The Covid-19 crisis has turned the daily lives of many people upside down. Unfortunately, small and medium-sized businesses have not been spared and have even been among the most affected. In the health sector, many companies have had to reduce their activities to a minimum in order to curb the spread of the coronavirus.
While the government will soon present its deconfinement plan to us, we must start preparing for a return to a more “normal” situation. Through this article, we share some useful health care marketing tips on how to relaunch their social media strategy following the COVID-19 crisis.
A word on social media
While your other marketing tools are aimed directly at promoting your products or services and converting your audience to business, you should be aware of the distinction between these tools and social media.
Rather, Facebook, Instagram, and other popular social networks are channels used to raise awareness of your brand and develop customers’ sense of belonging to it. They, therefore, allow you to develop a community around your company and your brand.
Thus, it can be difficult for a small business to understand the relevance of investing in the development of a strategy for social media and in the day-to-day management of these, since this does not necessarily translate into a return on investment. tangible and direct. However, it is important to understand that social media can effectively communicate with audiences that can be easily targeted and defined, and at a cost that remains relatively low.
However, you still have to know how to define the right tone, but also the right message to address your audience and understand their needs in a given situation. This brings us to our first tip…
Adapt your communications on social media
During the crisis, we advise you to avoid stopping posting on social media. Indeed, it was rather necessary to review the publication strategy planned previously in order to adapt it to the new reality of companies: more limited service offer, reduced opening hours, health measures…
More importantly, it was necessary to adapt to the reality of subscribers, which has also been turned upside down by the crisis, in particular allowing customers to feel accompanied and supported despite the postponement of appointments.
With social media, we must always make sure to understand the needs of our target in real-time and to demonstrate how our company’s mission or services allow them to be met.
Inform and reassure
The return to “normal” post-Covid-19 raises a multitude of questions. So put the first tip into practice and tailor your communications to respond to it. First, be sure to answer questions about issues specific to your business.
Announce the resumption of activities and the extent of it sufficiently in advance; discuss the steps that will be taken to comply with the authorities’ directives. At the same time, you can reassure your customers and your subscribers. Social media is here to help you build trust with your audience!
Also, some social networks, such as Instagram, allow you to demonstrate the human side of your business by showing everyday life, presenting your team, etc. Take the opportunity to create a real bond with your subscribers and prospects.
Indeed, by already having the impression of knowing you a little, it will be much easier for a potential client to place his trust in you by calling on your services.
