Brands that chose not to invest in a social media presence before COVID-19 were forced to adapt or suffer the consequences. Continued communication with your audience is key to remaining on top. Brands need to get products to market much quicker, testing them with target consumers and rapidly learning and adapting from the results. Social media must be a part of your digital strategy. In March, SOCi reported double-digit increases in social posts, with the highest increase on Google My Business (GMB) with a 39 percent increase. Since many consumers turn to social to provide them with up-to-date local business information, reflecting these updates across your social channels is imperative.
For instance, if your brand has adjusted its hours due to the pandemic or has special hours for seniors or healthcare workers, that should be highlighted across your social media channels. Additionally, use social media to highlight what safety precautions are in place as stores begin to reopen. How have cleaning protocols changed? Are employees required to take extra measures to stay safe? This is the type of information consumers are looking for on social media.
Start with Google, fine-tune on Facebook.
For brands looking to increase their volume of reviews, Google is the place to start. GMB claims three out of every four new local reviews for multilocation brands. However, Facebook continues to have more positive reviews than any other site when comparing the top three platforms for online reputation — Google, Facebook, and Yelp. If your business lacks reviews, now is an excellent time encouraging consumers to leave them—reviews matter. In fact, positive online reviews are the No. 1-factor influencing purchase decisions. Localized search is a trend here to stay. The pandemic has led to a shift in how consumers look for local business information. Local search, local social, and ratings and review sites were where people turned to first to find the up-to-date information they needed to make a purchase decision. However, this habit didn’t start during the pandemic. It only intensified. Localized marketing presence resulted in higher visibility for the brand and 3X the results in terms of revenue growth rate, proving the value of a localized strategy. To take market share in this digital-first world, brands must claim 100 percent of local pages on the top search and social platforms and populate the pages with up-to-date information.
Moving Forward With Digital Marketing
With a better understanding of how consumers have changed their habits and how retailers need to adjust, your brand is prepared to meet consumers where they’re spending even more time online. While there’s no promise of when things might go back to a new normal, your brand can begin making changes to its digital marketing efforts to meet consumers where they are, which is on social media and reputation platforms. As a brand in today’s society, it’s essential to be agile and adjust to the times they change. Through a prominent search and social media presence, your brand can stay visible throughout these difficult times and be in an even better position to rebound when the country begins to emerge from the pandemic.
If you do have an established or growing social media presence and don’t know whether or not to continue posting at the same rate or not established at all, Nation Media Design can perform an audit. We can assist in all areas of your social media to help drive traffic and convert consumers. Businesses have an extraordinary opportunity to expand their reach and establish themselves as an authority in their field. Contact a professional at Nation Media Design today!
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