2 minute read
Social media in changed times
JO REID LANDSCAPING VICTORIA MASTER LANDSCAPERS
Read any social commentary today and the talk is generally about how COVID-19 will change our way of living. Not just during this period of restriction, but how we will inevitably take what we are practicing now into the future.
Recently, Facebook and Instagram have seen a 40% increase in usage. People are glued to their devices for the latest news and for some, to fill their days. You have a captive audience so now is the time to be communicating. It isn't business as usual, nor will it be for quite some time.
Shift your content
Rather than promoting big landscapes, focus on the little projects that people can digest in bite size chunks. Consumer confidence is at an all-time low. Sell them that veggie garden, that small paving job, the new fire pit. Don't overwhelm them.
One of the takeaways from this situation is that our homes are our sanctuaries. Many people who might otherwise have travelled are not going to be taking those overseas holidays for some time and will likely be spending Summer at home. Create the vision of what that could be like for them.
Contact past clients to ask if you could have a photo series taken of them in their amazing garden. Tell the story of how much enjoyment they receive from their outdoor kitchen. Show them using it. Landscapes are meant to be lived in. Too often we show them devoid of noisy families or of an older couple just sitting in peace. Plant that seed, so to speak, as this is perfect visual content. Again, focus on the smaller elements of a landscaping project so as not to overwhelm.
Telling a story is the best way to have potential customers want a piece of the dream you can create for them, without making your posts an overt sales pitch. The best type of marketing is the type where people don’t realise they are being marketed to.
In all of this, remember to show empathy.
Many people are no longer working and for some their jobs may not be there for them on the other side of this. Every now and then, acknowledge that not everyone is able to commit to big purchases right now but maybe one day when they are, they might consider your product or service?
Acknowledge that things aren't normal
This can be as simple as noting that it is a little weird to be promoting your business now but that you are doing so because you have employees that you want to keep employed. This isn’t something that you need to mention in every post, but it is important to build that human element into your content every so often.
Provide value and information in your posts
People have the time to be reading and watching. If you have an article that is relevant to your business, link to it. If you have time in your business, create some videos to post to social media. Make them educational. This positions you as an expert in your field if you share your knowledge. In times like these, people will look to the experts.
Take these few small tips with you into the coming months. Modify your content. Tell the story. Acknowledge what’s happening.
