![\"\"](\"https:\/\/www.retailsystem.com\/cz\/wp-content\/uploads\/sites\/5\/2019\/06\/social-media.jpg\")
How many retailers‘ Facebook pages have you visited recently? How many did you find \u201cworthy\u201d of your visit? Worth your time? For some reason retailers equate \u201cneed for social marketing\u201d to \u201ccurrent sale megaphone\u201d. A complete disconnect.<\/p>\n
Visitor expectations. Ask anyone as they are fixated on their gadget \u2013 \u201cwhat are you looking at\u201d. ![\"\"](\"https:\/\/www.retailsystem.com\/cz\/wp-content\/uploads\/sites\/5\/2019\/06\/megaphone.png\")
Funny cats aside, most answers will be \u201clooking at\u2026\u201d or some variation of a product research and evaluation effort. Product information, reviews, testimonials, \u201cnetwork\u201d input, how-to; the list goes on. However \u2013 \u201cthe big sale\u201d is not on the list (yet). Let me ask you – As a consumer \u2013 how do you feel when you are in a showroom and the creeper creeps. You know. The sales person you avoid eye contact with. I bet, like most \u2013 you have made evasive tactics a honed skill. OK, now fast forward. Social Media. As a consumer \u2013 how would you feel if someone was sitting next to you in the comforts of your own home, or car, or work, or on the bus \u2013 saying \u201csale\u201d \u201csale\u201d \u2018sale\u201d. Retailers. Look at your social media account. How many times in the last month have you talked about the „Big Sale“? Any sale? Any promotion? Excessive? If you said \u201conly once\u201d I would shake your hand \u2013 if you can also tell me that it is not your only post for the month….<\/p>\n
Content is king. Useful, thought provoking content. We\u2019re in a DYO\/“flip-it“ world. Ever stop to count how many renovation shows are on Netflix and cable and satellite? Retailers do you think your social visitors want the „big sale“ all the time? Some of the time? Probably not. Here are a couple ideas to help you get on track.<\/p>\n
Before and after\u2019s.<\/strong><\/em> If well written and WITH IMAGES<\/em> \u2013 Winner winner chicken dinner!! Most home furnishings retailers have very talented staff that have a library of this. Those before and after projects that your design team facilitated – with your products!! Time to get it \u201con paper\u201d. Figure out a way to incentivize for great content! A stellar piece (with images) is worth its weight in \u201csocial gold\u201d. Start with your designers! Help them help you.<\/p>\n Frequency is key<\/strong><\/em>. Find a cadence of distribution for this newly struck social gold. Don\u2019t sprint. Think marathon. Your visitors (readership) will want a great piece each \u201cx\u201d. You insert the frequency (\u201cx\u201d). Now own it. I see too many dealers sprint then fade (or quit). I suggest once a week to start. Build the library of content. Then increase the frequency. Don\u2019t run out! Your readers will not come back. Think about a conversation with a good friend. What if right in the middle of a story \u2013 they turned and walked away. You start a social release cadence and stop \u2013 it is the same thing.<\/p>\n And finally, the big sale.<\/strong> <\/em>Yes, it is OK to talk about the big sales event within your social media efforts. But it better be a small sample of your total content library. Also, extra points if your \u201cSale\u201d also has a social impact. Meaning \u201cBig Mattress event. $5 from every purchase goes to the \u201cinsert worthy charity\u201d.<\/p>\n Social is part of the growing digital must for retail. It is a must<\/em> and must<\/em> be done right. Remember, social is an opportunity for an engaging conversation. It is your responsibility (and opportunity) to make it that!<\/p>\n Retail on!<\/p>\n Jesse<\/p>\n","protected":false},"excerpt":{"rendered":" How many retailers‘ Facebook pages have you visited recently? How many did you find \u201cworthy\u201d of your visit? Worth your time? For some reason retailers equate \u201cneed for social marketing\u201d to \u201ccurrent sale megaphone\u201d. A complete disconnect. Visitor expectations. Ask…<\/p>\n","protected":false},"author":3,"featured_media":9991,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8,7],"tags":[44,31,53],"class_list":["post-9956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-omnichannel","category-retail-strategy","tag-digital-marketing","tag-retail","tag-social-media"],"acf":[],"yoast_head":"\n