- Kelly Sharp is owner at Heart of Iowa Market Place
Last month, I wrote about the indisputable value of a social media presence for a specialty retailer to generate online interest and strengthen connections with existing customers.
Hopefully, you're convinced that a social media presence is the right thing for your business. Once you're there, the next step is to decide how to begin the process of adapting to social media, and how to turn those likes into customers.
The array of social media platforms can make your head spin, especially if you're old enough to remember anything before 1990! There's Facebook, of course. And Twitter. Pinterest. Instagram. LinkedIn. Google+ Vine. Snapchat. Flickr. Vimeo. YouTube. And the list doesn't stop there. So, where does a specialty retailer begin?
According to the folks at Blue Frog Marketing, local firm that handles the Heart of Iowa Market Place's social media, Facebook is the preferred platform for Des Moines' adult internet users. I prefer using Facebook over any other platform because you can have more content and describe the product.
Other platforms are limited. Instagram and Flickr only allow you to post pictures, and Twitter limits you to only 142 characters. These are great platforms to use for certain retailers, but I like to describe my products with a little more detail.
Once you choose the platform or platforms that are right for your business, how do you manage things? The best part about social media is that anyone can operate it. No, you don’t need your knuckle-headed teenage nephew to help you get started. Most sites guide you through the first couple of steps.
After you get started, you’ll want to set up a strategic plan on the content you want to post and how often you want to post it. The plan created for my business involves posting content to my Facebook page about two or three times a week, and then “boosting” my post. Boosting a post is a way to advertise on Facebook, and allows more people to view your post which will drive traffic to your page.
It will cost you to boost your posts, but Blue Frog's Raylee Melton says that recent changes by Facebook make it a worthwhile strategy. “In January 2015, Facebook changed its algorithm which is called edgeranker. Before, any of your fans or friends would organically see your post. Since Facebook has taken off, they have been changing the algorithm, and this year they lowered it so that only 2 to 3 percent of your fans will see your post without boosting it."
Although it does cost to place a Facebook ad, it is still the most inexpensive way, I think, that a specialty retailer can advertise.
Next month: Making social meeting work