The Definitive Guide to Marketing Your Business on Facebook and Instagram during COVID-19

Social Media Advertising, COVID-19, Business Marketing
Guide to Market Business on Facebook & Instagram during COVID’19

COVID — 19 & the Shift of Digital Marketing

Quarantine and lockdowns due to the COVID-19 global pandemic have brought global economies to a grinding halt. But one significant thing in the present pandemic that wasn’t available in the past pandemics, is the internet.

To mitigate the spread of the COVID-19, necessary measures are taken by global communities all around the world. In the hard and uncertain times, business and giant corporations both are struggling for keeping themselves afloat. Internet’s increased connectivity has enabled small businesses and giant organizations to continue operations remotely without opening up their physical outlets and offices.

Digital Marketing, Shifting Landscape, Marketing Strategies
COVID’19 Reshaping the Digital Marketing

At times when ignored for long enough, some problems go away. However, the COVID-19 pandemic is a huge problem that is here to stay for a long time. The COVID-19 outbreak has become impossibly un ignore able by firms and organizations of all shapes and sizes and has immensely changed the habits and rituals of business execution and working.

However, many small business owners and managers have failed in shifting their marketing strategies accordingly to the ‘New Normal’. Might possible they are in a denial or perhaps anxiously trying to preserve the sense of normality amid the present chaos and confusion. However, Irrespective of the reason, their lack of ability to adapt to change will only result in more problems while threatening business survival.

On the contrary, a business that is very successfully sealed the deals with a handshake in pre-COVID-19 times have now beautifully adapted and improvised in digital marketing and remote working.

7 Tips to Adapt Marketing Strategies in the Wake of COVID-19

Tips & Tricks, Marketing Strategies, Business Management
7 Tips for Adapting Marketing Strategies during COVID’19

1-Setup an Online Store

Facebook and Instagram are an easy and effective means to generate and boost sales.

Facebook shop and Instagram shop are pages through which products can be sold based on wider consumer reach.

Just having an eCommerce website isn’t enough. Facebook has more than 2 billion active users each month. Whereas, more than 200 million people actively use Instagram with brand engagement and visiting business profiles on a daily basis. That’s loads of prospective consumers to turn away.

In order to set up an Instagram shop, a Facebook shop is required, because the Instagram shop pulls the information from the Facebook shop.

Facebook shop/store allows us to sell products via a Facebook page.

Apart from a personal account, a separate business page/profile can be set up.

Ways of Selling Products on Facebook Shop:

In two ways, products can be sold on Facebook.

a. By using Facebook itself to setup Facebook shop. A more basic way of selling as it only requires product listing and then setting up a shopping cart to connect payments.


b. By using an eCommerce website builder for creating an online shop and then automatically linking products to Facebook shop. The second way requires a little bit of technical know-how yet is easily set up and managed.

It’s best to use an eCommerce website such as Shopify to sell via Facebook and Instagram, as it is not only simple and easy but also widely highlights the business’s online presence.

How to Sell Products on Facebook Shop:

For adding a store, select the ‘shop’ tag on your Facebook’s business profile. If the ‘shop’ tab isn’t visible, then switch to the ‘shopping template’. After a switch to the shopping template, you will be guided through the entire procedure of setting the shop up and then press ‘Finish’ when you are done setting up the shop.

How to Add Products to Facebook Shop:

  • From a computer, go to the ‘shop’ tab on the page
  • Press, ‘Add Product’
  • Write product titles and upload images and videos of the product.
  • Next, write product description containing the product’s feature and sizing information along with the cost.
  • Include inventory count. Information regarding product’s variation in size and color can be added by clicking on ‘Edit Options’
  • Include complete options regarding deliveries, return policy and select a product category.
  • ‘Save’ once all the above information is added.

After saving, ‘Processing’ would be displayed while Facebook runs a check to see whether the product complies with Facebook’s policies. Usually, the product is approved and displayed within 24 hours on the business page.

How to Set Up Instagram Shop:

  • Convert your personal Instagram profile to a business profile.
  • Link the business Instagram profile to your business Facebook page.
  • Link business’s Facebook page to its online eCommerce website such as Shopify.
  • Setup a Facebook shop by syncing products from your Shopify store.
  • Link the Shopify store with the Instagram account
  • Wait for Instagram’s approval and then select the Facebook Shop that is to be used with the Instagram account.
  • Start selling!

