Although all pubs nationally have been forced to close their doors during the crisis, it is perhaps more important than ever to bolster local engagement through social media.
Whether completely shutting up shop during the COVID-19 pandemic or moving to a takeaway model, pubs’ survival plans need to include adjusting their social media strategies.
Social media, public relations and digital marketing services company Papaya Agency services the food, beverage and hospitality sector, and director Catherine Slogrove has put together some marketing must-dos for the shutdown period and tips to emerge stronger on the other side.
How to change your social media strategy amid the COVID-19 crisis
If you’re shutting up shop completely without takeaway services, it is important to focus on messaging, tone of voice and display a degree of optimism.
Don’t forget to thank all your customers, team and the community. Keep it real.
It’s important to focus more on community reassurance and care in our tone of voice when communicating during these times. Rather than focusing on mass ‘push, push’ promotional content, place emphasis on the venue being at the heart of the community and being a support to locals during these times of uncertainty.
What to do while closed
If your venue is temporarily closed and you plan to reopen, it is important to stay active on social media.
The Facebook and Instagram algorithms hate stagnation, so if you do not want your pages to be penalised with the organic (aka free) eyeballs on your content, keep some level of activity.
What to post
Think community content such as:
- Online videos of how to make the pub’s hero dish at home
- Your mixologist’s at-home Friday night concoction
- Updates on how your staff and local patrons are going
- Promote food and beverage takeaway and delivery offerings
Local Facebook Groups
If you’ve never been active in your suburb’s local community Facebook group, now’s the time.
Facebook Groups have a far more favourable algorithm when it comes to showing content than a business page, so your posts will be seen by more people for free.
These are groups run by members of that community on a volunteer basis. Top tips for posting include the following:
- Tell your story: people want to help local businesses they care about, so tell your genuine story to the group and ask for their support
- Read the rules: ensure that you read the group rules (usually pinned to the top of the page) before posting
- Get your friends, staff and family to Like or comment on the post. The more people engage with the post the more people within the group will see it
Promoting takeaway options
Use your existing Facebook and Instagram channels to run sponsored ads promoting takeaway and delivery / pick up options of your venue. A simple way to do this is through geo-targeting on Facebook Ads Manager, which allows you to target customers within the local radius of your business to ensure you’re reaching people within your target area. Remember to check the kilometre radius! We have seen ads in North Sydney for venues in Penrith.
Batten down the hatches
Right now, you are wasting your money running Facebook and Instagram ads unrelated to takeaway or delivery. Ensure that any functions advertising is put on pause with your social media team; this in particular can appear to be in poor taste.
Avoid a social media disaster
In this environment, it’s crucial to avoid social media criticism for anything that could be seen as a lack of hygiene. Ensure you are well-stocked with all the right cleaning equipment and brief staff that consumer sensitivity is high.
Summary
While the industry near-freezes, when it comes to marketing, don’t stop. Keep engaging the community to ensure you sustain the awareness, goodwill and social media algorithm love on the other side.
