COVID-19 has taken such a heavy toll on vulnerable communities and companies that they have to rethink their social media marketing strategies. In times of uncertainty, it is hard to know what to do next in marketing.
Should I pull back the campaign and conserve cash or capture a new customer base?
Whatever your business type, it is possible to grow your business during uncertain times with Social Media Marketing. And I am here to tell you just that. Through this article, I will tell you how to plan your social media strategy during these times.
Use Content as it Helps you to Serve Better
During the global crisis, you must understand your customers and put yourself in their shoes. If the product/service is not resolving the personal needs, then halt your campaign [till the time you fabricate a new strategy].
If you are selling any product/service that will be of primary use for the customer, you should be marketing your product. For example, retail store owners should consider tuning advertisements for sanitisers, disinfectants, soaps, etc. Restaurant owners should promote more about their delivery service.
In case your business does not offer/sell essential services, then use this time to shift to content marketing as people these days are consuming more video content, reading books, and listening to podcasts. Through these mediums [podcasts, videos, blogs, websites, etc.), you can help the customers solve the problem that they are facing.
Host a Webinar
Come what may be your industry, you will have something to contribute in a webinar. Through such sessions, you have an opportunity to connect with your audience on a personal level. Yet another benefit of hosting a webinar is that it can add to your current network through platforms such as email newsletters. At the end of the webinar, keep some time at bay for a live Question- Answer session and share valuable resources that your attendees can reference after the webinar.
Review and Select your Social Media Channels
The pandemic has changed the way people perceive social media. There has been an increase in the number of hours people spend on social media like Facebook, Instagram, LinkedIn, Snapchat, Tik Tok, YouTube, Twitter etc. As per the intelligence platform, Kalagato, there is a 62% increase in time people spent in a day on Facebook and Instagram. Similarly, the time spent has increased to 27% on LinkedIn and 34% on Twitter. This is your time to experiment with some new platforms and look for new opportunities.
Also Read: 5 New Social Media Platforms In India To Look Out For In 2021
Lead your way with sympathy and empathy
As told earlier, physical isolation can lead to more time spent on social channels. That is why brands need to stop regressive selling as it makes them appear more tone-deaf and out of touch. The best example is the TikTok handwashing challenge by Dettol that led to billions of views by communicating a practical message in an upbeat manner.
Explore new ways on how you, as a company, can be helpful even if it does not involve buying your products or services. For example, you could share a message about donating a percentage of proceeds to food banks or goods to nonprofit organisations helping the community during the pandemic.
By saying out loud that your brand generally cares and is doing its part to help out, social media managers can build trust among consumers. During the stressful and turbulent present pandemic, social media managers can drive engagement and business by writing the relevant message. Given how changeable the post-COVID world is, brands and their social media managers will likely do best by staying agile and prepared to adjust their social media strategy as new challenges and opportunities arise.
Also Read: Five successful digital marketing case studies that brought good results
Pay Per Click can help you stay ahead
Since more people are indulging in screen time, this is now the opportunity for businesses to make the most of the PPC marketing to gain a competitive advantage. Oh, and also. It helps you to save a lot of money within the marketing budget. PPC also allows businesses to scoop up that lost market share from others pulling back during this time.
How Major Businesses Used Social Pandemic During Pandemic
Like small businesses, megacorps too faced the wrath of COVID-19 and struggled financially this year. During this time, big corporations made the most of their social media platforms to spread positivity and crucial messages related to the pandemic, social distancing, precautions and latest updates. See below for how top businesses took care of their social media strategy during these uncertain times.
KFC
KFC (short for Kentucky Fried Chicken) initiated a smart social distancing campaign while promoting their chicken. They started promoting social distancing by making home delivery easily accessible through social media and drive-thrus. They also talked about their sanitisation and handwashing policies.
The social media marketing campaign by Google included promotion on Instagram. The infographic showed the step-by-step process to wash hands. Google even remembered the efforts of Dr Ignaz Semmelweis, who first discovered hand washing medical benefits.
Starbucks
Starbucks showed empathy and compassion as a part of their social media strategy. On their Instagram account, they posted a thank you message to healthcare workers and first responders. As a part of the campaign, they offered all front line responders a free tall iced or hot brewed coffee at participating U.S. stores.
Facebook launched an online e-commerce ecosystem for sellers to set-up their virtual store, Facebook Shops. Through this, brands could upload their customer list on the platform and make the most of Facebook live to boost organic engagement. To learn more, you can take up the Facebook business manager free course and enhance your knowledge.
The Park, India
The hospitality brand planned their Social Media Marketing in three strategies:
1) Communicated about Safety
As soon as the lockdown started, they talked about various safety steps, depending upon the WHO Guidelines & local authorities.
2) Took care of Societies and Communities
They started with the campaign – Hearts of Hope’ that focussed on providing door to door services to senior citizens within a 5 Km radius.
3) Engagement
At this stage, they focused on keeping their customers engaged through activities such as food, music, fitness by providing the content. They also showcased how employees of the chain worked during the pandemic with doctors and frontline health workers.
All these engagements increased the CTR by 4X.
Conclusion
While the current crisis has impacted nonprofits on an unprecedented scale, we believe that organisations can weather this storm through smart social media marketing. Engage your users across several online and offline channels and use this time to build a community that will help you achieve long-term success for your cause.
Social Media Marketing is only expected to grow. So, do keep yourself well-informed about the latest happenings in the field by doing your research and learning on your own. If social media marketing fascinates you, then apply now for the PG Program in Strategic Digital Marketing. You can drop your queries in the comment box below or write to us at pgpsdm@greatlearning.in.
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