If someone asked you a few months ago what your business strategy would be if a global pandemic upended your day-to-day, would you have had an answer? If not, you’re not alone. The effects of the novel coronavirus (COVID-19) are unprecedented, and the economic impact has been especially hard on small businesses. With social distancing guidelines in place, social media has been essential for keeping people connected, to one another and the businesses they support. As we all continue to adjust, we’re sharing these tips to help you embrace these powerful tools:
1. Refocus your social media efforts.
While it’s important to remain sensitive to the current crisis, it’s also important to stay connected to your customers. People are turning to social media for human connection; they want to connect with friends and family, but they’re also looking for ways to support small businesses. For you, this means it’s time to refocus and ramp up your social media efforts.
First things first, address COVID-19. Your customers want to know how you’re responding—changes you’re making to daily operations, how you’re keeping your team safe, cleaning techniques and procedures—whatever may be relevant for your business. This lets them know you’re taking things seriously and ensures they feel secure in continuing to support you at this time.
Once you’ve addressed the impact, you can move on to letting your audience know how they can support your business. If you’ve shifted to online sales, you need to post about it. If you’re offering gift cards, share the details. If you have curbside pick-up or special delivery options, tell them! The changes you’ve made to your business model will not be publicly known until you share them with others and social media is a perfect outlet for doing so.
2. Review scheduled content.
If social media has always played a crucial role for your business, it’s possible you’ve had content scheduled weeks or months in advance. It’s time to re-evaluate any scheduled content, including advertisements, and determine if the tone and content is appropriate at this time. Any posts that may come across as insensitive or have the potential to be misinterpreted should be reconsidered at a later date. Beyond your content calendars—images, captions, and any other assets should be carefully analyzed with current events in mind and adjusted as needed.
3. Prioritize community management.
Will you be closing your business temporarily? Are you shifting to e-commerce? What changes are you making to ensure safety for employees and customers? Where is the best place to get the latest updates? Do you know when you’ll be open again? These are some popular questions we’ve seen consumers asking small businesses on social platforms. With COVID-19 guidance changing frequently, it’s best to be prepared in advance when possible and always answer quickly, honestly, and compassionately.
If you begin receiving similar questions through private messages or email, be proactive by addressing the question on social media where your response will be public. (When appropriate, of course.) If one or two of your followers have a question, it’s safe to assume others have the exact same question. Being proactive fosters a sense of community and strengthens your connections.
4. Adjust your advertising strategy, but don’t pull your ad spend.
Much like our daily routines have changed, so has consumer behavior. While you may want to make adjustments to any previously planned advertisements, now is not the time to stop advertising. Your audience is online and not only will ending advertising take you off their radar, it will have a significant impact on your insights and reach in the weeks and months ahead. Even if you make the decision to scale back, it is important to continue digital advertising in some capacity as we navigate COVID-19.
Not only does advertising enable you to reach loyal customers who are looking for ways to support you, it also provides you with an opportunity to reach new audiences. If you offer a product or service that can help people who are practicing social distancing, run brand awareness campaigns to reach them. If you’ve been forced to cancel an upcoming in-person event but have made plans to transition to a digital event, run event response campaigns to let your audience know. If you’ve shifted to online sales, run traffic campaigns to send consumers to your website. If e-commerce has remained steady for your business, create new target audiences to attract new customers.
5. Share social good.
In addition to minimizing business disruption, it’s also a great time to share social good and positivity when possible. Some businesses have shifted to making PPE supplies, donating meals, or shopping for those who are unable. Others are providing free college courses or fitness classes online. And some are reading books to children who may be having a hard time coping with their new schedules. If your business has found a way to bring people closer together at a time when we’re spending so much time apart, showcase your compassion and kindness. The world could use it right now.
If you’re looking for assistance with your COVID-19 response, we’re here to help. As social media experts, we’re skilled at quickly adapting to change, which has been instrumental for our clients and our business. Reach out today to discuss your business’ next steps.
