“Success is not final; failure is not fatal: it is the courage to continue that counts.” – Winston Churchill.

There is no doubt that the COVID-19 pandemic has been tough on the world’s population. The novel coronavirus is highly contagious and is sweeping across the globe resulting in over 5.6 million infections and 348 145 deaths.

business covid19 pandemic

Push design closer to business by Katarzyna Księżopolska

Scientists, medical professionals, and researchers do not know a lot about this virus’s behaviour, except that one of the only ways to control its spread is by social distancing or social isolation. Most non-essential businesses have been closed, and those companies who able to function remotely have provided their employees with the ability to work remotely.

The post-COVID-19 era

Companies who do not have an online business model have had to close, losing revenue.

US statistics show that 24% of all small businesses have permanently shut down as a consequence of COVID-19. 40% of US small businesses are staring imminent closure in the face. 43% believe that they will not survive the next six months. And just under 50% of small business owners believe it will take them between six months and a year to recoup the losses caused by COVID-19.

Consumers have moved to the digital space and are ordering everything they need online for delivery. Therefore, companies that can pivot their business operations from a brick-and-mortar model to an eCommerce or online model quickly, and efficiently, have the greatest chance of surviving the global pandemic and its aftermath.

Positioning your brand for the new normal

Therefore, the question that begs is, how do you salvage your company and position it to leverage the online space?

Thus, by way of answering this question, here are 5 tips to help you reposition your business as a digital company.

Identify your brand’s target market

This is an essential step. You have to let the consumer know you are open for business. The online space has about 4.57 billion people consuming online content. It is virtually impossibly both from a practical application and a financial perspective to reach everyone.

Therefore, who do you contact?

The salient answer to this question is that you need to complete the exercise that defines the unique characteristics of each persona type that will make up your target audience.

Develop a high-quality website

Your brand’s website is your target audience’s shop front. Therefore, according to the web design company Brighton, it is essential not to skimp on your website development costs. It is pointless utilizing digital marketing strategies to drive traffic to your website only for visitors to bounce off your site because it is unusable.

creative website

Pencil Rocket on Landing Page Design by NTC Graphic

Devise a digital marketing strategy

Once you have a website and you know who your target audience is, the next step is to draw up a digital marketing strategy comprising of content marketing, Search Engine Optimisation, Social Media Marketing, and Search Engine Marketing.

Final thoughts

As the quotation mentioned above by Winston Churchill notes, the most important part of living through a global pandemic is to find the courage to continue, without giving up. The same principle applies to the repositioning of your business to thrive during the COVID-19 era.


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