August 5/12, 2019: Volume 35, Issue 4
By Lisbeth Calandrino
Social media is like any other advertising medium—it requires thought and may seem overwhelming at first. It really isn’t difficult but starts with a basic understanding of your business and what you’re trying to achieve. If getting more customers and making more money is what you’re after, social media is the medium. It’s today’s marketing tool and can help you achieve what you’re after.
But like anything else, you need a good plan to execute it properly. Here are some simple steps and pitfalls to look out for:
Know your customers. You’ve heard this before—not all customers are the “right” customers. You want the ones that will increase your profit, not put you out of business. Decide which customers you’re after and determine where they hang out. How do you know? Ask your customers what types of social media they use. I don’t know any businesses that actually talk with their customers about their social media preferences. Only your customers can tell you which social media will work best for you.
Hire a professional. Sure, any 14-year-old can set up your social media sites and teach you how to use them. But please don’t put them in charge of posting, etc., unless they have a marketing degree and understand the flooring customer.
Review Google’s article on “The Zero Moment of Truth.” This article is from 2011 and explains the customer and the customer’s journey to your store. There are several updates on the article, but it will explain the customer’s route and how you can interrupt her journey. The key is to steer them to your store before someone else gets them.
Understand the value of blogging. I’m tired of hearing owners say, ‘I don’t want to blog,’ or ‘I don’t know how to do it.’ Here is why blogs work: they keep you and your customer connected, build deeper relationships and allow you to talk with them without being intrusive. Write about things that interest you. If you have a good barbecue recipe, post it on your blog. You will be surprised how many people will send you their recipes. After reviewing “The Zero Moment of Truth,” you will understand why you have to blog. If you don’t understand how and why it works, give me a call.
Be consistent. You can’t post one week and then post three months later. Social media is a way to develop friendships and takes time and consistency to continue to build the relationships.
Get inspiration from other businesses. Once you’ve looked at all your competitors, venture out to other businesses you admire. Who in your city does great business? More importantly, where do they post? What specifically do they post? Choose one and look at what posts get them the most comments. Do they hold contests or do “live” broadcasting? What about videos? What do they post that inspires you? Find a business you think does a good job, follow them and sign up for their blogs.
Create a calendar and stick to it. This way you won’t forget the holidays as well as important events such as “The Red Dress Month,” or Mother’s Day. You can add to it but start with the basics.
Expand your audience. Try using Facebook targeting options and other related campaigns.
Use great images. We all love videos and photos. Don’t forget to include your pets.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at firstname.lastname@example.org.