Why Retailers Need an Omnichannel Strategy - Part 3: Using Social Media

We’ve established the importance of creating a seamless customer experience across many channels. And you know how a strong mobile presence can link the online and in-store experiences. Now it's time to discuss one of the most important channels in an omnichannel strategy: social media.

Modern consumers have more purchasing power than ever before. They also have the ability to interact with any company at the click of a button. When shopping, they want to feel engaged and emotionally connected to your brand. Social media can help you achieve that.  

Connect with customers

For consumers today, a positive experience has a lot to do with the connections they feel toward their favorite brands. As Entrepreneur explained, your social media pages provide opportunities to get a little personal.

  • Share stories related to the products you sell.
  • Offer product promotions and discounts.
  • Ask consumers to share their stories, opinions and ideas.
  • Include an online store right on your page, so customers don't even have to navigate away to purchase your products.

When a company has a strong social media presence, it invites consumers into a direct conversation.

Customers relish the chance to feel truly involved with the companies they love, and they especially appreciate feeling heard. Engaging your customers through social media increases loyalty and will entice them to visit your store. 

Excel at service recovery

Social media is also key for damage control. Unhappy customers may use it to post about a negative experience.

Centric Digital said social media listening tools can help alert you when someone posts a negative review so you can address it immediately, ideally within 12 hours according to Entrepreneur. Your fast response will show that you care about your customers and their experiences, helping turn any negatives into positives. 

Hashtag your way to happiness

Entrepreneur also emphasized the power of the hashtag. They are those words you see online with the # sign before them. And they help people find your posts when they search for the hashtagged term 

Choose a hashtag that reflects your store, products, industry or consumer experience. Then use the same hashtags across all social media channels to create a seamless advertising campaign.

You can even encourage customers to post experiences with your brand under that same hashtag to help your campaign grow faster. 

Plan to succeed

It is important to post and engage regularly on social media, but you don't have to log on every hour to do so. 

Platforms like Hootsuite allow you to schedule posts in advance so you only need to spend one chunk of time per week creating content for your social media pages. Just make sure to check back daily to engage with customer posts.

Thanks for reading our three-part series on omnichannel strategies for your small business. Check back soon for more business-building ideas.