The economic strain of COVID-19 has left many SMBs searching for budget-friendly ways to promote their businesses. The silver lining is that online engagement is at an all-time high, offering numerous simple and free methods to connect with your customers digitally.
This article outlines 11 free strategies across four prominent platforms:
- Twitter P.S. You might also benefit from exploring these post-pandemic marketing strategies designed for long-term success.
Connecting with your Google Audience
A quick heads-up: Due to COVID-19, Google My Business profile editing features are fluctuating as Google adjusts in response to the pandemic. If you encounter issues with any suggestions below, skip them and watch for their eventual return.
1. Optimize Your Google My Business Profile
Your Google My Business profile is your free digital storefront on Google Maps and Local Search results. With COVID-19 impacting business hours and consumer mobility, “near me” and “open now” searches are surging. People are also looking for specific services like delivery and online payment options. To stay visible and relevant, implement the following updates:
- Confirm your hours or mark your business as temporarily closed.
- Revise your “From the business” description to highlight COVID-19 specific services.
- Select a business category to enable industry-specific attributes like curbside pickup, drive-through, and delivery for restaurants.
- Utilize Google posts (more on this next).
Note: While Google currently displays general notices like “hours and services may differ,” optimizing your profile now ensures you’re well-positioned when these notices are lifted.
2. Leverage Google Posts
Similar to social media, you can post updates directly to your Google My Business listing for free. However, unlike casual social media browsing, users on Google are actively searching for information. GMB posts place your updates and special offers in front of a highly engaged audience, making it a valuable tool for customer reach and retention during COVID-19.
This salon, despite being temporarily closed, effectively reaches a broad Google Maps audience through its online store promoted via a GMB post. GMB’s new COVID-19 post type further enhances your ability to connect with your audience at the optimal time. It serves as an excellent alternative to the temporarily unavailable Q&A section ("Is your business open during COVID-19?").
3. Craft Relevant Blog Content
While the internet is currently saturated with COVID-19 content, you can still achieve first-page visibility on Google by targeting niche-specific long-tail keywords. For instance, a chiropractor could create blog posts on topics like “At-Home Lower Back Pain Relief” or “Maintaining Good Posture While Working Remotely.” This content creation requires only your time, which you might have more of now.
A small PT business in Cambridge, MA, secured the top spot for the search “prevent neck pain during quarantine,” illustrating the effectiveness of this strategy. For enhanced targeting, incorporate your geographic location into your content, such as “Best Parks for Dog Walking in [Your City].” These timely and relevant pages will attract traffic now while boosting your website’s long-term SEO.
Bonus Tip: Set Up a Free Google Shopping Listing
Capitalize on Google’s recent initiative offering free Shopping listings to all retailers. Launched on April 21st, this program aims to help businesses connect with more online customers amidst COVID-19.
Engaging Your Facebook Audience During COVID-19
Social media is crucial for fostering connections, and with increased usage during these times, Facebook offers a powerful platform to reach your audience. Here are three strategies to leverage Facebook and enhance your business resilience.
4. Embrace Facebook Live
Live video viewership is at an all-time high. Facebook Live viewers have increased by up to 50%. This free Facebook marketing tool has numerous applications, such as addressing customer questions related to COVID-19, providing relevant guidance, or hosting live workout sessions. Remember that Facebook Live videos can be saved and repurposed later. With heightened viewership, now is the perfect time to run live sessions on both timely and evergreen topics. This content can be valuable even after the pandemic as you adapt to evolving customer behaviors and needs.
This non-coronavirus-related DIY tutorial is valuable now and can be easily repurposed in the future. Navigate the changing advertising landscape with this free small business guide to COVID-19.
5. Organize a Raffle or Giveaway
If you’re operational and offering deliveries, consider adding an element of surprise and delight to your service. Take inspiration from the Facebook example below and organize a giveaway where all orders within a specific timeframe receive a free bonus, with one lucky winner receiving a gift card. This not only encourages engagement but also lifts spirits during these challenging times.
6. Connect Authentically with Your Community
While COVID-19 dominates social media conversations, you don’t need extravagant posts to stand out. A simple, genuine post expressing well wishes for your community can have a significant impact. Authenticity resonates.
Reaching Your Instagram Audience During COVID-19
Instagram thrives on storytelling, and everyone has a unique COVID-19 experience to share. Here’s how to connect with your audience organically on Instagram during these times.
7. Utilize COVID-19 Hashtags
Hashtags are a free yet potent tool to amplify your social media presence. While numerous trending COVID-19 hashtags are circulating, generic hashtags like #COVID19 offer limited visibility. The key is to incorporate location and industry-specific modifiers. For instance:
- Instead of #COVID19, opt for more specific hashtags like #covidfashion #covidpetsafety or #covidhomeschooling.
- Instead of #wereinthistogether, try a localized hashtag like #[yourcity]strong. Here are more COVID-19 hashtag ideas to adapt for your business:
- #DIY (e.g., #diyhomedecor or #diyhaircut).
- #boredombusters
- #athome (e.g., #athomeworkout or #athomelearning).
- #quarantineedition
- #quarantine (including variations like #quarantineparenting, #quarantinecrafts, #quarantinerecipes).
Feel free to also include uplifting and positive hashtags like #wereinthistogether, #wellgetthroughthis, #allinthistogether, #thenewnormal, #alonetogether, #stayhome, #saferathome, and #sixfeetapart.
8. Write COVID-Sensitive Captions
Your COVID-19 Instagram posts can serve various purposes. Here are some guidelines for writing captions that resonate:
- Boosting Morale: Maintain a light and general tone, as everyone’s experience is different.
- Sharing Health and Safety Tips: Ensure accuracy and cite credible sources.
- Providing Updates: Be concise and stick to essential information.
- Promoting Adapted Offerings: Clearly communicate available options like “curbside pickup” or “still available.”
For comprehensive copywriting guidance during COVID-19, refer to this resource.
Connecting with Your Twitter Audience During COVID-19
Twitter combines the conversational aspect of Facebook with Instagram’s rapid consumption. Here are three free strategies to enhance your visibility and resonate with your Twitter audience during this time.
9. Repurpose Positive Customer Reviews
Consider adopting Roger Smith Hotel’s Twitter strategy of transforming positive customer reviews into engaging tweets. They’ve maintained this tactic throughout COVID-19, and it’s proven effective. While not directly soliciting reviews or bookings, these tweets evoke positive sentiment through uplifting customer feedback paired with visually appealing imagery.
Transform your most positive customer feedback into tweets to connect with your followers during COVID-19.
10. Capitalize on #SupportSmallBusiness Offers
Many Twitter users are actively promoting local businesses. Search for relevant hashtags like #shoplocal, #supportsmallbusiness, #shoplocal[yourcity], or #smallbusiness and engage with those offering to amplify small businesses like yours.
11. Pay it Forward: Support Other Local Businesses
In the example below, Connected Kent pledges to share five different local businesses for every tweet mentioning their services. This strategy offers a win-win scenario – expanding your Twitter reach while supporting fellow local businesses facing challenges due to COVID-19.
These free digital marketing strategies offer valuable ways to connect with your audience and navigate economic uncertainties during COVID-19. The best part is, these strategies can be adapted for the long term, potentially leading you out of this pandemic with a stronger online presence than ever before.
How strong is your online presence? Find out in 90 seconds with the free LOCALiQ Grader!