Local Advertising in the Time of Social Distancing
Many of us are facing a reality in which #QuarantineLife is the new normal — at least for the foreseeable future. Even with offices temporarily shutting their doors and the worldwide workforce moving to a remote-based culture, the tools provided by local social advertising can help businesses, perhaps especially those dealing with store closures, 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 Covid-19. Just this week, the White House recommended we “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.” For areas affected by community spread, the recommendation is to close all bars and restaurants, as a number of states have implemented.
These changes have forced many businesses to rework their business models on the fly. For instance, a friend’s gym in Kansas City is asking members to allow their immuno-compromised patrons to exercise from 5am to 2pm 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. Some businesses have even been forced to close altogether.
The well-being of workers and customers should be every business’ first priority. But the long-term economic health of each business will have ramifications for employers, employees, and communities as well. 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 media can help everyone. Budgets may be tight, but social advertising is the most cost-effective way to remain in the public eye. With so many eyes on social channels for the next news update, folks are bound to see your ad, and consumers are looking for ways to support nearby businesses.
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 top of people’s minds 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, and don’t forget to wash your hands.
Analissa Moreno is a marketing services specialist at TigerPistol.