How Do You Reach Customers When COVID-19 Interrupts Your Business?
The Sprocket Report
Since stay-at-home directives spanned the country, people have been online more than ever. But are they hearing from you? Being in contact with them is vitally important both right now and when the time comes to re-open your doors.
A recent webinar by Search Engine Land discussed the massive changes in website traffic over the past weeks. As you would expect, traffic to hotel and theme park websites has taken a nosedive. But traffic to grocery stores has increased more than 400%! Even more significant is the boost in online messaging tools to help businesses keep working and help folks stay connected. Social media use has also increased for the same reasons.
With many of our own clients hit hard by the COVID-19 restrictions, we paused our usual marketing services and jumped on providing specialty messages about closures, cancellations, postponements, adjustments, and so on. Posting a notice on the website is good, but better is engaging with people on social media, where they are hanging out already, eager for news and interaction.
We just looked at the Facebook Insights for these clients and were amazed. Across the board, clients for whom we provide social media services are experiencing an upsurge in Reach, Engagement, and Clicks. Some of the increases are big and some are more modest, but ALL are seeing greater connection during this difficult time. See for yourself in the chart below.
Many organizations may not be able to conduct business until the restrictions are lifted. Some will face additional difficulties even then because of economic fall-out. This is true. But what is also true is that the greater your foundation, the better your future marketing success. We have seen it in the analytics over and over again. These businesses who are building up their social media foundation – during an extremely difficult time – are poised to hit the ground running once normality returns.
While every business needs to craft a message specific to their own audience, staying in touch and being supportive can make a lasting impact. If you are without social media services and are overwhelmed trying to figure out what to say to your customers and how to reach them, take a look at our special Corona Virus Marketing page. We are happy to help you get connected.