The pandemic has affected communication in many ways, much of it not positive. How can you effectively interact with your customers when you have to stay at least 6 to 8 feet away from them while wearing masks?
If people are afraid to leave their homes, how can you get them to bring you their damaged vehicles? How can you get to them with messages that are moving, succinct and effective without breaking the bank?
While many other forms of marketing limped through 2020, social media didn’t just survive---it thrived, big-time. Within just the last year, more than 95 million people have posted something on Instagram with a 300% increase in click-throughs. In 2019, the number was 70 million.
There are now more than 3.6 billion people who use social media, with Facebook No. 1 and YouTube solidly in second place. Also, during the COVID pandemic, communication platforms like WhatsApp and Facebook Messenger are seeing a huge spike in usage.
When I started writing about marketing/advertising more than a decade ago, I found out many shops owners actually hated social media. They weren't just slightly perturbed, but really upset about something new and unproven, in their opinion.
Back then I heard it all, and most of it was negative:
“Instagram is for Paris Hilton and her chihuahuas, not us!”
“Facebook is for soccer moms and baby pictures, not us!”
“YouTube is for cat videos, not body shops.”
Many of those unbelievers have changed their minds, because shop owners and managers can’t deny...