Even in the best of times, a comprehensive social media strategy is a core part of any good digital marketing plan.
Social media platforms are the ideal place to develop relationships with your current or potential customers in a friendly, light-hearted way with content that is useful, engaging and can be easily consumed.
It is to many extents the ‘face’ of your business, and therefore requires a lot of thought and planning as to how best to portray your products, services and the people who make up your business.
And the ultimate goal is to raise the levels of trust, brand affinity and long-term love for your company.
The Covid-19 pandemic has affected many businesses in many different ways – from having to close doors and delayed services to new protocols for in-store visits and more, businesses now need to communicate more effectively than ever before to ensure that customers are up to date with changes.
Your social media platforms are the ideal place to convey this communication, but it can be tricky to hit the right tone whilst also making sure you say all that needs to be said.
Here are four key tips on how best to use your social media channels to update your customers:
- Tip #1: This tip can be summed up in one word: honesty. No matter what your business situation, people will appreciate that you’ve let them know with complete transparency, and that trust is far more likely to carry over into long-term loyalty once the crisis has alleviated.
- Tip #2: Use the tools at your disposal – if you’ve got a quick announcement to make, for example that you’re re-opening your store, put a face to the news by using Facebook Live. A short, engaging video showing your excitement at being able to trade again will engage viewers really effectively.
- Tip #3: Be empathetic – most people are in the same situation as you are, and may be feeling down or lonely because of social distancing. Let them know that you’re thinking of them and that you’re looking forward to being able to service their needs as soon as you can. If you are a service-based business, give useful and practical advice for free to help your customers wherever you can. Again, the loyalty and brand affinity that you will build as a result will give you long-term gains that far outweigh any immediate costs.
- Tip #4: Use vouchers, discount codes, giveaways and buy-now-get-it-laterdeals to continue to trade whilst giving tangible value to your customers. And again, the short-term giveaway may earn you a long-term customer – with all the obvious benefits!