By Crystal Lengua
Entering 2020, one may have just begun to understand their social audience, identified active time slots, designed content to post for maximum engagement, and probably planned and scheduled campaigns.
Then the pandemic hit, postponing or even cancelling many social media programs.
However, with so many people working from home, there has been a surge in web traffic, and this has allowed businesses to re-evaluate their social media strategy, identify their brand’s foundation and voice, and better connect with customers using measurable efforts.
Clearly, COVID-19 has changed just about everything, but change is not always a bad thing. So, what can a pool and spa business do?
Content to avoid
Businesses should start by evaluating their current strategy and assessing their content—what they can move forward with versus what needs to be put on hold. Companies should avoid certain types of content including:
- Any posts that focus on large gatherings or parties: Brands do not want to run the risk of appearing ignorant and promoting contact in an era of social distancing. Wording is important, and companies should refrain from using taglines that promote get-togethers, human contact, or even travel. Businesses must ensure all social media images or videos promote the 2-m (6-ft) social distancing rule as well. It is easy to rely upon the collection of brand imagery for social media but, in doing so, the company may unwittingly be sending an inappropriate message.
- Posts that make light of the situation: What one may find humorous and pokes fun at the world’s current situation, may be offensive to the audience. This is the time to stand in solidarity because everyone is #inthistogether.
- COVID-19 misinformation or sharing false statements: If businesses want to share information related to the pandemic on a social media channel, they must fact check first. If one chooses to share any news, it is recommended they only share information that relates to the business, industry, or audience to stay focused on the brand. People are inundated with crisis news, so sharing relative and useful content that complements one’s business is key to ensuring digital messages are heard and paid attention to.
Ten ways businesses can enhance their social media marketing strategy
Ignoring the current situation or pretending as though it is ‘business as usual’ can come across as inauthentic at best, and tone deaf at worst. Companies must let their followers know they are listening and acknowledge the new normal. It is critical brands strengthen their social presence and use each platform prudently so they can increase sales and have tangible data to take the business forward. There are several ways businesses can enhance their social media marketing strategies.
Revisit the website
Does the website serve as a driving hub of information? Does it make sense for the (new) business model? For example, if the company has decided to start selling some of its products online, it needs to integrate e-commerce. To ensure an efficient contactless service, one can look into online appointment scheduling or curbside pick-ups, chatbots to assist with customer service questions, and even customer relationship management (CRM) integration.
A functional website is crucial to digital marketing success; therefore, one must ensure they integrate a web analytics service, such as Google Analytics, so they can analyze reports and make informed, data-driven marketing decisions. Ultimately, social media efforts are going to drive traffic to the website, so businesses must make sure it is ready.
Choose manageable social media platforms
Businesses do not need to be on all social media platforms. They should only choose outlets they can easily maintain and for which they can create content. Social content schedulers like Hootsuite or Buffer help plan posts, but one must be able to manage them. The author recommends companies start with Facebook as the average consumer (and 1.62 billion users) visit the site daily, making it the leading social network not only because of the traffic, but also its flexibility to share content and integrate additional features. It offers search engine optimization, a business page and management platform, and also allows affordable targeted advertising. The social outlet has other features such as stories, event calendars, live coverage, free audience insights, and a Facebook shop to list products, chat with customers, and make sales. It is like a mini webpage for businesses. Other platforms one chooses will depend on the content the company creates, its target audience, and the business’s goals.
