17th April 2020
Regular readers will know that I have, for the last few years advocated that business social media platforms should have a consistent approach to the messages shared. The consistency is in the content matter not necessarily the imagery that is posted, and I advocate 5 key topics:
1: You and your team, this is by far the most important element. Your clients love to see familiar faces on your platforms.
2: Clients, with their permission and not always just the back of someone’s head, your clients feel part of your family and this encourages them to share your posts.
3: The services you provide, it’s important to share what it is you do, each and every service you provide, no matter how small it might be.
4: Products, use social media to showcase the brands you carry that are available for clients to purchase.
5: Your environment, not just your own business, but where it is situated and the surroundings as well.
Social distancing, although the phrase relates directly to the amount of space we keep between ourselves, actually has an impact on our social channels as well, because we are not at work, and we are not in regular face to face contact with clients.
So what changes should we make to daily posts?
THE KEY IS (as always) DAILY POSTS! At this moment in time, social media is the main platform for communication and all businesses will be seeing an increase in followers and in engagement with posts. But to really maximise the effectiveness of your different channels, a different approach needs to be taken.
1: You and your team: Still the most important aspect, but make it fun, share pictures of your team being creative in isolation, or pictures of them as children, it’s guaranteed to keep your followers amused. Mini videos are also very important
2: Clients: Encourage your followers and clients to share pics of themselves in isolation as well, it makes them (still) feel connected and part of your family. You should also repost favourite client images to share the memories with everyone… #TBT or Throw back Thursday is a great idea and a powerful hashtag to use.
3: Services: Think outside the box and start ‘talking up’ special services and offers that you are going to be offering once lockdown comes to an end. Create excitement in advance and if possible …. get clients to book in.
4: Products: Whatever product you have available, especially if you are able to provide them whilst in lockdown, share them and talk about them now! People are still shopping and whether they are able to receive the goods now or are simply paying in advance, it’s an opportunity for you to generate revenue and keep clients focussed on your business.
5: Environment, Share photographs of what’s happening where you are. If you and your neighbours #ClapForCarers then share some pics of your street showing their appreciation. if you have a rainbow in your window and are schooling your kids, share those pics too. But also show your business regularly, images that showcase what your clients know and love, just to remind them of what made them come to you in the first place.
Add into the mix, lots of POSITIVE IMAGES AND FEEL GOOD FACTOR QUOTES, your followers need their spirits lifting at the moment so share posts that make them feel better. If you are able to add in some mini videos of you and your team, do so, this is also very positive and affirming ….. tell your clients you are missing them and can’t wait to see them again. Colonel Tom Moore and people who are doing good for the better of all are also important shares … and at all costs, avoid negativity and fake news, we don’t want to see this on social pages. Don’t forget to add powerful hashtags …. #StaySafe #StayHomeSaveLives #ProtectOurNHS #WeMissYou etc.
Stay focussed, stay positive and use your social media to keep everyone fully up to speed with everything that’s happening now, in readiness for the return to work.