April 2/9, 2018: Volume 33, Issue 21
By Lindsay Baillie
With all of the resources available today, social media should no longer evoke fear of the unknown. However, despite the large shift in favor of social media sites, there are still retailers with lingering fears of how to create, maintain and drive traffic to their social sites.
FCNews spoke with several digital marketing experts to find solutions to some of the common fears associated with using social media platforms.
Understanding each social platform. Before using any social media, sites experts suggest conducting a brief Internet search to learn more about each platform. As Katrina Olson, freelance writer and principal of Katrina Olson Strategic Communications, explained, “A quick search will yield tons of free articles and educational downloads about the strengths of each platform, how to use it and how to build a following.”
When deciding which platforms to use, it is important to recognize the differences among each site. “Facebook users are great at commenting and sharing,” Olson said. “Twitter is good for quick notifications. YouTube is great for demonstrating or explaining a solution or process. LinkedIn can connect you with vendors, suppliers and possibly customers. And blogs can educate while interjecting your company’s brand personality.”
While it might be overwhelming in choosing which platforms to join, social media experts suggest starting with one or two sites and then adding as necessary. “Most residential retailers should use Facebook, Instagram, Pinterest and Houzz,” said Paul Friederichsen, marketing expert and owner of BrandBiz, a marketing and branding consultancy. “If dealers are also selling a substantial share of Main Street commercial, they should add LinkedIn and Twitter to their list.”
Finding someone to run each site. Oftentimes, dealers either run their social sites themselves or have younger people, who are more familiar with social sites, run their social media accounts. However, most experts warn against these practices.
“It’s not that the younger people don’t understand how to use social media, it’s that they probably don’t have a marketing background,” said Lisbeth Calandrino, FCNews columnist and retail industry consultant. “I suggest dealers hire an industry person with retail experience—industry people understand the customer as well as the flooring industry. Companies need someone who knows how to follow the customers, connect with them and understand how to build relationships.”
If an industry person is not available, experts recommend finding or recruiting a freelancer or social agency to run the social sites with the business owner’s involvement. “You (or the employee you designate as responsible) must be involved in reviewing schedules, content and monitoring,” Friederichsen said. “You cannot put your social campaign on autopilot and be unaware of the face of your brand on the various platforms.”
Allocating time to post and interact. Finding time to participate on social media is a major concern for some floor covering dealers. Yet, the solution is quite simple, according to experts. “Devote at least half an hour every other day in the beginning and also be willing to invest some of your ad budget into boosting your select posts—a little goes a long way,” Friederichsen said.
Another way to think of this is by breaking it into small and regular chunks and making it part of the day-to-day processes. “Spend a short amount of time consistently paying attention to what is going on in the network and you can observe and lurk, or you can participate,” said Christine Whittemore, chief simplifier, Simple Marketing Now. “By having these time limits it means you’re not going to get overwhelmed and spend too much time.”
What kind of content to post. When thinking of what content to post, it is important to give people what they want to see relevant to a store’s product offerings. “If I am considering wood floors, I want to know how to clean and maintain them, and which finish will best meet my needs,” Olson explained. “If I’m considering installing wood floors, I’m interested in strength and durability, and the differences between species. If you give me information I want, I’ll keep coming back; but if you just try to push products and services, I’ll get annoyed.”
Another key point to remember is that it is important to empathize with the audience. “Empathy is the ability to understand and share the feelings of another—it is the basis for all relationships,” Calandrino explained. “When people talk about their pet, they want more than a ‘like.’ A like doesn’t build relationships—one needs to post comments. We should treat online conversations as if they were face-to-face discussions.”
There are also a plethora of sites available to help dealers who are having trouble creating new content. BuzzSumo is an idea generator for new topics and articles to share. MeetEdgar is a subscription-based site that gives fun content for social media. Hootsuite and Sprout Social are other sites that will link social accounts together to help monitor and post.
In addition to using these services, dealers should also be aware of what their competitors are doing on their social accounts. Find out what they are posting, what times they are posting and how many reactions—likes, comments, shares, etc.—they are getting on those posts.
How to monitor a site’s effectiveness. Before retailers can accurately determine the effectiveness of posting on a social site, they must clearly define their goals. “If you’ve set goals, you can attach metrics and measure the results,” Olson explained. “After testing a few different types of content or tactics over time, you may find some platforms perform better than others. Be sure to do your research and realize that a number of factors can impact success.”
When monitoring social media sites, it is important to look at analytics and not focus on just getting “likes.” In fact, some social media experts equate these sites to office picnics, parades on Main Street, and other social gatherings where communication of thoughts and ideas are necessary. “These are places where people socialize,” Whittemore explained. “You meet people on these sites and that’s great, but it doesn’t mean they’ll be customers. If you have goals, you can monitor the sites and stay focused in your activity. Then step back and evaluate whether being on those sites is time well spent.”
How to promote the business more effectively. Promoting a business on social media can be tricky, experts say, because a dealer does not want to come across as being too self-promotional. The key is to use creative content to remain top of mind for consumers regardless of where they are in their purchasing journey.
“The goal is to build relationships that will eventually lead to sales,” Olson said. “You want to engage with followers and fans by giving them information they want, not by simply trying to sell them. We all have the friend who talks about herself all the time. We also have the friend who listens, cares and wants to help us. Who would you want to spend more time with?”