Using The Online Tools To Lift Your Sales….Or Get Left Behind
Everyday more and more stories surface about retailers who are now using the social media networks to great effect, and getting results. And this phenomenon is gaining its own momentum, based on the type of big results that are being achieved. They can be dramatic.
But why is this so?
There are 2 key reasons:
1) Online social media sites are increasingly occupying the non-work periods of people familiar with the internet and all its benefits. And with more people everyday being exposed to computer oriented activity and the benefits of the internet (including online shopping), the increasing ease of this access is spurring identifiable behavioural change.
And now social media content is sent direct to mobile phones as well. So its Instant access from now on.
2) The social networks provide a method for a retailer to interact with the customer base. In essence its now possible to deliver messages to a targeted audience – and a receptive audience when done the right way.
This provides for interactive communication and the combination with a direct messaging platform provides the sort of access retailers always dream about. And your customer feels that they are ‘More’ important.
How to make it work for you.
1. Know who your customers are and market to them:
Take the time to survey your customers and find out some more about them. Naturally you will want to find out their likes and dislikes, but ask them about their online activities and the networks they use and belong to. Ask them for their contact address in the mediums they use, especially their Twitter and Facebook addresses.
Next set up your own accounts at these networks (its free!)and start posting to the addresses you have been supplied. Be interesting! And provide value. If you provide supreme value through your posts this will convert to Sales. You may need to have someone that is dedicated to posting this material even if it’s a student that works a few hours a day. But its worth it!
2. Tell your customers the media networks you are active in – provide your online details to them
Don’t be shy, many of your customers would be more than happy to join you on Facebook or Twitter. They want to know what your specials are, and what they can do for dinner tonight, and the best wine for the weekend etc. Make these interesting and sharp and it will snowball – “go viral” is the online speak for it.
Also get your employees involved and get them to get their friends involved. Include your social media sites and benefits in weekly mailers, at the bottom of receipts, and on store cards, which may require a more advanced grocery POS system.
3. Understand Twitter and Facebook.
Take the time to understand the purpose of each social media channel and how to use it. They are similar but subtly different.
Twitter – short messages with up to 140 letters of text. Also Photos. (aimed at more broader catchment of online users.)
What to post – Daily sales, deals, and promotions, Meal Takeaway options, Coupons, Loyalty options (especially with fuel), and cool short cook recipes:
These can be set up to be automated and so can be sent regularly. Remember to tailor them to a daily or weekly schedule, but refresh after short periods.
Tweets can also direct to your Facebook page where you can put more information. And your website or blog if you have one – it pays to have both.
Facebook – These can be posts with much more content including many bits of media – photos, videos etc. (aimed at a dedicated group of followers but this number can be as large as the Twitter group.)
What to post – Videos, Pictures, News Letters, Coupons, Daily sales, deals, and promotions, Meal Takeaway options, Coupons, Loyalty options , and cool short cook recipes:
Facebook is a superb medium especially when you capture interest properly. Think about your customer and what they are looking for. But avoid spamming, and avoid just hammering information. Add some other entertaining material as well. There is plenty on the net.
Also utilise Facebook for adding dimension to your online presence with a Facebook business or “like” page. This way you can add exposure to your customer and prospect base simply by having this very simple extra page.
4. Interact with customers online
The beauty of Online social networks is that they can respond to your posts. Look out for these and respond back. Every customer loves to feel special and when you make them feel that they are by posting back, remember every 
other member online is a party to your response. It’s a win-win-win!
Do not worry about any negative feedback. This is your opportunity to sell again and secure more customers. Do it right and the number of followers will grow – whether its negative or positive. You just have to take the time to show them that you genuinely care, and it makes more productive use of your hired ‘broadcaster’.
So don’t delay, do it today. Its all free and if it adds just 1 sale isn’t that worth it?
