Spring 2020 Strategies

other promotions to boost sales. • Post regular pricing updates. Compare your prices to Amazon or your big-box competitors. Your followers may be surprised to learn that they aren’t saving money—or time—waiting on two-day shipping when you have what they need in stock today. • Share your new profiles. You won’t gain followers overnight. Encourage customers to like and follow your profiles by promoting them with bag stuffers. Offer 10 percent off a purchase if customers show they follow your accounts. • Set aside time to engage. In addition to posting a few times a week, it’s equally important to communicate with your followers. Address negative feedback as well as positive, so your followers know you care about their concerns and want to help solve them.

researchers and online shoppers into buyers. Converting a sale doesn’t need to mean making a purchase online, either. In the same survey, nearly two-thirds of consumers reported buying home improvement products online less than once a month or never. Overall, survey respondents reported that they would make a purchase in-store 73 percent of the time, even if they had previously done online research. Where Do I Start? Building a following on social media requires more than posting a photo of your circular every two weeks. When it comes to online engagement best practices, it’s important to give current and potential customers the information they’re already searching for. The Farnsworth Group survey showed that consumers research prices, read product reviews and check for sales

and coupons online. While you may not be able to get all of your prices online or collect thousands of online reviews, you can compile those details on your best-selling products to create posts on social media. Shoppers searching for “plumbing supplies” or “mousetraps near me” who don’t know you are in the next town over may opt to buy something online if your store doesn’t come up in their search results. If you aren’t ready to create a website, you can start your online presence by developing a smart social media strategy. Here are some starting points for creating posts and

processes to put in place to make managing social media simpler.

• Record testimonials on your phone. Ask your loyal pro customers to talk on camera for a minute or two about the products they love. Post the videos in conjunction with sales or

What Are Consumers Researching? The Farnsworth Group asked consumers what information they look for when they research or shop online for home improvement products. These are the top four responses.

CONDUCTING PRICE RESEARCH

LOOKING FOR PRODUCT REVIEWS

LOOKING FOR PROMOTIONAL OFFERS

VIEWING PRODUCTS SOLD IN-STORE

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