The New Shop Front

Kristen Cowell

Lead Designer, Identity Marketing

Is social media the new shopfront? When a business can’t physically operate from their bricks and mortar presence, you can bet your hat that social media is the new storefront. If you’re finding yourself in this debacle or you like to prepare for the future, then continue reading to learn the key things for a great ‘storefront’.

It’s well known that people go to physical locations for in-person, transactional exchanges. Social media advertisers know that people go to social media for an intangible yet valuable experience – so start thinking of your social media as an opportunity to mirror in-person exchanges.

When it comes to creating your online shop front there are three things to consider for an ideal impression, whether that be a first impression of a new market or that of a repeat customer:

• Information & Education
• Connection
• lastly, Visuals

These work together to emulate the in-person experience, create loyalty and build brand recognition.

Information & Education

Social media users are more likely to regularly engage with a business presence when it provides value, and a key way to do this is delivering information and education. I like to think of social media as an opportunity to deliver information that your audience is curious about but isn’t likely to go out of their way to learn – i.e. in the real estate industry, posting about the local property market.

When putting this into action for your ‘storefront’, it’s important to remember to keep your content fresh and relevant to your audience, as when done correctly, it’s the ideal way to start a conversation and educate your audience on your products and services.

Connection

Consumers are more likely to be receptive of brands and businesses on social media in comparison to other advertising mediums. This is because social media platforms are conversational in nature and they allow you to showcase a more personable side of your brand/business.

Posting content regularly contributes to your brand’s personality and allows you to demonstrate your brand’s voice, so too does two-way interaction. You’ve probably seen it before; companies discussing an issue or concern, or Q&As on stories. These are great examples of ways to get to know your audience better in a more personal and communicative way.

Think of it as starting a conversation when someone walks into your shop, that very action can build relationships with leads and eventuate into greater satisfaction and loyalty over time.

Visuals

Physical brick and mortar locations benefit your business by delivering improved visibility and local brand recognition – unfortunately, your social media can’t do this in the same way. What your digital shopfront can do is provide a consistent and cohesive profile that presents a visually appealing impression.

This is important as it’s very similar to someone walking through your agency’s front door, however, instead of someone physically stumbling in, your social media can reach out to them through paid advertising – minimising a key barrier that a physical location can’t.

In summary – whether you’re working from home, are a cloud-based agency or business is as usual, take time to ensure that your social media is working for you as a digital storefront.