SOCIAL MEDIA & APPS Ask the Experts: Why is s
Now more than ever, making the most of social media as a business tool is crucial. Bu to social media trainers, ha
Amy Stenson, Social Media Manager at digital marketing agency The Audit Lab:
https://theauditlab.com/
How can social media help retailers to stay relevant and further their business whilst their physical shops are closed?
Social media is a digital high street where companies can advertise all in one space and catch people’s eye in the same way a shop window can. It allows you to stay in contact with your customers while shops are closed, update them regularly on new products and trends through engaging content, as well as maintain sales and loyal customers.
Facebook and Instagram also have the ‘Shop’ category, allowing businesses to showcase their products on their most engaging social media platforms and guide the right traffic straight to the website. With the ‘Shop’ feature you can tag products, taking your customers straight to where they can buy it, giving them a smooth customer journey, which usually results in a sale.
What are the easiest/most effective social media outlets to focus on?
Facebook and Instagram are currently the most popular platforms for users; therefore, retailers would find these most beneficial. 4.2 billion people across the world are currently active on social media, with 2.8 billion of those on Facebook, so you really need to be tapping into this market!
When it comes to a social media strategy, there isn’t a ‘one-size-fits-all’ solution. It’s important to really study your audience demographics and see which social media platforms they are predominantly using. That way, you can put yourself in front of the right audience and find the most effective platform. The most practical way to see if you are using the best platform is to take advantage of the insight pages that a lot of social media platforms offer.
Lauren Benner, Social Media and Communications Manager at cross- channel marketing platform Iterable:
https://iterable.com/
Why is social media important even for businesses that have been
established for many years?
Consumers are changing the way they shop, with emotions playing a far larger role. A recent survey from Iterable found that 83% of consumers would rather purchase from a brand they felt connected to. Social media is a great way of cementing this connection with your customers, especially when physical interactions aren’t possible.
Maintaining a connection with your existing customer base is as important as growing it. Social media is a vehicle for businesses to entrench their relationship with their customers, building up brand loyalty that will last post-pandemic.
What are the main things businesses should focus on when improving their social media strategy?
Transparency is the key here. Now more than ever, consumers appreciate a brand that is up front and honest with the way they present themselves. The transactional model of the past no longer carries much weight.
A brand’s approach to social media doesn’t need to be unnecessarily complex. The priority should always be engaging with your customers in a way that is true to your values. Platforms such as Instagram inherently encourage approachability and informality. A congenial approach that engages with consumers as the individuals they are will help brands form lasting connections.
24 | Tomorrow’s Retail Floors
www.tomorrowsretailfloors.com
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