The COVID-19 pandemic brought challenges none of us could have predicted. From disrupted supply chains to shutdowns of physical stores, almost every business faced unexpected hurdles. During lockdown days, business owners had to adapt quickly and rethink how to reach their customers. Marketing strategies that worked before suddenly became irrelevant, and companies needed to find new ways to connect with their audience in a digital-first world.
If you are a business owner struggling with how to market your business in lockdown or during uncertain times, you are not alone. In this guide, we will share practical, effective, and affordable marketing tips that you can implement immediately. These strategies are designed to help you not only survive during the pandemic but also set the foundation for long-term growth.
Whether you run a small café, an e-commerce store, a service-based company, or a large enterprise, these methods will help you stay connected with your customers and remain competitive.
Why Marketing During Lockdown Is Crucial
Many businesses made the mistake of cutting down their marketing budget during lockdown days. At first glance, it seems logical if sales are low, reduce spending. But history has shown that companies that continue investing in marketing during tough times often come out stronger than competitors.
Think of it this way: if you stop communicating with your audience, they may forget about you. Your competitors who continue to market themselves will remain visible, build trust, and capture market share. Marketing during lockdown is not just about immediate sales it’s about building long-term relationships, brand awareness, and trust.
Pro Tip 1: Stay Ahead With Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is one of the most cost-effective ways to market your business during lockdown. When more people are staying at home, they are searching online more than ever before. They are looking for services, products, and solutions that they can access digitally.
SEO ensures that your website appears on the top results when people search for keywords related to your business. For example:
- If you run a restaurant, keywords like “online food delivery near me” can bring new customers.
- If you run a fitness business, keywords like “home workout classes” can boost visibility.
- If you sell products, appearing on Google when someone searches “buy [your product] online” is priceless.
Actionable SEO Tips:
- Update Your Website Content – Write blogs, guides, or articles related to your business. For example, if you are in fashion retail, post styling guides or tips for online shoppers.
- Focus on Local SEO – During lockdown, people look for nearby businesses. Register on Google My Business and keep your address, phone, and hours updated.
- Use Long-Tail Keywords – Instead of just targeting “shoes,” target “affordable running shoes for women online in India.” This helps you reach specific audiences.
- Mobile Optimization – Most people search using smartphones. Make sure your site loads fast and looks good on mobile.
Investing in SEO now will continue to bring results for months or even years after the lockdown ends.
Pro Tip 2: Restructure, Don’t Reduce, Your Marketing Budget
Many businesses slashed their marketing budgets during lockdown to save money. While cost-cutting may be necessary, reducing marketing completely can hurt your future growth. Instead, restructure your budget.
Ask yourself:
- Which marketing channels are bringing the best results?
- Can I cut costs in other areas instead of marketing?
- How can I make my campaigns more efficient?
For example, instead of spending on billboards or print ads, shift that budget toward digital marketing like social media ads or email campaigns. These are cheaper and more effective during lockdown since customers spend more time online.
Remember: Visibility is key. Even if customers are not buying today, they will remember your brand tomorrow.
Pro Tip 3: Take Advantage of Affordable Online Ads
Lockdown brought a surprising benefit for businesses willing to invest in digital ads: lower competition. Since many companies paused their campaigns, advertising platforms like Facebook and Google became less competitive. That means lower cost-per-click (CPC) and better reach for businesses still running ads.
Best Platforms for Affordable Ads:
- Facebook & Instagram Ads – Perfect for small businesses targeting local or niche audiences.
- Google Ads – Great for businesses selling products or services that people actively search for.
- YouTube Ads – With people spending more time on video content, YouTube ads can be very effective.
Even with a small budget, you can reach thousands of potential customers. The secret is to target the right audience—people most likely to buy your product or service.
Pro Tip 4: Go Digital With Online Platforms and Payments
During lockdown, physical transactions became difficult. Many customers preferred digital payments to avoid cash handling. Businesses that quickly adapted to digital platforms thrived.
If you haven’t already, now is the time to digitize your business.
