Posting and Advertising during Quarantine: 50 Small Business Social Tips for 50 Industries

While there may be a downturn in customer spending, there is an increase in customer touch points and attention. With Facebook usage up 50%, it is more important than ever for small businesses to turn to social media to maintain relevance and build relationships in their local communities.

As one of our client’s put it,

“Relationships built in times of crisis are ones that last.” 

We asked our team of social specialists to come up with 50 social content tips for 50 industries – complete with some real-world examples of best-practices they’ve found. 

Here’s what they recommend: 

1. Antique Stores or Resale Shops 

Share video and blog content on how to up-cycle in your own home (furniture or clothing). Leverage Facebook’s Marketplace to sell your antiques on Social. Facebook Marketplace is used in 70 countries by 800 million people. 

2. Art Studios/Painting Places

Promote sign-ups for virtual lessons with a pre-order list of supplies with product links. Utopian Bizarre got creative by offering take-home paint kits of pre-drawn canvases with curbside pickup. 

3. Bakeries

Offer delivery/curbside pickup and drive sales through social. Birthday, anniversaries, and the like still take place, even if customers are homebound. Take pictures and post special highlights of customers purchasing cakes/treats to celebrate their special occasions. If you’re feeling creative, think about hosting a virtual baking class, with users purchasing a ticket online.

4. Banks and Financial Advisors

With so many out of work, it’s important for banks and financial advisors to ramp up content to share on Social. Some ideas include saving/budgeting tips, online banking for beginners, and saving for retirement in a recession. Build your mailing and email lists with signups for webinars, which could be as simple as a live Q&A. 

5. Bars

Teach a virtual cocktail-making class. Promote with sign-ups to collect customer information for email offers or invites to your “Grand Re-opening” party. 

6. Beauty Brands and Salons

Offer tutorials or instructions for keeping hair, nails, and skin healthy at home. Encourage gift card purchases for use at a later date, and drive consumers to your website through social advertising to boost online sales. During Q1 of 2019, 37% of beauty  buyers stated they typically found out about beauty brands or products via ads on social media, and 33% stated that recommendations or comments on social media led them to discover a new product. 

7. Book Stores

Offer virtual story time for kids and virtual book clubs for adults. Encourage signups for these events so you can use contact information at a later date for promotions, events, and offers, plus drive consumers to your website through social advertising to boost online sales

8. Breweries

Use video or virtual classes to educate your community about different beer styles or your brewing processes.  Depending on the state you’re located in, offer delivery or curbside pickup of crowlers to go. Just like with bars, be sure to promote classes with sign-ups to collect customer information for email offers or invites to your “Grand Re-opening” party. 

9. Builders/Carpenters

People are homebound, and they are no doubt evaluating their living spaces. Offer DIY videos for making organization items like bookshelves or shoe racks. When they’re ready to make big home improvements or build a new home, they’ll remember how you shared your expertise. 

10. Bed and Breakfasts

When people can get out again, they will. Right now, many may be researching options for a quick trip. Offer content on things to do in the area around your B&B and provide a way to purchase gift cards/gift certificates. Additionally, post video lessons on how to make the yummy breakfasts you serve. 

11. Car Dealerships

Post virtual tours of cars and their specs, and/or videos to show off cool new features on your latest models. Encourage people to purchase online using social media advertising. 51% of auto consumers aged 18-34 discover new automobiles on Facebook.

12. Caterers

Offer registration-only online cooking classes of dishes you can make with standard staples. Promote on Facebook to increase registrations and add those contacts to your email lists. 

13. Chiropractors

Share work from home tips like home exercises, and how to maintain good posture at your desk. 

14. Cleaning Services 

Lots of folks are looking to Spring clean while home-bound. Share tips and tricks for problem areas like grout, shower ceilings, rust stains, etc.  

