2. Inspirebytellingyour brand’s story: In times of crisis, when brands can’t afford promotions and giveaways to attract users, telling their story becomes a precious diamond. And social media is a great channel for telling brand stories, educating, inspiring, and entertaining consumers. You can share who is a part of the company and what they do, how they work in this new normal, how they live the organization’s values, and so on.
3. Testing different content formats: Isolation makes social networks a priority communication channel between brands and their audience, sharing multimedia content (articles, images, infographics, videos, podcasts, live streams, webinars, etc.). It’s very well received by brand followers, so if you want to generate engagement, it’s important to have multi-format content, integrated into a solid strategy. Also remember that users don’t just consume content, they create it in greater quantities than ever before; and marketing that enables and encourages audiences to create content and update their own ideas, generating more engagement than just sharing your own concepts.
4. Focus on engagement: Your entire community of followers on social networks have at least one characteristic in common, which is to support your brand or business, whether for the quality of your product or service, for the value you offer with your content or for the actions you take and share on this platform. Take advantage of these circumstances to create relationship-building publications, and increase engagement and two-way communication, supporting yourself with key resources such as keywords, link building, hashtags, tagging, among others. Remember that without engagement there is no generation of leaders!
5. Listen to your community: Understanding your audience is always important; however, it becomes important to go further to analyze in depth and better understand what your customers and community need. This is made possible by social listening tools, which help monitor your social media channels to find mentions of your brand and conversations related to a specific topic or industry. Social listening will help you monitor your brand’s “health”; generate new leads and connect with potential customers and business networks; and develop and improve products and services according to current needs.
6. Work with micro-influencers: If you want to achieve real engagement on social networks, it is important to include in your strategy work with micro-influencers, who gain space over macro-influencers. Digital influencers with less than 30,000 followers have become the most sought after for campaigns; while those with more than 500,000 followers are only part of a 30% collaboration with brands, according to a recent report by EAE Business School. Micro-influencer audiences are more engaged and can be more niche-specific, which can mean greater business impact.
It is clear that social distancing is bringing about significant changes in the way consumers use and interact on social networks, and this, in turn, demands a change in the way consumers are marketing on these channels. So to generate quality sales opportunities, you need to improve your social strategy.
As before the crisis, users want brands that respond, deliver value, and build trust. But now, they are also demanding that brands actively respond to their new needs, through the content they share. If your brand achieves this, you may witness better engagement from your community boosting brand sentiment in this new normal.
