Despite business going rapidly online, stores being shuttered, and entire businesses pausing because of COVID-19, several corporations needed to change their marketing and social media strategies immediately in order to step on, remain in operation, and be successful in a modern environment. Brands and small companies that have attempted to stay the course without understanding the changing world are often labeled by angry customers as being tone deaf or out of touch. In this article we will talk about different digital strategy updates that will help you tackle such problems.
So what are you asking your customers and clients when the world’s changed dramatically? I talked to five businessmen and big and small company owners in real estate, health, beauty, furniture and fashion. They discussed how they revised their companies, altered their marketing campaigns and redefined their social feeds to represent the moment they are in. Here are eight digital strategy updates you should take to update your own brand right now.
What rankled a few months earlier with buyers, may hold little appeal now. Businessman Bobbi Brown who created her beauty company Evolution 18 and lifestyle website justBobbi after quitting her iconic makeup brand in 2017, claims that marketers will concentrate on creating an engaging culture. “People want a connection. People are searching for solutions and stuff they should achieve on their own definitely.
I think that this is a chance for all companies to really hear what people perceive and what they really need, ” Brown says.” The truth is we all want the basic stuff— not only through this pandemic but always. We just want to be accepted, be free, be happy and take it down a nod and be true and authentic.
Brown has been constantly interacting with her audience via her own live Facebook and Instagram events, where she speaks about optimism and wellbeing amid the pandemic from her living room sofa. “It’s totally not based on the product,” Brown says. “It’s about building and improving community. For Brown, quarantine chats also involves letting go of great expectations as to how her video will look like.
Brown describes: “We don’t do slick videos. In some videos my hair is actually a mess, which is okay. In the longer term, it will help the company because people will see me as normal and not as perfect. “That attitude reflects Brown’s faith that consumers want the companies they socialize with to be real more than ever.
Share insights and expertise
How do you do while the business is at a standstill? With the immovable industry being almost fully closed down due to the quarantine, Corcoran real estate investor Cary Tamura, located in Manhattan, encountered a complete cessation to his company. Posting images of beautiful apartment buildings he couldn’t show anymore, seemed like a pointless exercise.
A surge of calls from distressed sellers and buyers encouraged him to continue making better use of his social media. “I was in close touch with my customers, educating them on what was happening with rates, mortgages and what I learned from the market,” Tamura says. “I knew there were potentially several other sellers and buyers out there who might like to see what I was doing.”
From the his home’s living room Tamura began uploading short videos on Facebook, Instagram , and LinkedIn, sharing his observations and suggestions on the real estate sector. “I was wondering, where will you turn to learn about the New York City real estate market? I tried to have a forum for that, just in my own tiny way.
Keep things optimistic
Many companies wanted to know what voice to strike on their own social media channels in a nonstop media cycle, with alarming reports at every turn. Some businesses have taken a deliberate effort to hold their media channels inspiring, such as the luxury company Veronica Beard. “As soon as we shut our headquarters and went through quarantine we wanted to shift our social path and voice,” describes Co-Designer and CEO Veronica Swanson Beard. “We always say ‘we’re our own client’ and it was the intuitive quality that helped us make the decision.
We decided to become a source of fun, a hub where our customers feel a feeling of connection and is respected, yet can still have a good chuckle. “Fans can now find humorous or motivating quotations and photos, and also movie clips, on the Veronica Beard Instagram page. In order to display beautiful pictures of women and clothing, viewers must navigate back to before quarantine hit our life. “We have turned social marketing down and adapted to the zeitgeist. Lots of fun has helped, “says Veronica Miele Beard, Co-Designer and Co-CEO of the company.
Understand that expectations of your customers have changed
The customer reaction to social media has been evolved overnight. Posts that should have been receiving strong reviews a few months earlier will now be labeled by critical masses as tone deaf. For Nina Bradley Clarke, a podcast host and Beautycounter Managing Director, it has been essential for her to keep tuned to what her customers are going through. Clarke, who lives in Connecticut where several cases of COVID-19 have occurred, has tried to portray her posts around that knowledge of the immediate needs of her customers.
“It is crucial to be aware of what is happening in your society, and to be attuned to how people are feeling. They just don’t want to be sold to. You have got to be in the sharing space, “Clarke says. “My customers are not asking for a beauty lesson or eye shadow, so it’s all about self-care and skincare. When I write about Beautycounter now, I concentrate just on the specific items and insights that make people feel amazing.
Say thank you
The best thing to do is to look about yourself and your brand, because too many people struggle in it. To Brown, recognizing those workers who put their lives at risk to help is at the top of the list of her pandemic communication. “What really makes sense to me is when companies and people are out there saying thanks to the front line workers, thank you to the doctors, the nurses, the trash collectors, the grocery stores,” explains Brown. “These are the things to say right now. It’s not just trying on selling stuff.
Set other companies in the spotlight
Although many companies are being used to concentrate purely on their own business, sharing your audience with other companies is also a good idea. “I believe the safest mentality, as a small businesswoman, will always be to come from a position of support,” Clarke says. “Particularly right now, it can go a long way to bringing credibility to the social media. I ’m excited about my community and I value independent, local enterprises so I’m currently blogging a ton about those businesses and entrepreneurs and how we can help each other in this extraordinary moment.
For Clarke, the shift to honor others is consistent with her brand, but now feels more crucial. “When I released my Nina’s Got Good News podcast in 2018, my goal was to spread the good things and help raise others up. The goal is at the core of my personal branding, and I honestly believe people deserve it now more than ever. Always win, and be positive and help others.
Using social media for real-time contact
With overall changes occurring to stock availability, shipping, and companies, social networks, email newsletters and company sites can provide immediate updates to customers and buyers. Anna Brockway Co-Founder and Chair of an online retro furniture market, used the email marketing advocacy of their company to update customers on what’s going on with the brand. “Our message is progressively about being accessible to market, helping more than 10,000 small companies that sell to us, reminding people we produce consistently, and of course providing the most stylish solutions to upgrade your house,” Brockway says.
Communication and marketing activities should keep going, even for companies that are not presently continuing at the same speed. Tamura posted daily and reached out to its customers. “Customers don’t know what to expect in a moment like this, as there are huge changes every week. What they should expect is prompt interaction and accurate updates. They would anticipate someone who’s not just putting their hands up and saying “Okay, right now there’s nothing else to do,” he says.
Think Long Term
Brown used this time to ponder what works and what isn’t in her company. She warns other businessmen against attempting to lead on the current environment with a reactive, fear-based answer. “Now is the opportunity not to be fevered but to take a minute of reflection to see what works and what doesn’t work,” Brown suggests. “Watch out for what your clients are doing and help curtail your expenses. It’s just about thinking harder, and doing what’s best long-term with the company. It is not eternal. This is a moment in time.