15. Clothing Stores/Boutiques

Over 40% of US fashion shoppers who use social media to discover new retail fashion products and brands say that advertisements on social media help with discovery. Make sure to post your inventory on Facebook and Instagram with sizing and prices, then offer curbside pickup or delivery. Leverage Instagram Shopping so that people can buy your products directly from photos and videos. 

16. Coffee Shops

Offer to-go/drive-thru services, latte at home instruction videos, or Zoom a gathering for “open mic night.” Bitty & Beau’s of Wilmington, NC is one of the coffee shops across the country who made the choice to close its doors, yet it is offering online ordering of merchandise and ground coffees. Also super clever, Walkie Talkie, a local coffee shop in Ohio, has developed t-shirts to sell in collaboration with a local print shop and several other area businesses. The site linked lets you choose the local business to support with your t-shirt purchase.  

17. Computer/Tech Repair 

People may be skittish about bringing their computer in for service, even though remaining connected is more important now than ever before with so many working and educating from home. Offer videos to troubleshoot common problems and virtual consultations.  

18. Interior Designers

When people are stuck at home, they are bound to notice a lot of changes they would like to make. Be helpful during this time. Offer best practices for furniture rearrangement, color usage, and more. Build your email and mailing list with sign-ups for virtual design sessions.  Offer promotions for locking in future appointments now. 

19. Craft Stores

People are picking up new hobbies, and there is a craft for everyone! Offer tutorials and guides on popular crafts like embroidery, knitting, and more. As an added bonus, link the supplies for online orders. Keep the whole family entertained with “how to” kiddie crafts. Mask-making is a necessity now to help our medical workers. Offer video instructions on how to sew them and how to donate. 

20. Dance Studios

Provide online instruction for your students. Cultivate future business by posting fun dance tutorials to stay active while at home. Many students are at home now. Partner with your local school systems to drive traffic to your Facebook Page so students can use your posted dances for physical education credit. 

21. Dentists

While everyone is focused on ramping up good hygiene, remind folks that it extends to their dental care too. Post videos on proper oral hygiene that parents and teachers can show kids and health classes.

22. DJs

Have a setup at home? DJs and artists across the globe have been hosting shows and sets directly from their homes. Post a set time and where you’re streaming for people to tune in! In the US, 49% of concertgoers discover shows on Facebook, Instagram, Messenger or WhatsApp, making Facebook the top source of digital discovery. Just because you’re going virtual doesn’t mean people aren’t looking to hear from you!

23. Florists/Garden Centers

Offer videos on caring for useful plants and their purposes, growing your own gardens, and growing spices and how to incorporate them in home cooking. Offer delivery and post your inventory on your Instagram/FB stories to show off new arrivals. Pettiti’s Garden Center has created videos on how to start gardening indoors from seed, as well as posts on their new safety procedures and opportunities for delivery and curbside pickup. 

24. Furniture Stores

For a small operation, stage your inventory and post photos to your social pages. Special items should be front-and-center. If you want to stay on trend, offer curbside or contactless pickup after someone makes a purchase.

25. Galleries

For many gallerists, shows and fairs are the best way to gain exposure, gather new collectors, and interact with existing buyers. With major fairs being canceled and postponed until the fall, galleries are moving their business online. Check out Catherine Couturier Gallery in Houston TX who started a blog series entitled Safe in the Studio, and will feature a new gallery artist each week and will be discounting three pieces for one week. This is both a great way to drive traffic to your website, but also gain new followers and potential collectors! 

26. Game Shop 

Highlight new games (especially educational games!) and work from home tech essentials. Offer curbside pick-up. 

27. Groomers

Hold a Pet Photo Contest and promote gift card sales. Offer curbside pickup of pet shampoos. Give DIY tips for cutting dog bangs and necessary areas until your pooch’s next appointment.  

28. Gyms

Start providing virtual classes and drive sign-ups through social. Champions Fitness Center in Cicero, NY offers videos of partner workouts fans can do with their kids

29. Home Services (HVAC, Plumbing, Pest Control, etc.) 

These essential services that would no doubt have to enter homes for emergencies should be sure to post safety measures they are taking to avoid the spread of Covid-19. DIY videos to troubleshoot common problems would certainly provide welcome relief for many homeowners. 

