How to conduct a covid digital marketing audit
And Expert Tips on Using Facebook for Your Small Business
I am feeling a little head fuzzy today so this issue’s original content is going to be served up mostly in bullet points. Today, we’re going to focus on COVID & your communication (or lack thereof) of it.
In other news, SF is still in foggy, cold summer weather. I went on my first big hike with Zoey (my dog) over the weekend and I can confidently say that she is in much better shape than me. She was literally dragging me uphill towards the end.
Enjoy this issue!
A covid digital marketing audit
In the pandemic’s first few weeks, the news arrived loose and fast, often changing several times within a 24-hour span. It was difficult to keep track of as a business and I’m sure many things fell to the side. Depending on where you are, coffee businesses may be open with precautionary to extreme measures. I wrote about mental health and reopening back in June. Some of these tips still apply today.
We’re going to do a quick digital audit today. Have on hand either a pen and paper or a text document ready to use.
If you’ve never done a digital audit before, you should know two rules:
- The idea of an audit is to document, not change things as you go. You can edit all that later.
- You should approach this with as little bias as possible and from different perspectives. Those perspectives should be your target audiences. For example, looking at your homepage, what’s the first thing your eyes land on – not where you want people to look.
This particular audit is for your COVID communications only, not an intensive strategy audit. The general idea is that it should take someone only a few seconds of looking and clicking around on your profile to know what your status is.
Facebook:
- In your About section, check if your open status reflects current changes, including operating as usual. If not, go to your Settings > Page Info > Temporary Service Changes. You can select how you’re operating, including if there are online services or pickup available.
- CTA button by the cover photo: Is it the most relevant button right now? Maybe you want to drive online orders - you should change it to “order food” and enter the ordering URL.
- What’s your pinned post? Is it an update on current customer guidelines for your cafe or how COVID might impact purchases?
- Do you have your FAQs set up? When people decide to send a message, they have the option of choosing from a four-item FAQ menu. Linking a page or post about how the pandemic is affecting business could be one of these menu items.
Instagram:
- Check your bio: Is there info on if you’re open, hours, ordering, and any relevant links?
- Activate the “order food” button if it applies
- Is there a saved highlight on your current status? Maybe another highlight on what customers should expect (such as a mask requirement or ordering ahead only)
- Do you have shoppable products? If you sell online, anytime you’re talking about a product, they should be tagged.
Twitter/LinkedIn/Pinterest/Snapchat/TikTok/etc.
- You should get the idea by now: is a quick look at your profile enough to communicate to the person what to expect from you?
Website (conduct below from both a desktop and mobile phone):
- Is there a banner or alert that quickly describes how COVID–19 has affected your business? If it’s more than a line, does it link to a blog post or page with additional details? This is especially important if you ship products - couriers are getting overwhelmed and delays are almost expected.
- Are shipping restrictions or delays updated in all the relevant areas? (shipping page, FAQ, checkout, etc.)
- If you’re a brick-and-mortar, can people tell you’re open?
- If you’re doing online orders or pickups or limited menus, is that communicated and do you have the menu published?
Google (conduct below from both Google search & Google maps):
- When you Google your business in an incognito browser window, does it have updated info on dine-in, takeout, and delivery?
- If you do online ordering, is that linked in the “order” section?
Expert Tips on Using Facebook for Your Small Business
[BYLINE / NOTE: This is a Facebook 101 article.] Facebook has plenty of features that make it easier for small businesses to reach out and activate their audiences. Find out how to make sense of them all.
Brand voice: What It Is & Why It Matters
[BYLINE] Your brand voice can make or break your social media presence. Find out how to define a tone for your brand’s content across marketing channels.
Quick text updates & links on what's new on the networks
Facebook launched a new Messenger plugin for businesses to reach non-Messenger customers. It’s testing a Page view that does not include the Like button nor the Like count.
Twitter is considering a subscription service plan. It didn’t have many updates recently so here’s a summary of what to look out for.
TikTok has been in the news recently because the US President demanded its ban. There are lots of questions surrounding how the network will go on & if he can even ban the app. Just in case TikTok does disappear in the US, take a look at Instagram Reels, the network’s newest copycat feature.
Helpful links on how to improve your digital marketing
Organic Facebook Content for Local Businesses: Building a Loyal Following
Learn how to identify categories to develop organic post content for Facebook and attract customers with messaging that speaks to their specific needs.
www.socialmediaexaminer.com • Share
How to Design an Efficient Social Media Approval Workflow
Maybe it’s happened to you. You notice a spelling mistake after you’ve sent a Tweet. Sounds like you need a social media approval workflow.
3 Types of Marketing Videos That You Can Make Remotely
Stuck at home or work in a different office from the rest of your marketing team? Here are three simple and affordable marketing videos you can make remotely.
Anything I've enjoyed reading recently
Consent and Participation: 'On Photography' at Coffee's Origin
Consent in photography is a complex topic, and one that has been explored in depth in the academic and legal worlds.
It’s also a persistently relevant topic in the coffee industry, particularly among those among us who are engaged in marketing, since it has so often been used as an exploitative tool.
The Declining Power of the American Passport
U.S. citizens are finally confronting the randomness that travel and immigration are built on.
Tesla engineer retools sad, old chocolate chip for max taste and melt
Remy Labesque, a Los-Angeles based industrial engineer working for Elon Musk’s Tesla, has re-engineered the chocolate chip for the optimization-obsessed set.
An update from my container garden!
I know I recently featured this plant but... it's about to flower! 😱
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
What'd you think?
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By Jenn Chen
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