How do you get on the front foot in a pandemic?
Given what’s happening around the world, we know its prudent to be on the front foot – but how does this apply to ag businesses operating in the social media space?
We know the cycle that is coming, as it no doubt follows closely in China’s footsteps.
Two and a bit months later China is now showing some signs of normality. Australia is just at the beginning of the unfolding.
Knowing what we know, how do we plan to mitigate risk whilst also capturing opportunities to show our customers that we are doing all in our power to understand their needs, what they are going through and continue to serve them at the highest level?
Colleagues of mine operating digital agencies dealing with customers around the world are reporting the Virus has affected Facebook and Instagram Ads differently, depending on the industry. Impulse buys (under $50) have seen the greatest reduction in returns whilst higher value products are unaffected. With more people now in social isolation, and seeking solutions online, focus is on online shopping. For example, one agency reports that a greater adoption of the eCommerce experience (possibly a large influx of first-timers / non-regulars) occurred over the niches groceries, health and wellness, and self care. This is no surprise.
It’s important to be aware that if your advertised offer or solution requires travel, face to face interaction or alike, you may consider pausing campaigns or reconsidering your offer / message. On the other hand, as a service based ag business or ag-related eCommerce store with reliable freight carrier, consider what social media campaigns can be deployed in a way that gains trust in your brand amidst the uncertainty. This could simply be a thought leadership piece (topical blog), compelling video, a solution to an arising problem or highlighting a relevant product range.
For agriculture, we have an opportunity to strengthen the relationship through communicating our position, demonstrating how we are being proactive and how we are working to ensure YOU, our customer is being looked after.
I hope that you and your businesses and the people that you bring value to each and everyday, come out on top and in good health.
