Getting Social

Getting social

It’s estimated that over half of the world’s population has access to social media, and of active online users that figure rises to over 80 percent. What’s more, leading platforms are now key channels for directing customers to websites that sell services or explain issues in more detail. Love it or hate it, social media can’t be ignored and that goes for schoolwear retailers too.

“‘Virtually all marketing strategies now include social media,’

says Mark Charlton from Bikeshed Communications a specialist in digital marketing. And there’s good reason for this, he explains.

‘Platforms like Facebook and Instagram are fast and flexible, offering the opportunity for regular communication without the complications and legal considerations of direct marketing to customer lists.’

The key to a good campaign, says Mark, is quality content, delivered regularly with personality and a little fun.

‘In many ways social media is ideal for community retailers. It provides a simple way to publicise offers, share news and promote their friendly service.’

‘Social media allows for fast and easy feedback – done well, it’s a great way to communicate and strengthen customer relations.’

We asked Mark for some of the tips he’d give to a schoolwear retailer planning a social media campaign.

Start with Facebook

Facebook is hands down the biggest and most used social media platform. You can —and almost certainly should — add other platforms over time, but to reach the most customers in the shortest time I’d advise starting with Facebook.

Post Regularly

You should be posting to your channels at least two or three times a week and more at peak times. Drawing up a weekly or monthly calendar is a good way to plan ahead and think up ideas.

Mix and match content

Vary your content by showcasing products, people, promotions…. Not every post has to be perfectly formed and variety helps to maintain interest.

Quality and consistency

As with your website, use good quality images and try to keep a consistent style to words and graphics. Remember to get permissions from anyone you mention or use in photographs.

Welcome feedback

Make sure you reply to any comments and thank even those who might make a complaint. Social Media is not the same as advertising — it’s about building relationships!

Expand your platforms

For all I advised starting with Facebook, sites such as Instagram, You Tube and Twitter can be equally impactful. But do make sure you can commit to regular posting and that you are comfortable that the platform fits your store’s profile and personality.

Keep at it!

Building a social media profile takes time and effort. Promote your social media sites on your website; add their icons to any posters and flyers; encourage and remind customers to sign up… and cross promote posts between the different platforms you use.

Have some fun!

Let’s lighten up a little. It’s fine to showcase a fancy dress day, your shop’s birthday, the community fete… Injecting a little personality into your social media is a great way to put a friendly face to your store.