Finding your business audience in the time of corona

By Lizzie Weakley

COVID-19 has completely changed the way the economy works. If your normal flow of business has dried up, it is time to look for alternative ways to reach your audience. Luckily, the world of digital marketing is ready to help you find the people who are already looking for your product.

Understand your services

Before you can find your audience, you need to understand yourself. Conduct a short brand review to determine what you offer, what your identity is, and what tone of voice you want to promote to the online world.

Starting off on the right foot is particularly important for digital communications. Everything you publish will be part of your brand, which means that you need to know what kind of identity you want to have before you set out to promote that identity online.

For most companies, this is as simple as reviewing your existing brand materials and deciding whether you want to come across as professional, casual, or somewhere in between. However, many businesses can also benefit from a more extensive brand review at the start of their marketing campaign.

Identify your ideal customer

Your ideal customer is the person who is best suited to buy your products and services. Some customers spend a lot of money but take up a lot of time, while others spend low but provide a steady and reliable form of income.

Identifying your ideal customer requires understanding the purchasing habits and income profiles of your audience. You can actually get a surprising amount of this information through a social media business account. Otherwise, check out the website data provided by Google Analytics. Don’t be afraid to identify multiple ideal customers. A healthy business involves clients of all shapes and sizes.

Maintain a digital presence

Online marketing is all about visibility. Your digital presence comes in three parts: your website, your social media, and your advertising campaigns. As long as you continue to produce content and maintain your digital assets, the right customers should be able to find you and your business.

Keeping up with a blog and a few social media pages isn’t as difficult as you think. Remember that even small posts are part of your larger brand identity. Always make sure that your content reflects the image you want your customers to see.

Contact a marketing agency

A great marketing campaign requires attention and planning. Although it’s possible to come up with a plan on your own, you’ll have more luck with an experienced marketer who can create a roadmap for your success.

Working with a marketing agency gives you access to a wide range of digital professionals. Maintaining a digital presence requires a developer, designer, writer, and SEO expert. Although some people can wear multiple hats, a marketing agency will make sure you have all the talent you need to succeed.

In the digital world, finding your audience means putting yourself out there and appealing to the customers you want to work with. Most clients are already looking for great products or services; you just need to let them know that you’re the one who can provide them.


Lizzie Weakley is a freelance writer from Columbus, Ohio. In her free time, she enjoys the outdoors and walks in the park with her husky, Snowball. You can find her and her writing on Twitter @LizzieWeakley.

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