Effective Digital Marketing Strategies for Small Businesses

2021-06-07 by Ronn Torossian

Although the pandemic led to many aspects of people’s daily life being paused or completely shut down, many small businesses have started looking for ways to adapt to the new situation. Some of those small businesses found excellent digital marketing opportunities that help them stay afloat during this difficult time. Additionally, digital marketing has always been a useful and helpful way for businesses to expand their revenue and their reach.

Although it was a very difficult time for everyone all around the world, good business leaders managed to navigate it successfully despite the uncertainty. Plenty of them invested in social media and digital marketing strategies as well as email marketing. Furthermore, more and more businesses have started relying on website and video marketing techniques, while traditional marketing strategies have seen a decrease in popularity.

Social Media Presence and Engagement

One of the top digital marketing strategies for small businesses across the board has been investing in social media platforms. That means having a presence on relevant social media platforms and engaging the target audience on those platforms. This has also been very beneficial during the pandemic, as the opportunities for face-to-face and direct communication have been greatly limited, which made social media the best way to reach consumers.

This led to social media platforms becoming a core element of plenty of digital marketing strategies for businesses around the world. In fact, plenty of people rely on social media in their daily lives in general, which led to businesses increasingly utilizing various platforms because of that. Through social media, companies are able to reach new audiences, engage with consumers, start conversations, and much more.

Email Marketing Campaigns that Connect

Although some people might think that email marketing strategies are largely outdated, with the changes in third-party cookies, it’s coming back stronger than ever. In fact, many companies had already been using email to create personal connections with their consumers. This is because plenty of research has shown positive results between email marketing and customer retention and purchasing behaviors.

Additionally, while social media platforms are a great way for companies to communicate with large groups of consumers and engage with audiences, it’s actually through email that consumers can receive personalized and customized communication from brands. It’s that extra touch of personalization – whether that means custom offers according to their interests, or discounts that will influence purchasing behaviors – that keeps the consumers coming back to the same brands.

Video and Website Marketing

Finally, creating and distributing eye-catching videos has been another tool that has greatly helped many businesses engage with consumers and keep them interested. Video content can be uploaded on platforms such as YouTube or Facebook and shared across social media platforms, videos can also be shared on a company’s website. Blog posts and visual content have always been deemed as a great way to get consumers’ attention on a company’s website, but video content is an even better way to keep them engaged or informed.

Ronn Torossian is CEO of 5WPR, a leading PR agency

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities