November 11, 2014 Last updated September 18th, 2018 1,730 Reads share

Facebook Strategies To Connect Online And In-Store Buying Cycle

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Simply put, most people are veiled with the idea that Facebook is becoming a senseless marketing medium.

Their argument? Facebook is losing its appeal, and it’s almost 10 years old so it’s no longer a niche thing. There have been reports too that

 

In this article, let us focus on Facebook.

Venting frustrations, changing strategies, marketers are still working on discovering how social media – Facebook in particular – can benefit the sales. How can we connect social media and in-store buying cycle?

I have gathered 5 Facebook strategies data say will help you connect online and offline buying trends.

#1. Build A Great Facebook Foundation

No more cold media talk here. Facebook is one of the channels in which brands engage and remain connected with the consumer. Once you have your marketing plan in place, start with optimizing your Facebook page.

  • Reflect what your physical stores have in your social media.
  • What is your store collection for this month?
  • Is this already reflected on your social media?
  • When will you run a product sale?
  • How much discount are you offering?
  • Have you announced it on Facebook?

Having an integrated approach in both your online and offline marketing efforts will not only get you to drive more likes and engagement but can also help you drive more visits to your physical store and influence fans and consumers at the beginning of their purchasing cycle.

#2. Engage And Drive Them In-Store Through Contests

Perhaps Facebook contests are one of the most commonly used tactics but when used and implemented efficiently can help you close the gap between store, desktop, laptop, and mobile. Propelrr and its local client, The North Face Philippines, posed a good example of adopting omni-channel strategies. They ran a Facebook contest, let fans take a “selfie” with any product in the brick and mortar store, and encouraged them to submit it online. At stake were authentic gears and gift certificates from the brand. This Facebook strategy focuses both online and in-store marketing and seeks to close the gap between two marketing silos.

#3. Improve Experience, Products and Service

Technology commands brands and businesses to improve and give a more personalized experience to the customer. To have a better online and offline experience, be sure to improve not only one aspect but both. Imagine a very good Facebook page. Nice photos, consistent and engaging updates, high engagement rate, but when you look at the wall posts and comments, it’s all about poor in-store service and negative comments on the product. It begs the question, why are you even on Facebook? Remember that with the new media, everyone has a voice. It requires thousands and millions of people to help you build your brand but only one to break it.

An interesting infographic by Hubspot stated that 75% of people on social media don’t accept ads as truth and that 90% of people on social media trust and believe brand recommendations from strangers in social media, as well as friends. This emphasizes on improving offline experience and let it reflect online, using your Facebook page. You can encourage your fans to submit their photos with their newly purchased products and a short statement on how they find it. Encourage comments, too. Make sure to moderate posts and comments real-time.

#4. Post Photos Of Your Product But Don’t Overwhelm Them; Vary Your Facebook Content

You probably heard that photos do well in terms of likes, shares, and comments. But these aren’t just any photos. Product posts are a great tactical approach in promoting your in-store product but bombarding them will make your Facebook fans shy away from engaging. It is best to vary your content. Make announcements about your on-ground events, programs, tips, trivia, and anything relevant to your industry and anything that interests your fans. It is also important to share original and behind-the-scene photos of your people, store, and your consumers. This will help readers become more aware of what’s happening offline.

#5. Retargeting Based On Facebook Data

Once upon a time, marketers had very little idea as to how to measure the success and failure of their marketing efforts. Tying online and offline used to be a hurdle for marketers, too. Facebook and other big social platforms began working on a more comprehensive data to track offline purchase information about how online ads influence the bricks and mortar buying cycle.

Facebook has partnered with big data providers to let businesses track if their ads are driving ROI. Use Facebook insights to study consumer demographics, interest, and intent. For example, if most of your fans engage on your posts about shoes, then they maybe are the ones to target for your shoe product. By studying both offline and online data and using it for retargeting can help you acquire new consumers and help you move your fans further to the buying cycle funnel.

Facebook is just one channel but many businesses are taking a few steps toward omni-channel marketing by efficiently implementing social media strategies alongside with some traditional forms of selling and reaching consumers. Again, the key is to consider your physical store as an integral part of any omni-channel approach. Keep both online and offline tied together, sound, and in place.

Images: ”BANGKOK – JULY 17: View of Facebook homepage on July 17, 2013 in Bangkok, Thailand. Internet statistics website Socialbakers ranks Bangkok with the highest number of Facebook users worldwide at 8.7mn. / Shutterstock.com

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Veronica Beguas

Veronica Beguas

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