The COVID 19 pandemic, the need for social distancing, the fear of getting infected by the virus are forcing a change in people’s habits. Online sales are rising. Small business is particularly badly hit.
The natural products industry is preponderantly small business. With stores closed and footfalls low, they have no other option but to experiment online selling. Digital marketing, in the current circumstances, is critical and perhaps the only option for reaching and servicing customers.
The silver lining is that the demand for immunity building natural products is high. But the question which each CEO in the natural products industry is asking to himself is how do I reach my customer. Traditional digital marketing platforms like Amazon Seller Central and Google have such high click rates that it puts the entire business model out of wack.
Natural product companies have been reluctant to adopt technology because of the cost and complexity of the solutions on offer. Technology providers also are unable to communicate the fundamentals of their tools in a language to non-digital customers. There still exists a digital divide between the users and producers of technology. This has resulted in a mushroom of intermediaries that help non-digital consumers use and leverage the power of available digital marketing and other more complex technology platforms.
I have seen this digital divide up close during my over 15 years of interaction as a business consultant and business adviser in the technology industry. How do I as a CEO of a natural product producing corporation leverage, in a cost-efficient way the power of digital marketing to reach out to my customers? This is a question that many CEOs are grappling with today more than ever.
The digital marketing industry understands this dilemma. They have come up with a number of free to use innovative solutions that a perceptive CEO can use to increase customer reach at little or no cost.
Let me list some low-cost options:
- Influencer marketing
- Blog writing and dissemination over social media platforms
- Peer to peer marketing
Digital marketing, per se, is a vast subject. It offers a range of solutions suitable to nearly every conceivable budget and requirement. It is therefore best to undertake a company-specific feasibility analysis for digital marketing before investing in a digital outreach program.