Find ways to include the audience
People are social beings and crave human interaction, and what better way to reach out and build the online community than on social media. Current trends suggest a rise in the adoption of technologies like augmented reality (AR) and virtual reality (VR) because consumers are craving engaging experiences. Businesses can ask for opinions, hold contests, surveys, and polls. This will allow companies to not only interact with customers, but also gain valuable feedback on existing and upcoming products or services. Hashtag strategies are also useful to track campaigns.
Include videos
Video is a leader in content creation and will continue to dominate. According to a Cisco study, by 2022, 82 per cent of all online content will be video. Companies can consider posting how-to videos, behind-the-scenes, cultural events, recruiting, responses, promotional content, demonstrations, interviews, and even customer testimonials to add a human element to the business and connect with the viewers. One can even consider producing a series using platforms like YouTube and Instagram (IGTV) to engage the audience.
Use ephemeral content
Ephemeral content is on the rise. This type of content is available only for a short duration and disappears afterward. Live stories on Facebook, Instagram, or Snapchat are examples. Knowing the shared information will self-destruct creates some urgency in viewing. This is also a fun and easy way to connect with the audience.
Encourage influencer marketing
Influencer marketing is not a new trend, but it is one that is going to stay for a while. Celebrity endorsements have lost their authenticity among consumers who want to see people they can relate to. To find an ideal influencer, one should look at their target audience to determine who they follow and where they consume information. Once the business has found an influencer, they can run a joint giveaway contest; create a product or service together; or co-host a digital event, webinar, or video series.
Add personal touch
Businesses are leveraging the power of personalization when delivering content on social platforms. Social media has reached the level of predicting what products the customer likes and recommending them. Further, advanced targeted advertising allows one to pay to place their advertisement before the audience, allowing direct flexibility with consumer segments. Creating customer personas is a good team exercise to help brands personalize their messaging and deliver dynamic content. It also gets the company involved in the process.
Charitable marketing/public relations efforts
This is another way to gain positive attention. That said, one should not do it in a way that looks as though the business is using the situation for financial gain. Instead, companies should tactfully donate money, manufacture supplies, and find ways to give back to the community during this unprecedented time. One may even find their generosity post go viral (social media promotes heartwarming/thoughtful content).
Keep audiences informed
Brands must keep their target audience informed every step of the way by making constant updates on the status of their business.
Balance the content
Businesses should remember to balance the content they post. There is an
80/20 rule (80 per cent of the content should cater to the audience and interest them in some way, whereas 20 per cent can consist of promotional information) that companies can use as a rule of thumb, but one should first figure out the balance that works best for the business. Audiences seek positive messages that promote good mental health during isolation or content that keeps them engaged.
Since digital consumption is at its peak right now, businesses have an audience. Tailoring the brand message, targeting it to consumers, and measuring the return on investment (ROI) using key performance indicators is a recipe for success.
Crystal Lengua is the director of sales and marketing at SMP Ultralift and is also the president of the Pool and Hot Tub Council of Canada (PHTCC). A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. She is currently attending the University of Waterloo part time for an undergraduate degree in recreation and leisure and is working toward certification in mindfulness meditation at the University of Toronto. She can be reached via email at c.lengua@smpmetal.com.
