Why and how to implement a Social-to-store strategy?
Posted: Sat Dec 28, 2024 6:42 am
Let's start this article with an explanation of what Social-to-store is and what this strategy can bring to your business. Social-to-store is a set of marketing techniques aimed at generating traffic to points of sale via social networks.
With 1.28 billion daily users 1 , social networks have become essential in the consumer purchasing process. But then why and how to implement a Social-to-store strategy? We explain everything to you!
1. Why implement a Social to store strategy?
2. How to set up your Social media management?
Conclusion
Why implement a Social to store strategy?
1. Why implement a Social to store strategy?
First of all, let's start with a telling figure: 90% of uruguay mobile phone number list consumers make purchases from brands they follow on social networks 2 . If you had any doubts about the potential of social media to develop your turnover, now you are convinced.
Generate traffic at the point of sale
Like web-to-store and drive-to-store, Social-to-store aims to generate in-store traffic and grow your in-store sales. According to a study by écocommerces, 72% of companies have increased their turnover and in-store traffic thanks to social networks 3 .
In addition, 57% of consumers say that social networks influence their purchasing journey 4 . To attract customers to the store , your brand must therefore absolutely implement social media management .
Create a community of followers
With a Social to store strategy , you will be able to create a community of loyal followers . These consumers, whether customers or prospects, will develop a capital sympathy for your brand and feel close to your values.
The more local your communication , the more powerful the proximity link with your followers will be. Remember that proximity directly influences your turnover. Indeed, when customers feel close to a brand, 57% of them increase their spending on this brand 2 .
Target your consumers with precision
Social media management also allows you to precisely target and segment your prospects.
Depending on the social network on which you broadcast your local communication , you will reach different targets. You can target a generalist target on Facebook (91% of daily users are between 25 and 49 years old 5 ), young millennials on TikTok and Instagram or even decision-makers and business leaders on LinkedIn.
By segmenting your audience, you can adapt the content of your local communications to your different targets and thus improve the performance of your Social-to-store !
How to set up your Social media management?
2. How to set up your Social media management?
Create local pages on each social network
To develop your Social to store , you need to make it easy for media users to find you on social networks.
To do this, create Facebook Place Pages , Instagram local pages and LinkedIn professional pages (depending on your targets). Keep in mind that a local Facebook Place Page generates 67% of impressions, while a Brand Page generates only 33% 6 . For effective local visibility , you must therefore create one for each of your establishments.
These local pages bring together all the information the consumer needs about your point of sale and also allow you to manage customer comments locally.
Local Instagram page Decathlon Strasbourg
Local Instagram page of Decathlon Strasbourg Les Halles
Thanks to Facebook Place Pages , Instagram local pages and LinkedIn professional pages , your audience is qualified which increases your Social-to-store !
Publish content regularly
To develop your Social to store , you must be regular in publishing content. Indeed, consumers are volatile and over-solicited. If you do not occupy the field, your competitors will.
First of all, you can regularly publish local posts and advertisements on all your social networks. Don't forget to adapt the content to your different targets depending on the social network.
In the example below you can see a post from the L'Atoll Angers-Beaucouzé shopping center, published on its Facebook Places Page . The brand encourages followers to go to the shopping mall to benefit from discounts at the merchants. A perfect example of Social to store !
With 1.28 billion daily users 1 , social networks have become essential in the consumer purchasing process. But then why and how to implement a Social-to-store strategy? We explain everything to you!
1. Why implement a Social to store strategy?
2. How to set up your Social media management?
Conclusion
Why implement a Social to store strategy?
1. Why implement a Social to store strategy?
First of all, let's start with a telling figure: 90% of uruguay mobile phone number list consumers make purchases from brands they follow on social networks 2 . If you had any doubts about the potential of social media to develop your turnover, now you are convinced.
Generate traffic at the point of sale
Like web-to-store and drive-to-store, Social-to-store aims to generate in-store traffic and grow your in-store sales. According to a study by écocommerces, 72% of companies have increased their turnover and in-store traffic thanks to social networks 3 .
In addition, 57% of consumers say that social networks influence their purchasing journey 4 . To attract customers to the store , your brand must therefore absolutely implement social media management .
Create a community of followers
With a Social to store strategy , you will be able to create a community of loyal followers . These consumers, whether customers or prospects, will develop a capital sympathy for your brand and feel close to your values.
The more local your communication , the more powerful the proximity link with your followers will be. Remember that proximity directly influences your turnover. Indeed, when customers feel close to a brand, 57% of them increase their spending on this brand 2 .
Target your consumers with precision
Social media management also allows you to precisely target and segment your prospects.
Depending on the social network on which you broadcast your local communication , you will reach different targets. You can target a generalist target on Facebook (91% of daily users are between 25 and 49 years old 5 ), young millennials on TikTok and Instagram or even decision-makers and business leaders on LinkedIn.
By segmenting your audience, you can adapt the content of your local communications to your different targets and thus improve the performance of your Social-to-store !
How to set up your Social media management?
2. How to set up your Social media management?
Create local pages on each social network
To develop your Social to store , you need to make it easy for media users to find you on social networks.
To do this, create Facebook Place Pages , Instagram local pages and LinkedIn professional pages (depending on your targets). Keep in mind that a local Facebook Place Page generates 67% of impressions, while a Brand Page generates only 33% 6 . For effective local visibility , you must therefore create one for each of your establishments.
These local pages bring together all the information the consumer needs about your point of sale and also allow you to manage customer comments locally.
Local Instagram page Decathlon Strasbourg
Local Instagram page of Decathlon Strasbourg Les Halles
Thanks to Facebook Place Pages , Instagram local pages and LinkedIn professional pages , your audience is qualified which increases your Social-to-store !
Publish content regularly
To develop your Social to store , you must be regular in publishing content. Indeed, consumers are volatile and over-solicited. If you do not occupy the field, your competitors will.
First of all, you can regularly publish local posts and advertisements on all your social networks. Don't forget to adapt the content to your different targets depending on the social network.
In the example below you can see a post from the L'Atoll Angers-Beaucouzé shopping center, published on its Facebook Places Page . The brand encourages followers to go to the shopping mall to benefit from discounts at the merchants. A perfect example of Social to store !