CHOOSE YOUR CHANNELS

TREND #1

MAKING THE CONNECTION: Choose two to three social platforms, set up a business page, and get posting. Also, try to walk the walk and use social media yourself—the Forbes study says that 77% of buyers are more likely to buy from a company if the CEO uses social media.

“Each platform offers a little bit of a different twist. If you target a professional clientele, then focus on LinkedIn,” she says. “If you’re a new practitioner or you have cutting-edge styles, then you’ll definitely want to be on Pinterest or Instagram, where you can provide a behind-the-scenes type of look. If you target an older generation, then Facebook may be your channel,” says Urlaub.

Need more inspiration? “Check out what your competitors are doing on social media and see if they’re blogging, too,” says Urlaub. “But, of course, your choices will also depend on the amount of time and resources you have.”

START BLOGGING

TREND #2

MAKING THE CONNECTION: If time and money permit, Urlaub suggests that blogging is another social medium that’s a great way to connect with consumers. Have your webmaster set up a simple blog platform on your business website and start by posting SEO-friendly, 300-word articles on different topics relevant to your business two to three times a week.

“It’s a really great means of self expression for your business,” she says. “And, it’s helpful to get a few of your employees engaged with writing for the blog so it’s not just one person’s voice.”

In addition, Urlaub points to the fact that you can take your own blog posts and share them on all the social media platforms that your business is on.

TWO-WAY CALLS TO ACTION

TREND #3

MAKING THE CONNECTION: If your business is on Pinterest, you can leverage those most-pinned posts right into in-store sales, according to Urlaub. “Ask customers to stop by the store and try the products on today—include a nice call to action,” she says.

Urlaub says that a small business can also use Pinterest to drive its store decor. “In 2013, Nordstrom started using Pinterest to identify popular products,” she says. “They took the most-pinned [saved and shared] products and started promoting them in the store. Focus on fashion for the season like spring or fall, and bring the most-pinned products into a highlighted display,” she says.

PRESENT STAFF INSIGHTS

TREND #4

MAKING THE CONNECTION: Urlaub also suggests letting some of your employees organize product roundups for social media. “This really gives that behind-the-scenes flavor and shows what’s cool and trendy,” she says. “It also connects the employee with the consumers who can get to know them—it’s building that trust factor. You can even post images of the staff wearing their favorite frames and include a quote from them about why they like that style or what makes it unique.”