With the coronavirus currently presenting as a global pandemic, quite a few unexpected challenges have been introduced and consequently changed the way we would typically do business. With this in mind, it may be time to adapt your business marketing strategy to include a fully inbound content-driven approach and start to rethink the way in which your brand would usually communicate with your audience on social media in response to the way that consumers and clients are changing how they consume information online. You should seek to provide the answers that they are looking for.
The type of content that your brand should aim to create should add value to the lives of your audience as well as encourage the start of a relationship. This is of vital importance, even though the lockdown is in full effect, in order to keep your brand alive and top of mind.
Use this time to focus on creating quality content that speaks to your audience on a relational level. The content needs to align with your customer or client’s needs and/or concerns in order to gain trust and attract the right traffic to convert, close, and delight over time.
Create a clear message, using your business social media platforms to show your clients or customers that you care and are willing to help them with any questions or concerns that they may have during this difficult time. By doing this, you are letting your audience know you are available for them online. You can expect to maintain, as well as, perhaps attract new leads by being a sympathetic ear to all in this time of crisis.
Now, more than ever, businesses need to adopt an attitude of agility in how they engage with their audience on social media during this uncertain time if they want to successfully connect and grow with their audience. Making sure to change and update social messaging and marketing strategies quickly to improve your odds of retaining your audience’s attention via social media and online.
Make your content useful, relevant and current in relation to what is going on in the world right now and be sympathetic and pragmatic in your approach. Offer helpful and reassuring information that is valuable to your social audience, such as an infographic or an article that provides some insights. There shouldn’t be a disconnect between what your content discusses and what is happening right now. Some dynamic thinking will be required as well as a readiness to think outside of the box.
It’s crucial that businesses become somewhat indispensable to their customers or clients during this unprecedented time, making use of social media to effectively engage and reassure them. Speak to your social audience using a high-touch approach. Making sure to set the appropriate tone and voice, starting with your customer service, reaching all the way through to the content you produce.
As a business, you don’t have to fear the difficulties and hardships that the coronavirus brings, rather see this time as an opportunity to meet your social media audience where they are at. The lockdown has forced businesses to look for alternative means to communicate, so use this opportunity to curate content that your audience will have a keen interest in while being in quarantine.
Most people will be spending a lot more time on social media than usual, looking for content to consume, so use this to fuel your social strategy and turn it to your advantage. This is a chance for all businesses to be brave and rise to the occasion by thinking critically about how their brand is being perceived by customers and clients. Set a trajectory to aim for relevance, reliability and resonance.