How to navigate social media post-lockdown

In my last blog post I shared three digital marketing trends to focus on during the COVID-19 pandemic. It’s been an absolute joy to watch my clients use many of my tips over the last few months and I’m glad so many of you found it helpful.

Lockdown life has turned everything upside down and inside out, especially for the small business owner. While balancing the needs of your personal and family life, keeping your business connected to the community and your customers can be tricky. Then there’s all the operational changes, delays, disruptions and endless queues.

I was having a moan with a nice couple while queueing at the supermarket today about how everything has become ‘difficult and tiring’! Of course, life is slowly returning to a new normal and we should be grateful for that. But do you know what else I noticed while waiting in this queue? That nearly everyone was staring at their phone. Is your business doing enough on social media to be noticed?

I want to help you keep your business moving forward and make sure you are reaching out to your existing and potential customers. It is more important than ever before to communicate with your audience, so they are fully aware of your opening hours, your services and any specific health and safety and operational changes.

Here are my top 5 tips to keep your business moving forward in these uncertain times…

1. Go super social

Throwing something on Facebook and Instagram occasionally just doesn’t cut it anymore I’m afraid. It’s much more about quality over quantity. You see many businesses posting 3 or 4 times in a single day but the content is often average at best. It’s much more effective to post authentic high-quality posts at the correct time.

Share business memory milestones, customer reviews and personal stories behind your brand. Share tips relating to your business. Share things that your customers want to see, not always what you think they should see.

2. Share relevant content

Sometimes when marketing your business, it’s easy to shout about your success or ‘egospam’ your social media accounts. While this is absolutely fine some of the time, if every post is about how awesome you think you are, your audience will switch off. Think about what you could share that would benefit your followers.

I’ve shared this blog post to help my target audience grow their businesses as most of my clients are small – medium sized. I’m delighted if you are still reading because it means this post is a success. What can you share that will benefit your audience and keep them engaged with your brand?

3. Adapt your marketing to your audience

In the previous point, I spoke about sharing relevant content. It is also important to track and measure how people are responding to your actions during these uncertain times. Listen to what consumers are saying about your industry and adapt your methods to suit your audience.

Would people rather order products online than come into your shop? Then set up an online shop or simple order form. Would people rather speak to you over the phone than come into your office for a meeting or have you visit their home? Then respect that and look at methods and software to facilitate this.

If you have made these positive changes for your customers then make sure you shout about it in your marketing. That way you’ll attract more like-minded people who will love your ethos and way of operating and are more likely to become loyal repeat customers.

4. Make your social media posts easy to digest

Social media posts should be easy to read and understand. One of the most important rules of writing is to use simple language and short sentences. Long sentence structure is taxing to read, while difficult vocabulary makes the post very exclusive and not widely accessible for all.

Another tip to make your social media posts easy to digest is to use capital letters for each word in a hashtag. For example: rather than writing #socialmediamarketing, write #SocialMediaMarketing. It’s much easier to read isn’t it? The official term for this is called Camel Case and makes your hashtags super easy to read.

Finally, avoid putting text on top of complex images and photographs. It’s much better to place text over a solid, high-contrast background. Even better, keep the majority of your text to the status update itself and leave the image alone apart from a key phrase. It will look much tidier for your brand and be much easier to read.

5. Boost a Facebook post

A lot of people I’ve spoken to think boosting a Facebook post is a waste of money. I completely agree with you if you don’t know how to target the right people or design an aesthetically pleasing advert. I’m sure we’ve all seen some shocking adverts as we scroll through our social media newsfeeds.

However, if you use the right image, the right message and target the right people, boosting a Facebook post can drive relevant people to your website in their thousands. You just need to think about it carefully.

I recently organised a boosted Facebook post for a local business: their website traffic increased by 100%, with leads (people actively getting in touch with their business) climbing by 70% – or 271 people – compared to the same period in the previous year. Sounds impressive right? What if I then told you that this cost just £100?

The best thing about advertising through Facebook is not just the return on investment, but also the fact that it is very measurable. For starters, a basic measure of success is that Facebook will tell you how many people have clicked on the link you are advertising. You can look into these statistics even further by looking at your Google analytics account AND even further yet again by comparing these spikes in website traffic to people getting in touch with your business.

I hope you have found this digital marketing blog helpful. If there is anything above where you think, hey that sounds really great for my business but I don’t have a clue how to do that, then please get in touch. We pride ourselves on being refreshingly affordable, honest and personable and would be delighted to help you achieve your business goals.

Sophie