While the combination of social media and 24/7 online shopping is driving business for online retailers, social media sharing is also a growing factor in driving traffic to brick-and-mortar stores. Whether it’s for getting out the vote or getting word of good retail deals, social media gets people out of their beds and on the road. At least that’s what experts have observed. A social media post on Facebook or Twitter can launch the hordes off to the voting booth, to the Black Friday bargain line or otherwise. In such a case, brick-and-mortar retailers benefit greatly from engaging with customers online.
By definition, Facebook, Twitter Pinterest and other social media are primed for sharing. Consequently, the key to gaining foot traffic for an offline store is the ability to persuade “influential” people to share product labels they love with friends. “Influential” in this case doesn’t necessarily mean famous people but merely those who are perceived to have good taste and who have a certain level of credibility with their online friends. As it turns out, while most people are sharing their thoughts, likes and dislikes online, most shopping is done offline in brick-and-mortar stores.
At the same time, marketing on Facebook, Twitter, Pinterest and other social media isn’t always easy. Sometimes a post about a product will double as an advertisement without actually being intended as an advertisement. On the other hand, there are cases where people are overwhelmed and oversaturated with social media ads, in which case they delete the ads as a nuisance. So ultimately it would seem that the way to market your boutique, restaurant or spa on social media is to win friends on Facebook and let them influence people.