Despite operating in a very web-centric world, many small businesses have only dabbled in social media and instead preferred to focus on their in-store clientele. Shutdowns and social distancing due to Covid-19 has completely changed some businesses’ relationship with social media. While no one could foresee how drastically a pandemic could affect businesses both large and small, one thing is obviously clear: in order to survive, we must adapt.
When the Coronavirus shutdown began, many business owners were blindsided, and were left with little to no time to enact any sort of mitigation that could help float costs. Amid the confusion and frustration, some businesses ceased operations completely while others worked with a skeleton crew, unsure if they would ever bounce back. Now that the dust has mostly settled, we are seeing the new “normal” business landscape where, in regards to social media, businesses must leverage style, work ethic, and technology to remain viable.
Adapting to the New Normal
The Covid-19 pandemic proved that not all businesses were ready for change. However, we as a people are resilient, and necessity truly is the mother of invention. From theaters to warehouses, restaurants to offices, and churches to the movie industry, we are seeing business models adapt and take form in unexpected ways.
Churches are holding virtual services, allowing followers to “tune-in” to the weekly sermons via streaming platforms. Restaurants now offer take-out and curb-side pick up, some even offering alcoholic beverages in time for virtual happy hours! Live theater companies are holding donation-based streaming performances of past productions, while the movie industry is offering new releases for in-home viewing at cost. Offices everywhere have adapted to remote models where employees work from home and meet via online video platforms like Skype and Zoom.
Using technology has allowed many businesses to retain their customers, albeit in a different fashion, and communicating via social media has made it easy to do so. Social media and streaming platforms have allowed some business to continue, giving hope to not only their employees, but their community as well.
Preserve the Human Connection
Human connection is the one thing that all people crave, and many businesses use it as the backbone to their marketing. But how do you preserve the human connection when you can not be face-to-face?
While many think social media has hindered the ability to communicate, it is exactly what is allowing so many of us to connect during this pandemic. FaceTime and Facebook, TikTok, Instagram … these are just a few platforms that can allow those the farthest away to be virtually in the same room.
Live streams of concerts, FaceTime tours of a granite warehouse, Instagram stories from your favorite artist – these are easy ways to stay connected to your audience while preserving the viability of your brand and business. These platforms also allow a business to support their community and those in dire situations, branching out for donations and shining a light on critical areas in need of most help.
A business can not only thrive, but help their community get through the darkest of times – preserving the human connection one by one.
Leveraging the Lessons Learned
So how does a business leverage social media in times like these? One can start by following the advice mentioned earlier – you must adapt to survive.
By seeing how some businesses have been able to jump into the deep end and come out stronger, we know there are possibilities for your business as well. There may be costs to incur and/or a huge learning curve to overcome, but using the available technology is the best way to get your business back on track and maybe even flourish in these trying times.
Here are some tips to remember:
- Just because it’s tradition doesn’t mean it still works. Holding onto rules of the past doesn’t help adaptability. We certainly don’t suggest throwing the baby out with the bathwater, but be reasonable when it comes to new opportunities.
- Not all platforms work for all situations. We’ve said this many times, and will continue to say it: know what audience you are targeting and focus on the social platforms they use. Focus your efforts on well-crafted posts and don’t forget to ask for their business.
- Marketing basics still hold true: know your product and know your customer. Branding, content, and targeting is a huge part of digital marketing. Even if you’re new to the game, you’re already a step ahead if you have marketing basics in place.
- Invest in the security of your site and platforms. Now that everyone has had to jump in, the potential for hacking is at an all time high. Be sure to invest in security and make sure your web technology is up-to-date.
- Remember to make the customer your priority. The tech innovations have allowed for speed and reach, but you still need to offer fantastic customer service. Prioritizing good communication, monitoring your analytics, and maintaining social awareness will help ensure that your customers are happy.
If you are feeling overwhelmed during this extraordinary time, don’t hesitate to reach out to us. Blink;Tech prides itself on being a true tech partner, and we are here for you should you need us. Contact us today and see how we can help!