Discover new social media strategies for increasing sales before planning ahead for the holidays.
Social media presents massive opportunities for retailers that can leverage current trends to their advantage. “Social media is a huge deal for your business,” says Lorinda Van Newkirk, a veteran Western marketer and founder of Lucky Chuck and Gypsy Soule clothing companies. “It can open the door to unlimited customers.” But only if you do it right. Learn about the latest trends from this social media expert so you can make the most of them this holiday season.
The Rise of Video
Video content is exploding across all platforms, but brands should focus on quality, not quantity. “Videos are fantastic if they are short and get to the point. But be real. Make sure you have engaging content,” Van Newkirk says. “Don’t just post to post. Doing a bad job on social media doesn’t do you any good.” You’ll need a solid understanding of your customers so that you can give them relatable video content that sparks emotion — it’s the key to boosting conversions.
Trends can be particularly powerful during crunch times like Black Friday and Christmas, but you need to start planning now. “Write out your social media calendar just like your employee schedule,” Van Newkirk says. “Talk to your staff or call some of your best customers and ask them what they would like to see from you.” And know when to hire a pro. “Letting your teenager post for you whenever they feel like it is not a good business decision. Unless you want to learn how to really make great campaigns, hire someone that does it for a living.”
Click-through shopping features provide instant gratification by letting consumers buy products on the spot, and that’s exactly what today’s shoppers expect. “Customers want shopping to be easy and fast. Too many clicks and they are gone to the next thing,” Van Newkirk explains. The purchase process should be as simple as possible. “Make sure they can pay any way they want.”
Inspire customers to connect with your brand by posting interesting questions and surveys. Host giveaways and contests — and don’t forget the #hashtags. Need ideas? “Look at brands outside of the Western industry,” Van Newkirk says. “What makes you excited to buy something? What great value can you give to your customers? Have fun and keep trying new things.”
From the June 2021 issue of W&E Today, the ultimate resource for Western retailers from the editors of Cowboys & Indians.
Photography: Kiese & Co/courtesy Lorinda Van Newkirk