In the midst of the COVID-19 pandemic, companies in every industry and of every size have found it essential to increase digital marketing efforts to connect with followers on company announcements. Businesses are intensely competing for the attention of online users. This means that everything shared online, whether it is a location closure, health update, safety message, or motivational quote, must rely on a social media strategy to successfully reach and impact a targeted audience.
Traditional social media markets your company products and provides exposure to your brand, leading to profitable results. However, with recent shelter in place and “stay home” orders, online users are spending more time than ever on social networks, opening up a world of opportunity for your business’ virtual exposure.
Luckily, social media is one of the most cost-efficient ways to advertise with most platforms offering free business accounts to existing users. At this level of accessibility, your business is capable of increasing its virtual exposure in a matter of days by creating and sticking to a social media strategy plan.
Effective marketing is all about meeting your customers where they’re already hanging out – and right now they are at home, on social media.
Here are some of the best ways to take advantage of social media marketing to increase your virtual exposure.
1. Optimize your pages for success
Check in with your existing social media accounts. This is a great time to make sure they are up to date. Is your cover photo still that placeholder image you have been meaning to switch out? Does your company description accurately reflect what your business is currently doing? Have you updated your list of services for 2020? These items are some of the first that a user will see when visiting your page, and they need to be current and accurate.
2. Set SMART Goals for your social media marketing
SMART goals are specific, measurable, attainable, relevant and time-based. Giving your social media efforts a purpose allows you to curate relevant content that is aligned with your business goals. Some SMART social media marketing goals could include:
- Generate 10 new sales leads
- Designate 30 minutes a day to engage with customers
- Increase website traffic by 15%
Once your goals are determined, you have a clear picture of how to track your analytics and successfully tie them back to your business.
3. Create valuable, respectful content
Does your business have any extra relevant services to share with the public right now? Can you offer pertinent advice to a specific audience on how to navigate a shelter in place order? Companies can take this time to share messages on social media that project a sense of community and humanize their brand.
The ability to express empathy is extra valuable during a pandemic.
A huge mistake your business can make is coming off as an apathetic and indifferent to customers. Social media users want to know your company on a personal level and will engage the most with companies that have projected compassion during this time.
4. Engage with your online community
Social media content is intended to generate interaction and engagement with your community. If you create SMART goals and stick to a strategy, content is a valuable way for online users to engage with your brand through likes, comments or sharing. Make sure your business has a designated point person frequently checking your pages and interacting with followers in a professional manner.
Social media usage among all age groups is only growing, especially as businesses adapt to a new normal during the COVID-19 pandemic. According to data and consulting company Kantar, web browsing has increased by 70%, TV viewing by 63% and social media engagement has increased by 61% over normal usage rates.
Prioritizing a strong social media presence is an accessible way to drive profitable results for your business. As many companies continue to push out content and adjust to a new normal, maximizing your virtual exposure is key to continued business success.
