How can you use social media and online content marketing to help your business during COVID-19?
Across the globe restaurants, shops, gyms and theatres are closed for business. While the corporate giants will survive the pandemic, many smaller, independent businesses may not. We started 2020 with a blissful unawareness of what was ahead of us, but risk and uncertainty have always played a part in business and while we have never seen anything quite like the Covid-19 pandemic, there is one thing we can do as business owners – adapt.
So, what can your business do to survive – and even thrive – during Covid-19?
Create a Social Media Presence
If you haven’t already got one, create an up-to-date social media platform for your business. You don’t have to use them all, in fact many businesses only use one – but make sure you choose the right one for your area of expertise. For example, if you own a hair salon, Instagram is your best friend, with the hashtag #haircut finding a sheer 41.4m posts on the platform. While this figure may overwhelm you, it presents an opportunity for smaller business owners to showcase their work, build relationships with potential future clients and those stuck at home looking for new hair inspiration when we can finally make that appointment again. If you are already established on Facebook, it is probably best to stay put. Ensure your business profile is clear and concise, with basic information such as what service/s you provide, where you are based, a link to your website (if you have one) and an alternative means of contact, such as a telephone number or email address.
Get Creative with your Aesthetic
You may find you have more time on your hands at the moment, so why not use it to learn how to create your own social media or website graphics? YouTube is full of helpful tutorials on how to make your social media pages more attractive, with the basic rule of thumb being to have consistency and clarity across all channels. This means having the same profile image for your Facebook, Instagram and Twitter page as what is presented on your website. Is your logo looking a little dated? Download Gimp – a free graphics editor you can use to create new thumbnails and cover photos for your social media channels.
Organise your Photo Library
When was the last time you changed your profile photo or updated the gallery page on your website? We recommend changing and updating your photos across all channels regularly – with up-to-date images people will trust that there is someone working behind the scenes and, in turn, are more likely to get in touch for your services.
Post Regular Content
With our favourite coffee shops closing, the sudden change from a perfectly poured latte to home-brewed cafetiere coffee may seem bleak, but customers want to see that you are still around, even if it’s not in the physical sense. Out of sight, out of mind applies to businesses, too, and if you don’t keep up to date with your usual social media activity, customers will forget about you and go elsewhere for their caffeine fix when this all blows over.
Create a posting schedule; whether you decide to post every day or thrice weekly, consistency is key. The routine will establish in people’s minds when to expect content from you, and it may even boost your position in the ever-changing, mystery that is the Facebook/Instagram algorithm.
Build a Relationship with your Audience
Responding to messages and comments will help to build a relationship with your audience – one that may include current and future customers. You never know who you might reach through social media, so keep a positive, friendly and professional tone of voice at all times.
Host a Competition
Larger companies like Pret a Manger and McDonald’s offered free hot drinks to NHS staff while their stores were still open, boosting their images as companies that care. While this may not be financially feasible for smaller businesses, you can utilise the power of social media to reach the same end goal. Host a competition, offering a prize such as a gift voucher that can be used later on down the line. From increasing your followers to a rise in engagement on your profile, it all counts for something in creating a positive image for your business. Remember to adhere to the rules of giveaways to avoid being penalised and don’t forget to announce the winner in a separate post!
If you’d like any help with any of the points above, or feel unsure as how to take your business more online in light of what’s happening in the world, don’t hesitate to get in touch with one of the team at Mint Content!
