There is no doubt that the recent global crisis has had a major effect on businesses, small and large. You might be an owner of a business, trying to figure out how to forge forward with marketing in this time of great uncertainty.

Although there needs to be a shift in how you market, it doesn’t mean you have to stop having some sort of online presence. Even if you are unable to currently provide your products or services, it’s still important to engage your existing audience, if you can.

Social media is a powerful tool where you can have direct conversations with those interested in your brand. Now is the time to connect with them on an even deeper level. Here are five ways to do just that.

Be transparent

There is nothing more important than being honest right now. Open up the conversation with your audience about what your business might be going through and, most importantly, how it is going to affect them.

Will there be shipping delays? A change in payment plans? A shift in how often you are going to be posting content? Let your audience and buyers know this, using social media.

This is a great example from one of my favorite brands, LUSH, on transparency on Instagram. See the full post here.

Be authentic

Now is the time to be raw and real, and not overly scripted. No one wants a bunch of marketing fluff right now. Be authentic in the type of content you choose to post. Make sure you are still trying to be unique as well. How can you spin this in a way that will stay true to your brand? What are some ways you can update them on what is currently going on?

Experiment with video

People want connection more than ever right now, so it’s the perfect time to try and experiment with some video content.

Have an iPhone? Great! That’s all you need.

Do a live Q&A, or film the “behind-the-scenes” of what might be going on. Interview engaged customers, or, if you’re a fitness brand, film a new workout segment for your audience to do at home.

Lululemon has been a great example of this type of content. See the full post here.

Focus on community

Now might be a perfect time to think about something like a Facebook Exclusive Group, or doing fun things on Instagram stories, like polls. Why not ask your audience what they are interested in buying right now? Or what type of content they want to read?

If you have the extra time right now, and can pivot and focus on engagement that creates community, it’s certain that buyers will follow. Put energy into building up your community now so that once this is all over, people will be invested in your brand, and willing to buy.

Source user-generated content

This can be a fun way to get your audience involved in your social media content, especially since it would be extremely difficult to have photo shoots right now!

Think of a fun hashtag or something that connects to your brand. Encourage your audience to tag you, or send you photos of what they might be doing from home right now, or how they are using your product at home. You can even encourage them to create video content as well!

Urban Planet boosts a great example of this: they encouraged their followers to tag them and use the hashtag #stayinginwithUP for a chance to be featured on their social media feed, wearing Urban Planet clothing. See the full post here.

How are you currently managing YOUR social media platforms during this pandemic? Get in touch with me if you have any further questions!

Published by Marina Khonaisser

Hi! I'm Marina, a Content Manager and Digital Strategist passionate about building brands and developing online content strategies that tell captivating stories.

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