We’re living in a strange time. Due to the health threat of COVID-19, millions of people are closing up shop and staying home. While this might mean uncertainty for your business, now is not the time to shy away from your marketing plan, especially social media. More people are now aimlessly scrolling all day long, so why not give them a soft place to land?
Since the global epidemic began, Facebook and Instagram have seen a 40% increase in use. Facebook and Instagram Live stories more than doubled in a week. Yet, that doesn’t mean you should be conducting business as usual. Instead, fellow marketing and social media experts like Jenna Kutcher have said that “now is not the season to be quiet, this is the season to communicate.”
Instagram users like @vettacapsule do this perfectly while staying on brand and message.
Not acknowledging the COVID-19 epidemic on social can make you appear out of touch, or worse, tone deaf. When it comes to connecting with your audience on a deeper level, focus on communicating about the new normal. This not only tells your audience that you’re aware of the economic changes, but you’re also authentic and a business full of humans impacted just like everyone else.
So, here are several ways to utilize the power of social media and show up for your clients during the COVID-19crisis.
3 Ways to Use the Power of Social
1. Keep Posting
Since more people are using social platforms daily, it’s essential to your business plan to keep posting. Once you’ve posted messaging about the crisis and have let your audience know you’re listening and hear their concerns, you can shift your focus to posting high quality content more often. This doesn’t mean you should constantly be pitching sales, but rather posting content that’s more in line with your brand’s voice and message. If you have content already scheduled, go in and tweak captions so they are more relatable during a time when everyone is cooped up at home.
Utilizing key phrases such as, “daydreaming”, “remember when”, “looking forward to”, can help your brand connect to your audience. Not only does this give your brand a human voice, it also ensures that your audience feels connected to you.
2. Be Empathetic
COVID-19 is affecting everyone differently, not just within your organization, but with your audience as well. When posting content, be empathetic and look at things from a different perspective outside your own circle. Many of your followers are likely caring for sick loved ones, have lost their jobs, or are navigating working from home while school their kids. Lives have been turned upside down and it’s important that you stay humble and grounded so you don’t come across as out of touch.
Check out how Ban.do does this on their Instagram page
Posting this billboard in their feed lets their audience know they care and they’re listening. They connect with them on a human level, stepping outside the corporate or sales-y pitches and encourage people to connect (virtually) with their loved ones.
When they do host an online sale, they acknowledge that it’s a strange time to host an online sale, and that not everyone can shop right now. Using similar phrasing in your social media posts will earn you major kudos with your audience.
3. Provide Value
Now is the time to turn your Instagram or Facebook page into a valuable tool for all of your customers. Rather than pushing to drive traffic to your site (Link in bio kind of talk), focus on engagement. While this should always be something your marketing team is focused on, now is the time to ramp that up.
I really enjoy following Later, and online tool I often use for all of my social media tips, tricks, and hacks. They recently put out a post that would normally had navigated to their website. But instead, they provided all of the content users and clients would need in one, easy to follow post.
Another way to be helpful during COVID-19, is to shift your focus away from your business and write captions that encourage social distancing and staying home. One of the most well-known brands to shift their content from extravagant influencer trips to staying indoors is @Revolve. They’ve been so creative with their strategy that they’ve even created a new hashtag: #revolvearoundthehouse. With this tag they’re encouraging their customers to stay positive, stay productive, and stay connected.
If your business has a unique hashtag that they use with every post, try tweaking it to reflect the times. You’ll also make your content more searchable by doing so: a win-win for everyone.
If you’re looking for a unique way to reach your audience right now, I can help! With my social media audit and crisis management strategy, you can continue to reach your audience during a time when business is operating differently. Remind your clients that you’re still the same brand they love and enjoy, but let them know you hear them and are with them. Contact me for your free 20-minute phone chat!