30. Lawn Care 

Offer tips to keep your lawn healthy and tips for spring cleanup. If you are still servicing customers, share what methods you’re using for online payment or pre-pay to minimize social interaction.    

31. Lawyers

Attorney-client privilege doesn’t stop with quarantine. Provided you and your clients secure networks, video consultations are a great option. 

32. Learning Centers

This is a perfect time for children to learn and grow. Help parents keep their kids busy with fun activities like coloring pages and science experiments they can do at home! Most parents are not certified educators, so we suggest offering virtual tutoring as an alternative source of income. 

33. Liquor Stores

With bars and restaurants being closed, now is a great time to encourage people to make their own signature drinks at home! Provide unique recipes and training guides to help amateurs become expert bartenders. 

34. Massage Therapists

Close-contact with clients is not an option in many states, especially where non-essential businesses have been forced to close. Promoting gift card specials is a popular option for therapy collectives. Are you a solo therapist? Posting quick and easy DIY massage techniques to your social pages, such as acupressure points, is a simple way to keep your community engaged and garner more followers. 

35. Moving and Storage

With folks at home taking the opportunity to organize, offer optimal packing tips for those cleaning attics and basements. 

36. Museums

Museum folk, you’ve got loads of content! Have an online collection? Drive people to your website. Is your catalogue or archive digitized? Have a curator give a mini-lecture on a piece of artwork or artifact. If you want to try something new, check out the Oklahoma Cowboy Museum’s new Social Media Manager. Are you following the #MuseumAtHome movement? If so, the Akron Art Museum will be providing something daily for the next several weeks for everyone in the family – they’re even launching a podcast!

37. Musicians

Online concerts or mini-sets are a great way to reach your fan base. No matter what your genre, posting a video to your Instagram or Facebook Page helps you stay top of mind. You never know when you could go viral – just look at the Colorado Symphony!

38. Nutritionists

87% of 18-34-year-old food shoppers in the US say they discover new food or recipe ideas on social platforms. Post helpful recommendations on what good, better, or best snack options those of us in quarantine should eat. If you have a knack for creating infographics, Instagram is a great place to post and gain new followers – you never know, you may get a new client!

39. Pharmacies

Local pharmacies should post drive-thru/curbside pickup or delivery options. Be sure to include hours of operation and any method of prepayment or online payment to avoid social interaction. 

40. Photographers

Showcase photo editing tips and posing tips. Austin photographer Courtney Rutherford of GypsySky Photography has been taking pictures of people – social distance maintained – to support Austin Hopes, a non-profit that ensures schoolchildren have meals on the weekends.

41. Physician Offices

Offer telemedicine evaluation sessions via Zoom and share your method for booking appointments. Be sure to share protocols if patients do have to come into the office to be seen. 

42. Professional Organizers

Now is your time. With many at home, potential clients are looking for sound advice on how to declutter. Share methods to book FaceTime or other virtual appointments to advise on spring cleaning. 

43. Psychologists/Psychiatrists

In-person office visits aren’t feasible during quarantine, but that doesn’t mean you can’t get some face time through a virtual visit. Free services like Doxy are easy ways to reach your patients and keep connecting when they need it most. 

44. Real Estate

While face-to-face interactions may have decreased, now’s a good time for agents to build trust and their personal brands by offering content on home savings, home improvement, mortgage explainers, how to stage a home for sale, and virtual tours. Offer one-on-one virtual consultations to generate and identify potential leads. 

45. Restaurants

As a restaurant owner or proprietor, delivery service within 5-miles or curbside pick up is a surefire way to ensure your regular customers stay regular. If your restaurant has gift cards available, utilize your social pages to promote gift card purchases that can be utilized at a later time. An easy idea would be “buy a gift card with your meal, get a free dessert”! 