2- Focus on Paid Advertisements

Managing paid advertisement is the key if presently the business is in a position of making sales.

The majority of the brands have reduced pay per click cost amidst the COVID-19 pandemic. Recently Facebook has warned marketers and advertisers that there might be delays and errors as they are increasing their reliance on automated systems for reviewing new advertisements and commerce entries due to the staffing changes made to mitigate the spread of Coronavirus outbreak. Meaning that when new or edited advertisements are submitted with changes in either headline, copy or audience targeting and images will require the advertisement to go through a new reviewing the policy.

Therefore, to avoid disruptions in advertising, Rob Leathern - Facebook’s Director of Product Management advised marketers and advertisers they extend their best performing advertisements delivery duration as the new campaigns will be subjected to the new review policy.

Reevaluate strategy, budgets and messages accordingly with the developing scenario while keeping a track of where demands are decreasing and increasing in order to determine and set the target focus on where the demands are arising. Avoid citing the term COVID-19 either as keywords or as a term in the ad copy. All paid marketing during the pandemic must be done with being sensitive to the circumstances.

3- Help Others by Offering Something

Use promotional devices like contests and giveaways or sweepstakes. COVID-19 outbreak has ruthlessly impacted all the industries including sweepstakes and contest and giveaway industry. As the brands and businesses do not want to get out of touch or seem as tone-deaf to the pandemic’s effects. Although knowing the risks involved brands and businesses are using contests, sweepstakes and giveaways as an opportunity to remain connected and engaged with the audience.

For example, the majority of the online certification and learning institutes such as Coursera, Udemy have offered many of its online courses for either half the price or for free to help the people around the globe develop new skills during the harsh times of COVID-19 pandemic.

4- Focus on Copywriting

Always amidst a significant global event such as the current outbreak of Coronavirus pandemic. It is important for brands and businesses to employ mindful tactics while being empathetic with the audience’s plight. Being a brand or a business, you must acknowledge the catastrophe and calamity while consistently imitating positive vibes and values so that the audience keeps coming back to you for more.

To accomplish this, adjust marketing campaigns and schedule content timelines, provide authentic information by relying on the authentic sources like World Health Organization, keep the content positive and empathetic in order to connect with the audience, assess the imagery and the language that is used in advertising and marketing material as it must not be rude and should be awarding the audience about the increased anxiety during the harsh times.

5- Prepare Strategy for the Bounce-Back Stage

Nations around the world are dealing with the Coronavirus outbreak as a global health crisis. The novel COVID-19 has brought unmatched and unique economic hardships for the present generation. With the global economies collapsing, irrespective of their sizes - big or small, organizations and companies are struggling to survive.

In the present challenging circumstances, adaptability and improvising is the key to success. Regulate the cash flow strictly while taking preventive measures from becoming bankrupt. Switch to a virtual workplace setting, as it will mitigate the spread of the virus and also eliminate the need for a physical workplace while saving a lot on office rent, infrastructure, office services and utilities, etc. Further, brainstorm and explore innovative means to cut down the expenditure in order to save for a rainy day.

6- Focus on Local SEO and Online Reviews

Optimizing local SEO would mean more leads, the website traffic and conversions as the strategy is designed accordingly to the local consumer base. Consider it as a targeted strategy to efficiently compete with national brands who have access to unlimited resources.

Acquiring consumers’ online reviews on your business’s website and Facebook page on a regular basis not only optimizes your business on Google My Business Presence but also grows your business by encouraging more locals to buy from you.

7- Use Free Time to Finish Your To-Do List

While operating remotely and observing quarantine, you can use your spare time efficiently and start working on that ‘to-do’ list which you couldn’t get the time to work on before the pandemic. Or you can resume working on the website that you were building but kept on hold due to various reasons. Reevaluate your marketing strategies and improve and improvise the strategy according to the current scenario or learn and remain updated with the current marketing tactics and skills by taking some online courses via online learning platforms such as Udemy, Coursera, etc.



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