The COVID-19 pandemic has been a challenge (to say the least) for many small businesses.
Thankfully, several regions are successfully managing the coronavirus, so businesses have started re-opening.
Understandably, this time has a lot of entrepreneurs re-evaluating their priorities and trying to figure out where best to spend their (often limited) resources.
As an entrepreneur re-opening during a global pandemic, you might be tempted to cut some corners when it comes to your marketing – specifically, social media marketing.
Careful – that could be a big mistake. Now could be the perfect time to push harder on social media and post new content.
Now, if you’re having a hard time creating content and engaging on social media because of the general disruption this virus has brought on, that is completely understandable. You don’t have to go all in if you don’t want to. You can start small. Focus on creativity for a while, and you’ll find it easier to be more productive.
If you feel like you’re ready, here are 3 reasons why you should invest more into social media during the coronavirus pandemic.
1. Your audience is using social media more often during the pandemic
This should come as no surprise, but when people were required to go into quarantine, they started using the Internet a lot more.
I mean, where else were they going to go, right?
Life goes on.
Once the pandemic hit, people worked, schooled their children, shopped for products and services, ordered deliveries, and socialized online more than ever before.
More time online translated into more time on social media.
In fact, Facebook reported a 70% surge in use of all of its apps in the month of March 2020, just as quarantines went into effect (eMarketer).
So, if your audience – that is, your clients and your potential customers – are spending more time on social media, and you and your business are not on there with them, you run a risk of being overlooked and forgotten.
Your audience might forget about you in all the confusion, or they might falsely assume that you are closed during the pandemic.
So, make sure you’re on social media because your audience is there and, chances are, they need and want to hear from you.
2. Your business has probably changed because of COVID-19
In all likelihood, your business has gone through some changes in recent months, as a direct result of the coronavirus.
You might even go as far as to say that you’ve undergone a re-branding.
For some of you, pivoting was necessary to your business’s survival.
You need to communicate these changes to your audience – and engaging on social media can help with this.
Think about all the ways how your business has changed. Maybe you are limited in the products you can provide. Or, maybe you’ve found an opportunity in selling new products. If you offer a service, maybe there is a new way to reach your client that factors in social distancing. Perhaps you offer delivery service or curb-side pickups now.
Whatever the changes may be, you need to explicitly explain what is going on in and around your business and readily field any questions the public might have on social media.
Otherwise, your customers are going to be confused.
Keep in mind that it doesn’t take a lot to confuse people these days. After all, think of everything the public has gone through in recent months – they are already in a constant state of confusion and high stress as it is. So, if you’re not super clear on what is going on with your company, you risk losing them, and fast.
Don’t lose out on the opportunity to serve your customers just because you haven’t been communicating with them. Don’t ghost your audience on social media during this time.
Be present and be clear.
3. The coronavirus has changed your audience
You and your business have been through a lot during this pandemic.
Your audience has been through a lot, too.
They are no longer the same people you sold to before the virus.
Their needs have changed.
Staying engaged on social media is a great way to connect and stay on the pulse of what is happening in the minds and lives of the people you serve.
When you’re on top of what your client is going through, what’s new in their day-to-day, and what struggles they face, you will be in a better position to serve them well, and the chances of your business surviving and thriving through the pandemic become better.
So, as you can see, there are three strong arguments for your business to be active on social media during the COVID-19 pandemic. Your audience is on social media more than before. Your business has likely changed and you need to communicate those changes. Your audience has changed as well, and you need to figure out how you can best serve them during these unprecedented times.
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