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Online Shopping Digital Marketing

How to Promote Your Online Shopping…Online

Does your store offer online shopping? Do your customers know about the program? …are you sure that they do? Online shopping is part of the future of grocery retail. In 2016, one in five shoppers had an online purchase and that will likely increase to one in three this year. Yet in a survey of 500 consumers, 41% of shoppers didn’t know if their stores offered online shopping (2017 Online Shopping Forecast). As Kate mentioned in a recent blog post, online shopping isn’t an “if you build it, they will come” program. When launching an online shopping program, your marketing and advertising campaigns need to inform your customers about the program and teach them how to use it. Kate also noted that digital marketing is key to these campaigns. While in-store promotion is necessary, digital marketing will point customers directly to the online shopping platform and that gives them a chance to see it and hopefully try it! Here are some examples of AWG retailers who are using digital marketing to promote their online shopping programs: Website Do more than…

Wendy's Logo

“How Wendy’s Squashes Beef in Social” – AAF-KC Recap

Even if you aren’t on social media or don’t use it very often, you’ve probably heard about the unique brand voice of Wendy’s. The brand has been getting a lot of media attention over the past year for their marketing campaigns and digital presence, particularly their Twitter account. Recently I attended a presentation from the two people responsible for that unique voice and attention-grabbing social presence: VML social strategist, Christina Miller and VML community manager, Matt Keck. They shared their approach to social engagement at a professional development breakfast hosted by the Kansas City chapter of the American Advertising Federation. Miller and Keck discussed the strategy behind the viral sensations surrounding Wendy’s marketing campaigns, while also providing high-level ideas and tips that other marketers could take back to their organizations. When Wendy’s became a VML client, the team noticed that the company already had a dedicated following of brand advocates who grew up with Wendy’s, loved the restaurant and regularly showed that love on social media. Miller and Keck talked about how the team started with a campaign built around…

Screenshot of Royals Danny Duffy video.

Social Media Tips from the Kansas City Royals

The goal for brands on social media is to create a community for its fans, customers, and potential customers. When you’re a beloved Major League baseball team, it’s not hard to get fans to interact with your brand on social media, but it still takes a lot of work to produce content. As a lifelong fan of the Royals, it was interesting to hear Daniela Duron, digital & social media coordinator for the Royals, speak at a recent Social Media Club of Kansas City luncheon. Although a Major League Baseball team is quite different from a grocery store, Daniela shared a few concepts that retailers can take into consideration when using social media. The main goal for the Royals is to make their social media followers feel as though they’re a part of the team. As a retailer, you want to make your customers feel like they’re a part of your family. The Royals do this by giving followers access to behind-the-scenes videos and pictures that they can’t get any other way. They let players take control so fans get…

Smart Photography on a Smartphone graphic.

Smart Photography on a Smartphone

Sharing pictures on social media is one of the best ways to tell your story. But what kind of story are you telling with those pictures? You want the photos on your business page to grab people’s attention as they’re scrolling through Facebook or Twitter, but you want it to be for the right reasons. As a small business owner, you might not have access to professional photographers or expensive cameras and equipment. But that shouldn’t stop you from taking quality pictures on your smartphone that you can share on your business profiles. Here are a few helpful tips to taking better pictures on your smartphone: Get close and fill the viewfinder Depending on what you’re photographing, you will want to get close to it when taking a picture so that you not only get all the detail of your subject but also block out anything distracting in the background. A grocery store is usually filled with backgrounds that could be considered distracting, such as shelves filled with products, food displays, people, etc. Smartphones give you the option to crop…

Shop Local

Digital Storefront: Keeping it Local on Social

You’ve probably heard the term “shop local.” It encourages consumers to support local businesses in their area rather than larger national chains. This is an idea that AWG independent grocers embrace and it extends to their social media platforms. I regularly tell the retailers I work with to look at their social media platforms as a “digital storefront.” While it’s a good idea for a grocery store to include product/pricing on their digital platforms, social media is also the perfect place to tell your story. It’s a great place to show support for your community and even show off that support every now and then. Just don’t “show off” too blatantly or too often. It will start to come off as insincere and end up having the opposite effect of what you’re trying to achieve with this type of content. In a Progressive Grocer article, Randy Hofbauer cited a recent study that found “nearly nine in 10 supermarket shoppers regularly following one or more social media sites” but of that group “only one in four…claims to be friends with or connected to…

