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Julia Hammond
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Using Social Media to Build Stronger Connections with Your Audience During COVID-19

Rapid-fire campaigns that bombard people with conflicting information are pushing already sceptical consumers away from traditional broadcasters and news outlets. This change in behaviour has driven people to apps and social media, with usage up 20 per cent since the start of 2020 according to a recent report by Klear.

This movement stems from people wishing to consume both fact-based reporting and apps as an escape from the daily reality of living through a pandemic. So how should you, as a small business, take advantage of the mass migration to online information?

Here are four tips on how to connect with your audience during COVID-19.

1. Understanding your audience

It’s important when developing a new post, communications calendar or broader campaign to audit your audience. By analysing each channel, you can group people into brackets such as age and gender. This will enable you to share content, products and updates that are geared towards the targeted audience – improving the businesses personalised offering and improving their overall engagement.

2. There is no such thing as a stupid question

It may sound a little strange, but have you ever actually asked your followers what they love or what they enjoy seeing on your page, feed or story? Doing this is a worthwhile endeavour. Not only will you get incredible insights and content ideas, but in actioning them, your audience will see you have listened and will feel a part of your brand’s journey.

3. Say hello

You are not a robot, so ensure you keep it real with your audience. Answering their questions honestly and adding humour where appropriate will offer a level of transparency for your followers that will set your brand apart. Consumers want to get to know your brand on a personal level, why you started out, what inspires you and what goes on in the background to keep the wheels moving – so tell them.

4. Keep it original

The key to keeping an audience engaged is by adding value to their lives and work through original content that strikes a balance between informative and entertaining. This will ultimately build a stronger connection with your followers, and engage them to proactively engage your page, product or business.

While now isn’t the time to be making a hard sell on your products, taking the above steps will more naturally make your social media audience aware of them. Creating an intimate relationship with your followers by leveraging the above will ensure that in the post COVID-19 climate, they will remember your business and be more likely to return.

Partnering with SMBs for over a decade

Our mission at WME has always been helping small and medium businesses on their journey to growth. We focus on personalised strategies that take into consideration your unique business goals, budget and brand voice. With expert teams in SEOPPCSocialWebsites and Content – we can help you build an online presence on any of the most popular channels.

During these uncertain times, we’re committed to finding creative solutions for both new and existing clients. If you’re an existing client, please contact your account manager directly for assistance. If you’re brand new and want to discuss digital marketing options; call us on 1300 663 995 or submit a message online.

By Julia Hammond

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