5 Ways For Mid-Market Retailers To Get More Out Of Their Social Media Initiatives
When mid-market retailers want help getting more from their social media initiatives the first thing they should consider is how to track these campaigns and efforts within their retail software solution.
Social media is a great tool for mid-market retailers, especially when it comes to sales promotions and building customer loyalty. But even if you post an item on Facebook and a lot of people “like” it, or you have thousands of followers on Twitter, that doesn’t mean your social media strategy is successful. Here are five tips for engaging your audience and motivating them to buy.
- Use an enterprise resource planning (ERP) platform to track social media campaigns: This retail management solution helps make sure that your customer list is engaged through all the social media types, and provides insights on customer behavior that are helpful in market segmentation and creating effective promotions. With this foundation in place, you’re able to test and track your social media efforts, and see which tactics make the greatest impact.
- Use strong visuals in promotions and coupons: It might seem like common sense, but plenty of retailers overlook the importance of using images on social media. When you use pictures with coupons, for example, you tend to get four times as many engagements as a text-only offer, and people are more likely to share their posts, increasing exposure. Videos are also effective ways to pull people in, such as footage of a customer testing products, friendly sales staff or a 360-degree view of the store.
- Intersperse offers with educational content: You don’t want to constantly barrage people with sales offers, urging them to buy, buy, buy. Make sure to balance these offers with useful, neutral information. Whether your business is in fashion or electronics, be sure to use this opportunity to help potential customers through consumer education.
- Reward customer loyalty and engagement: Once a user “likes” or follows your company page, any time they share some of your content with their network, you’re getting a lot of exposure to groups of people you may not have otherwise reached. And when a friend is making a recommendation, it’s instantly more credible than a sponsored post, which is an obvious advertisement. This kind of promotion is “free” in a sense, but extremely valuable. That’s why it’s important for retailers to invest time in using social media sites to engage with customers, and to make sure you reward them with special offers, coupons and promotions.
- Cross-promote with other social media tools: Don’t focus on just one or two social media sites, such as Facebook and Twitter. Make sure that you also have ways to engage your customers wherever they spend time online, whether that’s on Pinterest, Google+ or on your company’s ecommerce website.
In the end, the value of your social media initiative depends on the quality of engagement you get from the people who’ve “liked” or followed you. Getting lots of “likes” or follows is encouraging because you know people are seeing what you’re promoting. But just having people “like” it or follow you and not purchase anything isn’t that valuable.
For a social media campaign to pay off, you have to engage your customers, using coupons and customer loyalty promotions to get people to make actual purchases, and then encourage them to talk about what they’ve bought. And the only way to keep track of all those moving parts is by integrating these campaigns with your retail software solution.
Are you ready to jump in? Contact ArcherPoint today to learn more about improving your retail software solution.
Author: Tina Terrezza, Business Development Manager at ArcherPoint