Connect via Hootsuite

Recap: Connect via Hootsuite – Online Social Media Conference

Last week I walked into work, turned on my computer, popped in my earbuds and attended a free, online international social media conference, the annual Connect via Hootsuite conference. It was a first for me and definitely the most unique conference I’ve attended in my career. As I listened to multiple industry leaders present on the latest social media trends and strategies, I noticed two topics that came up regularly throughout the day: metrics and advocacy. Social Media Metrics If you aren’t already using your social media metrics to guide your overall strategy, you should be. The top social media platforms provide detailed metrics for company/brand pages. These metrics can provide you with high-level demographic data of your fans/followers, which posts they’re engaging with, and even what time of day they are online so you can post your content at the optimal time for them to see it. While these metrics can be extremely useful to businesses, it’s important to use the metrics wisely. Vik Kambli, Western Canada Region Head at Facebook, asserted that clicks on social media posts (likes/reactions)…

Smartphone with Social Icons

Recap: Social Media is Changing (Greater KC PRSA Luncheon)

Social media changes so quickly that sometimes it’s difficult for consumers and businesses to keep up. However, the trends in social media often change gradually over time so we don’t always notice them. At  a recent professional development lunch for Greater Kansas City PRSA, Justin Goldsborough of Fleishman-Hillard discussed the five changing trends he’s currently seeing in social media. Media Consumption is Changing Goldsborough cited that 75% of a person’s waking day is spent consuming media. A large part of that time is spent on digital media. The rise in popularity of the smartphone has created over one million hours of potential reach for businesses each day in the U.S. It’s not just a passing fad and it’s no longer a “nice to have” option that only some companies use. Facebook Organic Reach is Dying “Just because you post it doesn’t mean I see it.” This one simple sentence perfectly sums up Facebook marketing in 2017. You don’t have to pay for every Facebook post to be boosted for higher engagement. But it’s no longer an option to include Facebook…

Collage of social media icons.

Time for some spring training

Spring training isn’t just for baseball players. It is also a good time to learn new skills. Brush up on Twitter best practices. Refine photography skills. Learn to code. Each years digital skills are being democratized more and more. Tasks that were done only by professionals with expensive equipment can now be done by following simple tutorials on YouTube. Use the skills below to jump start your own spring training. COB – No, this has nothing to do with corn. It stands for Cut Out Background. Ever wonder how the Crying Jordan face gets added to things so fast? COB is the answer. Removing the background from an image can be a good idea for highlighting individual items. It may not be a skill that you use all the time. However, knowing how to do it will save you a ton of time. Photoshop allows for the most control. The more precise the cutout the better the final product will look. There are at least five different ways to cut out a background in Photoshop – here is one. This…

Angry stick figure glaring at computer

Customer Complaints on Social are Good for Business

When I speak to retailers about social media, it’s almost inevitable that they will ask me about how we deal with negative comments posted on our retailers’ social media profiles. In some cases, the possibility of negative feedback is such a major concern for a retailer that they don’t even want to bother with social media because of it. However, as I’ve discussed in previous blog posts, negative feedback on your business’ social media page is an opportunity to change the story with an unhappy customer. Mike Blumenthal of Get Five Stars, a company offering a platform to automate the customer feedback process, wrote a blog post about why an unhappy customer can actually be good for your business. Four out of the five points he made in that post can be directly applied to negative feedback on social media. Most unhappy customers don’t complain, they just don’t come back. Ever. Even in the digital age, most customers aren’t going to take the time to go to your social media profiles and write out a complaint. Many of them will…

Introducing Social Media Tiers from AWG

Introducing: Social Media Tiers from AWG

The social media team at AWG has made a few changes to the offerings we provide to our retailers. We recently stopped offering profile management for Pinterest. Additionally, we’ve evolved from a one-size-fits-all approach to our Facebook program, to a customized program with tiers that’s designed to better serve our clients. The four different offerings for AWG retailer Facebook page management are: Social Octane: A subscription based program featuring weekly tips, ideas and images for Facebook in an easy-to-post format. We supply the content, you post when you want. Ad Posting & Monitoring: Don’t have time to send us content each week? This option is for you. We’ll post your ad on time each week and monitor mentions of your account, contacting you when necessary to answer customer questions. No additional content is included. Content Management: Mixing store-supplied content and general information, this option enhances your social media presence. We work with you to make sure content resonates with consumers and draws them into the page and the store. Linking to weekly ad is included. Socially Savvy: Want to take…