The Growing Role of Digital Marketing During a Pandemic

Chad Howard


As COVID-19 spreads across our community, people everywhere are learning to cope with a new way of living. While brick-and-mortar retailers were already losing favor among shoppers, stay-home orders have crippled the market. The companies that are best suited to survive in this environment are those that have already begun to pivot to digital marketing. 

The companies that are best suited to survive in this environment are those that have already begun to pivot to digital marketing. 


Before you start creating content for organic search and setting up Google Ads along with other paid media, it’s important to come up with an overall campaign strategy. 

Define Your KPIs 

Key Performance Indicators (KPI’s) are metrics used to define the success of a campaign. KPIs can include anything from page views to click-through-rates (CTR), new subscribers, and more. It’s important to establish which metrics matter most to your overall business goals.

Build Brand Awareness 

Without brand recognition, you can easily lose sales to more established competition. Consumers buy from the brands they trust, so building that trust through awareness campaigns and testimonials can help establish a strong reputation. 

Create Helpful Content 

Most people head to Google to get questions answered. Rather than create a site that reads like a catalog, create a knowledge base where people can find the information they’re looking for. Become an authority for your niche by maintaining a regular newsletter and establish your brand as a reliable resource. If you create content that ranks highly in search engine results, you’ll be leading more people directly to your site. 

Get Social 

Building a strong social media presence is a major component of digital marketing. You don’t need to have a presence on every platform but know which networks make the most sense for your brand. Identify where your target audience is most active. In addition to posting updates on a regular basis, engage with people and work toward creating a community rather than just trying to rack up followers. 


As the market shifts to online shopping it’s imperative for companies to master digital marketing. Those that don’t will be left behind, especially during times like the coronavirus pandemic. The brilliance of digital marketing is that it can be done tactfully with any budget and can measured in ways that traditional marketing can’t. 

At TOPS marketing group we work with clients across various industries to develop the best digital strategy for our clients. We consider ourselves an extension of your team. Stay ahead of your competition and reach out to [email protected] for a free digital consult and learn how we can help you achieve your business goals.