Advertising, Creative, Digital

How to Build Stronger Relationships with Customers on Social Media During COVID-19

By: Tiffany Brandon, Social Media Manager

COVID-19 has affected businesses on many fronts. While everyone’s first priority right now is the health and safety of themselves and their loved ones, life and business still goes on – as much as that is possible. As we navigate this new normal, brands and retailers need to figure out how to be successful and market their business under these unique conditions.

Overwhelmingly, the most popular question I have received lately from brands is “what should my business be posting on social media right now?” As a business, you can’t afford to stop marketing or selling, and that includes posting on social media.

A solid social media strategy can make the difference between surviving and thriving under the current circumstances. In this blog, I’ll dive into several ways your business can use social media during this time to deepen your relationship with customers and essentially bounce back stronger than ever before.

#1 Communicate the New Normal

First and foremost, you will want to be open and transparent with your customers on how your business is navigating this situation. I think Instagram expert, Jenna Kutchner, said it best: “This is not the season to be quiet, this is the season to communicate.”

During this time, it is important to let your customers know how your business is operating. If you have reduced your hours of operation, continue to make sure customers know when they can shop with you. For those businesses that have switched to pick-up or delivery services only, keep clarifying the new temporary way that customers can interact with your company.

Customers may also be worried about bringing things into their home right now. You can alleviate those fears with an informative video about the steps your business is taking to ensure their health is in good (and clean) hands. For example, Goettl Air Conditioning & Plumbing recently posted a video to their Facebook page about what their technicians are doing when they step inside a customer’s home and how they are committed to doing things “The right way, not the easy way.”

Simple videos like this that show how your business is adapting and functioning can endear you to your audience and convey that your business is doing everything it can to continue bringing customers the products or services they need.


#2 Promote Community Support

While most customers appreciate brands that give back, it is especially true right now. Use your social media channels to showcase your brand’s support for your community and what you are doing to help make a difference.

Often, the reason that a customer comes back to buy from your business is the perception they have about your company. When customers feel an emotional connection to a brand, the lifetime value of that customer can increase by 300% and they are far more likely to recommend the business to others.

During the pandemic, Capriotti’s remained committed to helping the Las Vegas community stay well and well-fed by delivering thousands of meals to local healthcare workers on the frontlines. Giving back and rallying behind your community sends a powerful message of hope and unity when your customers need it most.


#3 Live Stream on Facebook and Instagram

Let your brand’s personality shine though on Facebook or Instagram Live! Staying connected is now more important than ever, with people and businesses relying on social media to stay in touch with friends, consume the news, and be entertained. In fact, Facebook and Instagram have seen a 40% increase in usage due to COVID-19, with views for Instagram Live and Facebook Live nearly doubling!

Both Facebook and Instagram allow you to live stream videos so that you can do virtual Q&As with your customers in real time. You can update them on your business, show fun behind-the-scenes footage of your operation, take your podcast live and let them ask you questions about your area of expertise, and so much more. This is a helpful tool for maintaining that (sort of) face-to-face dynamic that sets small businesses apart.

#4 Uplift and Inspire Your Audience

Add some uplifting content to your social strategy! Customers do not want every single message they see on social media to remind them of COVID-19. While it is still important to be sensitive to the emotional toil a lot of people are going through right now, an uplifting post can go a long way in building loyal, happy customers.

Your tone of voice through this time can provide some much-welcomed laughs and escapism from the current situation – images of dogs and cute kiddos always work well. Amazon recently posted a video to their Instagram of a little boy driving his own Amazon Prime truck to deliver essential items to his neighbors. It generated over 40,000 likes and 2,053 comments. Positivity, gestures of goodwill, and entertainment are appreciated and give your social media profiles added value.


#5 Ask for Help

Remember: this is brand new territory for all businesses. Many companies are understandably struggling to determine how to shift their business and social media strategies amid the effects of COVID-19. So be sure to go easy on yourself!

If you find yourself stuck and not sure how tackle your social strategy, our marketing team at MassMedia is here for you. Our experts have years of experience helping clients navigate crisis situations, pivoting strategies, and providing trusted support on how to adapt as a crisis evolves. To learn more about how MassMedia can help your business navigate these new waters, let’s connect.


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