Facebook is the one true mass media.
Everyone across the country is checking their Facebook feeds for news and updates about COVID-19. Therefore, I strongly encourage our furniture retailer partners to increase the number of times they post to Facebook over the next few weeks and even the next few months. This is a great way to reach customers in the short term and remind them about your local business, and it will also help keep your brand top-of-mind once the tidal wave of Coronavirus has passed and the economy begins to level out.
I encourage all business owners to empower someone who is on your floor frequently to create Facebook posts two or three times a day. Even if you aren’t seeing huge engagement numbers on each post, remember that the more you do it the more momentum the posts will get.
These are a few simple ideas that you can start using today:
- What are you doing to keep your store safe for your customers? Create posts every couple days about the rules you have in place for how frequently your staff are washing their hands and any “no handshake” policy you may have instituted. Post photos of hand sanitizer stations that you have throughout the store or mention how frequently staff is disinfecting surfaces and door handles.
- Invite people to shop with you via text, DM, or Facebook messenger. Instruct the sales team on how to use these tools to share photos of in-stock product and help customers with measurements and style options. This is a great time to check out Text Request and other texting platforms so you can help your customers practice social distancing in the comfort of a new sofa!
- Showcase American made products as well as in-stock items. A simple post like “Check out our American Made ____s” can go a long way in these uncertain times, and you want to make sure that you focus on items you already have in-stock so you can fulfill purchases in a timely manner.
- Post tips that your customers may find helpful. Create quick posts about disinfecting upholstery, leather, case goods, and mattresses. You can mention that your store has done the same with items on their floor!
- Remind customers about pick-up and delivery options and reassure them that you are willing to work in whatever way makes them comfortable. If customers want to shop with you via text and come pick up their purchase, create a post explaining how that works. Create a post stating that you have instructed any delivery personnel (and staff) to stay home if they are sick.
- You can also mix in product focused posts, such as “customer favorite” best sellers, products with special features like USB charging, and even clearance items. Not every post needs to be focused on COVID-19. We encourage retailers to start creating posts like this if you are not already!
I firmly believe that these organic posts should be supplemented with high impact sponsored posts or paid Facebook ads. With many companies turning to social media and digital advertising you will probably need to increase your budget in the short term to reach the same number of people you have recently. If you have questions about how to make this happen, text us at 614-389-9616 and ask about digital advertising expenditure during the Coronavirus.
As content director at R&A, I am your online storyteller. By creating custom websites and landing pages I can share your brand story and promote events in a way that appeals to specific audiences. My goal is to increase brand awareness and improve lead generation to make your digital dollars go further.