Social Media and the technology we use to access it is contributing to the creation of the Social Media Couch Potato. Staying in, sitting down facing the screen of a Smartphone, tablet, laptop or PC people are laughing, sharing and living their lives – all without talking, touching and intimacy.
Communicating through Social Media changes our habits and daily routines which impacts how consumers browse and buy products and services. Therefore as a small business if you understand how your prospects and customers are using Social Media, then you can connect with them when they want where they want.
Timing
When are your followers online?
7.30 in the evening are they sitting down to watch Coronation Street or Eastenders? 12.30 on a Saturday afternoon are they watching the football game on Sky TV?
When the 1st TV ad break appears or half time at the game, people will check their Social Media accounts – and you should send posts on Social Media at these exact times. You can use auto scheduling tools like Hootsuite, Buffer or Social Sprout to schedule posts for you at certain times of the day/week.
You might even be watching the same TV show or game as your audience, so find common ground and connect with them. If you’re a hairdresser you could mention a famous player’s hairstyle and promote a special offer for that style. Has someone died in Coronation Street? Post about it to encourage your followers to comment – make real life connections, just don’t make everything you post about you and your company – be real and BE SOCIAL.
Turn Browsing into Sales
Shopping habits have changed with the birth of smart technology and Social Media fuelling a shift from Retail to E-Tail breeding a generation of armchair shoppers. What’s the point in going shopping in the rain, fighting for space in the car park in high streets with the same shops, brands and products as every other high street in the country?
Armchair shoppers are canny as they conduct research to shop around for the best deals available. Often people visit Retail premises, find something they like then go online to look for a better deal. Social Media plays a significant role in purchasing decisions as potential customers ask their friends & family where to find X product, best prices and best websites. Regardless of how fancy and snazzy your marketing is, people trust their peers ahead of any brand in the world, so use this fact to your advantage.
Consumers will connect with their peers on Social Media and your Small Business needs to be heard to be part of that buying process. Use Social Media as an exclusive Marketing channel, offer specific ranges only and offer special deals that consumers can’t find anywhere else.
Tap into your customer’s peer network by offering say a 10% discount if they share your “special offer post”. This way you’re getting the customer to do your Marketing for you.
Find out when your followers are on Social Media to get your timing right, marry this with using Social Media as an exclusive Marketing channel and you’ve tapped into a market of Social Media Couch Potatoes itching to spend, spend and spend.
Are you a Retailer who struggles to compete with online competitors? Are you struggling to increase sales on Social Media? Tell me about any success stories or problems you’ve faced when selling on Social Media :)