The world of business is a bit of a minefield at the moment. It’s certainly a troubling time for everyone, not only on a personal level as we worry about loved ones and deal with the mental toll of self-isolation but also on a professional level. Many are worried they won’t have jobs to go back to, have already lost their source of income, or are struggling to figure out how to ensure their business survives weeks – and potentially months – of being physically closed.
When it comes to your social media marketing a lot of people are having the knee-jerk reaction of either:
- Stopping completely because it seems inappropriate to be marketing at a time like this.
- Doing nothing but share updates about Covid-19 and how it’s affecting them.
Both these approaches are problematic…
Should You Continue Your Social Media Marketing During The Pandemic?
While it’s understandable to worry how your marketing is perceived at a time like this stopping completely really isn’t an option. Not only will you undo any traction you’ve created with your efforts to date, you’re robbing yourself of the only viable means of running your business in the current climate. Done right, your social media platforms are the perfect way to continue building your business, even during the crisis, and creating the kind of interest and engagement you need to ensure you have clients when you are open for business again.
If you’re really smart about it, you’ll also find a way of offering digital products or services that can be sold exclusively through social media and give you a source of revenue until your usual methods open up again.
And if you’re already avidly selling on social, stopping right now is utter madness – people are bored senseless and looking for things to occupy themselves. Be there with your products and services to give them what they want!
What Should You Be Sharing On Social Media While We’re In Lockdown?
Likewise, people are getting seriously burnt out when it comes to news about Covid-19. The news updates are constant, we’re all regularly Googling it and following the latest live broadcasts. We know it’s affecting everyone. We know how it’s affecting everyone. Unless your business actually lends itself towards giving advice around the virus and lockdown (like we’ve been doing!) or you’re sharing positive or funny stuff showing how you’re all coping with working from home, try not to talk about it too much.
It’s a little impossible to avoid mentioning it occasionally, but doing so in passing isn’t an issue.
Flooding your channels with information and updates that isn’t relevant to you or what you do isn’t the way to go here – people can get this information from official outlets, and businesses who actually work in a field that makes them qualified to offer advice.
For example, if you’re a health or wellness business and can share advice on keeping healthy during lockdown, and boosting your immune system to protect you against the pandemic (like our client at BluVida Precision Health and Wellness over in Texas) this is great, helpful content to be sharing right now.
Or if you’re a law firm (like our client at Beeston Shenton Solicitors), sharing legal advice that answers specific questions people have about lockdown, furlough, and related areas, is similarly spot-on.
But what if your business doesn’t really lend itself to offering advice on current events? Well, there’s plenty you can be doing to ramp up awareness of your business and lay the groundwork for a lot of new business once things get back to normal. Here’s how to handle your social media marketing like a chaimpion (pun intended!) during the pandemic…
How To Handle Social Media During The Pandemic
For a little business inspiration to show you one brand that’s been absolutely smashing their social over the last few weeks, we’re taking a look at what Chester Zoo have been up to on their Facebook page since they were forced to close the doors…
Just as lockdown was starting and Chester Zoo was forced to close its doors to the public, they did something quite spectacular and started taking advantage of the fact there was nobody in the park. The zoo is usually packed out with visitors and times when it’s closed are spent doing all the day-to-day tasks of caring for the animals and maintaining the grounds that can’t be done while visitors are there. Being forced to close gave them a golden opportunity and they were very quick to recognise it: their staff were still working, their animals were still gorgeous, and there was plenty of time to show people exclusive footage that it wasn’t possible to film during the day at any other time.