16 Apr Finding Your Voice Online During COVID19
With the entire world going online, our team at SocialCow has been busy helping our clients do the same. Within the last four weeks, we’ve helped a dozen businesses go from from strictly brick and mortar to providing services online.
Here are a few ways we’ve been able to do that:
- Set up e-commerce stores.
- Set up virtual consultations with automated sequences.
- Created educational assets to generate leads and sell.
- Created partnerships for clients to be able to sell others’ products for a commission.
Creating the infrastructure for these ventures is something we do regularly, but finding the right voice to market them with required constant social listening.
We use social listening, or the gathering of information people talk about on social platforms, to pick up the public’s sentiment on a variety of topics. On a big scale, it provides us with a fine-tuned understanding of how people are feeling. As you can imagine, sentiment doesn’t change over night – unless something big happens.
How has the pandemic affected people’s sentiment?
Since COVID19 was classified as a pandemic, our team has been glued to our social listening tools. Sentiment is changing daily depending on the city, state, occupation and now employment of each user. We haven’t seen such frequent and divisive change in sentiment before while social listening tools were available.
How does that affect your business?
As a business owner, sales professional or marketer, you must understand the mental state of your audience in order to be effective.
Let’s take a look at the most common feeling across the world right now: fear.
When a small child is afraid, is it effective to tell them to get over it? Maybe short-term, but for as long as they don’t understand the source of their own fear or have a solution for it, that fear will continue coming back. And you missed out on the opportunity to resolve it.
What can I do to thrive in the pandemic?
Develop a message and voice that your audience can resonate with.
If your potential customer is scared and your product or service can help them dissolve that fear, there are two things you must consider:
- How you can help them understand their fear and then organically resolve it with your offering
- Your “tone” of voice.
We have been working with brands nationwide to help them get in front of their ideal audience in a way that shows support, delivers solutions and most importantly – does not worsen the pain.
The best way to carry your tone across to your customers is by making videos. Words can get lost in translation and during a time of self-isolation, people want face-to-face interaction.
Explainer videos, in particular, help people engage with your product or service so as long as it clearly provides a solution to their current pain.
Give me an example.
We’ve seen some businesses use messaging that comes across as dismissive of their audience’s fears.
Although their intention is to help people prosper with their services, they paint a picture that portrays people who are not buying their services because of fear as “less” than those who understand investments.
This “bullying” marketing technique can be effective short-term in normal circumstances, although we never recommend or utilize it. This method causes high rate of returns and dissatisfaction as customers are more likely to experience a phenomena known as “buyers’ remorse”.
What do you recommend?
Instead, there is an opportunity to calm, educate, inspire and guide. By creating educational videos that describe the business’ intention to help clients take advantage of the times and become more financially secure, the business can authentically build trust with their potential clients.
What the video should include:
A representative of the business. Ideally, it will be one who has a confident voice and facial features attributed to a trustworthy individual. Faces that look more baby-like, have feminine characteristics (rounder, softer) and look happy even without smiling have been found to be most trustworthy.
Mention of the current times. Depending on how directly your service or product helps those affected by the pandemic, mention the current situation either directly or indirectly. In an understanding and compassionate way, speak to the emotions your audience may be having that your product or service can help calm. If the representative has a similar story of when they once felt like this, sharing it can help build trust.
Educate your audience. Include examples of how your offering is helping people like your audience feel more secure.
Position your service or product as a solution. You must create a clear link of how your product or service can help resolve your audience’s pain. This should be done only after a sufficient amount of trust has been developed. In some cases, this may be a separate video sent to the same audience at the end of a series.
If you need help finding your voice during this pandemic or beyond, schedule a consultation here: http://bit.ly/meetmoo