Traditional signage and advertisements in local newspapers still play an important role in marketing, but social media has become the standard outlet that businesses use to reach out to potential consumers.
Whether you're opening your retail food venue's first account or have had one for years and are looking to revamp it, there may be certain aspects of the Facebook, Twitter or LinkedIn page that you can improve upon. After all, it's a responsibility that has to be tended to regularly, and if updates haven't been generating as much interest as you'd hoped, changing your strategy is the best way to try out new ideas and spark interest among readers.
Think of it as a virtual food merchandising project – there are many aspects that affect the overall effectiveness of the page, and keeping it in tone with ongoing trends will garner attention.
Go in with a plan
Regardless of how good your intentions may be or how determined you are to drive traffic on your webpage, going in blindly without a plan may only lead to frustration and delayed success. Unless you're working with someone who has valuable insight on how businesses should maintain social media sites, you should take a step back and create a plan of what your new approach will include.
If you're unsure of what social media best practices apply to business pages, consider these five tips.
- Know what social media is for: Many businesses view social media as another opportunity to market their goods to the general public. However, overzealous updates only serves as constant spam – and if you treat it as additional advertisement space, you might lose followers quickly. If this has been your previous concept, change it.
- Use the 80/20 rule: Social media is a platform on which users invite online visitors to hold discussions. As a retail food venue, your topics may appear limited at first, but there are actually many possibilities. What is everybody's take on the gluten-free trend? What's the easiest iced drink to make on hot summer days? Eighty percent should focus on starting discussions and only 20 percent should be pushing your products.
- Keep it relevant: A business page is a business page, so posts that are irrelevant to your venue's operations should never be posted. It comes off as unprofessional and readers aren't looking to your website for the latest celebrity gossip or other unrelated news. Ensure that all posts can be tied back to your company and its goals.
- Don't post too often: Chances are you've followed a business that posts far too often and takes up too much of your screen. You might have unsubscribed from their updates to save yourself the trouble. You can bet that readers will do the same for your business page if you cross the line from helpful to spam. It's a fine line and requires practice, but if you see your follower numbers decreasing and you've been posting more often, it could be in response to the frequency of your updates.
- Stick to the company voice: Do you want to keep your page businesslike and professional or fun and casual? Before you swing one way or the other, look at your signage. Whatever language you use there should be featured on your website. This creates a sense of cohesiveness and bolsters your company's reputation.
Perfecting the art of maintaining a business social media account is one that takes time and practice, but with the right ideas and an understanding of your target audience, it can help promote your company without being too pushy.
Hubert offers more than 7,000 new products each year from around the world. Visit our website to discover amazing offerings for all of your food service and display needs.