The social media scroll - we’ve all done it, and we’ve all lost content to it.
Picture this. You’re on your lunch break, and you decide to pull up Facebook to see what’s being discussed in the digital realm. You might search for your family and friends’ posts. Or perhaps you’re interested in catching up on the latest celebrity gossip, or curious to see what the news is saying about what’s happening in the world.
Whether you go on social media with a specific purpose in mind or just want to kill time by mindlessly scrolling through it, you never fully take in all the content on your timeline, especially now during COVID-19 and social distancing. Social media is flooded with content as people turn to it to seek the human connection we can no longer find in person.
Now, what does this mean for marketers?
It means that getting your content seen is harder than it ever has been. But don’t make the mistake of thinking this means that you should put your marketing on the back-burner. Because as hard as it may be to be heard over all the new voices joining the digital world, your online presence is also more important than ever.
Cultivating a long-term socially-distanced relationship online
You’re in a relationship with the consumers you market to. Even though it’s become an online socially-distanced relationship, they are still looking for you to be a voice that they can trust during these times full of unknowns. And while you have to distance yourself from them physically, that doesn’t mean they should feel distanced from your brand socially.
The article, Don’t Social Distance Your Brand: Smart Marketing is Now More Important Than Ever delves into the value of strengthening your online presence during the pandemic and digitally staying connected to your audience. With virtual interactions being turned to for a sense of connection in place of in-person ones, being able to continue your current relationships and create new ones will impact you in the future.
Social media as a marketer’s online dating profile
In our new digital reality, consumers are looking at a company’s social media presence like they would an online dating profile. Instead of being able to meet in-person, they’re counting on companies and marketers to digitally show them what they bring to the table through their online presence. To catch the attention of consumers and not have your message lost in the social media scroll, you need to be willing to think outside the box and take the time to create a powerful social media presence.
With everyone flocking to social media, it’s not the quantity of your content that matters but rather its quality. Consumers are confronted with posts related to politics, social activism, personal content, and more. So instead of being just another post on the screen, focus on making content that stands out on their feed.
This is where your message and your voice matters. Even though the appearance of marketing may be changing, and your social media plan needs remodeling to fit a new normal, the traditional marketing rules still apply. Your audience wants to hear your brand’s voice in your content, and they want to know that you care about them.
Instead of pushing yourself to post something daily, really reflect, and strive to make content that your clients will care about and haven’t seen before. If you feel stuck in a rut and find that your content is feeling repetitive, try stepping outside of your comfort zone to get your creative juices flowing. Unique and engaging content will have a higher chance of catching your audience’s attention.
You also want your online presence to show that you can relate to your consumers and the world around you. 2020 is proving to be a year of unprecedented actions, changes, and calls for reform. By intentionally showcasing diverse and inclusive content, consumers will see the human side of you that cares about the same issues they do and will be happy you aren’t just living in a bubble trying to make money.
Finally, to successfully market online during the pandemic, you need to expect the unexpected and be willing to adapt to change. Don't think your social media and marketing plan pre-pandemic can be implemented as is. Do your research and craft a plan that falls in line with what your audience is doing.
Keeping your relationship going
Every like, share, and comment your posts receive is your customers telling you what’s working and what’s not. And just like in any relationship, communication is key. If you don’t want to fall victim to the social media scroll, fading into the background of all the other voices, listen to what your audience is telling you and act on it.
Rather than ghosting them, whether intentionally by cutting your marketing or accidentally by not adjusting your social media presence to fit these times, make your digital identity one they don’t want to break up with. Create content that breaks through all the noise and show your audience you’re worth staying with.