We Need Each Other
If the COVID-19 crisis has taught us anything, it’s that people still crave human contact as much as they ever did. We take things like going to the movies for granted until they’re not there. At that point, we need to get creative …
… and we have. Humans are like that.
In the midst of a global crisis, we still prioritize socializing over just about everything else. We’ve started relying more and more on online resources to stay connected in recent days; yes, even more so than before. Services like YouTube and Netflix are throttling back bitrates to account for the stresses on their servers and to ensure that everybody can still access the content they like.
I’ve personally noticed differences in quality in apps like Messenger and Skype, too, but I can still stay in touch with the people I care about. Imagine if COVID-19 hit in the 1980s. We would have fear on top of separation, very limited contact (the phone systems would have been too overloaded to handle the volume), and far fewer opportunities to check in on our loved ones. There was no way to “throttle back” all the incoming calls.
My point is simple: People are spending a lot more time online, and the technology can accommodate the influx. Our need for togetherness is bringing us together, and technology is helping, in some ways, to make us feel a bit less separated. This leaves marketers with the unique opportunity to really get to know their audiences in a more meaningful way. Today, I want to offer a few suggestions you can use to leverage social distancing and get closer to the people who keep your business going.
1. Just Show Up
Be honest, now … when was the last time you — you personally — showed up on any of your social channels just to hang out and engage with your followers? Well, now is the perfect time. People are hungry to “get together” even in a virtual way.
You can begin by starting and engaging in relevant conversations. Make liberal use of @mentions, hashtags, and anything else that directs attention to the things you post. This little bit of personal interaction means more now than it did even two months ago, and it will go miles toward developing lasting relationships with your fans. It’s also just the tip of the iceberg in terms of what you can personally do.
Most social platforms have livestream and meetup capabilities, watch parties, and more. Have you ever thought about “going live” and just striking up a chat? I’m not even talking about selling anything. Just the simple act of literally showing your face reminds people that everyone else is still there, and it directs their attention to you and whatever messaging you choose to convey.
I personally recommend steering away from sales and marketing themes right now. This is the time to show the human side of your business. It’s also the right time to demonstrate your understanding of the likes, wants, and needs of your audience in a direct way.
2. Start Scheduling Events
The word “event” means more today than it did two months ago, too. Most meaningful events are being canceled left and right. This leaves you with the opportunity to leverage the concept in social media space.
You can hold events for anything and around anything. Organize a watch party and break in with prizes and giveaways — simple things like $5 off coupon codes or small freebies just for attending and participating in the chat.
I really like the Zoom concept and the way it brings people together, too. It gives larger audiences the chance to see and interact with each other. It’s a great platform for trivia nights, game nights, and more.
Remember, we’re talking fun, not hardcore marketing at this point. People need to have some fun right about now, so be the one who delivers it. You can plug your business and encourage engagement on your blog, social channels, website, etc. at various points, too, just don’t let it dominate the atmosphere of the event. Most attendees (and make sure you refer to them as that — they aren’t in their living rooms; they’re at your event) are likely already familiar with your brand, so there’s no need to over-advertise.
3. Deliver Good Promotional Content
The thing about events is that they’re hard to populate if no one knows about them. Here are a few easy ways to get the word out using quality marketing content:
Email Blasts
If you already have a big list, you should be able to reach a good number of people this way. Use the word event in the subject line, or split test with subject lines that include other messaging like:
“We look forward to seeing you”
“[Name], Are you able to attend?”
“Are you coming to our hangout?”
Notice the bolded words? They’re important right now. Include them and words like them in your email subject lines. Consider developing sequences that ramp up excitement and expectancy as the event draws nearer.
Promotional Videos
A 30- or 60-second invitation to your event can drastically increase attendance. Again, use terms like “attend,” “be there,” “come out and join us,” and other phrases that suggest togetherness, social interaction, and presence. If you can figure out how to make people feel more present interacting with your brand, it’s a major win.
Social Media
It should go without saying that you should be promoting anything you do on social channels. Give good advance notice and, if possible, send reminders that continuously build excitement and interest, just like you do with email.
This is the time to leverage the concept of getting together. If you need help developing content that can do that successfully, contact us. We can help you develop the kind of custom writing content that draws people together, even when they’re forced to be apart.
