Social Media: 4 Key Steps to Drive In-Store Traffic During the Holidays
Posted: Sat Dec 28, 2024 6:10 am
Did you know that 90% of consumers buy from brands they follow on social media 1 ? Indeed, in our era where everything is digitalized, social media is more than important for businesses: it allows them to generate in-store traffic .
This is called social-to-store . Whether it’s on Instagram, LinkedIn, Facebook or any other social network (if it fits your target), your online presence is necessary to attract your prospects to you.
The end-of-year holidays are a highlight that should not be iceland mobile phone number list missed. For Christmas 2023, the French have an average budget of 549 euros 2 , a decrease of 10% compared to last year 3 . Due to inflation, they have less money and therefore become more demanding. So how do you get them to spend this budget in your brand?
In this article, we will explain how to attract customers to your stores using social networks , and all in 4 steps!
1. Optimize the visibility of each of your establishments
2. Find the perfect operation
3. Interact with your community
4. Support your establishments
Conclusion
optimize visibility to generate in-store traffic social networks
1. Optimize the visibility of each of your establishments
To start, you must at least be visible on social networks and Google My Business. To do this, start by referencing your stores by creating a business profile for them on Facebook, Instagram and Google.
In short, it's about reproducing the organization of your network on social networks:
Create a so-called national page , managed by the headquarters which will have a reach across the entire territory
Create local pages for each of your points of sale, aimed at local customers and allowing you to highlight news specific to each establishment
By doing this, you will be able to improve your local SEO on search engines because the Google algorithm will be able to make the link between your Google Business Profile listing and your social pages. At the same time, you will generate better engagement with your community on social networks thanks to the multiplicity of channels used. In addition, you will receive feedback more easily and multiply the sources of contact.
local advertising christmas facebook national
local advertising christmas facebook locallocal advertising christmas facebook locallocal advertising christmas facebook local
Example of a JouéClub publication nationally and locally on Facebook
For example, above, by distributing posts locally, JouéClub increased its engagement rate by 10% compared to that generated by the national post.
This is simply justified by the fact that Internet users find it easier to interact with a local publication from a store they are more used to visiting rather than a national post which may seem generic and not very personalized.
If your point of sale accounts are recent or do not have a lot of followers/subscribers, you can use post sponsorship . Your audience will be expanded and will give more visibility to your establishments. During an important event such as Christmas, do not hesitate to make sponsored campaigns on your publications.
find perfect operation social networks end of year celebrations
2. Find the perfect operation
Once your visibility is assured, you need to find what to communicate about, what operation to launch. It is often difficult to find an innovative idea to differentiate yourself from the competition and avoid repetition while meeting consumer expectations. Don't worry if you are not inspired. We have concocted 3 ideas for operations to set up.
Organize an event or in-store activity
For example, you can invite your community to come to your store to take part in a workshop . By encouraging an unexpected visit from your target audience, you will create a connection with them and perhaps increase your turnover if they buy.
Beyond the purchase and the visit, if the workshop is well organized, your customers will have a good time and will associate your brand with this memory. What will make them even more loyal ! They may even decide to take photos and videos and share them on Facebook or Instagram, and when we know that a person has an average of 177 friends on social networks 4 , we should not miss this advertisement .
christmas workshop facebook post
Publication by Leroy Merlin Blois on Facebook
about a children's workshop for Christmas
If you are organizing a workshop or other event outside of your usual opening hours , don't forget to indicate this on your establishment profiles .
Create an online advent calendar
If you prefer to play it 100% digital, you can create a digital advent calendar
on your social networks. The principle is simple: every day you reveal a commercial offer until December 25. By creating this daily meeting with your community, they will wait to discover the planned offer each day. With this operation, you are sure to seduce everyone : all types of offers have time to be set up.
If you associate a product with a one-day offer, for example, you will boost your sales and highlight many of your products or services.
instagram advent calendarExample of an Instagram post "Advent calendar" from Décathlon Montivilliers
Consider sharing your calendar on multiple platforms like Facebook, Instagram, TikTok, or Google Posts.
Suggest a selection of gift ideas
77% of French people feel stressed about buying Christmas presents 5 , so to help them, why not prepare a list of gift ideas for them?
