As the majority of the United States begins to reopen again, business owners everywhere are bracing themselves for a new, and uncertain, normal.
Last week, we discussed how to adjust your marketing approach and messaging into this “new normal”. This week, we’re going to get a little more specific and dive into how you should be using social media to promote your reopening.
The benefits of social media
If you’ve been forced to close up shop, you’ve likely seen a significant decrease in revenue as a result. Because of this, even the thought of expensive advertising can make your wallet flinch.
The time to take advantage of social media is now. More than ever.
Thankfully, posting on social media is free. Build your following now. Spend money on advertising later.
Regardless of your industry, you should be on Facebook, Instagram, Twitter, and LinkedIn at the very least. If you’re only using one or two of these platforms, now is the time to create new accounts, branch out, and notify more people about your reopening for free.
Once you’re ready to ramp up your marketing budget again, you can choose to boost your posts and create ads at your own financial pace. Putting money behind your social media will help you expand your reach beyond your current followers and draw in potential buyers that haven’t seen your content before.
Consider changing up your style
One of the best ways to attract new eyes to your company profile is by changing up its social media appearance with new graphics. With most people getting post-quarantine makeovers, why not give your profiles a little facelift as well?
It can be as simple as changing your cover photo and profile picture.
It’s also a great time to upgrade the look of your posts. Photos are the first thing that grab someone’s attention, especially on Facebook, LinkedIn, and Instagram. The more intrigued a person is by your photos, the more likely they’ll be to read the headline and the post. From there, they are more likely to also check out your business profile and read about your business and your reopening.
Produce new content
Fresh content is the key to visibility on Google. Not only will new content help you get more pages indexed by all the major search engines, but can also help increase rankings and engagement.
Make video content a priority
Now that we have a world that is far more familiar with video conferencing tools like Zoom, we also have a lot of people who realize that not all video has to be professionally produced to be effective.
Frank Kern, one of the top copywriters and marketers in the world, just recently launched a new training series shot entirely in his home on his MacBook Pro and an iPhone. He also launched a new skin care product for his wife as part of this training series, and he shot all of her demo videos on his iPhone (in their home, as well).
The point is that this COVID-19 shut-down has made people recognize that video is easy, fast and effective, and you don’t have to hire a cinematographer in order to create highly effective videos or broadcasts. Tools like Zoom and Switcher Studio make video production and streaming all too easy and affordable.
YouTube is the second largest search engine in the world. Adding video content to YouTube that is connected to your brand, keywords, and website also helps you get better rankings on Google, because Google owns YouTube.
The key to creating effective video content is making it useful to your prospective clients. Think in terms of education and information. Don’t waste your time producing videos about your open house, your Halloween party, or the cute pets you allow to roam your office floors. Instead, offer extreme value in your videos. Create video content that educates your customers and answers questions that are already floating around in their head.
Properly created video content will move prospects through the buyer’s journey more effectively that text alone and will help you close sales faster.
Offer helpful information
It’s important to remember that while you may finally be able to reopen, others aren’t as fortunate. The novel Coronavirus is still wreaking havoc worldwide.
A great way to do your part in helping the country and world get back to work is to offer tips and resources to your followers showing them how to keep their workers safe and visitors safe while inside their facility.
As an example, a great way to help your visitors and employees feel safe when they enter your facility is to offer them a cloth face mask, should they not have one. Some may choose not to wear one, but offering one can certainly show them you care.
A cloth mask is preferable, because it can be washed and reused several times, and the right masks can be actually fairly comfortable to wear — plus, they won’t rip your ears off. If you choose to go that route, it’s a good idea to buy cloth face masks in bulk to 1) drive the cost way down and 2) put your logo or a custom message on them so people will connect with your message or your brand in a positive way.
Once this is all over, consumers will remember which brands were there for them when they needed it most. Reach out to your followers and help wherever is needed. This will help you gain loyal customers while at the same time giving back to those who need it.
Try a giveaway
A social media giveaway is one of the best ways to catch people’s attention — especially during times like these. Who doesn’t love free stuff?
In your giveaway rules, be sure to require contestants to follow you or like your page to enter the contest. This way, you can benefit as well, rather than simply attracting bottom feeders who are seeking free things amidst their boredom.
Be sure to tie this giveaway into your reopening, so that as the number of shares and comments pick up, the more people will receive word of your reopening.
The majority of businesses reopening right now are under strict rules and regulations. It’s critical that you voice what these restrictions are through your social media networks, so everyone knows what to expect before entering your facility.
For example, if you require customers to wear a mask when entering your place of business, create a social media post announcing this before your reopening date to avoid customer frustrations. Also announce the availability of face masks if you choose to supply them to visitors, as noted above.
Using social media as a sales platform
If you’re not ready to reopen just yet, you can use social media as a sales platform. Most B2C companies that sell products have resorted to online sales during the pandemic, and social media is a great way to spread the word about your online store.
If you don’t offer products, you can sell gift cards for your services that people can redeem when you reopen.
Social media is also perfect for generating excitement towards the day that you will reopen.
Post about any recent updates surrounding your opening date or changes in services/products and ask people to comment about what they’re most looking forward to. These comments will increase engagement in the Facebook algorithm, bumping it to the top of people’s timelines and spreading the word about your reopening.
Social media is now more important than ever and will play a vital role in the success of your reopening. If you’re not already on all platforms, you need to create accounts ASAP. Try adding new graphics, video content, and creating posts centered around helping the community, company updates, and giveaways.
Stay safe out there, and check out the Bizzuka blog for more information on marketing as our world changes.