Reaching new customers

Today’s consumers are savvier than ever. They consume news, information and facts differently from prior generations. And here’s a newsflash for all pet retailers: consumers make purchasing decisions based on this new way of collecting information regarding the products and services they want! The new changes in how consumers “consume” information about their favourite brands and stores will continue to evolve for a long time to come. The best retailers understand that they must change their marketing methods in order to “meet” consumers where they are. And that involves retailer participation in social media sites such as Facebook, Twitter and YouTube. No longer does a retailer have to wait until a consumer enters the store to begin to have a relationship. The best retailers understand that they can engage customers (both existing and potential new customers) via their social media sites on a daily basis. So, you ask, how can social media help your pet business and what do you need to know to get started with this powerful marketing tool? Let me give you five ways for both: 1  Social media is great for businesses of all sizes. By using social media, small and medium-sized businesses can create marketing campaigns that can reach large numbers of potential customers but at a fraction of the cost. (Almost free!) One note of caution: social media is not a silver bullet. It must be integrated into an overall marketing campaign and deliver a message that supports the brand and is focused on achieving a business goal. 2  Listen and you shall hear. Using social media is a great way to listen to and communicate what your prospects and customers are saying about your business. Listening to the online chatter for your brand is critical at all times. Not only can you hear good news and nice things being said in real time to share with other prospects or customers, but you can also deal with potentially unsatisfied customers in as timely a manner that can go a long way towards putting out a fire before it becomes an inferno. 3  Social media can dramatically influence buying decisions. In the past, customers looked for product feedback from trusted friends and influencers. Today, consumers take to the Internet seeking online opinions – many times from people they have actually never come face to face with. But don’t be fooled, the recommendations of “strangers” can have as dramatic an effect on purchasing decisions as a referral from their own brother or neighbour. 4…