Let’s face it, many of us are facing the reality where #QuarantineLife is the new normal – at least for the foreseeable future. With offices temporarily shutting their doors, and the worldwide workforce moving to a remote-based culture, it’s time for businesses to utilize the tools provided by local social advertising to drive their goals forward.
Drivers for Forced Change
In the past several days – specifically in the United States – city and state governments, as well as the Federal government, have recommended citizens stay home to reduce the spread of the Coronavirus (COVID-19). The most recent changes announced from the White House Monday afternoon include the recommendations to “limit gatherings to no more than 10 people; avoid discretionary travel, shopping trips and social visits; and avoid eating or drinking in restaurants, bars, and food courts – instead use drive-through, pickup and delivery options.” For community-spread affected areas, the recommendation is to close all bars and restaurants.
These changes have forced many businesses to re-strategize their business models on the fly with the understanding that these changes are meant to protect our communities. For instance, a friend’s gym in Kansas City, MO is asking members to allow their immunocompromised patrons to exercise from 5 AM – 2 PM before other healthy members exercise, grocery stores are changing their hours to allow their teams ample time for restocking overnight, and restaurants across America are moving to pick-up and delivery only, while some in viral hotspots have been closed altogether – all in an effort to expand the practice of social distancing. This is where social advertising comes into play.
The Power of Social Advertising
Local businesses should not lose hope. We understand how uncertain times are right now, but leveraging the power of social can help everyone. Budgets may be tight right now, but social advertising is the most cost-effective way to remain in the public eye – especially with so many eyes on social media for the next news update — folks are bound to see your ad too!
Offering free delivery for your restaurant but don’t have a website? Run a Reach campaign targeting your delivery area. Is your hotel chain offering “staycation” specials for previous guests? If you have a Pixel on your website, use it! Drive visitors to your landing pages to complete a booking with a Traffic or Conversions campaign. Temporarily shutting down? Run a Traffic or Conversions campaign encouraging community support through gift card sales until you reopen.
All in all, spending a small amount of social dollars to keep your business on the top of everyone’s mind while they adjust to their new normal is the best strategy. This way you can continue to engage your customer base and maintain your business presence throughout this uncertain time.
Stay safe, everyone. Oh, and don’t forget to wash your hands.