Staying relevant on social media can feel like a full time job – and for me it is! From constantly changing algorithms, to fleeting trends, it’s no wonder many independent retailers can feel overwhelmed.

That’s why I’m here to break down what actually works, what common mistakes to avoid and to help you focus your social media strategy to get real results.

WHY SOCIAL MEDIA

You might be asking – ‘Why should I bother to be on social media?’ The simple answer is you don’t really have a choice anymore (and, it’s free!).

In the UK, over 80% of people are active social media users – that’s a lot of people to ignore in your marketing strategy. Not only does it allow you to bring brand awareness to a whole new audience, but it also helps level the playing field between you and larger retailers or multiples.

It also allows you to keep in touch with your customers and engage with them directly, creating a community of loyal customers with direct access to you.

And, maybe most importantly, to drive sales! Showing your followers what’s new in, how to style your pieces or to share deals and offers is sure to drum-up interest and push customers to your physical or online store.

WHAT WORKS

Before you do anything else you MUST define your target audience. Who are you talking to? What do they look like? Who is your customer? Once you have your customer profile ask yourself - where are my audience hanging out? There is no point putting your all into an Instagram strategy if none of your customers use it as a social platform. It’s also important not to spread yourself too thin. It’s better to focus on one channel and do it really well, than to give less effort to multiple channels.

Once you’ve decided on your platform(s) focus on optimising your profile, this may be the first impression your potential customers get.

Profile checklist:

• Include a photo of your storefront either as your profile picture/header or on a pinned post, that way people know how to spot you on the busy high-street.

• If you’re a local business, include your business address in your bio so people can easily find you.

• If you have an online store or website, include this in your bio too (use Linktree if you have multiple links).

• If you have multiple channels, use a consistent username across them all

• Add a clear Call to Action (CTA) in your bio such as: Visit Us, Shop Now, Call Us Today.

• Keep your bio short and sweet and explain what it is you do including key words e.g. Women’s fashion boutique in Solihull offering trend-led styles for sizes XS-XXL.

Next, it’s time to start your content planning. What exactly is it that you want to say or show to your customers and followers? Maybe it’s your opening times or and introduction to yourself and your store. Or perhaps newness and seasonal products. It’s a great idea to write a content plan ahead of time so you know what your focus is for the upcoming weeks and months.

Easy content ideas:

• New-in products or brands

• Seasonal offers and promotions

• Product demos or tutorials

• Styling ideas (for Fashion & Homewares retailers)

• Top picks - what are your faves in store right now

• Behind the scenes - what you get up to when the store is shut

• Staff highlights – show off the faces people will see if your store

• Customer spotlights – share stories from happy customers

Top Tip: Batch creating content will save you time and energy. Block out a few hours to get your content for the upcoming week/month then all you have to do is schedule your posts and the rest is done for you.

Often overlooked, community management is a HUGE part of a successful social media strategy. Don’t just schedule your posts and then forget about your followers, you need to be checking in every day to respond to comments and DM’s and engage with your audience. People will soon lose interest if they never get a reply from you.

Don’t forget to review your analytics. As a creative person, this is the most tedious part of my job BUT the results never lie. If you want to know what’s working for you this is the place to do it, saving you time in the future to focus on the topics your followers really care about. There are lots of tools out there to track your analytics, but each platform will give you the basic data you need – and it’s free.

It’s important to remember that all of these things take time. Be patient with your growth and block out space in your diary each day to check in with your followers or create your content.

Top Tip: Be consistent – even if you can only dedicate your time to one post per week, stick with it.

MISTAKES TO AVOID

• Posting without a strategy – always define your who, what and why before jumping into the world of social media.

• Overly salesy content – stick to the 80:20 rule. 20% promoting your brand and products, 80% fun, educational or inspiration on topics relevant to your brand.

• Being on every platform – it just isn’t necessary. Focus on where your audience is hanging out.

• Ignoring analytics – data doesn’t lie, use your analytics to track your progress and define your strengths and weaknesses.

• Not optimising your profile – missing links, addresses and information can cost you potential customers.

• Trying to go viral – constantly chasing trends is overrated. Not every trend will suit your business, focus on adding value and sharing knowledge.

SOCIAL MEDIA TOOLKIT

Everything you need to create and schedule content to make social media easier.

• Scheduling software – we use Hootsuite but there are lots of options out there, find one that suits your business needs

• Design tools – Canva is great for all kinds of content, CapCut and VN are brilliant for editing videos on your mobile phone.

• Camera – you don’t need anything flash, a decent mobile phone camera will do the job.

• Linktree – allows you to add more than one link into your social media bio.

Finding success on social media takes work, be patient and don’t get disheartened when things don’t go to plan.

For independent retailers, it means being consistent, engaging, and authentic. Check in on your current approach, try one new tactic this week, and keep refining based on what your audience responds to.

Your customers ARE out there scrolling. Make sure they find you, follow you, and keep on coming back.