Pandemic crises COVID-19 and its effects are not going away any time soon. People all over the world will have to adapt to the new normal, and that means accepting rules such as wearing masks, maintaining social distances, and avoiding crowded areas, etc.
As a result, shopping trends are altering, as well. Nearly 80% of consumers are now steering clear of shopping malls. They are spending more time online, especially on social media.
According to techcrunch.com, WhatsApp, Facebook, and Instagram have experienced a 40%+ increase in usage during the pandemic.
But just because people are online, it doesn’t mean that they are necessarily buying.
Brands realize that they need to attract, engage, and interact with consumers more than ever. And that may require adjusting their business models and marketing goals. More importantly, they need to change the way they reach the target audience on these platforms.
However, this is all new territory. No one knows what to expect these days, nor what strategies will work during this crisis. We’re all in this together, all learning along the way.
Just like many marketing strategies, there is no one-size-fits-all solution. What produces results for one brand may not give results for the other one.
So if you want to get tips on how to market your brand on social media during the pandemic, let’s take a closer look at what some brands are doing.
It’ll give you some food for thought, and you may be able to apply innovative ideas to your current social media marketing mix.
1. Re-evaluate your marketing slogans
The pandemic crises has changed people’s behaviors. They’re being pushed into situations that they don’t enjoy. What was once normal just isn’t acceptable anymore. It is why businesses need to look at everything in a more sensitive way.
For example, KFC had to pull its ad campaign because of its ‘Finger-Lickin’ good’ slogan after fans criticized it as ‘irresponsible’ in the time of the pandemic. To avoid negative feedback, re-evaluate every aspect of your marketing campaign, and bring it in line with the altered realities.
2. Repurpose your marketing campaign
You need to preserve your online reputation. After all, you do not want to come off as a greedy brand that is focusing primarily on making money even in the time of crisis.
It is not the ideal time to market your products, and the way you communicate with your customers will make a world of difference.
For example, Kristin Cavallari promotes the sale of her jewelry by explaining how she’s doing her utmost best to keep her 100 workers employed during the pandemic.
3. Ramping up your social media presence
People these days are the manifestation of the lyrics: bored in the house, and I’m in the house bored. Yep, loads of free time on their hands, and nothing to do.
You can make the most of this opportunity to build brand awareness. Connect with a broader audience and grow your potential consumer base.
Consider posting a variety of content, including:
- Practical tips on how to be more productive while working from home
- Easy and healthy recipes to stay fit
- Humorous content such as funny videos and memes to add a bit of entertainment
4. Expand your approach
Brands need to consider adding something extra and flavorful to their marketing mix. If you’ve been uploading pictures and creating engaging stories, consider incorporating something different, such as videos, live streams, webinars, podcasts, etc.
YouTube and Facebook are great platforms for those interested in broadcasting live content and then sharing the videos later.
Some businesses, such as beauticians, stylists, florists, etc. who are affected by the lockdown, are posting tutorials or conducting live sessions that can keep people interested in the brand even if the actual services are not available at the moment.
Moreover, it’s a great way to strengthen relationships with current clients while also attracting new followers.
5. Promote positivity
It’s one thing to keep consumers posted about store timings and policy updates related to COVID-19. But your posts should not in any way add to the How to market your brand on social media amid the pandemic crises?. Your goal should be to make social media content positive, hopeful, and helpful.
Remember, your social media image and the content you upload are a reflection of your brand and its core values. So, be careful of the tone and language you use to give the message.
More importantly, make sure the information you share is accurate and relevant. The last thing you need is your brand being labeled as untrustworthy. Aim at sending messages to inform or reassure consumers.
6. Make your customers feel special
Some brands are making the most out of the opportunities that the How to market your brand on social media amid the pandemic crises has offered.
For instance, employees are being advised to work from home. It is also an opportunity for brands to provide better customer service, whether that involves responding to general queries or about orders delayed due to slower delivery schedules.
On the other hand, some businesses are limiting their marketing budgets while others are taking a bold step forward. They are finding ways to drive consumer engagement and draw attention to their brand.
For example, here, you can see how one of the best mens underwear brands like BN3TH is promoting brand awareness through a giveaway during the How to market your brand on social media amid the pandemic crises.
We all know how irresistible people find discounts, coupons, and giveaways. A free product in the time of uncertainty will help to develop goodwill about the brand among the customers.
7. Support a good cause
Brands have the power to influence thousands of people. By sending the right message and promoting ways to help others through these trying times, brands can make an incredible impact on the local community.
Depending on the budget, you can choose to either simply appreciate frontline warriors for their hard work or do something as impressive as setting up charities for those who’ve been hit hard by COVID-19.
Baby food-maker, Fragola, shared on Facebook that they were giving away free boxes of food. Customers reached out, asking how they could help. The brand was able to pair moms who needed help with those who wanted to donate.
By doing something noteworthy, Fragola was able to create empathy and set itself apart from other brands.
8. Tap into the power of influencer marketing
COVID-19 is still the right time to invest in an influencer marketing campaign. Brands and governments around the world are turning to influential figures to deliver relevant messages. You can use your followers to communicate with your target audience, as well.
Influencers can convey your messages more effectively, whether it’s to encourage others to follow safe hygiene practices or maintain social distances. More importantly, this strategy remains to be a powerful technique for building trust, boosting engagement, educating the audience, and driving higher sales.
It’s tough for entrepreneurs to keep their businesses afloat during these trying times. Also, it can be overwhelming managing it all, from shifting services online to maintaining an active online presence to organizing remote work operations.
On top of that, you have to master the finesse required to market the brand subtly. It can be tricky, but it’s not entirely impossible.
With the right approach, you can align your brand with customers’ desires, even during the pandemic. With the help of analytical tools, you can monitor the metrics that will help keep you informed about how well your strategies are working.