It seems that every person involved in advertising and marketing is reminding businesses that during an extensive shutdown due to the COVID-19 pandemic, this is not the time to shut down their marketing activities. I totally agree. When this is all over, the companies that will remain top of mind among their target audiences will be those who stayed the course, continued to advertise—and as part of their communications tactics, continued their social media activity.
This raises a question about social media etiquette/best practices. Whether during pandemic times or “normal” times (remember those days?), how “social” are your social media posts? Of course, businesses are on social networks to build brand awareness and grow their audience (and sales). It’s perfectly acceptable and expected to toss a sales-y post into the content mix; after all, your business pages are promoting (what else?) your business. But people don’t want to be sold to all the time there.
Social media provides a tremendous opportunity to showcase your expertise or specialty (or that of your organization’s leaders) in many ways that are not necessarily a “Hey, look at me!” moment but do help to market the company, professional practice, retail store, creative studio or agency in social media-friendly ways.
- Links to your team’s published bylines – These typically are not overtly promotional, showcase your expertise, and benefit readers who are interested in the subject matter.
- Links (with pertinent commentary) to relevant third-party news pieces about your industry or vertical – Providing educational or informative content provides value, and sharing your perspective is an elegant way to give a wink and a nod to how you serve your clientele.
- Press releases about your company – Does your company have a new product or service? Followers want to hear about it.
- Company updates – Those who really know you or your company will want to know what’s happening and it’s a nice way to stay in touch. Perhaps your team has participated in a community outreach program, someone get a great testimonial, or your company won an award.
There’s a way to provide a healthy mix of industry-relevant information and company-specific sales messaging that won’t turn off your audience. In this COVID-19 moment, it’s also about being sensitive to the current business environment and the pressures companies are feeling right now. There’s a way to frame your message (and how you promote your business) that tells rather than sells. Be one of the helpers right now. It’s all in the language.