The social media space can be confusing for a brick-and-mortar store. What kind of strategy should a small retail owner employ? What goals can they set? And how can virtual engagement bring real people through actual doors?
These questions may have small retail owners thinking “Social” isn’t worth their time, but we think social media can be an invaluable asset to brick-and-mortar stores. In this series of posts, we’ll highlight how social media can grow your business by drawing in new shoppers, and – more importantly – by sewing strong loyalty amongst your existing customers. We hope it will encourage you to explore the possibilities of social media for your business, and the upcoming holiday shopping season is a perfect time to pursue it!
Part I: Why It Matters
Now down to the facts! The bad news first: online shopping is hurting brick-and-mortar business. Online sales account for nearly $200 billion dollars in America alone, and in the past few years, we’ve seen location-based chains like Circuit City, Blockbuster, and Borders shut their doors after they lost their customers, mainly to Amazon. Heading in the same direction are Best Buy, Radio Shack, and Barnes and Noble.
The good news, though, is that you don’t have to start selling online to protect yourself from those sellers’ fates. The key is to leverage your most important asset, your customers.
People like to be a part of a community, and they like it when the businesses they frequent respond to their feedback. Enter social media – the perfect platform for interacting with your customers, addressing their concerns, and building enthusiasm and loyalty for your store.
Our next post in this series will cover some of the differences between major social media networks to help you choose the right one for connecting with your community.
If you’re looking for Part II and III of this series, here they are!