Let’s say you’ve worked hard to establish a local, trendy coffee shop. You have a solid following but, like any business, you’re still looking for ways to grow. Lots of companies are turning to the digital marketing as their answer. However, when it comes to planning a social media strategy, for example, you might feel more anxiety than the jitters of 10 cups of coffee.
How do you get more foot traffic through your door using social media? We recently worked with a client to overcome this anxiety through the following steps:
1. Conduct a Social Media Audit:
A social media audit fills the gaps between where you are now, and where you would like to be. By taking inventory of what content is resonating the most with your audience you can better define your strategy and empower your team by implementing the right resources for execution.
2. Develop Intentional Content:
It's easy to share content or industry trends rather than taking the time to create intentional content. But it's well worth the investment of time to create authentic and on-brand content. This can be in many forms from employee spotlights, new menu items, how-to’s, pastry and coffee tastings, etc.
3. Get Specific with Timing:
Delivering the right content at the right time is critical to success. Studies have shown that most people, upon waking, check their phones before they have coffee. So hit them when they want it the most with a video of a hot cup of coffee being poured.
4. Use Advertising Tools:
It's no secret that Facebook has become a pay-to-play platform, however, the cost is well under traditional advertising fees. Being able to target customers in your area and provide a solution to their pain points (or in this case, satisfying the need for coffee), you can drive more brand awareness and convert more customers.
By developing a plan and creating authentic, intentional content, customers will respond. We found that by increasing social media engagement we were also able to generate increased in foot traffic.
Through implementing these steps, you'll only need to reach for that 10th cup of coffee to keep up with all your new customers! If you still have social media anxiety, get in touch to see if a social media audit is right for you.
The Team at Chipperfield Media LLC.