Digital Marketing Challenges During COVID-19

They envision a tech sector that better reflects the population it serves by training and supporting diverse, historically underrepresented communities in their journey to enter technical careers. They believe that every individual – and especially those from underrepresented communities – should have the opportunity to pursue their dreams in the tech sector.

One of the key challenges Skillspire is facing right now is scaling up the organization which requires building partnerships with larger organizations to increase funding opportunities. “Being a very small startup- how do I get across our mission? How do I scale?” Yasmin asked. Kelley suggested that any small organization looking to grow needs to identify what differentiates them from others. “ What differentiates you (Skillspire) is that you have a high degree of personal touch” 

Kelley also discouraged small businesses from comparing themselves to large ones. “Don’t compare yourself to Google or Microsoft… what are your goals, what do your successes look like?” Small businesses also have more ability to stay connected with their community. The combination of business and social good will help small business lead in the future, and Skillspire is doing just this. Yasmin calls herself a “purpose-driven entrepreneur” and highlighted Skillspire’s increased agility as a mission driven for-profit business over the non-profit model. 

Another challenge Skillspire is facing, that many small organizations now face, is recruitment for their programs. To boost recruitment through digital channels Kelley suggests: 

• “Survey your current cohort.” Find out how they found out about you and keep using those methods. Get rid of strategies that aren’t working.
• Know your audience and use channels that make the most sense for reaching them.
• Former students are your best advocates- utilize their stories, particularly on social media where it is possible to let others speak for you in the comments.
• Consider paid digital media. “You will never break into circles outside your own without paying for boosts.”

While Kelley highlighted the importance of paid media online- she also recognized the limited budget many small organizations have, especially in light of the current crisis. “It really comes down to who your audience is and what you’re trying to accomplish with them… knowing your goal will help you compete in a way that makes the most sense.” Brand building through digital content that customers can interact with simply through liking or sharing is something organizations just need to keep working at all the time. “If your goal is to actually have them transact on social, the bar is higher.” When it comes to social media specifically, your success really depends on what you are putting into which social channels, and if those are the right channels for the audience you are trying to reach.