Social Media Marketing in the Time of COVID-19
March, 2020
No one has the answers, yet social media gives you options.
It’s been several weeks since our schools closed, the workforce turned remote, and our new heroes wear grocery store aprons. If you’re a business owner you’re wondering what the correctly sensitive move is when it comes to social media marketing.
Not wanting to look like a complete jerk, do you pause your posts and pull your paid ads? Wanting to be able to reopen when this is over, you also know that it’s important people are remembering your business while it’s temporarily closed. And if you’re deemed an essential service, then how exactly do you remain sensitive and informative to your customers?
Flat out, here’s what we’re saying: If you are able to continue to market yourself on social media in a respectable and sensitive way, then this may be the thing that completely saves your business. Here’s why:
1. People are home, scrolling, and looking for information, distraction, and entertainment.
Facebook and Instagram usage are surging and the platform is scrambling to keep up. People are looking for any type of content that gives them what they need.
Can you create content that is meaningful to your target audience during this time? Xenana Spa, a longtime client of ours, is temporarily closed early to help flatten the curve. We’re providing their social media marketing for free during this time, because that’s just the right thing to do. We’re sharing beauty product delivery options, DIY spa tips ,and yoga-at-home videos.
If you’re deemed an essential service, how are you communicating to your customers that you’re open and taking the recommended precautions? Here’s the first essential service Instagram post we created for a Portland auto mechanic when Oregon announced the shelter in place order.
2. Brand awareness is the route to go for paid ad spend right now.
Facebook is seeing lowered ad spend, which makes sense. Businesses closed and people pulled a lot of their existing ads. They also stopped ads that use Coronavirus scare tactics for things like limited hand sanitizer supplies and face masks.
Brand awareness is the objective to aim for right now. It’s a low-cost way to stay in front of people while also balancing your own expectations on conversions.
If you decide to run paid ads on Facebook, their staff is reduced and this may mean that your ad approvals will experience delays and errors.
Facebook recommends extending the campaign delivery date on any well-performing ads so that the ad doesn't have to go through a fresh review process. If that makes sense for your business and our pandemic, then do it. Don’t expect major conversions, but do expect that a lot of people will see your ad.
3. Brush up on your LinkedIn skills.
If you’re an office professional or a business owner, you’re probably already on LinkedIn. They too are reporting a major increase in user activity. With that increase comes best practices they want you to follow.
To connect with the new mobile workforce, LinkedIn is encouraging people to write about their new workday experiences from home. Of course, keep up with the engagement factor on all the platforms, and especially LinkedIn if you’re wanting to make new professional connections for hiring.
4. Maintain revenue flow on Pinterest.
Pinterest is essential social media marketing for the e-commerce set and the platform is here to help you communicate with your audience during this crisis. Acknowledge what’s going on, don’t be tone deaf, and use a delicate touch.
5. Be a good business.
We want our clients to reopen when this is over, that’s why we continue to support them on social media. We’re also offering free social media services and consulting to our network of contractors and business partners. We’re all in the together, we have no idea where we’ll be when this is over, and we all want to do good.