Top 7 Ways To Increase In-Store Sales via Social Media

Doesn’t it seem like new social media technologies and platforms pop up every other day? If your business consists of brick-and-mortar stores, not only is it difficult to keep up with those, it’s easy to forget why you need these cyberspace shenanigans at all!

In fact, there’s so much noise that many retailers lose sight of why their Facebook page exists, or why their marketing agency insists on writing things on their behalf on Twitter.

So let’s review: your social media Facebook page is a lively community consisting of your customers, future customers, fans and staff. What does this mean? Well, it means you can put aside your old-school surveys and hold off on hiring that research company… because everyone that matters to you is speaking frankly about your brand – and they expect you to listen.

However, it is YOUR responsibility to identify useful commentary vs. vapid conversation – whiny vs. solid complaints – and to take action.

In other words, before jumping into the awesome world of location-based technologies and shiny new digital objects, brand managers need to make use of what they already have – invaluable research material and an attentive audience – to reap the benefits of digital marketing into their retail stores.

Unfortunately, most brands’ social media presence is still being monitored by interns or associates who don’t understand the business enough to identify golden customer comments – and wouldn’t have the power to implement changes if they did. As such, here are the top 7 ways to take advantage of your social media marketing to boost sales in the real world.

1) Customer Service In Store

While store managers are greeting customers, coordinating staff and checking inventory, your social media analyst is sitting in a completely different address reading about customer service on your brand’s social media pages. Make sure that information reaches the right ears.

2) Stock Optimizations

Sure, you can run surveys and talk to your staff to find out what items are in demand rotting on shelves. But your customers are logging into Facebook the moment they’ve returned from a shopping page to tell you they couldn’t find a particular size or model – monitor comments and extract trends to optimize sales (and remember to inform those who can implement changes!).

3) Personal Retargeting

Find customers who didn’t find what they were looking for and direct them to where they can find it. Locate dissatisfied customers and offer free shipping or a coupon to get them to reconsider making the purchase. Have an online store with (theoretically) infinite stock? Make sure to remind your community. Even better – make sure your cashiers are reminding customers of your online communities and shops as they’re processing a sale.

4) Bring Offline Events Online

Promote in-store events on Twitter and create an Event Page on your Facebook, inviting all your fans. To go a step further, run Facebook self-serve ads targeting friends of Fans, encouraging them to join their friends.

5) Take Online Events Offline

With websites like Meetup.com, helping your customers (and future customers) meet like-minded people at a brand-related group or event is a smart way to integrate platforms and add value to your audience’s lives. Sponsor a Meetup and distribute branded souvenirs, create an activity group or host an expert panel to remind everyone that your brand is at the top of the industry in terms of knowledge.

Not into the whole Meetup thing? Then host a Tweet-up (invite followers in specific cities to meet in person over drinks) or a Fans-Only Facebook event.

6) Track Social Media Campaigns Offline

Remember that your ultimate goal (though most social media strategists may tell you otherwise) is to SELL, and most sales still happen offline – especially if your consumers are not particularly tech-savvy. Therefore, measure the success of your social media campaigns not only in terms of engagement or fan increases but in foot-traffic and sales. Handing out…

7)… Social Media Exclusive Coupons…

…is a great way to measure the direct effect of an online campaign on offline customers.

Don’t forget to walk before you run. By creating a solid, integrated base across media and establishing your brand as consistent across online and offline platforms, your marketing team will be in the perfect spot to leap into the fun and uncertain world of start-ups and new technologies.

P.S. – Don’t forget to check up on your competitors too! Their communities may be loud and buzzing… and telling you exactly what you can do to level the playing field or go above and beyond in your stores.

Have you found creative ways to utilize your social media brand presence in-store? Share with our community below! And don’t forget to join the rest of our community on our Facebook.