46. Retail Stores 

Drive sales with social promotions and instructions for drive-thru pickup or shipping possibilities. Be sure to highlight comfort items and clothing, and leverage Instagram Shopping so that people can buy directly from your Instagram posts. 67% of US fashion shoppers say they use Instagram for fashion-related activities. 

47. Test Prep Centers

This is the time that most students are finalizing their college plans, take advantage of that and promote any resources or virtual tutoring that your facility offers. Help students get excited!

48. Toy Stores

Offer a virtual Lego club. Request sign-ups for space on Facebook. Build an email list from these contacts to continue the club in-store once shelter-in-place restrictions are lifted. Sir Troy’s Toy Kingdom, a toy store that typically offers Lego clubs and mini-figure swap nights, is offering a Monthly Mini-figure Mailing Subscription! A great idea for folks who want to build their collection, and a great idea for Sir Troy’s to build their mailing list! 

49. Veterinarians

Share tactics for pet owners to keep their furry friends active and entertained. Offer recipes for DIY pet treats to make/bake while home.

50. All Businesses

As a general tip for all industries, use this time to create content – videos, blogs, social posts. Content will help with SEO and engagement on your social properties so you can remain top of mind not just now, but also as the world is able to carry on business as usual.  Facebook is also offering these downloadable post templates to communicate your message. Check them out now!  

Hungry for more local advertising content? Tiger Pistol’s Analissa Moreno gives a great overview of Local Advertising in a Time of Social Distancing. Check it out here. 
Looking for more local social advertising best practices?  Check out our Resource Page

Tips and stats contributed by Tiger Pistol’s Talia Wachtel, Katia Koerner, Analissa Moreno, Yanira Durant, Laura Kraay, Casey Zaffin, Amy Abell, and Christina Morello.  

On-Demand Webinar: Quality over Quantity – The Changing Face of 2020 Marketing

Tiger Pistol partnered with the Incite Group and Reuters Events to share the tools and strategies of America’s biggest brands on how they are eradicating the “quantity over quality” mentality that has consumed marketing and redefined the role of the CMO. 

Throughout the webinar, you will hear how brands are quickly adapting their social advertising strategies to deliver more meaningful content to consumers during a time of crisis. 

From changes in content: 

To changes in strategy:

  • A Global Fortune 500 beverage company leveraging Tiger Pistol technology to support on- and off-premise trade customers
  • A Fortune 500 real estate services provider enabling their network of 200,000 real estate agents through Tiger Pistol to promote more relevant listing content like video and virtual open houses

You will also hear how Facebook has reinstated their role in keeping us all connected and informed in the midst of crisis:

Lastly, you’ll learn why taking a local approach to social advertising will drive better results for your brand. 

“Taking a national strategy and deploying it locally increases relevance and decreases ad costs. We’ve always known at Tiger Pistol that brands have an opportunity to see positive ROI through a global to local ad strategy. So, to all of the brand marketers out there, if you weren’t doing it before, I urge you to implement local social advertising now. Not only can you as a brand remain in the hearts and minds of your consumers, but you can also drive a positive impact for local businesses at the same time.”

– Talia Wachtel, VP Client Management, Tiger Pistol 

In the on-demand webinar recording below, you’ll hear from: 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Talia Wachtel, VP Client Management, Tiger Pistol
  • Nicholas Zeisler, Principal, Zeisler Consulting

Watch the on-demand webinar now.

Ready to learn more? Have a question for Talia? Contact us today! 

Facebook Marketing pioneer joins Tiger Pistol

In 2011, when Facebook had only 200 million mobile users and no mobile advertising revenue, they acquired a hyper-local mobile advertising start up, Rel8tion, a company Scott co-founded. Fast forward seven years, and in its latest quarterly results Facebook revealed that mobile advertising revenue made up more than 90% of its nearly $12b revenue. What a difference a few years makes.

