your brand, and by keeping all channels consistent.
POST ENGAGING CONTENT
This might seem obvious, but it’s
one of the first places retailers
mess up. The first step to sharing engaging content is to get to
know your customers. What do
they like to do in their free time?
What do they have in common with one
another outside of your business? For instance, you know your customers are pet
owners. Are most of them married with
children? Do they enjoy taking their
pets on outdoor adventures? This
can help you figure out some
topics to post on other than sales
messaging and industry news.
Not sure how to make your
content unique? Try sharing a pick-
four photo and asking customers to select
their favorites. Use many types of media,
including video, photos, sound clips and
gifs. Videos and photos perform especial-
ly well for pet retailers, who have the help
of their four-footed friends to boost
Facebook “likes” and engagement.
USE CALLS TO ACTION
Don’t expect your customers to
know exactly what action you
would like them to take. Using
call-to-action language in your posts,
such as “click,” “share” and “browse,”
let your customers know exactly what
you want them to do. Studies have
shown that including calls to action in your messaging increases
the chance that your customers
will take action.
To figure out what call to ac-
tion is best for your post, think
about your goals. If you’d like to
drive traffic to your website, you might
want people to browse or visit. If you
want them to stay on social media and
spread the word, you might want them
to share or “like.” If you want them to
join your email list, you might want
them to sign up or get regular updates.
Write a post right now that includes
a call to action and see if your results
change. Don’t forget to make it engaging.
Crystal Vilkaitis owns Crystal Media, a
company that teaches social media to independent retailers, helping them save time,
gain confidence and increase local exposure,
foot traffic and sales. Vilkaitis started Social
Edge, an online membership group exclusive to retailers looking to gain an edge over
competition using social media, who need direct access to what’s important and relevant
when it comes to marketing their store and
products online. For more information and to
receive free biweekly social media tips to your
email inbox, visit heycrystalmedia.com or
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