The Coronavirus has locked up millions of people in their homes. Businesses have shuttered down, and economies are disrupted worldwide.
What will be the future of the corporate world? Will your business be able to survive? How will you reach the clients?
These questions are a challenge for every business, big or small. While we cannot wipe the virus, we can certainly adjust our business practices to mitigate the challenges. One way to do this by adapting your Social Media Marketing strategy to the new business environment.
You ask, why should we change our digital strategy? Here are a few of the most compelling reasons:
A Spike in Online Content Demand
Do you know that Facebook reported a 70% increase in the total time spent by the users online worldwide? Additionally, almost all social media platforms have experienced a spike in usage rate during quarantine; video streaming has increased by 12%, and overall web traffic experienced a 20% hike.
These statistics reveal that people are turning to the digital world for information entertainment, commerce, and more. Above all, people are turning to digital platforms to remain connected to their loved ones.
Irrespective of age, caste, color, or creed, the whole world is shifting to social media for everything, including news, communication, e-commerce, and socialization. For businesses, developing a social media strategy and an e-commerce platform is the only way to survive in the current environment.
Maintain Brand Relevancy During COVID-19
The Coronavirus pandemic has suspended all normal activities; in fact, it has changed what is considered normal. In a matter of days, the virus changed our priorities so much so that our everyday life has become all about the virus.
In such a situation, remaining relevant is essential for business survival. Post-COVID, brands must change their tune, so they are relevant to their consumers. How can they do so? Experts state that brands must change their marketing content to provide useful information, provide support, or provide entertainment to people stuck at homes.
For instance, most brands are informing consumers about changed business operations and precautionary measures during Coronavirus. Some are providing valuable tips on how to maintain work-life balance, promote mental health, and maintain a semblance of normalcy during the pandemic.
Similarly, others are providing discounted, or value-adding offers to their consumers to facilitate communication and provide entertainment. Telephone companies are providing discounted packages as people are using phones to call their loved ones more often. Similarly, internet service providers, software developers, and apps are offerings discounts to their consumers. Your brand needs to become relevant during COVID-19; otherwise, people won’t have any use for it.
Experts also suggest unification across digital platforms. Brands must post the same content on websites, social media platforms, mobile applications, TV, point of sale displays (POS) and so on so that consumer gets a unified message as well as to increase SEO ranking. Google ranks those websites higher, which have cross-channel integration.
Small Efforts Can Reap Big Rewards
Big brands like Starbucks, Nike, and Coke, etc. are trying to turn these challenging situation into an advantage by providing value to their consumers creatively.
The exclusive strategies used by these top-notch brands are all about creativity, engagement, and head-turning points. Starbucks is using Instagram stories but with a dash of humor. Nike is showcasing its products on social media, but with creativity, and Coke is seeking attention with its visual content.
This is showing how your little efforts on social media can help in grabbing a huge audience. Utilize this time and dig out the most creative ways of seeking attention and build your followers. The more followers, the more chances of turning them into sales.
How to Make the Most of Social Media Marketing During COVID-19
Now, you know that social media is the right place for digital marketing. Let us see how:
1. Build Your Identity
Social media can help you develop a distinct identity. This time is ideal for building your brand, building relations, networking, and engaging with your clients. Social media is like a crimper tool; it allows you to connect with your stakeholders despite social distancing. Use all your tools and tactics to build followers. Brand identity made today can help you earn revenues tomorrow. Businesses invest a good chunk of time in creating brand identities. You have got this time, turn it into an opportunity. Utilize it and make a distinctive online identity.
Here are a few ways:
- Making creative visual content.
- Starting competitions that involve users for a long time like best painting using a product, best recipe, best picture, and so on.
- Sharing insights and back-stage stories.
- Communicating directly and sharing the benefits of the product.
- Develop a consistent brand identity across all channels, i-e., website, social media, and other digital platforms.
2. Partner with Influencers
Influencers play a big role in the buying decisions of consumers, as 63% of consumers trust blindly on influencers. Experts are of the view that consumer behavior will keep on changing; thus, social media marketing, along with influencers, can leave a significant impact. Highlight your partnership with relevant influencers on social media as well as websites to rank higher and reap higher returns.
· Virtual events
Some big brands are organizing virtual events and inviting multiple influencers. People are waiting for these virtual shows, just like they look forward to their favorite TV shows and movies.
· Big Audience in No Time
Influencers have a huge following. They do not need to work from scratch to get the user-attention. At this time, when you need to make some smart and creative steps to market your brand, influencers can be a live-saver.
· Easy Settlements
Many major festivals and events have been postponed without any notice. Influencers are also facing the same financial hurdles. Thus, they are more likely to make easy settlements to market your brand.
· Take a Step for Awareness
Many brands are taking steps to create awareness about the current situation. You can also do so with no or minimum budget. Here are a few ways:
- A reminder about handwashing and precautionary measures to stay safe from the spiraling disease.
- A short video message insisting on maintaining social distancing
- Weekly posts regarding the current situation
- Social media ads to stay safe
Many brands take an active part in social and community events to create their goodwill. This gives a message that the brand is not just greedy to earn revenues, it also stands with its clients at times of difficulty. People will likely click on your awareness videos and ads.
Consider a person sharing his views like this:
“I learned about detailed handwashing from ABC brand’s video” This will not only create your goodwill, but it will also generate positive word of mouth.
Wrapping it Up
In short, the whole world is spending more and more of their time during quarantine with social media. Let your brand live with the people. Make sure that your brand has an active and unified cross-channel online presence to increase exposure and ROI.
We all are optimistic that industries will get back soon until then; staying in the eyes of the customers is essential and social media is the way to do it!
Have you used any recent social media marketing tactic? Share your experiences!