On his amazing ride contributing to Facebook’s advertising revenue growth, Scott has been exposed to some of the leading innovators and developers across the social, mobile and local marketing landscape.

Steve Hibberd, CEO & Co-founder of Tiger Pistol: “Scott’s incredible experience over nearly a decade helping to drive Facebook’s growth, together with his passion for driving value for ‘local’ business operators make Scott a perfect fit with Tiger Pistol.”

Scott Hannan, ex-Facebook exec and newly appointed Tiger Pistol Advisory Board member: “Tiger Pistol has proven itself as a best in class technology partner, making up for the absence of customized tools and service that exists across most major platforms, and leveraging APIs to provide a scalable solution.”

Working with many of world’s leading local business service providers and multi location brands, Tiger Pistol has created a bridge for local businesses to march over, toward marketing success. I couldn’t be more excited to help further fuel their growth,” Scott said.

“Small and local businesses undoubtedly drive the economy, not to mention being the largest employers – any politician can tell you that. Most of these folks have limited resources and as the world has moved rapidly to mobile, so many need help with modern marketing tools that can leverage the myriad mobile, social, location aware applications.”

While Tiger Pistol has grown rapidly over the past few years, we’ve only just scratched the surface of the larger opportunity, with social local advertising starting to explode. We already enable many of the world’s largest sellers of Facebook ads to local businesses, and now our technology is increasingly being used by multi-location brands. These brands are consistently seeing their local campaigns driving 30%+ better CPX relative to national spend. Given that fewer than 10% of businesses(1)(2) with a Facebook Business Page are advertising consistently the opportunity for Tiger Pistol is immense.

We have plenty of work to do, and we couldn’t be happier to welcome Scott to the team to help us get there.

(1) Facebook, Inc. (FB) Fourth Quarter and Full Year 2016 Results Conference Call February 1 st, 2017 – “65 Million Business Pages”.

(2) Facebook, Inc. (FB) Third Quarter 2017 Results Conference Call November 1st, 2017 – “6 Million Advertisers”.

About Tiger Pistol

With key operations in Melbourne, Australia and Austin, Texas, Tiger Pistol delivers high quality results for local businesses via Facebook advertising products at scale. Today, Tiger Pistol’s technology is leveraged by SMB agencies who manage social ads for their independent local business clients, as well as by regional, national and multi-national multi-location brands. Established in 2011, Tiger Pistol now auto creates, publishes, optimizes and reports on thousands of campaigns every day.

 

SPOTZER AND TIGER PISTOL PARTNER TO PROVIDE A GLOBAL BEST-IN-CLASS MARKETING SOLUTION FOR SMB’S

Spotzer, the leading digital marketing solutions provider based in Amsterdam, has announced its partnership with the best-in-class, social ads automation technology company, Tiger Pistol from Austin, Texas.

“We have been working closely with our friends at Tiger Pistol for some time and are truly excited to leverage Tiger Pistol’s API to integrate Tiger Pistol into SpotzerAds. SpotzerAds is best-in-class as a search-marketing platform with fantastic results for our customers.”

– Spotzer CEO, Pete Urmson  

“Our 7-years focused on ‘Social for Local/SMB’ has enabled us to gain a deep understanding of how to leverage Social to deliver value at the local level.”

– Tiger Pistol CEO, Steve Hibberd

By partnering with Tiger Pistol for Social Advertising, Spotzer can offer holistic and even more sophisticated digital marketing solutions. Adding considerable value to SMB customers by helping them to be discovered and generating leads and calls through websites, searches, social media, and display advertising. Through the Spotzer customer journey platform, SMBs will be able to have all of these digital marketing solutions easily executed and with a substantial return on investment.

Spotzer has a strong footprint in Europe, Australia and parts of the U.S. For Tiger Pistol, already present in the U.S. and Australia, the partnership will allow clients in the European marketplace to access their products. SpotzerAds is now positioned as a true leader in omni-channel solutions across Google, BING and Facebook. This, coupled with Spotzer’s leading customer experience platform through websites and SEO solutions, gives Spotzer’s enterprise partners a significant market advantage.

