How to utilize social media to grow a loyal fan base (Even during a pandemic).
Social distancing doesn't apply to social media.
“When the going gets tough, the tough get going”
During the COVID-19 outbreak, we have seen businesses take many different approaches to how they handle
marketing. Some have hit the pause button and decided to weather the storm. However, a large group of businesses have kept things going and continued to stay top of mind for their customers. One way businesses have done this is by utilizing social media. In our blog post today we are going to talk about social media marketing for businesses. We will share examples of businesses that are using it well and, in turn, are keeping their customers informed and loyal to their business. We are going to outline three strategies: keeping clients informed, adapting to the situation, and telling your story.
Keeping Clients Informed
This strategy focuses on keeping customers informed about the current situation and also strives to spread factual information to the people who follow the business. Careful structuring of the message can lead to a more engaged and loyal customer base as well as increased reach for your brand. We are going to look at two examples of businesses that utilized this strategy: Kittell Clinic and Fairview Kennels, both in Little Rock, Arkansas.
Let’s check out an Instagram post from Kittell Clinic.
As you can see in the post, Kittell Clinic took an informational approach and discussed the curve and what it means. And, by weaving in humor and a small promotional push, they checked all the boxes in their social post. They also used video which commonly outperforms posts with images only. One piece of cautionary advice: if you are not a customer who works in a medical-related field, going too in-depth on medical stats and charts could lack credibility and come off as forced.
The next post we are going to look at is one from Fairview Kennels.
Fairview Kennel's post is more straight-forward. It simply lets customers know that they will be closed for a while to help prevent the spread of COVID-19. This is a great way to keep people informed and let them know that you are making a responsible choice to protect both customers and staff. While closing is never an easy decision for a business, being transparent and keeping your customers in the loop builds loyalty and trust.
Adapting To The Current Situation
Our next strategy is adapting to the current situation. This strategy is one that can only be employed if the business model allows it and if there are no government-issued mandates that prevent you from operating. These adaptations are things like curbside pickup, delivery, online ordering, gift cards, virtual service, additional online resources, etc. We are going to look at a few businesses that are thinking outside the box and adapting to new challenges.
First up is Choo - Choo BBQ in Chattanooga, TN.
Choo Choo BBQ, like many businesses, has switched to a model that includes delivery and online ordering. They let clients know about this, and in turn, they also give the link to order online. This makes it easy for customers to find the link to order. They have also waived delivery fees on orders over $20. This makes ordering from them very enticing. Now is the perfect time for businesses to show flexibility and to truly show customers that they are the most important part of their business.
Next up, we have Rebel Kettle Brewing Co. in Little Rock, AR. Check out their Instagram post below:
This is a prime example of a challenging situation leading to an opportunity. In the state of Arkansas recent changes to regulations have allowed beer and wine to be sold curbside or by delivery if in a sealed container. This means that businesses who never imagined they would be able to do curbside and delivery suddenly can. Rebel Kettel is a great example of adapting while also being very transparent on the challenges that come with sudden change. In their Instagram post, they talk about how they are working to process orders and are honest about orders often taking a little longer than expected. This transparency with customers helps to set proper expectations and their writing style makes the post feel like a letter to an individual rather than mass communication.
Telling Your Story.
The next strategy is telling your story. This requires a bit of radical transparency. It is where a business brings the customers behind the scenes to show them things about the business, the staff, or the strategy. You commonly see things like this with large organizations; you see much less of it when it comes to SMBs. However, with most people stuck at home, now is a perfect time to tell people the story of your business, and even more so, the story of the people who make your business great!
First up we have the Cincinnati Zoo, they are hosting “Home Safaris” live on their social feeds. Check out one below:
Live videos give people who have never had the opportunity to visit the Cincinnati Zoo a chance to learn about the zoo and the animals. It also allows them to raise money for the Zoo. This is imperative for a non-profit, especially when people are unable to visit in person.
The next example is Chapman Service, Inc. They hosted a Facebook Live to discuss how to maintain safe, clean air in your home to protect your family. See the Facebook post below:
The above example can fit in both keeping customers informed and telling your story strategies. It allowed the company to share information while also letting people see one of the faces of the business. It also shared their insider tips for keeping good air quality in the house. Your business can utilize this strategy by going live on Facebook or Instagram. One of the best things we’ve seen this week is an Instagram live video that was going well until one of the host’s kids walked on screen wearing a full Spiderman costume. It was hilarious, it was unplanned, but most importantly it was real!
As you can see in the examples we’ve shared, many businesses are dealing with uncertain times by staying connected with their customers and continuing to stay relevant on social media. We understand that this isn’t always the easiest thing to manage when you are responsible for so many other things in your business. Luckily, keeping you relevant on social media is something that Flypaper loves to do. Hit the button below to contact us so we can discuss your company's social media strategy and how it can help you stay relevant in uncertain times.
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