Strategic Marketing for Small Businesses

Abstract

With the social media boom, businesses began investing into social media and influencer advertising. The coronavirus pandemic accelerated and amplified the need for successful online campaigns. Covid-19 has led to closures of businesses, lower incomes, and greater safety measures. Consumers shopped more online and built new online habits. Small businesses have been combating this by moving their main advertising focus to the internet through social media or websites. Many forms of online advertising include paid promotions, surveys, daily posts, livestreams, and influencer marketing. Which of these forms of promotion is the most effective for small businesses during and potentially after the pandemic? This study analyzed a real business during the pandemic and its various online marketing strategies for increasing key business metrics. Findings are not only relevant to academic theory but most importantly helpful to small businesses in their decision making contributing to business survival.