COVID-19 has affected us all in one way or another, but most small businesses (from every industry) have really felt the impact of lockdown. Being closed for weeks on end combined with the nation’s financial uncertainty means they’ve been hit hard. There is help out there and actions you can take as a small business to remain proactive and feel like you are making a difference, even in these uncertain times.
Social media is a great way to create an online connection with your customers (both existing and new ones!), especially if you’re selling or plan to sell online and don’t have any face-to-face interaction, or limited during a lockdown scenario. Social media gives you the opportunity to create a bond that will lead to loyal, repeat business. It’s like having a small shop where your customers pop in most days to say hello and browse your products. You have a quick chat with them, ask about their day, tell them about your day, discuss the weather, and generally interact with people in a way you may not have considered for your business.
Small businesses can adapt quickly during lockdown
Small businesses might not need to change their products due to lockdown, but they probably will need to change their messaging. And this is where social media comes in so well for small businesses because they can do that immediately!
Small businesses have the ability to pivot quickly and use social media to instantly share updates with their customers, good and bad, share offers, show progress if you are decorating or remodelling even! Believe me, customers like nothing more than seeing the face or the chaos behind the scenes, it’s what makes us human and more approachable.
Why use social media during lockdown?
Word of mouth recommendations from friends are undoubtedly the best way to attract new customers and increase sales. And during lockdown, social media is the next best thing. When we aren’t able to talk directly to our friends, we turn to social media to fill that fix we get from real life interactions.
People are spending more time on social media than ever before – not only due to boredom but because we’re all searching for human connections and sometimes online chats are the best way to get that. So when our friends share recommendations on social media we really take it onboard. Be honest, how many times has your friend recommended a product or a business and you have, at least, taken a look to investigate? That brand is then in your head and associated with a good review!
How do you get your customers to recommend your business on social media?
You can use incentives to encourage your customers to mention you on social media. Things like competitions or discounts work well, such as ‘share our photo on Facebook for the chance to win a £10 voucher’. But it’s the authentic, genuine recommendations that will be most beneficial – such as when a cafe customer shares a photo of their takeaway coffee and cake and posts it to Instagram simply because it was amazing. THIS is what you really want.
The best way to encourage people to do this is simply by being very active on social media. If your customers see that you are active then they are more likely to engage with you on social media. They’ll tag you in their posts if they know you’re going to see it and share it – but they won’t bother if they know you don’t use social media. And if they’re already familiar with you through social media then they will know what your handles are so it makes it easier for them to tag you.
Speaking of handles (that’s your online @name), make sure they’re simple and easy to remember so people can easily tag you. Consider adding a business card to all sales which should include your social media handles so your customers know how to tag you. If it isn’t a business card then maybe put it on a napkin, a tag, the box or even a handwritten note.
And don’t be afraid to ask your customers to share their experience via social media and leave a review. People love to help the brands they love, especially if they know their little shoutout on Facebook could make a huge difference.
Show your face
One of the reasons we love shopping with small businesses is because there is a real person behind the brand. It isn’t a faceless corporation and we love that! So promote that and show your face! We’re shopping with YOU because we want to buy from YOU.
Get your face on your social media updates as much as possible and people will love it. I know it’s scary but, honestly, it works. People buy from people and they’ll feel more of a connection to you if they know what you look like.
Most small businesses feel comfortable sharing endless product shots but feel quite uncomfortable sharing any photos of themselves so it can be a big and scary leap but just try it once or twice and you’ll honestly see your engagement go through the roof!
Share the good and the bad
People are nosey, we all know that, right? But most small businesses are surprised when I tell them that their customers are nosey and want to know everything about their business! They want to know how you make your products, what your workshop looks like and all the behind-the-scenes details.
When we shop with massive chains, we don’t see any of the behind-the-scenes details, probably because we may see things we wouldn’t want to! But if it’s you and your business partner sewing clothes in your workshop or baking cakes in your kitchen – we want to see that!
Like I said above, your customers have chosen to shop with a small business because they know each sale is benefitting an individual person. We’re shopping with small businesses because we like the idea of each item being handmade and crafted just for us. We don’t want items that are mass produced in a sweatshop, we want our items to be individual and to have a story behind them.
Share your USP
Make sure you regularly share your USP on social media to help you stand out from your competitors.
If you make beauty products using all natural ingredients, share photos of those natural ingredients to highlight your USP. Many small businesses will share the finished product but sharing the unique ingredients that made that product are actually what make you different and interesting to your customers.
Final tip
My final tip for small businesses using social media during lockdown is this:
Don’t just share product photos! Of course, we want to see your products but the magic really happens when you share behind the scenes photos. Let your customers into your life so they feel a real connection to you. If they feel a connection then they’re much more likely to support your business.
LAB Marketing 