10) USE SOCIAL MEDIA
Since the emergence of social media, it has been a never-ending surprise to me the volume of small businesses that still fail to incorporate social media as part of their day to day actions.
There still seems to be a high level of denial, with small retailers, that seem to think that they don’t need to use it and fail to accept the fact that if you don’t use social media your business may fail.
It goes back to how people shop these days and definitely how they will shop in the future. If you have ever dared to enter the inner sanctum of a local Facebook group then you will see the level of retail enquiries that are posted. “Where can I get birthday cards in town?” “Where can I get my wedding rings cleaned?” “What are good books I can buy for my holiday?” “Where can I buy fairy wings for my birthday by tomorrow?”
It is endless and it goes to show how much research people do before they even make the simplest purchase. This will only continue when the next generation become serious retail purchasers and their primary mode of communication has always been via Social Media.
As a small retailer, you have the perfect canvas to create constant social media content. Take advantage of quiet times or take advantage of satisfied customers. Don’t waste a single opportunity to let people know about your business on all platforms.
Georgina Hustler owns two retail shops. Antique Rose & Mason Rustic. Georgina is a retailer I just love to work with because she gets it. She has invested in developing social media strategies and social services and has employed someone in her shops to execute the social media full time. This is the attitude that every retailer should adopt. This is what Georgina has to say about social media.
Social Media is our main marketing tool as it allows us a small independent retail business to reach our existing customers and and a wide potential audience quickly, effectively, regularly & at a low cost. In today’s smart phone led world people want up to date information at their finger tips but they are also bombarded by information. Social media allows us to keep our brand and our products constantly in the minds eye of our audience and to build a relationship providing advice, news, information, products & promotions in a none pushy yet effective way. Although not free it is a cost effective, relatively simple way to instantly get your messages to the most people and is always current unlike print advertising … Nowadays consumers will check out your social media and online presence to authenticate and create trust in your brand before they purchase both online & in the high street, it is no longer a nice to have but an essential part of running a retail business !!
Stop being old school about it, that will get you nowhere. There is no such thing as too much content. You need to create a solid social media strategy and execute it so it is targeted to your customers.