It doesn’t matter where you are in the world, you will have noticed the impact that the coronavirus outbreak has and is having on our everyday lives. These difficult and uncertain times mean that small and medium-sized businesses need to boost their online campaigns if they want to survive the pandemic. Consumers are now turning to e-commerce businesses, such as Amazon and eBay as governments impose national lockdowns and encourage social distancing.
These desperate times call for a smart online marketing campaign, and this is where Ben Givon comes in; he has devised the best tips and tricks for running social media ad campaigns during the Covid-19 outbreak.
So, without further or do, let’s get straight into this simple guide to social media marketing during the current coronavirus crisis.
Maintain consistency and optimize your best performing ads
On the 19th of March, Rob Leathern, Facebook’s Director of Product Management tweeted the following announcement:
‘In addition to masks, we’re now also banning hand sanitizer, surface disinfecting wipes and COVID-19 test kits in ads and commerce listings. This is another step to help protect against inflated prices and predatory behavior we’re seeing. We’ll be ramping up our automated enforcement for ads and commerce next week. If we see abuse around these products in organic posts, we’ll remove those, too.’
With the current confusion surrounding the coronavirus pandemic, Facebook has updated its automated review process meaning that every time a new ad or revised ad campaign is launched, it will have to undergo stringent Facebook checks to filter malicious content that seeks to exploit the current situation for financial gain.
‘What can advertisers do to avoid disruptions? When new ads are submitted or edited (e.g. changing text, targeting or landing page), it causes a new review to occur. If ads are performing well, consider extending the delivery period for those ads instead of creating new ads,’ said Mr. Leathern.
What’s the bottom line? According to Facebook, during these testing times, it’s better to extend the delivery period of your best performing ads rather than tweaking and updating them as they will undergo new assessments which could cause delays to the smooth flow of your ad campaigns.
Increase brand awareness
With social distancing becoming the everyday norm, the majority of your target audience and potential consumers are confined to their homes.
According to Verizon.com internet traffic has surged over recent weeks as more and more consumers turn to the internet to pass the time. As governments impose stringent lockdowns, businesses are encouraging their employees to work from home, which has also increased traffic using a VPN (Virtual Private Network).
‘More than halfway through the second full week of large-scale working-from-home, the use of online collaboration tools such as conference calling applications continues to rise significantly, according to the latest Verizon Network Report. Week over week, there has been a 47% increase in the use of collaboration tools on Verizon’s networks. The use of these applications drops sharply during weekends, indicating they are being used primarily for remote work and online learning.’
Click here to read the full report.
Verizon’s Chief Technology Officer, Kyle Malady said: “We are seeing tremendous amounts of usage across our networks as our customers are finding new and important ways of staying connected. Our engineers are carefully watching changes and trends in network usage, which seems to be normalizing, and are adjusting capacity as needed. Our networks are meeting the shifting demands well and continue to show strong, consistent performance for our customers.”
With so much traffic now spending more time online, Ben Givon recommends that you optimize your ad campaigns to maximize conversion and leads.
It would be a good idea to set up a schedule and plan your ads according to the needs of your customers. Make sure that you keep your existing and prospective customers engaged with regular updates on how you are conducting your business despite the disruption from the coronavirus.
Use Facebook ads to gather new quality leads
For online service-based businesses, email marketing campaigns play a big role in building and maintaining strong customer communication and helps to keep engagement up. If your business has been affected by the coronavirus outbreak perhaps it would be worthwhile switching your focus to optimizing your email marketing campaigns with relevant and engaging content in the form of weekly newsletters and regular blog posts.
Pro tip: when it comes to creating your lead generation form make sure that you keep everything as simple as possible. Include a maximum of two fields for customers to fill in such as first name and email address. Adding unnecessary fields will simply discourage prospective leads and make them opt-out.
With online traffic increasing it’s a good idea to engage with users who have previously visited your site and showed an interest in your business offering.
According to moosend.com: ‘A staggering average of 69% of online carts is being abandoned by users.’
‘45% of cart abandonment emails are opened; 21% of all is clicked on, while 50% of the users who clicked purchase.’
Incentives such as a special discount, free 30-day trials, or free shipping are effective strategies to incorporate in your remarketing campaigns.
Remarket to users who have liked, shared and commented on your social media posts, as they are most likely to be quality leads. Don’t forget that relevance has a direct impact on engagement, so keep your content and social media ad campaigns as relevant as possible.
Go live on social media
Facebook and Instagram Live videos receive much more engagement when compared to recorded videos.
Just have a look at these statistics from Facebook:
‘Now that more and more people are watching Live videos, we are considering Live Videos as a new content type – different from normal videos – and learning how to rank them for people in News Feed. As a first step, we are making a small update to News Feed so that Facebook Live videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live. People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact.’
Click here to read the full Facebook article.
During social distancing and the whole ‘stay safe; stay at home’ movement, you can expect your audience to be waiting for Live videos as they can offer great quality content. Be sure to inform your audience of all the latest updates concerning your business, and engage with your comments. Customers like it when a business takes the time to respond to comments from customers. After all, social proof really can play a crucial part in the buyer’s journey.
Plato once said: ‘necessity is the mother of invention’; the coronavirus pandemic is bringing new challenges to the world, especially to businesses. But it doesn’t have to be an uphill struggle, instead, use your time wisely and come up with some new and creative ways to engage with your target audiences. From optimizing your best performing ad campaigns on social media and the web, to increasing your social media presence posting relevant content and informative yet fun Facebook and Instagram Live videos.