For clothing boutiques, restaurants, coffee shops, florists,
salons, bakeries and every other kind of business that thrives on foot
traffic, one of the most invaluable benefits of social media is the
immediate access it offers to customers.
With a little creativity
and flexibility, you can use Facebook and Twitter to bring more
customers through your doors every day. Elicit a direct response without
taking the hit for printing and postage to send a mass mailing, and
broadcast frequent, time-sensitive updates without spamming your
customers' e-mail inboxes.
Just remember, in a real-time world, timing is everything.
What's for lunch?
It's 11:00 a.m., and your customers are feeling the mid-morning
lull. As breakfast fades into a distant memory, hunger begins to creep
in.
It's the perfect time to post an update with your daily
specials. After an hour of dreaming about your rich, creamy pumpkin
soup, it will be hard to think of another option.
I saw it on Twitter
Offer limited-time exclusive sales and discounts for fans and
followers who mention your tweet or repeat a special promotional code at
the check-out counter.
The new fish bowl
Everyone knows the fish bowl on the bar where you drop your business card for a chance to win a free lunch.
Create
your own virtual fish bowl by picking up the tab for a randomly
selected follower who retweets your daily specials or likes your latest
update on Facebook.
What's hot now?
Driving by a Krispy Kreme store, it's all but impossible to resist the sirens' song of the "Hot Now" sign.
The
same concept applies in the virtual world. Got a batch of warm peach
pies fresh out of the oven, ready and waiting for a scoop of vanilla ice
cream? Post a tantalizing tweet and reap the benefits of the power of
suggestion.
Be their social director
When mid-afternoon Friday rolls around, water cooler talk turns to
weekend plans. Capture the after-work crowd by posting your happy hour
special or open mic night.
Never find yourself under the weather
Don't let the rain dampen your sales. When skies are grey and
temperatures are falling, your customers might not be inclined to
venture out into the elements. But what chilly cube-dweller could resist
the allure of a perfectly brewed espresso?
No such thing as a slow night
Is business unusually slow on Saturday evening? Turn your night around by tweeting "Hungry? No wait tonight @CornerCafe."
Got a few gaps in your appointment book? Fill those empty slots by offering a one-day 2-for-1 special.
What's new and what's now?
Post a photo and tell us why your hot new arrival is this season's must-have.
Even
customers who stopped in just last week will be tempted to come back
and make sure they're the first to be seen sporting the latest trend.
Answer a question before it's asked
Your customers may not be thinking about their holiday plans just
yet, but you are definitely thinking about your holiday bookings.
Create
a sense of urgency by sending out a tweet like "Jingle bells will soon
be ringing! Book your party now while reservations are still available!"
to spur them to action today.
While you're in the neighborhood
Is there a special event happening that will bring your customers to
your area? Jump on the bandwagon by offering a promotional tie-in or
themed refreshments that will entice them to stop by.
The race is on
Want a quick traffic boost? Offer a special freebie to the first few fans through the door who repeat a secret phrase.
Where everybody knows your name
Everyone likes to feel they're part of the club. If you regularly
post updates with photos of guests or shout-outs to loyal customers,
others will be drawn in by the desire to get in on the action.
Don't forget your manners
As nice as it is to hear the cash register ring, don't use your social media megaphone exclusively for self-promotion.
To
earn the lasting loyalty of your fans and followers, be sure to provide
helpful, useful news, information and links, too, and keep them coming
back for more.