Before you begin, use the search bar in Instagram to see which of your brands are active online. Who is putting out plenty of content, and getting engagement? Please don’t look at the total following, click each post and see how many comments are there, and look at the brands that respond to each comment. That is your ‘hit list’.
You will need to attract a tribe of advocates who are influential in your local area. One client had an advocate who was super available and willing to be involved, but wore a completely different style to what her shop offered. You can find these geo-targeted Influencers easily, but they MUST add value to your brand. Write another hit list!
Make it happen
You need to be adding a LOT of content to the social world to cut through the noise. Honestly, the more the better. If you are smart, you will choose to create a following around who YOU are, and embrace the sharing of your life. After all, your shop is a reflection of your DNA, and tastes, and the online world only magnifies that.
Set up the Pixel
EEEEK! I am getting all nerdy on you. Not at all. Your pixel is simply a bit of linking code that connects your Instagram and Facebook to your website. So when you start to get a bit of traffic going that way, it means you can send ads back to people who regularly visit your store. It also means you can send out ads to people with the same credentials as those who love your shop and buy from you again. Look, there’s a lot of potential here, and some of it is more advanced, so have a ‘start before you are ready’ mindset, and just set the darn thing up
Facebook & Instagram Ads
Yep, you need to spend on social ads. Into Facebook and Instagram. You need to control how far your posts are reaching, and who they are being served to. You need to learn to watch the data and understand your market. I don’t care if it’s $2 a day, it’s better to be advertising, and growing the number of people you reach, than hoping and wishing and sitting on your hands. My tips? Keep it local, and narrow down to an audience of around 3000 people to start with, so your dollar goes further, and you make a difference.