New Priorities: Conversation > Conversion
Now is the time to have meaningful interactions with your audiences, and show them the great brand that you are.
As I am sure you all know by now, the demand for social media content is up. The craving for connection, sense of community, entertainment and constant information has never been stronger. For many brands, the question of how to stay relevant right now and how to adjust their content plans to suit this new normal has been at the forefront.
One very important action some brands have executed exceptionally well, is shifting their priorities. While some have fallen a little behind, it’s not too late to make the appropriate changes, and adapt your approach.
Brands and businesses are on social media for many reasons, but most commonly it’s just the one: success. And what usually indicates success? Dollars.
Unfortunately the majority of consumer spending has now been limited to (and understandably so) the essentials. Congratulations Quilton. So with this shift, expecting your original objectives of converting new customers to be achieved, is just a little unfair and unrealistic.
So what should your objective be now? GROWTH.
Grow your conversations, grow your followers and grow your engagement. Now is the time to have meaningful interactions with your audiences, and show them the great brand that you are. There is no point in going into hibernation, because when you come out at the end you’ll have missed opportunities.
Here are some great examples of social shifts that are killing it:
I’m not sure how expensive it is to take care of all these animals, but the fact that you can now watch your favourites for free 24/7 when you’re stuck at home is pretty darn cool and a very welcomed distraction. This shift appeals to a large audience, demonstrates a strong ability to adapt to change, and has been amazing for Zoo’s Victoria’s brand & engagement.
Chris Hemsworth’s fitness app Centr offering the free 6 week trial & sharing more home workouts
Why? Because he wanted Australians to be “able to stay fit & healthy” while they are in isolation. If I didn’t love him before, I certainly do now. Not only did this demonstrate the genuinity of the brand values, it also meant a whole lot of new and meaningful connections that may turn into conversions later.
Cotton On has done a great job at shifting their focus, and offering their customers more than just the option of online shopping. They partnered with Deliveroo to do a “feel-good” giveaway, got influencers in their activewear to share at home workouts, and have done several IG live dance parties. Nailed it.
And people think bookshops are a thing of the past? Go Dymocks! Such a great way to grow your following, show credibility & leadership and increase engagement levels.
So remember, be helpful, don’t exploit people, being seen as opportunistic is not just damaging to a brand’s reputation & therefore future conversions, it’s ethically just not right. Be a welcomed addition to someone’s day, add value, focus on conversation and watch the benefits follow. #WeAreAllInThisTogether