Social media gives marketers the opportunity to engage with potential customers at each step of their retail journey, be that in-store, out and about or at home. With ninety percent of shoppers now turning to social media to engage with their chosen brands, it is clear that it is crucial for retail businesses to get it right. This article covers six key pointers to help you do just that.
1. What resources do you have?
Whether you are new to social media or have a well-established profile, you need to ask yourself key questions, such as what do you sell and who to? How much time and resource can you dedicate to your social media offering? Evaluate your resources and aim to improve your customer experience with each interaction.
2. Improve your listening skills
Listen to both positive and negative feedback and engage with customers meaningfully. Put effort into monitoring across social networks to tune into what is being said about your business.
3. Encourage people to visit your store
The top five reasons that customers follow retailers on social media are to gain discounts and promotions, get product information, enjoy the fun content, seek support or offer feedback. This online traffic can be encouraged offline: exclusive online deals or free gift offers could be used to increase footfall into your store or a real-life event could be publicised. In store media can be employed to tie in with online content. Advice on making your online content work alongside content in real life locations can be sought from specialist companies such as moodmedia.co.uk/in-store-media or from training providers such as the CIM.
4. Think Local
If you have multiple sites, it is important to tailor messages on social media for each location. Personalised content and targeted features can be employed, again to tie-in with in store media content.
5. Create smart mobile ads
Almost half of in-store transactions are influenced by customer interactions online according to Facebook, and half of these are made on mobile devices. Investing in creative and targeted mobile advertising is a no-brainer.
6. Focus on visual storytelling
What you say is less important than how you say it on social media. Visual storytelling and the use of video is now the best performing way of communicating your message.