The new guidelines for online marketing during Covid-19.
See what’s changed in online marketing and how to make sure that you’re handling your new marketing with sensitivity as well as sensibility.
(Article by River Cartie in constantcontact.com 17 April 2020)
Since small businesses are built on relationships, it’s now imperative during Covid-19 that you use online marketing tools to build and strengthen relationships with current and potential customers.
Social media: Producing and posting content on your business pages is key to using social media to market your business. So, make sure that:
- You’ve claimed your business listings and that you’re keeping them up to date
- Your business profiles are filled out — completely
- All of your imagery is clear and up to date
- You’re regularly posting content and responding to comments in a timely manner
Online marketing frequency: When it comes to social media marketing, posting three times a week might have been enough, but now once a day isn’t too much — especially if you’re changing what you have to offer on a daily basis. Even if you don’t have daily operational changes, it’s good to post a little something every day right now, just to assure your audience that you’re there, and you’re still ready to do business.
Collaboration & cooperation: Be a good neighbour. Reach out to support your neighbouring small business owners. Share information. Share each other’s social media posts. Engage with each other on social media. (Note from the Barrington Coast team: check out the Be Kind to Businesses page!)
Sensitivity and sensibility:
I don’t know about you, but I’m tired of receiving emails from big businesses telling me about how they’re here for me during this pandemic. And at this point, if I receive one, I basically think about how they’re behind the eight ball with their messaging. So don’t be like them. Be different. Be bold. Be funny. But more than anything…
There’s a time and place for everything, and now is the time to be human and to show your humanity.
When you reach out to your contacts, be yourself. Everyone wants to connect, and your customers and contacts want to connect with you in particular. So, share your humanity. Share your struggles and your triumphs. Share your ideas, your knowledge, and your sense of humour.
As you communicate with your audience, be sensitive to the fact that everyone is affected by this pandemic in different ways, and while things may be hard for you, they may be even harder for someone else. So, when responding to comments on your social media platforms, make sure to be sensible and sensitive.
Most importantly — When it comes to communicating during Covid-19: Be humble. Be gracious. And be kind.