Does it feel lately like your brand is getting lost in the noise?
From viral videos to multi-million-dollar ad campaigns, there is a ton of noise on social media at any given moment. Added to that, we are having the most politically divisive election of our time and people are either debating 24/7, or tuning it all out. It’s no wonder that marketing a small business on social media right now can feel like shouting into the void.
But you shouldn’t give up!
Though this election may be more contentious than previous ones, its effect on social media is following a typical pattern. Organic engagement is down across the board, audiences aren’t converting into customers, and consumer brands are struggling to remain relevant. This happens whenever the airwaves become saturated with political messaging.
Why not think of the election in the same way we consider any other season, and plan it into our strategy?
For instance: if you’re a pool service in the Midwest, you know you’re not going to get a very strong reception mid-winter. So you step back and tone it down, but you don’t disappear completely. You turn your attention to things that you didn’t have time for when business was busy.
With that in mind, here are there are some tried and true ways to strengthen and reposition your brand while waiting for election season to pass:
Upgrade Your Branding. Take some time to revamp an outdated logo or re-examine your business as it relates to the changes in the broader market. When work is hectic, we tend to stick to what works, but pausing to rebrand is a chance to align your business with changes that might have happened while you were stuck in a rhythm, one that may now be flawed.
Look at Crucial Messaging. Ask yourself, “Is my company saying the right things to my customers?” Figure out whether your calls to action are strong and specific, if they guide your customers to the right places. Can you improve anything that might result in more lead conversions? Take this chance to put yourself in your customer’s shoes.
Update Your Web Pages. Reduced traffic means fewer customers will be inconvenienced if your site needs to go down for construction. That means you’ll lose fewer sales during maintenance, and generally, that’s a good thing.
Survey Your Customers. Even if your audience isn’t interacting with your posts as much, they are still likely to be receptive to one-on-one conversations. Direct messaging campaigns are wonderfully effective in cloudy markets like this one, and individuals are remarkably receptive to voicing their opinions. Now could be the time to connect with your customers and see what they’re thinking.
Accomplish Back-Burner Tasks: This is a very broad category, but worth mentioning all the same. Are there processes in your business that could be improved or even stricken altogether? Do your employees have all the tools, software and training they need? Now is a great time to dive in and make your business all that it can be.
Whatever you decide to do with your “off-season,” I strongly recommend you continue your marketing efforts. If you keep planting those seeds year-round, you will reap the rewards when business picks up again.
If you have any questions or would like to enlist professional help with your social media, contact me via email at jessie@allsocialjessie.com or by phone at 248.219.5106.
