Here are some common questions I’m getting from businesses who want to keep posting on social media, but don’t know how to appropriately do it.
- The shop is closed, but we need to keep posting. What kind of content should we post?
- Do people care about our business right now?
- Should I pause my ads?
In an article on socialmediatoday.com, some of the most popular online searches right now are: Essential E Commerce stores (ie. Hand sanitizer near me, face masks near me, toilet paper near me), Health and wellness (ie. Coronavirus symptoms, home remedies, workouts at home), News and Food and Recipes.
And “How to apply for CERB?” “How to make a homemade mask?” are just some of the most popular questions being asked on Google right now.
What does this tell us? Lots of people are concerned about being exposed to COVID-19 and are looking for helpful resources and valuable content over entertaining ones.
Here are 5 Ways You Publish Valuable Content on Social Media
First, think about your customer, put yourself in their shoes. Why do they choose you over other services? What will they miss about your business during this time?
Are you a gym? Weekly workouts, virtual classes, meal plans, nutritional supplements, benefits of certain vitamins, what kind of food are your trainers making to stay healthy?
Or maybe you’re a hair salon? Types of shampoo and conditioner you’d recommend for different types of hair, how to cut your own hair, how to trim your bangs.
Are you a restaurant? How to make your famous salsa, opportunity to buy your special sauce, or DIY kits and recipes of popular meals.
- Consider Longer Blog-Like Captions
- Captions that are in long form can keep a reader on a post for longer which tells Instagram and Facebook that the content you are posting is valuable. This helps your post rank better in the algorithm and therefore your post will have have higher impressions and maybe a farther reach.
- Caption ideas can be like work-outs, answer some of your FAQs or can be a refurbished blog post or even newsletter content.
- This kind of content can build relationships and trust with your readers and help place you as a leader or an expert in your industry.
- Pivot to fill a new demand
- If you feel that your services aren’t needed at this time, that’s not true! How can you fill a new need? Is there a charity or way you can make your customers feel better? Can you team up with smaller businesses and support each other?
ie. On theUrbanMom.ca, my readers like reading my tips on family hikes, places to go, and my self care essentials like face masks and skincare. I’m pivoting by helping New Mamas feel cared for. I care a lot about new motherhood, it’s already hard adjusting to motherhood, I can’t imaging what it’s like now for new moms who may not have extra helping hands around the house. I’m getting friends and family to nominate new mamas, and I’ve partnered with Canadian companies and other small businesses to put together New Mama Care Packages.
Another example (see below)… A&W has changed their whole IG content strategy to showcase how their restaurants are supporting our Frontline workers
- If you feel that your services aren’t needed at this time, that’s not true! How can you fill a new need? Is there a charity or way you can make your customers feel better? Can you team up with smaller businesses and support each other?
- Be Authentic and Empathetic
- Video is a great way to show your authentic self. IG Live is being used a lot to interview people behind the scenes in your business and a way to connect with other businesses to team up and provide value to your followers.
- Share Your Expertise and Personal Experiences
- This is a great time to adjust your content strategy in a way where you can share tips, tricks, hacks that will add value. Think of some frequently asked questions and write a post with the answer. This is the time to give your customers free info. They’ll remember how much you helped them solve their problems and will be more likely to buy with you when this is over.
- Sharing your personal experiences will humanize your brand. It’ll help build trust and community! We’re all in this together!
- Stay Active on Social Media
- Do your best to stay active on social media. You don’t have to post daily, but post valuable, on-brand content at least a few times a week on Instagram and Facebook. Pin your announcements to the top of your page. Announcements can include the steps you’re taking to ensure you are being safe during this time.
- Ask your audience how they are doing? Check in with them. Ask who’s working from home? Send working from home tips, memes or kind and encouraging things that will make them smile.