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  • Writer's pictureDeanna Lennox

Social Media Marketing and Advertising During the COVID-19 Pandemic

The COVID-19 outbreak is having a big impact on the way we do business and customer behaviors. If people can’t visit your business in-person, consider creative ways to bring your business to them. Even if your business can’t operate normally right now, there are a lot of things that can be done to set yourself up for long term success. Business owners and advertisers should look for opportunities that will help build long-lasting and personalized relations at a safe distance.

We’re don‘t have all the answers, but here are some tips to help you through the days ahead. We’re all in this together.

Your customers will be paying a lot of attention to your company right now. They will be looking for updates on any changes to your operations and how it affects them. With most people practicing “social distancing” right now, more people are online and using social media all the time. It’s more important than ever to “get it right” on your social media and online marketing strategy.

Social Media Strategy During COVID-19

You likely started the year with a social media, content, and influencer marketing strategy in place to help you realize your marketing goals. While you don’t need to abandon your plan entirely, you may need to adjust your strategy to accommodate current events and how it affects your business customers, and the rest of your network.

If you haven’t established a social media content marketing strategy, you will want to think about putting some tactics in place for the short term while we are going through this.

Whatever your social media marketing goals are, be it sales, brand awareness or thought leadership, your main focus right now should be establishing trust, providing stellar customer service, and building strong relationships.

You should be sensitive to your audience. What is your target demographic? How does the current situation affect them? What is their biggest concern right now? Now is a great time to share helpful information, send an encouraging word or just put a smile on their face.

By and large, it’s best to stick to your current brand cadence, topics, and themes. However, this will depend on how the pandemic is affecting your industry.

What Should You Say About COVID-19 on Social Media?

Your customers will be looking for information on any changes you are making as they relate to your operations, employees, and customers. Updates should be sent in a timely manner. In this rapidly changing situation, your response could change quickly. It’s important to keep your customers in the loop and reassure them that you are taking steps to ensure everyone’s health and safety.

Sharing other information about COVID-19 will depend on your industry. Those in the healthcare sector may want to share virus-related news that could affect their business, such as changes in local regulations.

Make sure your information is from a credible source and fact-check everything!

In addition to posting updates on social media, you should notify your customers of any changes by sending occasional emails with any COVID-19 updates.

Online Advertising During the Pandemic

Social media ads are the best way to reach a wider audience. What makes social media ads so powerful is the ability to target a very specific audience. You can create target audiences based on geographical location, demographics, interests, behaviors and more.

Building Brand Awareness with Your Online Audience

With more consumers browsing online, this is a great opportunity to increase brand awareness with your online audience. Communications companies have reported a 50% increase in web traffic in North America in this period. With an increase in impressions, your Cost Per Mile will likely decrease which means this is a great opportunity to reach a wider audience with your budget on Facebook and Instagram.

Find New Leads and Build Your Email Marketing List with Facebook Ads

Whether you are a service business, online or locally based business, you probably send emails to keep your audience engaged and up to date with regular newsletters. If your business is slow or closed, it may be a good time to adjust your strategy for using email to collect new leads.

Facebook ads allow you to increase leads and signups for email newsletters, create a remarketing audience that can be used in the future, and increase customer interest and awareness.

When creating a lead gen form, less is more. Customers are more likely to opt-out when more information is requested. It is best to use only two fields, such as name and email. More information can be gathered at a later date when you implement your follow up strategy.

The best approach to social media marketing and management during the COVID-19 pandemic is to remain as consistent as possible and show your customers that your care. They will appreciate your interest and thank you with their loyalty and patronage when the worst of the situation has passed.

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