How Smart Digital Marketing Kept Businesses Alive During the Pandemic
When the pandemic hit in 2020, small business owners across Colorado faced a critical question:
“How do we keep our business open when our doors are closed to the public?”
While some struggled, others got by, and some even grew and came out stronger. They did this by learning to utilize traditional digital marketing tools. These tools are among those in which Wild Iris Marketing specializes: search engine optimization (SEO), Google Business Profiles, email campaigns, and keeping your website updated to be as current and effective as possible.
Search Engine Journal (SEJ) reports that businesses that kept their digital presence active through local search, websites, and online communication were more likely to stay both visible and viable.
Ready to learn what worked for our clients and how you can apply it to your own business? Read on.
Stay Visible with Local SEO and Google Business Profiles
With foot traffic gone, online local search became a lifeline. Businesses that kept their Google Business Profiles (GBP) updated could:
- Communicate adjusted hours or closures
- Promote new service options like curbside pickup
- Share safety protocols
Businesses with active, accurate profiles saw much higher engagement than those who didn’t maintain their profiles and keep them current.
What Can You Do?
- Keep your GBP up to date (hours, photos, services)
- Use Google Posts for updates, specials, and announcements
- Encourage customers to leave reviews regularly
Email Marketing is the Best for Direct Communication
During the COVID lockdowns, email proved to be a reliable and valuable tool for communication. Businesses used email to share:
- Real-time changes to hours or operations
- Active links for online ordering or appointment booking
- Promos and seasonal offers
While paid ad campaigns are an important part of many marketing efforts, email outreach is more measurable, cost-effective, and direct, making it especially useful during uncertain times.
Maintain and Update Your Website
Your website is the digital front door to your business. If information is incorrect or missing, customers may assume you’re temporarily or even permanently closed. Strong websites included:
- Homepage banners with status updates and key service info
- Order or booking forms for curbside pickup, delivery, or appointments
- FAQ pages addressing common and pertinent customer questions and concerns
Businesses that kept their websites up to date were better positioned to stay connected and credible.
A Colorado Story: Tessa Delicatessen
Let’s look at a local example. In January 2021, Westword profiled Tessa Delicatessen, a sandwich shop on Colfax Avenue in Denver. Just months before the pandemic, Tessa opened its doors, accepting only phone orders and cash payments for their offerings.
When COVID shut the city down, they launched a simple website-based ordering system for pickup, expanded their menu, and took advantage of new liquor laws to keep their business working.
They didn’t go viral on TikTok or rely on social media trends, which can change or disappear as consumers happen upon the next big thing. Instead, they had good ideas, clear messaging, and a simple, functional website. The result? Daily orders nearly doubled, helping them survive a difficult stretch that closed many other local businesses.
This is exactly how we work at Wild Iris: simple, effective digital marketing, clear communication, and sustainable results.
We saw it firsthand. During the pandemic, Wild Iris helped local businesses and nonprofits adapt quickly by setting up e-commerce and online ordering systems for shops and restaurants that had never before sold online. We helped nonprofits pivot to virtual fundraisers and Zoom-based events, allowing them to stay connected with donors and continue raising much-needed support.
These tools didn’t just help our clients through a difficult time. They created new opportunities to reach customers, increased revenue, and laid the foundation for long-term growth and success that has continued beyond the lockdowns.
Smart Marketing Keeps You Going
The businesses that best weathered the pandemic had a common approach:
- They maintained a strong digital presence through updated websites and Google Business Profiles
- They communicated clearly via email, social media posts, and site updates
These strategies don’t just work in a crisis. They also build long-term credibility, trust, and stronger connections with your customers and community.
Digital Marketing is Your Best Local Strategy
Brands that maintained their digital visibility and communication channels during the pandemic didn’t just survive, they positioned themselves to thrive.
If you’re ready to improve your SEO results, update your website for clarity and effectiveness, and create meaningful outreach to your customers, Wild Iris Marketing is here to help with grounded, effective solutions that will support your business no matter the situation.