The current lockdown and COVID-19 pandemic may have devastating impacts on businesses in our country, with many being faced with difficult decisions to make over the next few weeks. We are all waiting in anticipation for what life post lockdown will look like and as business owners, we hope that we will be able to get straight back to normal. But what will business after lockdown look like? If there is one thing we cannot deny, it is that COVID-19 has already and will change how businesses operate in the future. It has catalysed a digital revolution and whether businesses have embraced this revolution may be the difference between survival post lockdown.
Introverted or extroverted, people are naturally social people and thousands of people are spending their time on social media platforms during this time. Customers are not only browsing news platforms but they are looking to their favourite businesses for valuable content, education and are taking note of the messages that they are communicating on social media. This time in our nation has forced even businesses and customers who aren’t accustomed to social media platforms to make use of them to not only communicate but offer services or products, and it will forever change shopping habits and the way that customers expect brands and businesses to interact with them.
So what does this mean for businesses? While it may be tempting to cut costs by cutting on social media marketing, communication with consumers through social media will aid in ensuring that you maintain customer relationships and retain a small level of operation resilience when the lockdown ends.
Don’t stay quiet. Social media is a powerful tool that can be used to connect with audiences even when they aren’t searching for your products or services, and build long-term relationships that will last even after the situation ends. Brands and businesses that maintain their social media presences during this time are more likely to benefit strongly by remaining at the forefront of their customers’ minds, as opposed to competitors who cut their social media spend.
Content is king. Consumers are mindful of the type of content that businesses are sharing on their social media platforms. Creating relevant social media content is key during this time, and not taking advantage or exploiting the current circumstances.
Education, communication of brand values and support is the content that consumers appreciate in these times. Show that you care about what your audience is going through and avoid only making sales-focused content. People are spending more time on social media and are desperate for fresh, new content that is still relevant to the circumstances, so now is the time for you to give it to them.
Overall, businesses must create a strategy that will help them to maintain a strong presence online and create relevant content that will build consumer relationships that will outlast the current circumstances.