands of euros a year to purchase an exhibition space, equipment and staff needed for an event lasting a few days. No wonder that the cancellation of trade fairs caused by the health emergency was a real cold shower for many of them. How to get back up? How to reinvest the budget for live events?

This is the time to think seriously about digital transformation, not only as regards the operations of human resources (see smart working) but also for all the other activities of the company, including business promotion.

Digital Marketing and COVID-19: whoever adapts wins

Darwin also said: survive who adapts to circumstances, who can find the opportunity even in the crisis. If an entrepreneur has always been used to meeting customers, collaborators or suppliers face to face, now he has to find other ways to reach the same people. The network, in this sense, offers a lot of alternatives: there are social networks, from those most suitable for B2B (such as LinkedIn) to those ideal for addressing the final consumer, such as Instagram or Facebook.

There are institutional sites to increase visibility, which can be pushed even further with a paid ad on Google Ads or an SEO publishing plan: in short, there is a solution for every need. All that remains is to intercept the needs of the target, decide the objectives, create the strategy and put it into practice in a professional, constant and effective way.

On the other hand, if you think about it, even when the worst is over, the return to “normalcy” will be quite gradual : how soon will you be able to get close to your potential client and shake his hand, without first thinking about washing it with a hand gel rather than buying your own product? The online channels promote social distancing, but at the same time, allow you to sell. They seem made especially for this historical period.

It’s time to rethink your strategy: from traditional to digital

If so far, many entrepreneurs have moved cautiously, and without too much conviction, now is the time to get into gear and dedicate themselves body and soul to the creation of digital strategies designed for the target. You could start by working on existing channels, such as social pages or the company blog, by inserting new content designed to intercept customers or reassure those already existing during this period, which is so complex and difficult. The online presence will certainly be appreciated by the public.

Many companies that have live events scheduled, organized before the COVID-19 emergency usually do not cancel them, but decide to organize them online. This way they can invite subscribers to participate remotely and, at the same time, try something innovative. So many formats reinvent themselves thanks to the network. Companies finally seize the opportunities of online channels and manage the emergency, also managing to invest in a tool, digital marketing, which will bring enormous benefits when the crisis is over. Gradually approaching such an approach allows companies to react positively to a difficult moment and, at the same time, invest in tools and resources that will increasingly occupy a leading role in the world economy.