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Think about the benefits of social media
If a potential customer drives past your store, you have fewer than 30 seconds to attract their attention. By contrast, on average, people in the UK spend 23 minutes per day on Facebook. There’s plenty of scope for you to get your store in front of people in your local area.
- In July 2024, the United Kingdom had more than 55.9 million Facebook users, an increase of 21.9% in the last four years
- 15% of Facebook users use it to look and shop for products
Source: https://www.statista.com
Easy steps from a social media expert
We interviewed Alison Pike , a specialist in social media for small businesses, who shared some easy first steps with us. Most business owners are busy and fear that they haven’t time to spend hours creating content, especially if they haven’t got many followers and it seems that no one is likely to see their posts. Alison says there are some easy ways to extend your reach – and the first steps will only take 15 minutes.
Most business owners are busy and fear that they haven’t time to spend hours creating content, especially if they haven’t got many followers and it seems that no one is likely to see their posts. Alison says there are some easy ways to extend your reach – and the first steps will only take 15 minutes.
Step 1: Join local Facebook groups
Local groups on Facebook represent your community – simply do a search for your town or village and select “groups”. Look for active groups with recent posts and ask to join. Some groups have rules around who can join – so you might be able to join as an individual but not as your page – but others will allow both. You should aim to be helpful and not try to sell directly – direct selling Is usually seen as too pushy and may be against the rules of the Facebook group. Your goal is to save people time or help them solve their problems. People who see your helpful content will remember it. You can respond to posts that ask for assistance and if appropriate, you can let them know if you have an item in stock that would help them. Remember to be positive – about your store – but also about your town and local area – grumbling about the lack of parking or shoplifters or the council won’t encourage people to come to your store.
I’m Alison Pike, a self-confessed social media geek. Fifteen years ago, I fell into the world of social media, and I haven’t looked back. When I started my own e-commerce business, I quickly saw social media’s potential to reach and engage customers, even as a small player in a crowded market. I was an early adopter of video product guides, amassing thousands of views and substantial sales before it became common practice. Since then, I’ve run my own social media agency, working with clients across industries—from indie retailers and food brands to events and creators. I’ve helped businesses from every corner find their voice on social media, whether it’s supporting a one-time event or driving long-term growth.
07803 907951
Step 2: Post some original content on your page
Think about your customers – and try to to solve their problems… what question were you asked most this week?
You can use the content provided for you by your wholesaler – but a simple share won’t perform as well for you as original content – so Alison’s advice is to download the images provided and write a new post (crediting the wholesaler) writing an original comment on the promotion or recipe that you’re posting. Original posts will perform twice as well as posts you simply share directly – so it’s worth an extra few seconds to download first and write an original comment. People are more likely to engage with colourful, and posts with video or moving images: Compared to video posts, posts with links receive 73% less engagement.
Your goal is to write engaging content – people respond well to emotional posts… if you had a cute puppy visit your store, snap a photo and share it. If your Saturday worker wears a different Christmas jumper each week in December, make a regular post about it. You can even invite a little friendly debate… is it reasonable to dunk your biscuit in your tea? Are you a monster if you break your KitKat across more than one finger at a time? (Yes, the answer is yes, you are a monster!!)
You can make the most of any freebies given to you by brands or wholesalers to encourage visitors using social media – perhaps offer the free football you were given to the first customer into the shop.
Step 3: Follow some other local businesses
Since your target is to reach local people, find some businesses near you to follow. You can then comment on their posts with relevant, positive and helpful responses… if there’s a Christmas Lights Event happening near you and the Town Team or Council Events Page posts about it, you might remind people that you’ll be open late – or that you stock hot coffee and gloves for children.
This is an excellent way to use the reach of the page you’re following to extend your own reach – their local followers will see your friendly advice!
Alison’s three steps are quick and realistic for first time Facebook users and established pages alike. She advises that you start with posts that you’re comfortable with and build your confidence over time, confidence builds creativity.
Alison regularly shares social media advice on her Linked In profile and for more advice or coaching, you can telephone her 07803 907951 or visit her website: https://alisonpike.co.uk
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