Social Media and Inbound  Marketing for Retail An Overview for Resort Shopping Centers
Unique challenges for retail stores               and restaurants.     •        For high-ticket items customers may think ...
Unique challenges in a resort area.Every week new visitors come to the resort and leave.Your challenge is to make an impre...
Why the need for social media and            inbound marketing?     •        Many people plan activities, dining, and shop...
Where to start?     •        Have a mobile-ready website     •        Get listed on free online directories     •        E...
Are you mobile ready?31% of adults now own a smart phone, up 13% from 2010.For those under 35 it’s as high as 48% in that ...
Claim your business listing with                    online directories.Utilize free directories even without having a webs...
Download our free guide to claim                   your listings.Our worksheet will help you organize allof your informati...
Basic links make it easy for people to         get more information.Links back to your website (back links) from relevant ...
Next steps after the basics.Developing a long-term social media and inboundmarketing strategy to attract your ideal custom...
Why start a blog?Search engines use content to determine whether yoursite is worthy being ranked high in the search engine...
Best practices for blogging.     •        Write about relevant topics your audience will find              interesting and...
Topics for blogging     •        Write about your products/services              — What’s unique about them              —...
Building a community with social                        media.Create a platform that encourages and acknowledgespeople’s p...
Facebook business page builds brand               loyalty.     •        Facebook is a social utility for connecting people...
Facebook best practices.     •        Create a business page separate from your personal              profile.     •      ...
What to post on Facebook?     •        Post a lunch special or sale item, complete with a              photo. Ask your fan...
Compelling reasons to use Twitter.Twitter is a social networking service that answers thequestion, “What are you doing?” i...
Twitter best practices.     •        Reinforce your brand by customizing your page.     •        Spend time finding and bu...
Add YouTube to your marketing to                connect visually.Even if you don’t make your own videos you can includeYou...
Foursquare rewards returning                         customers.Location-based apps are used by lots of people. When theych...
Additional tools to build your                          customer base.There are all kinds of tools, applications, and serv...
Sweepstakes build lists for lead                       nurturing.In exchange for leaving their name and email addressprosp...
Facebook fan promotions reward                       loyalty.Promotions offered for “fans only” encourage people to“like” ...
Pay-per-click advertising attracts                   traffic quickly.While social media builds organic traffic slowly over...
QR Codes add flexibility to                           marketing campaigns.QR Codes (quick response or 2d barcodes) elimina...
In summary...There are many options available for inbound marketingand social media marketing...more than most smallbusine...
Need more information?Download our guide, Create Your Own Digital Word ofMouth, to get more information about how to use s...
Would you like to speak with                            someone?Hafner Creative Communications is a dream come true for sm...
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Social Media and Inbound Marketing for Retail:

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Hafner Creative Communications’ free guide ‘Social Media and Inbound Marketing for Retail’ provides an overview of tactics to consider for resort shopping centers.
• Where to start with online directories, links and being mobile ready
• Blogs and social media options
• Additional tools to attract more customers

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Social Media and Inbound Marketing for Retail:

  1. 1. Social Media and Inbound Marketing for Retail An Overview for Resort Shopping Centers
  2. 2. Unique challenges for retail stores and restaurants. • For high-ticket items customers may think that it requires them to make a long-term sacrifice. — Stress the benefits of the product that make it worth it. • Smaller stores must compete against larger, well- known stores. — Focus on your unique offerings and service that larger stores can’t offer. • There are many restaurants and retailers competing for the visitors attention and dollars. — Be clear who your target audience is and supply what they want. Promote in a way that appeals to them.© 2011 Hafner Creative Communications
  3. 3. Unique challenges in a resort area.Every week new visitors come to the resort and leave.Your challenge is to make an impression that ensures thatthey include your establishment in their plans. • More reliant on new customers than on local repeat customers. — Be sure to build positive relationships with local customer base. They do make referrals. • More need to presell before visitors arrive. — Provide online information that ranks well in the search engines. • Less brand recognition. — Build a strong brand with consistency and credibility.© 2011 Hafner Creative Communications
  4. 4. Why the need for social media and inbound marketing? • Many people plan activities, dining, and shopping in advance • Visitors use their smart phones to search for information and directions when on the road • Resort environments have repeat visitors • Reviews on directories are used as a decision-making tool© 2011 Hafner Creative Communications
  5. 5. Where to start? • Have a mobile-ready website • Get listed on free online directories • Establish the most obvious links to your website© 2011 Hafner Creative Communications
  6. 6. Are you mobile ready?31% of adults now own a smart phone, up 13% from 2010.For those under 35 it’s as high as 48% in that age group.(Technology Tracker) • Convert your standard HTML site to a mobile-ready format • Ensure readability across all platforms and devices • Include blogs, newsletters and landing pages© 2011 Hafner Creative Communications
  7. 7. Claim your business listing with online directories.Utilize free directories even without having a website.97% of consumers search for local businesses online.Get found. Highlight strengths. Get customers.Add detailed business description, products, services,photos, videos, special offers, maps, payment methods,hours, links. • Google Places • Yelp • Yahoo! Local • Local.com • Bing© 2011 Hafner Creative Communications
  8. 8. Download our free guide to claim your listings.Our worksheet will help you organize allof your information BEFORE you startclaiming your online listings. • Helps keep all of your pertinent information in one place for easy reference and updating • Saves you time and eliminates having to revisit directories to add information© 2011 Hafner Creative Communications
  9. 9. Basic links make it easy for people to get more information.Links back to your website (back links) from relevant sitesusing targeted keywords in the text will have an impact onyour ranking in the search engines. Don’t overlook theobvious sites to link back to yours. • Shopping center and resort websites • Franchise sites • Corporate brand sites • Blog articles© 2011 Hafner Creative Communications
  10. 10. Next steps after the basics.Developing a long-term social media and inboundmarketing strategy to attract your ideal customers willincrease your organic traffic over time. Some things toconsider when creating your strategy: • Resources — time, talent and money • Targeted audience — who are they, what do they like to do and where do they “hang out” online • Tactics — which are best suited to promoting your products or services online.© 2011 Hafner Creative Communications
  11. 11. Why start a blog?Search engines use content to determine whether yoursite is worthy being ranked high in the search engines, andtherefore sending traffic. Relevant, keyword-rich contentwith photos and links are best. Inbound marketing is themost cost effective way to attract new customers. • Blogs improve your search engine ranking by adding new keywords and pages to your site. • They provide valuable, relevant information for your target audience, increasing traffic to your site. • It’s an opportunity to build relationships with your audience, to comment and give feedback.© 2011 Hafner Creative Communications
  12. 12. Best practices for blogging. • Write about relevant topics your audience will find interesting and useful. 200-400 words. • Select a topic that is focused on one keyword phrase that your customer is most likely to search with. • Add a relevant image to grab attention of visitors. • Add keyword-rich anchor text links and make important text bold. • End with a call to action offer. • Publish consistently, at least once a week. Twice is better.© 2011 Hafner Creative Communications
  13. 13. Topics for blogging • Write about your products/services — What’s unique about them — Where and how they are produced — Why the product/service is important — How to use the products • Provide tips — Fashion tips — Local produce descriptions and recipes — Gift recommendations • Provide news and information not advertisements© 2011 Hafner Creative Communications
  14. 14. Building a community with social media.Create a platform that encourages and acknowledgespeople’s participation. Invite your community to commentand share. It is the one way to differentiate the customersshopping experience (24/7) from their buying experience.Use it for instant communication with customers and toprovide free, useful content. • Facebook • YouTube • Twitter • Foursquare© 2011 Hafner Creative Communications
  15. 15. Facebook business page builds brand loyalty. • Facebook is a social utility for connecting people with those around them. • Over 50 million active users, more than two-thirds are outside of college. • Use it to engage prospects and customers where they live (online) to increase foot traffic to your store and to grow your business. • Ideal for promoting other content you create, including blog articles, videos and photos.© 2011 Hafner Creative Communications
  16. 16. Facebook best practices. • Create a business page separate from your personal profile. • Brand your business page with a customized profile image. • Build a compelling landing page to increase your Facebook fan base. • Make posts as your business not personal profile. • Connect with friends and join networks. • Promote your page on your marketing materials.© 2011 Hafner Creative Communications
  17. 17. What to post on Facebook? • Post a lunch special or sale item, complete with a photo. Ask your fans for suggestions on what they’d like to see. • Ask patrons to share their experiences. • Feature a new product every day and say what’s unique about it. • Make compliments or thank people with @. • Offer exclusive “fan only” coupons. • Make an announcement on slow days for walk-ins who mention they saw it on Facebook.© 2011 Hafner Creative Communications
  18. 18. Compelling reasons to use Twitter.Twitter is a social networking service that answers thequestion, “What are you doing?” in text messages of 140characters or less, called “tweets,” sent to your friends or“followers.” • Use for customer feedback and customer service. • To answer questions and update customers. • Learn what customers like and don’t like. • Post other content you create such as blog articles and Facebook posts.© 2011 Hafner Creative Communications
  19. 19. Twitter best practices. • Reinforce your brand by customizing your page. • Spend time finding and building your audience locally first. • Use the advanced search to locate people within a certain mile radius along with another keyword. Follow those that appear to be your kind of customer. A number of them will follow you in return. • Build trust by listening and responding. • Reward followers with updates about special offers, discounts and time-sensitive deals.© 2011 Hafner Creative Communications
  20. 20. Add YouTube to your marketing to connect visually.Even if you don’t make your own videos you can includeYouTube in your social media mix. • Commenting and sharing others’ videos or creating playlists and favorites. • Embed videos into content you create. Manufacturers often have videos you can use to enhance the visitor experience. • Create your own short (under 3 minutes) instructional videos about your products or services to build rapport with your market.© 2011 Hafner Creative Communications
  21. 21. Foursquare rewards returning customers.Location-based apps are used by lots of people. When theycheck in to a place they let their friends know where theyare, and it’s shared on Facebook and Twitter too. • Presents an opportunity to reach out to your customer base and reward them without having to stamp a frequent customer card. • Good for marketing high traffic location based businesses such as restaurants and retail stores. • Use for customer loyalty programs, first-time offers for new customers, and to leverage word-of-mouth marketing.© 2011 Hafner Creative Communications
  22. 22. Additional tools to build your customer base.There are all kinds of tools, applications, and servicesavailable to help you attract new customers or rewardexisting clients. • Sweepstakes • Fan promotions • Pay-per-click advertising • QR codes© 2011 Hafner Creative Communications
  23. 23. Sweepstakes build lists for lead nurturing.In exchange for leaving their name and email addressprospects have a chance to win something of value tothem. Sweepstakes are an excellent way to build youremail list. • Online sweepstakes that use applications specifically designed for Facebook are easy to use and collect names and email addresses to then use for lead- nurturing campaigns. • Traditional in-store offline sweepstakes also build mailing lists but have to be input manually. • Use sweepstakes to keep your brand top of mind.© 2011 Hafner Creative Communications
  24. 24. Facebook fan promotions reward loyalty.Promotions offered for “fans only” encourage people to“like” your page. They don’t receive the discount code orcoupon unless they “like” your page first. Applications areavailable to make the process easy. • Special offers make fans feel special. • Keeps your audience coming back so they don’t miss upcoming promotions. • Attracts more fans when shared with their friends.© 2011 Hafner Creative Communications
  25. 25. Pay-per-click advertising attracts traffic quickly.While social media builds organic traffic slowly over time,PPC advertising attracts traffic immediately when usingthe right keywords to reach your target audience. • Google AdWords aims to provide the most effective advertising available for businesses by precisely choosing the audience you want to reach. Combined with an SEO strategy you can immediately improve your rank in the search engines. • Facebook ads can be targeted to very specific market segments. Once they like your page it is shared with their other friends.© 2011 Hafner Creative Communications
  26. 26. QR Codes add flexibility to marketing campaigns.QR Codes (quick response or 2d barcodes) eliminate one ofthe biggest problems with print advertising—outdatedinformation. With the codes linking directly to web pagesthe details can be updated and even be connected tomultiple promotions. Customers can simply use their smartphone to scan the code which links them to your landingpage. Use QR Codes for: • In-store product • Contact information information • Advertising and brochures • Special promotions in • Text messages with promo lead-nurturing emails codes.© 2011 Hafner Creative Communications
  27. 27. In summary...There are many options available for inbound marketingand social media marketing...more than most smallbusiness can handle alone. Before jumping in, take a fewminutes to plan your strategy. • Define your target audience • Decide what tactics/channels will work best to reach them • Create content that is of interest to them • Promote that content in multiple channels© 2011 Hafner Creative Communications
  28. 28. Need more information?Download our guide, Create Your Own Digital Word ofMouth, to get more information about how to use socialmedia in your business. You will find: • Information about additional social media channels • More tactics to promote your business • Links to valuable resources© 2011 Hafner Creative Communications
  29. 29. Would you like to speak with someone?Hafner Creative Communications is a dream come true for small andmedium-sized businesses looking for savvy and creative marketingassistance.Located on the Island of Hawaii, Hafner Creative Communications assistscustomers in Hawaii and beyond using a virtual office business model.It offers strategic consulting for traditional and inbound marketingservices to business customers—in Hawaii and beyond.We invite you to call us with your questions at 808-883-9573© 2011 Hafner Creative Communications

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