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The 3 I's of digital marketing in a Covid lockdown

Singapore on 16 May 2021 entered Phase 2 (Heightened Alert), which will last until 13 Jun 2021. Businesses are bracing themselves for another round of disruption with the new tightening measures. However, with every crisis comes an opportunity, and we have developed a simple 3I's formula in digital marketing to help your business survive this mini-lockdown.

1. Invest

During a lockdown, many businesses would have paused their marketing activity and cut their associated budgets. With an uncertain period ahead of them, many seniors took the decision to batten down the hatches and minimise any business outgoings.

This has led to huge gaps across platforms used for paid advertising, and reduced competitiveness. From Google’s paid ads to the targeted marketing on social media – this presents opportunities to fill those gaps and benefit from the limited competition.

Have your competitors withdrawn all their paid digital advertising? Step into the gaps they’ve left, target their audience and their keywords, and ensure your brand is put in front of their customers. Even if you’re not quite ready to sell and your would-be customers are still hesitant to buy, use it as an opportunity to build your brand so that you’re in their minds when they’re ready to buy once again.

2. Improve

If business activity is slow, take this time to complete the digital marketing essentials that you have been putting off for quite a while.

If your Google Analytics setup has never been completely cohesive, now is the time to do it. Make those tweaks to ensure you get the full picture of how people are entering your site, how they act on there, what makes them convert and what makes them leave.

If you know that your website needs touching-up, now is the time to do it. A glitchy website or a website that is difficult to read and navigate is only going to chase customers away, more than the lockdown already is. A good website, on the other hand, does not just retain customers; it draws prospective customers away from your competitors right into your doorstep.

3. Innovate

Have employees idling at home or in stores due to poor sales traffic? Get them started on extra-curricular activities. More specifically, take this time to innovate and develop new content for your business. Such content can come in the form of:

  • Newsletters for email marketing

  • Product descriptions and photos

  • Blog posts

  • Digital artwork

  • And more

By adding new content to your online business / store, you are not just keeping your online shoppers engaged. Such refreshed content contributes positively to search engine optimisation, offering you a long-term benefit from a short-term effort.

The above are the 3I's of digital marketing that can help your business survive a Covid lockdown. If you feel like you need professional help, why not approach us for a free consultation?


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