Social media usage has dramatically spiked during the COVID-19 pandemic. In fact, there’s a good chance you may be part of the over 80% of people who have increased their social media consumption during this time. As a result, these channels are indispensable opportunities and valuable resources for business owners. When you’re marketing in difficult times, your perspective shifts for a while to focus not only on ROI, but also on the impressions you make—on people alone as well as on the likes and shares your posts receive. Visibility is important at this time, and there’s currently no better place to get it than on social media. With customer usage way up, you want to look at a couple different ways to use social media to adjust your business’s marketing strategy during this difficult time.
According to an article on The New York Times, the volume of individuals clicking on links that lead them from Facebook to another site has increased by over 50%. This means that businesses have the opportunity to capture the attention of consumers and lead them to their own sites. This is where onsite content can be valuable. Users will certainly click on product links, but 45they’re also looking to read content regarding current events. If you have a blog on your website, you may want to post articles that align with current events and link to them on social media. Posting reliable content that’s helpful to users is likely to keep them looking to your social media page for more information.
Take Advantage of Streaming
Users are eating up streaming services right now, with views of livestreams on Facebook increasing 50% since January. If you haven’t streamed from your business page before, now may be the time to explore doing so. You can use this opportunity to stream demos of your products, offer free classes, and interact with your viewers. Any articles you write may be news-focused, but you can make your videos lighthearted and easy to digest. After all, people want a bit of distraction as much as they want to stay informed. For inspiration on how to engage users and lift their spirits, check out these six examples from Facebook.
Many businesses have rather sporadic social media presences. They may use social media solely for advertising promotions or announcing big news. However, you now have an opportunity to really dive into creating an active presence and building strong relationships with users. When you’re using social media, only 20% of your content should be advertorial, and the rest should cover other topics. Right now, we at Logical Position are dedicated to nurturing our own client relationships—we’re working to help our clients foster their social media presences and to help them navigate these difficult times. If you have any questions, we encourage you to reach out to us and let us help you look at how you can improve your social media campaigns.