The Main Role of Social Media as Marketing Media and Product Branding in the COVID-19
The coronavirus pandemic has changed people's life patterns in various fields, including the economy and business, social, political, educational and technological. In the midst of the current pandemic, businesses both small, medium and large must think hard in running their businesses. Utilization of technology coupled with marketing and branding of product business through social media is the solution. Not a few businesses use social media Instagram, Whatsapp, and many other applications to sell their products, but there are also many problems faced in the use of the network.
The Covid 19 pandemic forced all workers to do everything in their office interests at home. Many are also stopped by the company where he works. So many people twist the brain how to sell to connect life. From selling food, clothing or cloth masks that are needed today. This pandemic makes things difficult. Luckily we live in an all-round world. One of our helpers is the internet.
Fortunately, internet technology became a major helper in product marketing. One of them is with the presence of social media. Social media in addition to not attaching importance to physical presence for its sales, now the use of social media is at its peak. Good for networking, selling, trading, and others. Therefore, this opportunity needs to be utilized wisely, both for your personal and business purposes.
Social media is an online channel that will provide a place for groups or individuals to communicate, share content, and collaborate digitally. Social media is usually intended to open forums, microblogging, social networking and so on. The majority of people use social media for personal needs such as communicating with friends and family, others use this media to interact with specific communities. Until now, the use of social media continues to grow and increase rapidly, especially since the outbreak of covid-19 since the beginning of 2020.
Instagram can simply be defined as an iOS, Android and Windows Phone based mobile app where users can shoot, edit and post photos or videos to the main pages of Instagram and other social networks. Photos or videos shared will later appear in the feeds of other users you follow. The friendship system on Instagram uses terms in its use of followings and followers. Following means you follow a user, while a follower means another user who follows you. Each user can then interact by commenting and responding to shared photos.
Instagram Marketing is conducting marketing activities using all facilities provided by Instagram with the aim of increasing sales and establishing more lasting communication with customers (customer relationships). The concept of instagram marketing according to Imran (2009) is to add that trust is important in making offers, through Instagram people can build trust by conveying messages in the form of information. Initially, Instagram was used to upload the results of its users' photography.
To date, Instagram has had more uses than just uploading photos. Instagram is now used as a marketing medium or known as Instagram marketing. For those who are familiar with social media check instagram account is an activity that must be done every day. Not only photos, a lot of information can be obtained from this social media. Instagram has now become a platform for exchanging information that is very important to its existence. Instagram can load content in the form of photos and videos that come with captions. With the option of posting on Feeds, Instagram Stories, or IGTV, there are many types of content to explore.
The impact of the coronavirus (Covid-19) pandemic is felt in the business and economic world. In a fairly short time marketing patterns also changed especially when applied social distancing and Large-Scale Social Restrictions (PSBB). Marketers must turn their brains to be able to market their products or services to consumers, as a brand strategy to survive in the midst of the coronavirus pandemic. Businesses optimize online marketing and digital branding as a means of communication with their target consumers. the impact of the coronavirus outbreak hit many business sectors in Indonesia.
Some business sectors that have the potential to experience a decrease in sales are workshops, restaurants, salons, spas, property, tour &travel, hotels, transportation, aviation, malls, fashion, and several other business sectors.
There are several business sectors that have the potential to be stable and increase such as health products needed during the pandemic, e-commerce, minimarkets, grocery stores, pharmacies, herbal medicine stores, internet providers, video conference providers, home learning applications, and others. To survive in the middle of this pandemic, brand actors must be able to get around it. Starting from focusing on digital marketing through websites that are used as e-commerce, social media, search engines, sales through marketplaces, and forming a team of resellers to sell their products.
In this writing, I will share some strategies that can be applied to your marketing development.
a. Show Empathy
Ignoring the Covid-19 pandemic completely and carrying out communication like nothing is certainly not the right step. Indeed, in times like these, many people spend their time online. Now is the right time to market your business. Where we see this as a golden opportunity. But without the right communication strategy, our business can even seem like indifferent and insensitive.
Therefore, it is necessary to show the audience and customers that as a business, businesses care about them. Where not to constantly discuss Covid-19, but consider carefully about how businesses deliver promotional messages, marketing, or content. Can it cause misunderstandings? Do not let the inappropriate communication style backfire for a business especially when building a business.
b. Use the Right Tone and Language Style
The tone and style of the language to be used must necessarily match the brand to be sold, but both must also fit the context. For example, kalua is usually a more casual and casual or even kinky brand style, so it may be necessary to consider using a more serious delivery style in communicating information related to Covid-19.
But this doesn't mean we have to completely change the tone of the brand being made. In essence, use an authentic, positive, and not excessive and contrived delivery style. Show your customers seller support and that we appreciate their support. Give the impression that they're your priority.
c. Transparent and Clear
At times like this, everyone cares deeply about their hygiene and safety. Therefore, communicate clearly and openly to your customers about the steps that businesses will take to keep them safe, If possible, do not just say what steps will be taken. Showing directly and transparently is a great way, for example by sharing it on social media such as Instagram, Whatsapp, Line and other social media apps.
d. Keep Creating Content
Being careful doesn't stop communicating! Stay connected with followers on Instagram social media and keep engaged with them. Because of social distancing, most people spend more time in cyberspace. According to the Kantar survey, facebook and Instagram usage increased by 40% due to the impact of Covid-19. Instagram and Facebook Live views doubled in one week.
Therefore, it's an opportunity to produce content that's unique and relevant to the audience. Try creating content that can help, support, or entertain them. If this time is not appropriate to promote a product or service, try to focus on sharing content that matches the value of the brand that we have. Thus, businesses can still connect with customers today and even attract new potential buyers.
e. Share Positive Content
Many people claim to be anxious and stressed with information and news about the endless Covid-19 pandemic. With so much "heavy" content, we can provide an alternative or distraction for the audience by presenting positive, entertaining, but still sensitive content. Strive to remain careful in conveying content so as not to appear insensitive.
f. Update Online Store Website
Make sure all the latest business-related information and announcements are accessible and up-to-date on the online sales web. Google, for example, recommends that websites for online sales display banners or popups that inform visitors about business status, delays, delivery options, etc. so that customers can transact easily and clearly.
From the discussion above, it can be concluded that with Social Media, sales are relatively increasing than ever before using only conventional sales methods. The advantages obtained by using social media as marketing media are:
- Market segmentation is more focused, can be done filtering the target market with the right target based on the information presented. It can even form community containers according to the market.
- Accessible at any time. Instagram, Whatsapp, Line and other social media apps. can be accessed through the internet at any time, either from a computer or from a mobile phone.
- Communication made easier. Instagram, Whatsapp, Line and other social media applications, also provide communication functions, including message function, chat and others.
Conclusion.
As a consideration in increasing online sales in the midst of a pandemic, businesses should create accounts in the market place, in order to further increase buyer confidence and for the safety and convenience of sellers and buyers. Because with transactions in the market place, the security of sellers and buyers is more guaranteed and avoided the practice of fraud and crime in e-commerce.