How to Go Digital:
- E-commerce Website – If you sell products, build an online store. Platforms like Shopify, WooCommerce, or Wix make it easy.
- Online Ordering for Restaurants – Add a digital menu, payment gateway, and home delivery option.
- Service-Based Businesses – Offer online booking and video consultations. For example, doctors, tutors, and fitness trainers can serve clients remotely.
- Digital Payment Options – Integrate UPI, PayPal, Razorpay, or Stripe to make payments easier for customers.
By offering digital convenience, you not only survive lockdown but also prepare for a future where online-first is the norm.
Pro Tip 5: Strengthen Your Social Media Presence
Lockdowns led to a massive increase in social media usage. People spent more time scrolling through Instagram, Facebook, Twitter, and TikTok. This created a golden opportunity for businesses to connect with audiences at little or no cost.
How to Use Social Media Effectively:
- Share Valuable Content – Post tips, tutorials, or behind-the-scenes updates. Don’t just sell engage.
- Run Giveaways & Contests – Keep your audience entertained and connected to your brand.
- Use Stories & Reels – Short, engaging content gets more views than static posts.
- Engage With Customers – Reply to comments, answer DMs, and show that you care.
Social media is not just a marketing tool it’s a relationship-building tool.
Pro Tip 6: Email Marketing for Stronger Connections
Email remains one of the most powerful marketing channels, especially during lockdown. It allows you to communicate directly with your customers and build loyalty.
How to Use Email Marketing:
- Send updates about your services, delivery options, or safety measures.
- Share valuable tips or exclusive offers.
- Personalize your emails with customer names and past purchase history.
A well-timed email can turn a casual browser into a loyal customer.
Pro Tip 7: Collaborate With Influencers and Micro-Creators
During lockdown, influencers played a huge role in promoting products and services. People trust influencers because they feel relatable. Even small businesses can collaborate with micro-influencers (creators with 5,000–50,000 followers) for affordable promotions.
For example, a local food business can collaborate with a food blogger in their city. A fitness trainer can partner with health influencers. These collaborations can boost visibility and credibility.
Pro Tip 8: Create Useful Content
Content marketing became more powerful during lockdown. People consumed more online content than ever blogs, videos, podcasts, and tutorials. Businesses that created useful, engaging content attracted more customers.
Examples of Content Ideas:
- Tutorials (e.g., “How to Style Outfits at Home”)
- Educational Blogs (e.g., “10 Work From Home Productivity Hacks”)
- Videos (e.g., “Behind the Scenes of Our Business”)
- Podcasts or Live Sessions (e.g., “Expert Advice in Your Industry”)
Content builds authority, improves SEO, and keeps your audience engaged.
Pro Tip 9: Focus on Customer Loyalty and Retention
Acquiring new customers during lockdown may be harder, but keeping existing customers is much easier and cheaper. Offer loyalty rewards, discounts, or personalized experiences to make your customers feel valued.
For example:
- Offer free delivery for repeat orders.
- Provide discount codes to loyal buyers.
- Send thank-you emails or handwritten notes.
Happy customers will not only come back but also recommend your business to others.
Pro Tip 10: Adapt, Evolve, and Be Flexible
Perhaps the most important lesson of lockdown marketing is adaptability. Consumer behavior changed drastically more online shopping, demand for home delivery, preference for digital payments. Businesses that evolved quickly survived.
Ask yourself regularly:
- What do my customers need now?
- How can I deliver that need better than my competitors?
- What new tools or technologies can I use?
Being flexible and open to change is the key to long-term success.
Final Thoughts
Lockdown days tested the resilience of every business owner. While some struggled, others used the opportunity to innovate and grow. Marketing during these times is not just about sales it’s about staying visible, building trust, and preparing for a stronger future.
By focusing on SEO, restructuring budgets, running affordable ads, going digital, and strengthening customer relationships, you can keep your business moving forward.
Remember: tough times don’t last, but tough businesses do. If you stay consistent with your marketing efforts, your business will not only survive lockdown days but also thrive in the years to come.