At this moment, many South African businesses are searching for ways to withstand the adverse financial consequences of the coronavirus pandemic. In this article, we’re going to explain why this is ironically an opportune time to consider digital marketing as a relief measure for your business. Here are five powerful marketing methods that can be implemented now to sustain and even strengthen your market positioning. Personalise your brand messaging It may sound trite but personalising your message to your audience is a critical part of a successful marketing strategy. However, personalisation is much more intricate than simply adding someone’s name to a generic email; you need to delve deep into the mind of your consumer to gain valuable knowledge about user demographics and behavioural segmentation. Even though it may sound counter-intuitive, automation is the ideal way to personalise advertising because it allows you to create messaging that is dynamic, aligning with users’ search intent. Let data drive content Content for content sake is a complete waste of money, effort and precious time. Whether it’s on your website or social media platforms, every piece of content needs to be viewed from a holistic perspective, i.e. what is the long-term benefit of posting social media campaign content on Facebook instead of Twitter or LinkedIn? The answer should be based on results from comprehensive SEO strategies as well as tracking of specific performance metrics. Introduce explainer videos Explainer videos are pieces of audiovisual content that explain and showcase a product, service or business theory in a way that connects with the audience as quickly as possible. These types of videos are ideal for distilling complex concepts into easy to understand chunks. It’s no secret that Google’s algorithm favours websites that provide video content. More visibility equals more organic traffic which can lead to sales. If you’re not sure where to start, speak to industry professionals to ensure that video is part of your marketing strategy today. Guest blogging opportunities Authority, trust and loyalty are three marketing elements that can boost your business from obscurity into an industry leader. Consider integrating influential guest blogging into your content strategy. You’ll find it forges a reciprocal relationship: guests can use their posts to leverage their expertise, and you can power your blog as a reputable resource hub to drive organic lead generation. Embrace live streaming Content can be live-streamed on multiple popular platforms such as YouTube Live, Facebook Live, Periscope and Twitch. It is cost-effective and easy to produce. Appropriate video and audio equipment, a reliable Internet connection, an encoder, as well as a reputable streaming platform is all you need. Furthermore, the majority of live streaming services provide you with valuable metrics so that you can objectively evaluate the performance of an event or campaign. Livestreaming also has the potential to reach a broader, previously untapped target audience. A new-normal is currently being shaped. These marketing strategies will provide you with agility and flexibility to adapt and increase the visibility of your business.