Spotzer CEO, Pete Urmson said, “We have been working closely with our friends at Tiger Pistol for some time and are truly excited to leverage Tiger Pistol’s API to integrate Tiger Pistol into SpotzerAds. SpotzerAds is best-in-class as a search-marketing platform with fantastic results for our customers. Integrating a best-in-class social platform to provide a single entry point for our partners and their customers will add real and meaningful value for our customers”.

He went on to say, “We conducted an extensive search for the right partner to collaborate with, we chose Tiger Pistol. We were incredibly impressed with their world’s best technology, and importantly the natural cultural fit of our teams. This has seen real trust develop that has resulted in a true collaboration and unique product innovation. We are excited at the possibilities.”

Tiger Pistol CEO, Steve Hibberd said, “Our 7-years focused on ‘Social for Local/SMB’ has enabled us to gain a deep understanding of how to leverage Social to deliver value at the local level. Via our close Facebook partnership and continual focused investment in product, we are leading the way in delivering high quality Social Ads at scale, delivering exciting results for the local and SMB marketplace.”

Steve made further comment; “We are excited to be working with Peter and the team at Spotzer, a team we have known for some time. We’ve been impressed by the Spotzer product and service, and we see this partnership supporting our strategy of increasing the accessibility to our solution across the globe”.

About Tiger Pistol

Headquartered in Austin, Texas and with operations in Melbourne, Australia, Tiger Pistol delivers high quality results for local businesses via Facebook, Instagram and Messenger at scale. Tiger Pistol’s technology is leveraged by SMB agencies that manage social media ads for their independent local business clients and additionally by multi location brands. Established in 2011, Tiger Pistol now auto-creates, publishes, optimizes and reports on thousands of campaigns every day.

About Spotzer

Spotzer is headquartered in Amsterdam with offices in Denver, Melbourne, Sofia and Manila. It provides fully integrated, white label solutions for enterprise businesses with large databases of SMB customers who want a digital marketing solution to help their business to grow. It is a global leader in providing technology and marketing services through its websites, Spotzer Ads, SEM platform and power content. Globally, Spotzer builds over 7,500 new digital services every month.

Social Advertising: How SMBs are Fueling the Growth in Online Advertising

Capturing and converting customers through online presence and social media marketing efforts is a critical part of any local small business marketing plan. Resellers must go beyond the basics of social advertising, providing customers with cost-effective direct response campaigns that drive leads, to deliver the high-value measurable return-on-investment (ROI) that small and medium-sized business (SMB) customers expect from other online media.

Social has quickly become a potent, metric-driven direct response lead generation channel, allowing SMB advertisers to realize higher ROIs on social advertising than through search and directory advertising alone. Recent data show performance metrics for social advertising are meeting and even beating traditional offline and online direct response ad channels.

As social platforms become an increasingly critical tool for media resellers seeking to grow ad revenue dollars and margins, there are areas where the technology is still unfolding. For example, at present, most enterprise social media platforms focus on providing scalable presence and reputation management solutions but don’t integrate social ad campaigns. This leaves a critical gap in the lead generation channel.

In this BIA/Kelsey sponsored research report, we examine the state of social advertising campaigns and how platforms that automate ad campaign creation and optimization at scale can enable resellers to deliver cost-effective direct response social ad campaigns. We explore if significant investments in social ad technology makes the emerging channel comparable in scope to traditional online channels, such as display and search.

We’ll also discuss Tiger Pistol’s SMB social advertising platform and examine the ROI on its data-driven lead generation approach to evaluate the value to SMB advertisers. We also provide insights and background on how the social media explosion of the past decade has created a new direct response ad channel, as well as how integrated social marketing solutions are solving the challenge resellers face in delivering SMB customers end-to-end presence, reputation and lead generation tools that drive conversions while reducing account churn.

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