who could buy from you) and engagement
(‘Talking About’ score, Retweets, Repins)
by 10 per cent within the next 30 to 60
days. Use the Facebook Ads platform to
help increase Likes, engagement and web
traffic. Kay’s Designer Consignment, an
upscale consignment shop for women in
Florida, saw a 30 per cent increase in sales
and a 23 times return on ad spend in nine
months after moving its ads from print
Pinterest is a strong tool to help increase
web traffic and is a must if you sell online.
Sephora, a beauty products retailer, connected with pinners through email by
creating a Pinterest-centric email and enabled people to pin products directly from
the email. These emails generated more
than 14,000 repins and a 60 per cent growth
in web traffic from Pinterest.
Instagram can be a great platform for
increasing engagement and posting one-of-a-kind or limited-quantity products.
Fox and Fawn, a Brooklyn based boutique,
states that about 25 per cent of their daily
sales are made up from this platform.
You have a few months to put these
strategies into place before the holiday
season, so you can use social media to help
achieve your best holiday season yet.
Crystal Vilkaitis is the owner of Crystal Media,
a company dedicated to helping retailers integrate proven social media, mobile and email
marketing strategies into their businesses.
Crystal started Social Edge, an online membership group exclusive to retailers looking to gain
an edge over competition using social media,
who need direct access to what’s important and
relevant when it comes to marketing their store
and products online. For more information visit
www.crystalmedia.co or www.crystalmedia.co/
Some social media sites have tools that
show you how many users are in your
area. On Facebook, try facebook.com/ads/
create. Choose the Page Like Objective,
select your page and scroll to the Audience
section. Enter your postal code and
change the age range and gender to fit your
ideal customer group. On the right side of
the screen, Facebook will display how
many people use Facebook within the demographics you set. On Twitter, type in
twitter.com/search-advanced and under
Places add your location to find out how
many people in your area are using Twitter.
DEVELOP A PLAN
After you’ve determined which social media
sites to concentrate on, it’s time to create a
plan. Consider the following components:
•;Why are you going to use social media?
•;What are you going to talk about and post?
•;How often are you going to update?
•;When should you be posting?
•;Who could and should manage your
•;How much time should they spend?
•;What are you trying to accomplish?
•;What are your goals?
•;What other platforms (email, ads, print)
will you use to support your efforts?
Taking some time to think through the why
of your social media efforts will help you
figure out what to say.
CREATE ENGAGING CONTENT
Your customers are busy. Rarely do they log
onto Facebook to see if their local
store invited them to visit or to see if the
store has posted details about any new
product arrivals. Those types of posts intercept them from what they’re really doing
Rarely do consumers log onto Facebook
to see if their local store has invited them to an
event or added a new product to the shelves.
Those types of posts intercept them from what
they’re really doing online.
online. If your content isn’t engaging, then
consumers will skip right over you.
I have an 80/20 rule for social media
content, where 80 per cent of your content needs to be engaging and 20 per cent
should be promotional. Here are a few
ideas for creating engaging content:
• Questions Ask Yes/No or open-ended
questions such as “Yes or No: You’ve lived
your entire life in (enter your city)?”
•;Fill;in;the;blanks;“My favourite thing to do
with my kids is _______”
•;Quotes;Inspiring or motivating
• Funny pictures I bet you’ve seen those
hilarious Someecards. Did you know you
can create your own?
• Tips! Share gift-giving tips, top ways
to host a party, easy decorating tips,
colour trends, fashion advice and home
•;Articles What information do you read
to stay current? What do you read in your
leisure time? Articles about work-life
balance, parenting, celebrity gossip? Post
OPC (other people’s content) to connect
with your audience.
•;Community;conversations Talk about news,
events, recommendations and businesses
in your local area
WORK SMART, NOT HARD
Look at Facebook Insights or use free reports from SimplyMeasured.com to find
out when your audience is online and when
they’re likely to engage with you. Use tools
to save you time, like the scheduler on
Facebook, Hootsuite to schedule Twitter
and G+ posts or Viral Tag to schedule pins.
Unfortunately, you can’t schedule on
Set goals, starting with increasing your
network size (with quality people/people