The COVID-19 pandemic is impacting consumer behavior in a significant way. A recent study by Numerator reported a tremendous 59 percent of consumers had altered their buying behavior as school closures, travel restrictions, and the need for physical distancing have affected towns across the nation.
As a result, it’s more vital than ever for small business owners to locate opportunities to establish personalized and lasting relationships with their audiences from a safe range.
Here are some bullet-proof strategies for managing effective social media communications during the pandemic:
Adjust your messaging and constant post
It’s hard to know what is coming, so you need to keep a close eye on your posting. The messages that worked previously might not work now. Be sensitive in your posting, and don’t be tense to add a little humor into your followers’ lives. At Web Strategy, our proven mantra is especially poignant right now: Teach me, inspire me, make me laugh, and keep in mind you when it’s time to buy.
Make sure to keep your followers informed of the latest news about your business and indicate how they can help you throughout these times with business activities, such as shopping online with sales, curb-side delivery, and any extra cares you’re taking to keep your clients and staff safe. One tactic we have had great success with is to enhance messaging about purchasing gift cards, especially if you have had to lay off workers. This income supports to keep your firm afloat now, but donating 20% of sales to your employees promotes garner goodwill.
If your company has shut down, now is the time to convince your customers that you will be here for them during the crisis, and ready to welcome them back when you re-open.
Develop brand awareness with your online audience
With more consumers at home, we see a massive spike in online searching. The impact of this is being felt by many companies who just announced a 20% week-over-week boost in web traffic. For your social advertising, with further impressions and changes in competition, your CPM will, by all features, diminish—which provides an ideal opportunity to take more reach from your budget on Facebook and Instagram, precisely.
Remain steady and take benefit of the time
Now is a great time to reconstruct or tweak your business’s website and franchisees to begin a website separate from the corporate site. This will dramatically increase your SEO results, which will turn into enhancing business.
For social ads, now is the time to analyze a unique ad creative on a range of audiences of Dogri to get information that will make your following postings more successful. Think about starting a new ad set instead of updating a current one to understand the actual results better. For further ad creative, you’ll need to test against an earlier high-converting ad. Doing so enables you to directly examine the effects of an ad that has made well for your business, saving you time when analyzing results.
Facebook newly cautioned advertisers that there would be some backlog and errors as they increase their dependence on automated systems to view new ads and commerce listings because of recent staffing changes. When new ads are added or edited, they will go through a new review policy. To check interference with an advertisement, increase the delivery period of your most essential performing ads, as modern campaigns will experience a new review.
Here are some things you can try testing:
- Audience targeting, demographic, or custom audiences.
- Ad copy, including headlines and CTAs.
- Landing pages, including messaging, design, and copy.
There is a positive and supportive approach your business can take to become creative in a world of physical distancing, so capitalize on this opportunity to get creative and discover new avenues of growing your reach via social media.