Announcements Aren’t One-And-Done

If you’re announcing your reopening - or even just letting people know about your current limited offerings - you can’t do what I’m seeing so many people do:

Just one text-on-image post stating the facts.

Nope.

First of all, most people won’t see this announcement post. They have to go searching for it. That itself limits the reach of your message - but if you’ve continued posting other things in the interim (which, hopefully, you have), you may leave many people confused without the whole story, since very few will scroll back to see the initial post announcing what the heck you’re doing.

Here’s how to do it better:

• Focus on still making your posts interesting (as in non-COVID time), but perhaps with a twist. A drink held by a gloved hand. A shopping bag held by someone with a mask. A picture of your take-out setup. That special you’re serving, shot in natural light in a way that makes it look absolutely delicious - in a takeout container. A stack of packages for online item orders, ready for the post office.

• Reiterate at the end of every post what your ordering or buying situation is. Don’t make people search for your previous explanation. Do make sure it’s at the end, though - the beginning of your post should still speak to people, just like it always should. It should draw their attention to what’s appealing about what you’re showcasing, or call them out in a way they feel identified with, or ask a question to engage them - look at old posts that got a lot of traction, and do the same in Coronatime. But always end the message with very, very clear, concise information on how people can support you (and safely obtain this thing you’ve gotten them so excited for).

• Post a lot! Seriously. People are ROOTING for small businesses right now. Many large companies are slashing budgets, which often means fewer ads, and even fewer organic posts. So, get in those feeds! Rather than making your followers sick of you (and again - they aren’t seeing every post, I promise you!), it’ll warm their hearts to see you surviving and thriving.

• Don’t forget to let people know who you are and where to find you! I can’t even count how many random “specials” menus I’ve seen posted on Facebook that don’t in any way indicate what restaurant they’re for, posted by the owner’s personal account instead of by the business. Don’t make people dig for information. Make it really clear who you are, where you are, and how they can support you right now - as well as how you’re there to support them!

Social: special Berkshires edition

My annual Berkshires family vacation cannot stop #cgsocial!

I took a break from my self-imposed social media embargo for a special on-location livestream from SoCo Creamery in Great Barrington, MA. I've loved SoCo since they were serving up scoops in Lenox, MA (home of Tanglewood), though they've since moved their headquarters to nearby Great Barrington. Chief Digital Officer Amanda Canale discussed how she keeps SoCo's social media feeds fun, local, and serendipitous. (And I enjoyed a cup of this summer's special Blueberry Honey Lavender flavor!)