By making one or more posts on social media to highlight some of your products or services, you not only help your customer but you invite them to come and discover your merchandise.
Don't hesitate to sponsor your posts to reach another audience and bring new prospects into the store!
This is called social-to-store . Whether it’s on Instagram, LinkedIn, Facebook or any other social network (if it fits your target), your online presence is necessary to attract your prospects to you.
The end-of-year holidays are a highlight that should not be iceland mobile phone number list missed. For Christmas 2023, the French have an average budget of 549 euros 2 , a decrease of 10% compared to last year 3 . Due to inflation, they have less money and therefore become more demanding. So how do you get them to spend this budget in your brand?
In this article, we will explain how to attract customers to your stores using social networks , and all in 4 steps!
1. Optimize the visibility of each of your establishments
2. Find the perfect operation
3. Interact with your community
4. Support your establishments
Conclusion
optimize visibility to generate in-store traffic social networks
1. Optimize the visibility of each of your establishments
To start, you must at least be visible on social networks and Google My Business. To do this, start by referencing your stores by creating a business profile for them on Facebook, Instagram and Google.
In short, it's about reproducing the organization of your network on social networks:
Create a so-called national page , managed by the headquarters which will have a reach across the entire territory
Create local pages for each of your points of sale, aimed at local customers and allowing you to highlight news specific to each establishment
By doing this, you will be able to improve your local SEO on search engines because the Google algorithm will be able to make the link between your Google Business Profile listing and your social pages. At the same time, you will generate better engagement with your community on social networks thanks to the multiplicity of channels used. In addition, you will receive feedback more easily and multiply the sources of contact.
local advertising christmas facebook national
local advertising christmas facebook locallocal advertising christmas facebook locallocal advertising christmas facebook local
Example of a JouéClub publication nationally and locally on Facebook
For example, above, by distributing posts locally, JouéClub increased its engagement rate by 10% compared to that generated by the national post.
This is simply justified by the fact that Internet users find it easier to interact with a local publication from a store they are more used to visiting rather than a national post which may seem generic and not very personalized.
If your point of sale accounts are recent or do not have a lot of followers/subscribers, you can use post sponsorship . Your audience will be expanded and will give more visibility to your establishments. During an important event such as Christmas, do not hesitate to make sponsored campaigns on your publications.
find perfect operation social networks end of year celebrations
2. Find the perfect operation
Once your visibility is assured, you need to find what to communicate about, what operation to launch. It is often difficult to find an innovative idea to differentiate yourself from the competition and avoid repetition while meeting consumer expectations. Don't worry if you are not inspired. We have concocted 3 ideas for operations to set up.
Organize an event or in-store activity
For example, you can invite your community to come to your store to take part in a workshop . By encouraging an unexpected visit from your target audience, you will create a connection with them and perhaps increase your turnover if they buy.
Beyond the purchase and the visit, if the workshop is well organized, your customers will have a good time and will associate your brand with this memory. What will make them even more loyal ! They may even decide to take photos and videos and share them on Facebook or Instagram, and when we know that a person has an average of 177 friends on social networks 4 , we should not miss this advertisement .
christmas workshop facebook post
Publication by Leroy Merlin Blois on Facebook
about a children's workshop for Christmas
If you are organizing a workshop or other event outside of your usual opening hours , don't forget to indicate this on your establishment profiles .
Create an online advent calendar
If you prefer to play it 100% digital, you can create a digital advent calendar
on your social networks. The principle is simple: every day you reveal a commercial offer until December 25. By creating this daily meeting with your community, they will wait to discover the planned offer each day. With this operation, you are sure to seduce everyone : all types of offers have time to be set up.
If you associate a product with a one-day offer, for example, you will boost your sales and highlight many of your products or services.
instagram advent calendarExample of an Instagram post "Advent calendar" from Décathlon Montivilliers
Consider sharing your calendar on multiple platforms like Facebook, Instagram, TikTok, or Google Posts.
Suggest a selection of gift ideas
77% of French people feel stressed about buying Christmas presents 5 , so to help them, why not prepare a list of gift ideas for them?
By making one or more posts on social media to highlight some of your products or services, you not only help your customer but you invite them to come and discover your merchandise.
Don't hesitate to sponsor your posts to reach another audience and bring new prospects into the store!