It is clear in a world with Covid-19, customer behaviour is changing – our businesses need to adapt.

With the see-saw of alert levels affecting businesses in the foreseeable future, marketing is a story that is being re-written.

Our business owners need to think both hard and differently about what their customers in the new normal will think, feel, and do.

With more people now regularly searching for goods and services online, The Central App owner Vicki McLean had planned to bring a series of workshops and seminars featuring acclaimed digital marketing expert Kelly Slessor to Central.

Her goal: to help business owners seize digital trends as an opportunity, operate successfully in the new normal and not get lost in the noise.

In the past year, Vicki says, searches for ‘available near me’ have increased by more than 100 percent.

We have seen searches for ‘available near me’ grow globally by more 100% since last year, and 66% of shoppers say they plan to shop locally, according to Think with Google.

“For our local businesses, it has become apparent that being local is not enough.

“Having and growing an online presence and being found online is critical to both success and survival.”

The planned seminars will still go ahead Vicki promises. In the meantime, she urges businesses, big and small, to start thinking about digital marketing and how to do it better.

Vicki offered a few tips for readers, to improve digital marketing. Follow these and look out for the seminars when times allow.

1.     It seems obvious – know your customer.

You may know your customer in the face-to-face, local world. But do you know your customer online?

Digital marketing means you need to be clear on who your customers are and target them with the right keywords and messaging. People know you, you’re local, but how can you translate that to your online story and cut through the competition?

Use local references on your website and social media. People use search terms such as ‘near me’. Google knows their location and will come up with websites relevant to where they are.

The more information you have about your location on your website, the higher the chance Google will present your website in its search results.

2.     You don’t have to re-invent the wheel.

Most of us are not digital experts – and you don’t need to be. Use the platforms, plug-ins and templates that are already out there.

This advice applies to both products and to the new normal of e-services. Think telemedicine – it’s an e-service that’s had great uptake.

There are plenty of simple ways already out there for you to provide quality, professional services digitally.

3.     Customers need simple.

Vicki says current statistics show 57 percent of people intend to order online and pick up the order themselves – click and collect.

"Often shipping costs are a hurdle for your customers. Think through the logistics and make it easy.

"We live within 30 minutes of most of our customers, so it should be relativity easy and cost effective to deliver to their door."

Make sure you tell people on your website what your delivery options are, Vicki says.

Remember, not all your customers are at ease with digital. Some will order online but still want the familiar physical store.

The advice: make their online shopping experience with you 'click and collect' friendly. With a staggering 55% of people using the Central App being over the age of 60, Vicki says she had added a Locals Online section.

"Through our analytics, we know people like and use this section, as it saves people looking "through the web" and keeps them shopping local.

"We need to make it as easy as possible, and the experience intuitive."

4.     Keep your information up to date.

You have a website, presence on social media, and you might have business listings in several different places. Do you keep them all up to date?

Old or outdated information can mean you miss out on business. Fresh content can keep people interested when they return to your site or search for your category.

Vicki says she is always there to support local businesses.

"I am always happy to connect people with experts they can trust, that take you in right direction, and help you re-write digital marketing for the new normal."

Images Unsplash