Coronavirus and your social media marketing

March Issue | Volume 1 Issue 7

Coronavirus and your social media marketing
This is probably the first time in the history of the State of Israel that we are fighting an enemy without a face and without a flag and an enemy that is attacking world-wide. Corona has forced us all to think and act on two different levels: on one hand, we have to realize that this virus will not last forever and, on the other hand, that we need to change our priorities and how we work during this period.

As small business owners we are the most vulnerable to the smallest deviations in the marketplace, but, happily, we can also react more quickly than large businesses and make the necessary modifications that can help us weather this storm. Here are some insights and suggestions that I hope will get you thinking about how to keep your business afloat during these corona-days.

Social media marketing was made for crisis times!
Along with heart-warming messages and fake news, social media is the easiest way to get your message out, no matter what is going on "outside", just remember the rule of valuable content stills stands strong!

Set your Corona-strategy
Every business has its own central marketing message - use it to your advantage during this period. Just set your Corona-strategy and go out there and post!

Keep to your marketing plan or throw it out the window?
Some businesses prefer to keep their original marketing plan in place and ignore Corona. Large business such as car manufacturers have not modified their message (to date), partly because their TV spots are set in stone and partly because people in quarantine, by definition, have all the time in the world to watch and lust after their cars. It will be interesting to find out if post-Corona there will be a rise in car sales.

Be the voice of reason
Be aware of the words, the phrases and the voice you use when you post. Be honest and reassure and don't be an alarmist; people remember 'doom and gloomers' long after the crisis has past. Your words should create a calm, but in-control mental picture of your business attitude. Consider using any of these words and phrases in your general messaging:
"...in these uncertain times..."
"... our commitment to ...."
".. .your health and your family's health is..."
"....encouraging..."
".... we are all in this together..."
"...we assure..."
"...support..."
"...continuity..."
"...in an ever-changing situation..."
"....availability..."
"...possible changes or potential changes in..."
"...temporarily change..."
"...with a sense of responsibility and concern for your health..."

Consider adding a banner to your site, in addition to a solidarity notice on social media.

Corona and Facebook

This is a great time to improve your social media skills and get a better understanding of what Facebook has to offer.
This is a great time to really get a handle on what your competition is doing on social media; for instance how often they post and how they present their message in both content and graphics and the like.
Because we may all have more time on our hands doesn't mean your post content should get longer, continue to post using the proven optimal content length for your readers.
This is a great time to invite more Likes, send Friend requests and the like.

Corona and your message

This is a great time to build a sense of trust and of community with new, former and current readers through your social media messaging.

As discussed above in Be a voice of reason - if you are a coach or a therapist this is your time to lower panic and stress levels with messages of calm. Reach out and offer your services.
Medical/para-medical businesses should remind people not to avoid important/vital services and help them keep healthy and safe.
Don't be afraid to share some of your 'secret sauce', these are unusual times.
Some businesses simply cannot continue to function as they have in the past, such as tour guides, photographers, makeup artists and so many others. It's time to think how you can translate your skills to fit other media. Consider giving one-on-one or small group online courses or 'tips and hints' sessions via Skype/Google Hangouts/Zoom. You can charge via BIT or Paybox or any online payment channel.
Are you a hairstylist or makeup artist? You can teach anything from simple tips on eyeliner techniques to full makeup looks online.
Are you a photographer? You can teach DIY lighting methods to amateur photographers.
Are you a tour guide? You can offer guidelines for tour itineraries, re-post memorable places to visit or even videos that offer viewers the sights and sounds of our country; without leaving the safety of their couches.

Having said the above, there are two points I can never over-state: (1) Never be afraid of 'giving away too much information', we are lucky enough to live in an era where sharing valuable information enables us to establish ourselves as experts and (2) while you can learn nearly every topic for free on YouTube, many people would rather pay for a one-on-one session that completely meets their specific needs.

If your brick and mortar business does stay open, tell people what you expect from them or they can expect from you: hand washing facilities, provide sanitizing gel, offer online services where possible.
This is also a great time to think ahead. Plan and create your social media posts for the summer and the New Year/High Holiday periods.
This is a great time to reconnect with former and present clients with a newsletter or business email wishing them well and providing health tips and words of encouragement.

Corona and Google

This is a great time to invest the time in googling your competition, visiting their sites and really understanding how they present themselves both graphically and content-wise.
Don't ignore your Google my Business account, continue posting regularly.

Take advantage of corona time:

This is also a great time to develop and/or improve your marketing skill-sets!
Improve your Canva (www.canva.com) abilities.
Improve your PowerPoint and presentation skills (there are tons of videos to help you!)
Start creating videos for your business!
Reach out and reconnect with former clients.
Reach out and talk to others in your field to discuss possible cooperative ventures.

Final words of encouragement?

We'll get through this - just remember to laugh a lot!

Contact me when you want more from your marketing

Looking Under the Hood is produced by YE Associates and is specifically designed to deliver curated morsels of information, tips, hints and hacks directly into the inboxes of hardworking small business owners. Each issue is published with just a handful of marketing-business bites, so you may receive one or more issues each month.

Learn more about YE Associates here