Strategies to Drive Retail Traffic via Social Media

Online shopping websites face issues unique from brick-and-mortar retail stores. While the convenience of shopping online often surpasses that of a physical store, being able to build a meaningful customer/brand relationship is far more difficult. Without face-to-face interaction, online retailers can appear static and lacking personality. But with the advent of social media, online merchants can now build more meaningful customer relationships.

As social media use in the online shopping realm is still a new concept, it's not surprising there have been growing pains. Too often online retailers jump into the social media fray without considering long-term strategic goals. Web-savvy shoppers see right through “salesy” status updates. If your company is looking to get involved in social media and create unique customer/brand relationships, Twitter, Facebook and a company blog are three options to consider.

Twitter
Twitter is an excellent resource that allows you to monitor and participate in conversations about retail in general and your own retail offerings. In addition to its ability to gather and share information based on what consumers are saying about your particular retail focus, you can also learn what other retail thought leaders are doing in the space.

A free keyword monitoring service like Monitter enables you to easily track conversations relevant to your business and respond when opportunities present themselves. Someone could tweet about a customer service issue, for example, or that they’re looking for a particular product. If you monitor for these keywords, Twitter provides an opportunity for your business to become a resource for these consumers.

Facebook
Facebook offers a robust platform for creating and sharing content, as well as an outlet to connect with your customers in a community atmosphere. Facebook pages can be equipped with more interactive content to create deeper customer interaction. At this point, brands are finding Facebook success by engaging customers with multiple touchpoints.

Contests, videos, photos, applications and educational content (e.g., smart shopping tips), for example, are all great ways to announce your Facebook presence. Also, retailers like Best Buy and Sears have begun to roll out e-commerce platforms on Facebook. Although Facebook payment systems aren't currently on every retailer’s radar, the commitment from major brands validates consumer interest in the platform.

Blogs
A company blog provides a valuable platform for further explaining your organization’s vision to consumers. Since blogs are better suited for longer forms of content, this social media outlet is best for providing consumers with thought content relevant to your products or services.

Remember, social media is all about engagement and interaction. It's impossible to build a meaningful social presence by simply focusing on sales. Furthermore, it clearly indicates to your followers that you’re only interested in their dollars. By creating a strategy that goes beyond promo pushes and provides brand interaction, retailers can use popular social platforms to generate conversation, share knowledge, encourage return customers and drive new users to their sites.

Paula Drum is general manager of Gettington.com, an e-commerce retailer that provides three payment options to help customers budget purchases that fit their individual financial needs. Reach Paula at Paula.Drum@bluestembrands.com.