The Critical Role Social Media Plays in Your Pandemic Plan
A strong social media presence is an essential component of any healthy business... but now, it needs to be a critical pillar of your pandemic plan.
Establishing brand trust, reaching potential consumers, fostering community amongst customers: leveraging social media platforms successfully can have a direct (positive) impact on your bottom line - and in the face of COVID-19, may just be what helps keep some businesses connected, keyed in, and afloat.
With a reported 3.8 billion users, your ideal client is not only online, but actively seeking social media platforms as part of their decision-making process. The average American used to spend over 2 hours a day browsing social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. Now, as a great majority of the world settles into home quarantine - social stats have skyrocketed. People are seeking out entertainment, escape, information, and at the root of it all: human connection. With the rise of social distancing, your customers are seeking out new ways to connect - are you prepared? Let’s take a look.
The 3 C’s: Content, Conversation, Consistency
Content: Content is King! For good reason, too. Content - whether in the form of a video, long-form posts, short-form posts, or graphics - is the meat of what attracts potential customers, keeps them on your page, and ultimately encourages action. As you focus on your social media content strategy during this time, consider asking yourself the following questions in the review of a post:
Is it informative?
Is it educational?
Is it engaging?
Is there a clear call to action?
Video, video, video. Oh, did we mention, video? With users tuning in at an all-time high, take to video features such as Instagram stories, Instagram Live, Facebook Live, or simply video creation to capture (and keep) attention.
Note: In respect to the current state of our world, it is imperative to remain empathetic in tone and ensure your content is reflective of the times.
Conversation: Social platforms prioritize content that is deemed relevant to users, based on engagement - comments, likes, etc. Encourage authentic connection with authentic conversation - responding to comments, direct messages, and even interacting online. This works to establish brand trust - showing your customers that you’re present, proactive, and you guessed it: personable.
Consistency: Regardless of the platform, consistency is the name of the game! Many businesses fall prey to erratic posting schedules and hit or miss audience engagement (or conversation). Consider establishing a set schedule: 3-5 times per week of educational, entertaining, informative, or engaging content per week. If that feels impossible, lower your posting rate but stick to it. Your consumers need to see that you’re there.
Promotions Provide Value
Creating online promotions that are only redeemable through your social media can provide ample sales despite diminished or non-existent foot traffic.
Promotions can be claimed through coupons, sales, and even a discount on select products or services. If you provide a service, online promotions can be a great way to entice new clients with popular packages, or current clients with unique offerings, discounts, etc.
Drive Traffic To Your Website
When in doubt, link back! A key component of a healthy social media strategy is ensuring a good amount of your content directs traffic, or users, back to your site. While some posts can and should be posted to simply entertain, engage, or even spotlight a third-party resource - consider committing a percentage of posts that take users back to various pages of your site.
Ensure your website is clearly displayed on every social media platform
Create specific content that is designed to drive traffic to your site, including a strong call-to-action
Note: You’ll want to confirm your website is optimized to receive guests from social platforms - whether on mobile or desktop - and that your social media presence speaks as a direct extension of your customer service, brand personality, and website. Creating a streamlined user experience encourages action.
Ads Are Effective, Even Now
Consider investing a bit of time and money into launching a successful ad campaign - ensuring your posts, products, and in turn, the business reaches the right eyes. Advertising in the time of COVID-19 can be delicate - taking precautions not to look insensitive or opportunistic is crucial. The best way to navigate pandemic paid ads? Consider the soft sell: showcasing services or products that may help your audience navigate this "new normal".
Not sure where to start? We’ve got you covered. At BrandRep, we make successful ad campaigns simple. Let us:
Establish campaign goals
Create relevant ads to fit the target market
Closely monitor, report, and adjust ads