Socially Stephanie: Retail

StephanieFrasco
Stephanie Frasco VP, Social Media, Convert With Content

Posted on July 20th 2013

Socially Stephanie: Retail

socially stephanie retail advice

Dear Socially Stephanie,

I own a boutique clothing store in New Orleans.  I have a great customer base that's very loyal, but since the economic crisis, I have had trouble getting new customers in the store. Are there any ways to entice people to come through the door using online offers and incentives? Should I try a daily deal site?

We're also starting to build an online store, and I'd appreciate any tips you have in that area as well!

Nervous in Nola

 social media advice column

Dear Nervous in Nola, 

You may, quite possibly, have one of the best jobs ever. Ever! I bet you're impeccably dressed and rocking all sorts of fashion-forward trends throughout Louisiana, right?  Now let's make sure your online profile's just as up to date.

When it comes to retail, it's critical to have a strong social media presence.  In fact, your consumers expect—*ahem*—DEMAND that you operate online and offline, giving them a wider range of purchasing options. So first let's talk about getting your ducks in a row. 

Sounds like your offline store has been successful due in large part to word of mouth marketing. Your customers tell their friends, who then come in, after which they tell their friends, and so on and so forth. See, it's like a continuous circle. 

Well, guess what! The same will be true for your online store. The only difference is that word of mouth marketing takes place via the internet. I guess we could call it "word of finger marketing," because the keys and buttons your customers press on their smart phones, tablets and computers will be the way they communicate news about your store to their friends. The first thing you want to do is make very sure your social buttons are in place on your site before you go live. You want to make it as simple as possible to share from your website. Allow your visitors to share your products via Twitter, Facebook, Polyvore.com (a fashion sharing site), and Pinterest.

Polyvore Retail Shopping

Keep in mind that Pinterest is going to be a very strong, very electric driving force for you. Not only your presence, but your fans' engagement there as well. In fashion and retail, 18 percent of content engagement on Pinterest is driven by brands, 82 percent by community.

"Word of finger" marketing at its best? Oh, yeah. For sure.

Now that you have good grasp on your site, let's talk about the offline world. The beauty of using social media is that it bridges the gap between your online and offline worlds. But there's a few things you should know beforehand about what you shouldn't do. Let me be the one to provide a little insight.

Don't. Use. Groupon.

What? It's true! Groupon, which started out strong, has slumped miserably. There've been a few major issues with the Groupon sales model for small businesses, one of which being the devaluing of your brand. Another issue is that Groupon users don't become repeat customers, which is definitely the last thing you want in terms of scalability.

Despite what you may have heard, this "no risk" advertising deal Groupon offers actually comes with a lot of risk.  So, feel free to shout the BIG N.O. to them and let's focus on more scalable options.

Since word of mouth ("word of finger"—we'll put the phrase in motion!) marketing is so powerful, let's try to leverage that in the online world. 92% of consumers trust recommendations from people they know.  That number speaks for itself.  One easy way encourage word of finger marketing is to offer a special gift or discount for customers who write a Yelp review of your store and products. You could even offer a discount on their next purchase if they sign-in to Foursquare or Instagram from your location and post a photo.  Don't be shy when it comes to asking your customers to do something for you.  By requiring your customers to put in a little effort to get the deal, your online presence will increase, not to mention your online perception. It's a really stellar win-win.

So, good luck. And hey—if you'd like, I'll take some clothes. No problem! :) You can count on my reviews in return. 

Socially, 
Stephanie

Do you have a question for Socially Stephanie?

Please email SociallyStephanie@socialmediatoday.com and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)

Illustration by Jesse Wells

StephanieFrasco

Stephanie Frasco

VP, Social Media, Convert With Content

Stephanie Frasco is a leading social media consultant and author. Over the past 7 years, she's worked closely with clients from all over the world to help them get more results from social media and blogging. Through experience, Stephanie has mastered some of the most powerful social media websites. Download her engagement report.

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Comments

tamarshor
Posted on July 21st 2013 at 8:49AM

Dear Nervous in Nola and Stephanie,

The question raised by Nervous in Nola is being raised these days by so many others, and every segment you can imagine. If there is one question that keeps small biz owners awake at night is - will I have enough clients tomorrow? 

Stephanie, your answer was spot on, and I love your honesty and courage when it comes to what small biz owners such as Nervous in Nola should as well as should NOT do. Way to go!

I am a strong believer in social media and the terrific value it can delievr to small businesses. I am so passionate about it, that I left my comfortable corporate marketing job to start my own startup (www.sociopal.com) for exactly that reason - help small biz onwers, with no marketing know-how, leverage the incredible value of social networks (Facebook, Twitter...) as well as a website and blog to do marketing like real pros - within minutes a week and absolutely free of charge. I think SOCIOPAL really delivers on the promise above and we see crowds of small biz owners leveraging it to really make a difference for their business. 

Nervous in Nola - Stephanie is right, please try social networks, especially since you have an existing loyal customer base. You can get much greater loyalty from your existing customers as well as terrific exposure to new clients if you do this right. And don't forget the website (make it mobile :)) and blog. It's not that hard and totally worth it.

Good luck!

Tamar

StephanieFrasco
Posted on September 11th 2013 at 11:46PM

Thanks Tamar!