Christian Retailing

NEWSLETTERS Current Issue Social media marketing offers significant benefits for stores
Social media marketing offers significant benefits for stores PDF Print E-mail
Written by Christine D. Johnson   
Tuesday, 21 January 2014 11:54 AM EST

TaraHuntRetailers who are looking to social media as the solution that will boost their sales may be missing the point, according to Lime Foundry’s Tara Hunt, a marketing researcher and strategist based in Toronto. In a recent blog at TaraHunt.com, she considers the real value of social media for retailers.

Retailers who find themselves complaining that social media “doesn’t work” may want to reconsider its purpose. It’s not to drive sales, said Hunt, and results are never guaranteed with online or any kind of marketing.

First, good marketing through social media makes your store “findable” and, if done right, it increases your credibility.

“It’s better to be findable than not,” Hunt writes.

Overall, three elements of social media marketing make it better than traditional one-way channels: analytics, feedback and relationships. Analytics tells you who is viewing your posts, while “raw” feedback lets you hear directly from your current and potential customers and doesn’t cost a thing. Relationships that come about through the built-in conversation model of social media encourage bonding with your customers.

Additionally Hunt emphasizes to retailers that social media engagement requires a well-thought-out strategy, so, she advises, don’t get your kid to do it.

Since retailers want to make good use of their time, Hunt indicates that the return-on-investment for using social media is first, the ability to listen; second, serendipity, those moments where you can lead the conversation and make a great impression; and third, the opportunity to build community rather than simply a customer database. Community builds a word-of-mouth network that is “real and authentic and it spreads,” she writes.

Hunt ends her blog by encouraging users to “stop thinking of social media as a direct marketing tool or some sort of silver bullet that will drive sales through the roof. Stop reading those case studies where Facebook … drove millions of dollars in sales from a viral campaign. That’s not the point.”

 

In this current issue:

‘God and Donald Trump’ explores spiritual aspects of his miracle victory

News image

Donald Trump is six months into the U.S. presidency, and...

READ MORE

Marketing executive Lucy Diaz Kurz rejoins Charisma House

News image

Lucy Diaz Kurz has rejoined the Charisma House book group...

READ MORE

CBA, retail partners launch 'Get It Local Today'

News image

In a cooperative industry project, CBA will provide Christian stores...

READ MORE

Exhibitors mostly positive about quieter Unite 2017

News image

CBA's Unite 2017 in Cincinnati had an intentionally smaller footprint...

READ MORE

Christian illusionists entertain, inspire at CBA's 'Envision the Legacy' banquet

News image

CBA’s Unite 2017 drew show attendees to a Duke Energy...

READ MORE

Filmmakers showcase new movies, related products at Unite

News image

CBA's Unite show hosted some of 2017's most exciting Christian...

READ MORE

Logos Bookstores announces 2017 award winners

News image

The Association of Logos Bookstores announced this year’s Books, Author...

READ MORE

Unite show opener encourages Christian retailers

News image

CBA kicked off the Unite 2017 convention in Cincinnati with...

READ MORE

Workshops cover why and what of Christian retail

News image

CLC executive Dave Almack believes strongly in the Christian retail...

READ MORE

CBA shares State of the Industry Report at Unite 2017

News image

Eric Grimm, CBA’s director of communications, gave retailers plenty of...

READ MORE

AWSA announces Golden Scroll winners

News image

Advanced Writers and Speakers Association (AWSA) announced the winners of...

READ MORE

Kregel, Gilead partner in new fiction publishing initiative

News image

Jerry Kregel, executive vice president of publishing, Kregel Publications, and...

READ MORE
100%
-
+
0
Show options

a