Social media marketing strategies during COVID-19

by Dave Flaherty | October 12, 2020 10:23 am

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:

1. 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.
2. 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.
3. 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.

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[1], 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.

Source URL: https://www.poolspamarketing.com/trade/social-media-marketing-strategies-during-covid-19/

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