Are you struggling to find momentum with your social media marketing during the coronavirus lockdown? You are not alone and there are many businesses who are facing difficulties when it comes to knowing what to post, how to post and when to post on their social channels.
However, there are some rules you can follow if you find yourself in this position, here’s our tips to help in your social media content:
Stay true to brand
No matter what happens, it’s important to stay true to your brand. Going off topic or trying to fill posting slots with irrelevant content will not only change the direction of your business but give people who have been loyal followers a chance to become bored or dismayed with your content. You can use this time to show behind the scenes posts or give inspiration to your audience, bearing in mind what your audience is used to and expects – just be honest and up front with everything.
You’ve built a brand that stands on its values – your beliefs and thought process haven’t changed, it’s just the way we do things that might change. So, use your core values to shine through, allow your values to be your strength, show your followers that you’re still providing the same value as ever and are there to help or aid in anyway they need you to.
If you’re struggling in any way with your business in these uncertain times, keep an account and tell your story of how it’s unfolding, what you’re doing and what your customers mean to your brand, through your social channels so your followers can stay up to date with everything.
Takeaway – stay on brand and tell your story along the journey
What to post on social media?
You may not be able to produce the same level of content or provide in-house photos and stories for your audience but that doesn’t mean you don’t have anything to say. If you’re a customer facing business, give them interactive content, ask them what they’re doing – show them what you’re doing, what would they like to hear from you, share behind the scenes stories from your own home. Get your community talking and engaging together.
There’s nothing stopping you getting a little creative in your content too – brighten things up or show a different side to your business. People like variety – what could you provide to make your audience smile, appreciate you, be motivated or simply something to think over?
If you’re been in a rut with social media in the past, here’s an opportunity to revitalise your content and provide something fresh and inspiring.
Take a look at other businesses similar to yours and see what people are engaging with – how can you adapt that for your business? We don’t suggest that you copy, but there’s no harm in finding ideas and inspiration from others.
And don’t forget to actually get social – it’s in the name and it’s an important part of keeping people engaged with everything you have to say. Try not to sell, sell, sell, but provide value and communication through your channels.
Takeaway – think ‘audience’ and give them content they will enjoy
How to post on social channels
Not being able to meet customers face to face is a struggle for many businesses at this time, but there are work arounds and people are more understanding than you may think, so just be honest. If you’re used to meeting a customer to discuss details, quotes, specifics, you have the options of emails, phone calls or video chats. Providing ‘video discovery calls’ instead of a normal phone call gives the customer the opportunity to still see you and break down the barriers that may appear if they were unable to see you. The video chat option is a positive step and can provide a better customer experience and introduction to your business.
If you’re used to holding meetings or functions, you have the option of online meetings and webinars. Zoom has become a popular use of online meetings as well as Google Hangouts and such apps. If you’re not ready to do a ‘live’ meeting, you have the option of recording a video and posting as a premier on either a Facebook Page or YouTube channel. This gives the option for people to watch and chat ‘live’ with the video.
Takeaway – use whatever function you feel comfortable with to reach your audience
When to post on social media
This shouldn’t change to the usual content schedule that you already have in place but maybe you might need to mix it up a little or adapt the times that you’re posting as people are online at different times of day at the moment.
Do you have a content plan / strategy document? If not, we’d love to help! But first things first, create a content plan that maps out what you want to say, and then when you want to say it. Do a little research into when you audience is most online an active on their social media channels. When are they interacting the most? That’s when you want to target your posts. And don’t forget that you can schedule your posts in advance so you’re not rushing trying to get all content done every day. There are great scheduling tools out there, and if you’re a small business and do not have the budget to pay for a paid for solution, there are still some great resources for you to use. Hootsuite allows you to have three profiles before you need to upgrade to a paid plan. This means that if you’re using Twitter, LinkedIn and Instagram, you can schedule in advance for all three platforms without the hassle of daily posting or paying for the pleasure.
Other options include Buffer / Tailwind / TweetDeck / SocialOomph – and much are down to personal preference and what you’re looking for in a scheduling tool. The best thing to do is have a go with each and see which you prefer!
Takeaway – listen to your audience and work with them on their time schedules
While we’re staying at home and are minimalising the times we go outside, inspiration has to come from somewhere – and often the best inspiration comes right when we’re not expecting it. Sit out in the garden and enjoy the spring weather, you’re surrounded by colours, birds, flowers – what can you gain from that? Can you use that inspiration in your social content?
Reading a book or watching a TV program; does it give you an idea to write a blog post or newsletter?
In these times we adapt to what’s around us and find new inspiration from these surroundings. It’s about finding new ideas, and things that our audience too would like. It doesn’t hurt to give new ideas a try – we learn by trial and error – and if your audience latches on, ever better – you’ve found yourself some new content areas.
Understand your audience and find out what they want to hear, what they want to know and how you can better serve and help them. We’re all in this together, everyone is in the same boat and as time goes on, your customers will appreciate the honesty and integrity that you show through this lockdown period.
However you approach your social media marketing at this time of uncertainty and crisis, we encourage you to seek out your audience, listen to their pain points, what they want to hear and see – and provide value in all that you give them. If you’re not sure how to work a marketing strategy or would like to dig deeper into reaching your audience, talk to us, we’d love to help.
Why not download our FREE social media checklist to ensure you don’t forget the basics and cross every tick box as you go – it’s our gift to you.