How retailers can use social media to their advantage in 2019

by | Jan 11, 2019 | Business, Features | 0 comments

Social

Social media provides retailers with a wealth of information about their consumers that they could never get through traditional media.

Since social media is a two-way interaction between the brand and the individual, retailers can quickly get an understanding of which of their products are favoured by buyers, what features of the brand customers identify with and how to relate to them.

Ways retailers can use social media

Socially savvy retailers will track customer insights for this type of feedback and adjust their offering to reflect customer needs. People?s comments and likes on a brand?s social media platforms can dictate what the brand sells in the long term.

If retailers can connect with consumers meaningfully on social media they increase their visibility with an audience that?s already inclined to buy or looking to buy products.

By creating an online community filled with entertaining and valuable information, interesting insights about the brand and an active fan base, retailers will ensure that visitors to their social media are converted to fans and eventually, if the social media strategy is being done well, to repeat customers.

Social media platforms most suitable for retailers

  1. Pinterest
    Pinterest is a platform that should be uppermost on retailers? minds. It is the perfect place to display your product range, engage viewers through high quality images and give them free reign to browse and examine potential purchases.
  2. Facebook
    Facebook is a great place to engage existing customers and offer sales and promotions. This is where social media can be a sales tool. Facebook advertising is a major benefit of the network as it allows you to direct traffic to either the brand?s Facebook page or to its actual website.
  3. Twitter
    Twitter can be used for customer service and to gain customer insights about your brand, certain products and their sentiment about products they have already purchased. Brands can also post images and videos on Twitter to add visual appeal for fans.

Measuring effectiveness of social media strategies

Measurement is another crucial part of social media activity. It is as relevant for retailers as it is for any type of business using social media to reach out to target audiences.

Measuring conversations and engagement with the brand

This involves tracking how many people are commenting, liking and sharing your content. If a brand generates lively discussions and active participation from fans this is a strong indication of brand affinity and trust.

Setting your own benchmarks

Once a retailer has developed their strategy or campaign they should remember to record their starting point.

Measuring click through rates

Retailers can measure engagement and success of their content by finding out how many people are clicking on the links included.

Identifying traffic referral sources

It is easy to see how much impact social media is having on a retailer?s website traffic using Google Analytics. The tool can demonstrate where traffic came from, whether it?s from a link on Twitter, a post from Facebook or an image on Pinterest.

By using social media platforms most appropriate to a product-based offering, addressing the needs, wants and interests of customers online and making sure to reiterate social media efforts based on the results they bring in retailers can increase their share of market, build a strong brand voice and become the brand of choice for their customers.

 

more latest news ➡

Bents promotes Emma Kelly to Commercial Director

Bents promotes Emma Kelly to Commercial Director

Bents Garden & Home has taken a significant step as it plans for the future by promoting Emma Kelly to Commercial Director, a position that has been specifically created to support the management structure at the family owned and run business. Emma has been...

Longacres partners with Smiemans for expansion

Longacres expansion set to get underway

Longacres, the UK's largest independent garden centre, is to be extended by Smiemans Projecten in early 2025. The work includes the garden centre's cold sales area and restaurant. The wide-span extension will be constructed with high performance polycarbonate and...

New logo for the Bransford Webbs Plant Company

A fresh, new look for The Bransford Webbs Plant Company

The Bransford Webbs Plant Company is proud to unveil a new company logo, launching at The 2024 National Plant Show at Stoneleigh Park. An evolution of the original Bransford Webbs logo introduced almost twenty years ago; the heritage shades of purple and green have...

GCA CEO Peter Burks hosting a free sustainability webinar this month with the focus on water and ‘navigating the green minefield’

Free sustainability webinar for GCA members

Garden Centre Association (GCA) members will hear from a trio of sustainability experts during a free webinar this month (June 2024). The GCA is hosting the online event on June 26 from 3-4.30pm and it will cover water conservation and how to navigate environmental...

Read GCR's latest edition!

Subscribe ToThe Wednesday Word

Subscribe To
The Wednesday Word

 

Get all the latest news, events & more straight to your inbox every Wednesday.

You have Successfully Subscribed!

Pin It on Pinterest

Share This