“If you build it, they will come.” That might have been true in “Field of Dreams” but it’s not always the case with social media profiles and other digital marketing platforms. Your customers may not realize that you have a Facebook page, Twitter profile or other digital marketing. So what can you do? The short answer is that you can tell your customers which platforms you have and where to find you. The long answer involves three things: in-store signage, cross-promotion and word-of-mouth marketing.
One of the best places to tell your customers about your digital presence is in the store. Remind them about your website or to follow you on social media while they are already there. Some might have a smart phone with them, so they can log in to their own Facebook or Twitter profile, and start following you right there on the spot!
With social media, it’s important to remember to include what platforms you are on and where to find you. The best way to do this is to include the custom URL associated with your profile (example: Facebook.com/LocalGroceryStore).
You can get creative with this signage too. Put it in a place you know they will see. Print your website URL on the shopping cart handle. Place a sign on each cash register that displays your social media platforms and custom URLs.
Another way to get the word out about your digital presence is cross-promotion. The two most important places to cross promote is on your website and customer emails. Not everyone is on every single social media platform, but many of your customers will be checking your website and opting in to receiving emails from your store. Include links to your website and any of your social media profiles at the bottom of each email that you send to your customers.
It’s also a good idea to cross-promote on social media platforms. Include a link to your store website on each of your social media profiles. If your store is on more than one social media profile, promote one on the other. For example, tell your Facebook fans about your Twitter page and how to find it. However, this is something you should do every few months. Like anything you post on social media, you don’t want to over-promote it.
Word-of-mouth marketing is one of the best ways to promote your store. People often look to their friends and family for opinions on everything from where to shop to what items to buy. The great thing about social media is it that it gives word-of-mouth a much broader audience.
You can start this by asking your employees to promote your profiles on their own social media. They will be your first advocates on these digital platforms. If done correctly, you’ll eventually have customers advocating online for your store as well!
A Few Miscellaneous Suggestions
- Show customers how to access these digital marketing platforms. Employees can ask customers if they know about your store’s website, email program or social media profile(s). Then they can show them how to access specific platforms, like how to sign up for emails or how to use digital coupons on your website.
- Encourage your customers to give you feedback on your website and social media. Let them know where they can ask questions. Encourage your customers to ask you questions on your website, social media profiles and even email. You should definitely provide a “Contact Us” page on your website. You can also include a platform where customers can request a new item to be carried at your store.
If you have already set up these platforms you are on the right track to establishing your store’s digital presence. Just be sure you take the next step and invite your customers to join the conversation. Need help taking these next steps? Contact us in C3 and we can help you build your digital presence and take it to the next level.