Since the COVID19 pandemic began, businesses have been constantly scrambling to figure out how to move forward and interact with shoppers. As a business, you still want to reach out and stay visible, but what are customers really looking for now? Since about 70% of consumers are engaging more on social media, what a business posts is of the utmost importance. That’s why we gathered a few suggestions to help businesses find their next strategy.
First of all, focus your content on customer empathy. Consumers are very sensitive during this difficult time and it might be viewed as insensitive to just push for sales. While sales are important, this is the ideal time to build relationships with customers to earn their loyalty. Chipotle conquered this head on by offering a live online gathering open to everyone so that they didn’t have to be alone for meals during quarantine. Plainly stated, put yourself in the customer’s shoes. If you show that you understand what shoppers are going through and that you are there to support them, you can earn loyalty that will last for a long time.
Next, include authentic stories. Be honest if you are donating profits to pay staff salaries or if you are donating to a certain organization/cause. When there is transparency about where the money is going, customers typically spend more. Many restaurants do a great job with this as they talk about donating sales to their employees. Acknowledging the immediate need in your business and the families that are dependent on you will help shoppers connect emotionally with your brand.
Stay connected to your community and give back. Not only are businesses donating funds, but they have also opted to increase employee wages, waive or lower subscription fees, offer free live sessions or classes, and the like. Shoppers want to see that companies acknowledge the challenges that communities face and are here to support them. This strategy was shown as many grocery chains offered increased wages as a sign of appreciation for the dedication and hard work on the front lines.
Show how you are protecting your employees while on the job. Over two-thirds of consumers want to hear from brands regarding COVID19 but are most interested about how companies are helping their communities and considering their employees. Be open about the steps that you are taking to ensure the safety of your employees and shoppers. This instills confidence and safety that is paramount. Amazon is one example of a company that has put their new operating and safety procedures directly in front of customers. On their home page, there is a link to a page that details everything they are during for employees, customers, and the community throughout this pandemic and is updated daily.
Finally, remain flexible. No one knows what lies ahead. Nowadays, it feels like things are changing at warp speed. What was relevant 6 weeks ago may be different today. By staying flexible, you will show customers that you are reliable and dependent during ever changing times.
If you are looking for help on where to start or need help with your social media strategy, we can help! Contact us today to learn more about how partnering with our team can help give you peace of mind about your social media presence.
