Brick-and-mortar stores are used to developing relationships with the customers that come through their doors. Now that many of them have had to close temporarily because of COVID-19, the need to find other methods to connect with customers is imperative.
Crystal Vilkaitis, founder of Crystal Media, a Carlsbad, California-based social media and digital marketing firm, led a webinar session to address this topic as part of the Stand Up 4 Retail webinar series. The webinar, “How Brick and Mortar Stores Can Quickly Implement Other Selling Strategies into their Operation Amidst COVID-19,” focused on how to develop relationships outside of the physical store.
Vilkaitis opened the April 24 webinar by defining social selling as the process of developing relationships as part of the sales process. “This ultimately takes place via social networks such as Facebook, Instagram, YouTube and Pinterest and Tiktok, but can take place either online or offline,” she said.
Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding and social listening.
“One of the best ways that you can connect with your audience and have that interaction directly with them is through video,” Vilkaitis suggested.
She cited research showing that live streaming topped 1.1 billion hours in 2019 and that users watch live video 10 to 20 times longer than on-demand content. In addition, placing video on a landing page can increase conversions by more than 80%. Video increases sales intent by 97% and brand association by 139%, according to Livestream.com. Not to mention, 48% of consumers have shared a brand video on their social media profiles creating even further reach.
Vilkaitis said many of her retail clients are not sure whether they should be selling during this time, but she assures them that social media posting doesn’t have to be about selling, it can be about “just showing up and having a conversation.”
She even encouraged companies that aren’t selling to have conversations about pop culture, local happenings, trends, industry, family and just “human stuff.”
Even if you aren’t selling, don’t just disappear, she advised. “I want to make sure you are still showing up, but you don’t have to be selling.”
A store’s building might be closed but the business itself might still be open, just in a different way, she explained. One of Chrystal Media’s clients posted a video on social media of the things her store is still able to do for her customers. Soon after the video was posted, customers began texting in orders. One jeweler used humor on his social media by saying, “The longer we’re sheltered with our spouses, the more jewelry becomes an essential item.” Other stores have had contests on their websites, like a virtual Easter egg contest where eggs were hidden throughout the store’s social media pages.
Local businesses in communities are even banding together, making group videos to encourage people to support local businesses. Vilkaitis gave an example of one group of businesses that put a package together for “a night in” that included dinner, a puzzle, flowers and dessert from four different local businesses.
“It’s a cool way to rally the community, showcasing different people in the community and just showing people we are still connected,” she said.
Vilkaitis emphasized the importance of showing up on social media to stay top of mind. Facebook and Instagram are the most prevalent social media platforms. If a store has an online store, then Pinterest and YouTube can are also good options.
Email marketing is another way to stay in contact with customers and let them know how you are still able to serve them. Vilkaitis suggested taking a cue from the restaurant industry by putting up large signage outside the business or in the window that can be seen from the car, letting people know you are still open for orders or curbside pickups.
“I highly recommend you share on your social media accounts how you are still working with your customers,” Vilkaitis added.
On Facebook, that message can be pinned to the top of the page so it is the first thing people see when they visit the page. She also said that people who are nervous about live videos can do prerecorded videos, but live streaming has about three times the viewership. People also have the opportunity to ask questions during the live stream.
“It’s time to adapt and act,” said Vilkaitis. “I know it’s emotional, it’s ever changing and it’s so unknown, but there are tools out there we can leverage so we can stay connected, stay top of mind, and stay in business and thrive.”
Stand Up 4 Retail is a series of complimentary webinars led by experts designed to help retailers combat and navigate through the challenges that COVID-19 has posed and find success despite the obstacles ahead. Surf Expo has partnered with Outdoor Retailer, ASD Market Week and NY NOW to provide this comprehensive series.
More information on upcoming webinars can be found at www.surfexpo.com/buyer/stand-up-4-retail-webinars.
