September 25, 2020

Marketing Success in the Pandemic Era


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Marketing Success in the Pandemic Era by Brian CalifanoOne common thread that is weaving our clients together is a question about how they should allocate marketing dollars in these unprecedented times. I reached out to my good friend and SMB advocate Peter Stein, Sales Executive for Didit, and an excellent resource for other professionals to help them grow their businesses.

The following is an excerpt from Peter’s blog that was written on this topic:

In previous articles at the onset of the current pandemic, we advised our clients to resist the temptation to cut back on marketing — and especially, digital marketing — spend. Today, we’re back with more advice on keeping your name out there while positioning your business for success in the post-COVID era. You may be doing some of these things already. But if you aren’t, get ready to step up your game and earn more from your marketing.


Even before the pandemic, consumers gravitated towards Google My Business (GMB)—the suite of visibility tools Google provides to businesses at no cost—to find and qualify local businesses. When COVID restricted travel, consumers especially sought out accurate information about local business availability. 

Google quickly responded by adding even more useful features to GMB, empowering businesses to better inform customers with status updates from basic hours of operation to specific notices such as available curbside pickup. GMB also now allows businesses with multiple locations to post updates across them all.

Our advice is to visit your GMB profile today and take full advantage of GMB’s new features to maintain a strong, relevant, and profitable search engine presence in our post-COVID world.


Realtors led the pack of business groups most impacted by COVID’s restrictions on person-to-person contact. However, the forward-thinking elite quickly instituted virtual walk-throughs and Zoom and Chime-based video conferencing to build and maintain personal relationships with prospects and customers. Trade shows (and even political conventions!) soon embraced the shift to a completely virtual model, inspiring many formerly “in-person only” activities to follow suit.

Our advice is to squeeze every possible marketing advantage from this new virtual environment. For example, try recording a presentation on Zoom and repurposing some of the content on YouTube or another social media channel. You could even use transcripts from conferences to populate search engine optimized web pages. Get creative and keep pushing the envelope.


Businesses large and small use email newsletters to maintain close contact with customers and prospects. In normal times, typical newsletter content can skew towards the self-promotional side (which isn’t a bad thing since subscribers love hearing about new products and promotions). However, in today’s environment, consumers frightened, disoriented, or otherwise concerned with an uncertain future want more from a business than the average marketing pitch.

As consumer needs shift, focus your newsletter content and tone away from your product or service line. Instead, discuss news in your community, your efforts to support local recovery, and how subscribers can lend a hand. In return, you can improve open rates, increase forwards, and earn higher brand affinity.


For businesses dealing with post COVID inactivity, there is no better time to audit and improve your marketing performance. From paring duplicate social media accounts, to boosting performance on mobile devices, to aligning your creative and content with the mood of 2020 in order to resonate with the needs of today’s audience—now is the time to pick up the slack.

Keep an eye on competitors adapting to the new normal. Learn from the successes of the innovators—and learn even more from the failures of the ones lagging behind. As a small business—with fewer organizational layers to block or slow market-driven adaptive strategies—you can move quickly to outmaneuver competitors by pivoting your messaging, product line, and marketing spend.

Use this downtime to fully gauge your marketing strength and weaknesses and formulate a plan for growth. The modern consumer still needs time to spend at 2019 levels. And you must be ready when the demand returns later this year or (hopefully) sometime in the next one.

Takeaway: Winston Churchill once said, “Never let a good crisis go to waste.”  This is the time for companies to invest in their digital marketing strategy.  Reach out to us at or connect with Peter Stein on LinkedIn to learn more about leveraging your digital marketing to your advantage in this environment.

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