#20 - Social Media NOW - Is It Okay to Sell During This Time
Is it okay to continue to “sell” on social media right now?
It might feel icky to sell. Some have lost their incomes, drastically cut back spending, or are just trying to get through the day. BUT! People are still buying.
So the short answer is, yes!! Now more than ever, this is where your voice is.
Facts:
Global Web Index found that over 80% of consumers in the U.S. and UK say they consume more content since the outbreak
Tik Tok 12 million unique visitors in March. WOW!
Look at your own habits. Has your screen time average increased at all? Go where the people are - stay active on social media.
Create AUTHORITY: build your brand for the ultimate retention tool
“Our lives are measured in moments & defining moments endure in our memories.” The Power of Moments, Chip & Dan Heath
GOAL: Not to sell directly, but to stay top of mind.
Become known for something and be a trusted source. Spending some time to plan and focus some energy on your social media will ensure this is aligned with your values.
Stay RELEVANT: Understand your consumer’s mindset right now
We aren’t the same people we were 2 months ago. Don’t disregard that! What have they been going through? Your goal should be to always err on the side of humanity. You can yourself in their position and be a source of help and encouragement.
Not every post needs to start with “ Because of COVID-19...” or “We know none of you can go outside right now…” Every viewer knows the reality of our collective situation, and sometimes our viewers use social media as a an escape. Allude to the situation, but keep it bright and positive.
Example: “We LOVE these huge windows, they are so bright and airy while sipping on our morning coffee… It’s the perfect way to get in the right mindset before our first zoom meeting of the day.”
Ask yourself:
What is my audience’s reality and how can I relate to them? Keep that in mind, always.
Does this post add value to someone’s life? Would they want to watch this? Can they tell who I am from this post? Adjust and go from there.
consumer habits: what are they buying?
Selling doesn’t have to be icky when we sell “home”. We just have to pivot how we talk about it.
Let’s unpack it. What do we sell? Home, a place to live. What do you actually sell? Home is literally the backdrop to our lives. The past couple of months have been difficult for most, but the vast majority of us have experienced it from home.
They are spending all their time at home, homeschooling their kids, working from home… don’t ignore this fact!
What people are buying (for their homes!)
Groceries
Appliances
Health and household
Toys and games
Patio, lawn and garden
Stay relevant and speak to what a good home can offer. Example:
Need outside time? Talk about your patio.
Baking? You’d want a great kitchen to do it in.
Gardening? Feature a beautiful balcony or patio.
Self-care and makeup? Hello, double vanities!
Divide (and conquer) your content
Don’t be hesitant to mix and match these categories! If you want to entertain while you inform in a TikTok dance? We say, go for it!
Inform.
Frequently asked questions
Coming for tours
Amenity closures - Can we use the fitness center?
Inspire.
People are looking for positivity! The news can get you down, let’s be real. Weave in some positivity.
It doesn’t even need to be directly related to our community. Share a sunset snap that you took on your walk with a positive quote.
Regularly thank healthcare workers and essential employees with heartwarming messages and posts.
Feature a small business in a post that is kind, and opens an opportunity for partnership for the future.
EX: “We miss the enchiladas from @_____. Can’t wait till they’re open again!”
Entertain.
TikTok - People are looking for diversions and finding joy in watching funny videos. Provide some!
Get your office and maintenance staff involved.
It’s okay if you have a small audience. Focus on the few.
Baby your baby audience! No matter if you have 5 or 50 or 5000 followers - keep them engaged by interacting with them. Social media isn’t one-sided!
If they comment, reply! Not just an emoji, but a meaningful response that shows you are interested in them, too.
DM them back and build relationships there.
Use engagement stickers in IG Stories - questions, polls, music - to create an experience for them.
Go back to EPISODE 3 to get a specific checklist of what you can REALlY post!
Need a little more help with Social Media?
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Carefully crafted captions that emote, engage and keep you relevant.
20+ Day specific captions and graphics (get creative and change them up for even more options!)
12 Posts you can use anytime (they cover all the Multifamily Buckets!).
6 COVID-19 specific posts to inform your residents.
5 IG story backgrounds