The whole nation is in a state of shock, we’re in shock. The ripples of the COVID-19 crisis will be felt for months, if not years. And not by one group, or another, all of us. We here at Blitz Digital are the champions of small to medium businesses and know that it feels like your hard work and dedication in the past few months has been for nothing. We truly hope you are in the position to be aided by the government, or still have a steady income during this challenging time.
It’s hard to think about it now (and you deserve a break, don’t pressure yourself), but this will pass. Things will return to a new normal, and that might mean that we see a small boom in our local economy as people start being released from our lockdown, and supporting small businesses. And when that happens, we want you to be top of potential customers’ minds.
We’ve put together a few tips on how you can come through this ready to take on the world (well, New Zealand at least). Here are some things that you can do to keep in front of your digital audience through this crisis.
With the outbreak of COVID-19, and as social distancing made its way into our everyday lives, social media usage has considerably increased over the past few weeks.
Now is a great time to reinforce your presence on social media and engage with your audience. It is important to keep in mind that the current situation is difficult for everyone. Communicating during the pandemic is more of a first aid solution rather than something you want to capitalize on. The latest Kantar study revealed that in the current context, social media engagement has increased by 61% over normal usage rates. This shows that the users need to stay in touch and exchange with friends, family and brands which are an integral part of the social media landscape.
Kantar study about Consumer attitudes, media habits and expectations during the pandemic crisis shows that consumers expect brands to make a positive contribution to society: ‘Talk about how the brand is helpful in the new everyday life’ ‘Inform about their efforts to face the situation’ and ‘Offer a reassuring tone’.
Stay “solid” and make sure that your customers get the information that they need. Some of your customers may look for ordering your product or using your services even while you are closed, let them know what to expect. Use your website, newsletters, Facebook, Twitter, Linkedin and Instagram accounts and don’t forget to post updates on Google My Business. Help people understand what is going on in your specific case and stick to the expertise for which your brand is known and appreciated.
Another tip is to keep an eye on what is said to and about your brand on all of the platforms. Answer comments and follow profiles that you think are relevant for you. The COVID-19 crisis forces many of us to focus on the very essential. This is a good time to show your support within your industry as well.
Once you have made sure that your customers are informed and reassured, this particular situation can free some time for you in order to improve your existing communication.
Most businesses don’t need a list of what could be improved within their online presence; they already know it. Busy times often make these improvements less of a priority. If you have the energy and drive (please be kind to yourself!), now is the time to get your hands dirty! Here are some examples of what you can do today.
Note: internal communication should be your priority number one! The tips above can be applied for informing your employees as well.
DON’T STOP ADVERTISING DURING THE PANDEMIC
Finally, according to Kantar, “there is very little expectation that brands should stop advertising, [because of COVID-19] with only 8% of respondents identifying it as a priority for brands.”
If your brand is making sales and doing well, say, in the food industry, you can consider advertising through adapted campaigns in Google or Facebook/Instagram Ads. There is no shame about advertising during the pandemic and lockdown as long as your content is sensitive and valuable for your audience.
We’re currently running campaigns for clients that are essential business, information portals, and 100% online services. The results? We have seen a decrease in cost per acquisition of 75% for one client!