Your customers already like you, so take these easy steps to make sure they also “like” you on social media, and become brand ambassadors for your new store.
You’re getting ready to open a new store and you’re starting to advertise. You know that social media is important to your new store’s success, so you’re doing it. Your new store has a Facebook and Twitter page, and your customers can go to either and learn great things about your store and your upcoming grand opening.
How are they going to know you’re on Facebook and Twitter? Easy. You’re going to put the little Facebook and Twitter icons on your ads, outdoor boards and collateral materials. That should increase your social followers, right?
While we highly recommend promoting your social presence in all of your advertising and collateral materials, we encourage you to take it a step further in-store to increase your effectiveness.
Just as you would with your advertising strategy, consider one simple test I call the “Why Should I?” test. Meaning you have to give someone a strong reason to Like or Follow your profiles and engage with you on social media.
So, in this case, “Why should I go to your Facebook or Twitter page?”
Call to Action
First and foremost, you have to provide a strong call to action. Explain the type of information you are planning to share and why your customers should care. You must present your customers with perceived value before they will hit the Like or Follow button.
Promote the fact that you will offer exclusive coupons, specials or updates to your social communities.
Include Your Social Media URLs
Along with your social media icons, list the URL or profile name. While this may seem redundant, your profile name(s), especially a Twitter handle, are rarely the same as your new store name. Make it easy for customers to determine which profile is your store.
For example, if you are part of a franchise it may be difficult for your customers to determine if they are following the correct location. Try to eliminate the amount of investigation your customers have to do just to find you.
Use a QR Code
You may be thinking, QR codes are so passé or no one will scan them anyway. Not true. According to an Edison research study, smartphone owners have surpassed 50%, and over 20% of smartphone users have scanned a QR code. Users are willing to open their QR reader if you give them a reason to.
Consider including a QR code, next to each social media profile, that will direct them to your profile page and make a clear call to action stating what the QR code will do. Someone will not scan the code if it just takes them to your homepage.
Again, this is all about making it as easy as possible for your customers to follow you.
This is the most critical piece to converting the attendees of your new store’s grand opening into social media fans. You already have a group of people who are interested in your store and this is the perfect opportunity for them to opt-in, which will keep your store top of mind.
Consider window clings, banners and/or counter cards. And, make sure your creative includes all of the information outlined in this list.
A Store Doing This Right
Sprouts Farmer’s Market in San Jose, CA is doing a great job converting their customers into fans. Check out their in-store signage below.
As proof that this strategy works, the Sprouts Facebook page has over 205,000+ Likes! More importantly, they do everything they promised on the sign. A quick glance at their page shows contests, prizes, coupons, savings, recipes and tips. The same holds true on the Sprout Twitter page.
How are you promoting your social profiles in your store?