1. Post often. There’s a lot of noise on social media. To get the attention of your customers, make some noise of your own. With social media algorithms frequently changing, posting more often will increase the chances of your followers actually seeing what you are posting.
2. Build fun content. Social media posts don’t have to be limited to product alone, although the pictures should be taken inside your store (or in a store-like setting) for continuity. Posts can be of your customers, your kids, your dog, the UPS delivery person, the ice cream sundae you are about to eat and so on. Everyone appreciates extra smiles in their day and fun social media posts are a great way to build your online community.
3. Facilitate social shopping. Both Facebook and Instagram have “shop now” buttons built into their platforms that will take customers directly to your online store. If you don’t have an e-commerce website, don’t despair; Facebook Business page owners can add a Facebook Store right onto their Facebook Business page, which allows shopping right through the Facebook platform.
4. Sign up with Google My Business. Google reviews are highly respected and can direct shoppers your way. If you haven’t registered with Google My Business (www.google.com/business), look into it. It’s free and easy to register. If you have already set that up, make a point of directing customers there to leave reviews.
5. Think “lights, camera, action!” When taking pictures be sure to keep things light and bright and avoid using different filters for different posts. Building a consistent and visually pleasing social media feed will build credibility for your business and keep your customers coming back for more.
"If you’re short on ideas for content or are trying to find your social media rhythm, find some stores and brands you like and follow them." — Angela W. Cox
6. Utilize social media advertising. Facebook boosts and ads are easy, effective and extremely inexpensive. They can help you build your online community and brand, resulting in more conversions. The rules are fairly restrictive, so be sure to read up on the requirements before you plan your boost or ad.
7. Get inspired. If you’re short on ideas for content or are trying to find your social media rhythm, find some stores and brands you like and follow them. Observe how they position their brand stories and you may just find some nuggets that will help you up your game.
8. Win with contests. Everyone loves contests, and having one is a great way to increase and encourage dialogue on your social media feed. Don’t be surprised if it doesn’t also increase your follower count too. You can find hundreds of social media contest ideas on the internet. As with advertising, Facebook has rules related to contests, so read up on them before you dive in.
9. Consider timing. There are some ideal times to post content that will maximize the number of people that will see it. Delight your customers while they sip their morning coffee on a Saturday morning. Weeknights between 4 p.m. and 7 p.m. when dinner is in progress and the kids are being put to bed is probably not the best time. To figure out the optimum times to post, think about who your ideal customers are and how their day likely flows.
10. Remember — you’ve got this! Building a brand and a following on social media can be fun and rewarding. Make a plan and stick to it even if you don’t see immediate results. Most of all, don’t be afraid to try new things. Fortune favors the bold and the payoff will be well worth it.
About the author: After 24 years in the technology and marketing sectors, and owning two independent retail stores along the way, Angela W. Cox set out to build a business that would use her marketing and technology skills to make a positive impact on small businesses. Founded in 2018, Shore Thing Digital Marketing is a full-service digital marketing agency based in Palm Harbor, Florida, that works with small businesses to grow their revenue by focusing on all things marketing and social media. Find her on Facebook: @ShoreThingDigitalMarketing and at www.ShoreThingDigitalMarketing.com.
