There’s a lot of backlash from consumers who don‘t feel like these messages are authentic or relatable. We’re in unprecedented times, and the status-quo won’t do. In times like these, it’s especially important to consider what kinds of content will genuinely add value to your audience.
The 70-20-10 rule, originally from Eric Schmidt for Google, is an excellent place to start when planning your social media strategy. Value-add content should account for 70% of your posts, while 20% should focus on relevant shared content, and only 10% should be purely promotional.
A lot of entrepreneurs are offering free webinars, downloads, videos, and other resources to help people navigate the uncertainties caused by COVID-19. Think about the expertise your organization can offer that would be relevant to the challenges your customers are facing. Consider your network and who you might be able to partner with to provide synergistic material that can benefit both of your target demographics.
Entre, for example, has hosted several virtual COVID relief events to help entrepreneurs navigate all the complexities with the PPP and EIDL loans, the employee retention credit, unemployment benefits, and the IRS stimulus payments. We’ve also created a COVID Resources Master Database with the help of industry experts, Will Winter of Winter Accounting, and Advising CPAs and Daniel T. Kane of the Law Office of Daniel T. Kane PLLC.
A few tips to keep in mind when putting out content in our current environment:
- Don’t be tone-deaf. Choose your words carefully and be aligned with what’s happening in the world right now.
- Humor may not work. Be wary about making jokes during these difficult times, even if comedy has worked for you in the past.
- Don’t just repeat cookie-cutter messages. Know your audience.
- You’ll want to foster two-way communication between you and your audience. People need community now more than ever. Don’t just broadcast your message, create engagement.
If you’re looking for more content related to COVID-19, check out one of our videos with successful entrepreneur David Meltzer who takes us through how entrepreneurs and leaders should be thinking during the current situation HERE.