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BusinessMarketing

Share Regularly to Stay Relevant, Increase Business

Connect with customers most days so they’re reminded regularly about your sales, promotions, new products and business happenings.
Photo Credit: Hideaway Archery

Share

Author: Cassie Gasaway

I have this friend, well, acquaintance, that I talk to twice a year when we call each other to say happy birthday. Outside of that, we have no communication, yet I know what she eats for dinner most nights, what her growing kids look like from week to week, when she goes camping or on vacation, and how she feels about X, Y and Z. How is that familiarity with her life even possible without a physical conversation? She posts to social media most days.

You might think posting that often is overkill, and I’d agree since we’re talking about an individual. However, if she were a business, her approach to sharing information is genius.

By posting content regularly, she lets her friends and followers know what’s happening in her life. She stays top of mind simply because she’s intentional about being visible. Businesses should take the same approach to remain relevant and connect with customers. Multiple touchpoints and reminders make customers think about your business and keep them informed about your offerings, increasing sales.

Let’s review where, when and what to share to make the most of your time and to ensure customers see your brand and offerings.

 

https://youtu.be/IYmgAHUcGWA

 

Where to Share

You don’t have to (nor should you) bombard customers with content on all your platforms daily. That is overkill, not to mention exhausting from a content creation standpoint. Instead, connect with customers a few times each week through different mediums.

Most archery businesses can switch between posting to Facebook, Instagram and Twitter, sending an email, text message or physical mailer, and running a digital ad on social media or with your local TV station. Other popular options include posting to TikTok or YouTube, going audio with a podcast or radio ad, and sharing news on your website.

Diversifying your communication efforts across multiple channels helps you reach customers on their preferred platforms.

 

When to Share

The best time to share content varies by platform and audience. Here’s what the research identifies as “prime time” for each of the following platforms:

  • Facebook: Sprout Social determined the optimal post time for Facebook is Monday through Thursday from 8 a.m. to early afternoon, around 1 p.m. in your time zone.
  • Instagram: Hootsuite found the best time to post to Instagram is Wednesday at 11 a.m. Other preferable times are midday and midweek, so Monday, Tuesday and Thursday between 9 a.m. and noon.
  • Twitter: SocialPilot concluded that morning posts on Wednesdays, Thursdays and Fridays receive better engagement than on other days.
  • Email: CoSchedule found that emails sent on Thursdays, followed by Tuesdays, receive the highest open rates. It also said 10 a.m. and 3:30 p.m. are the best times to send emails.
  • Text: Omnisend discovered the best time to send SMS or Short Message Service texts is Thursday to Saturday during lunch and early afternoon, about 12 p.m. to 1 p.m.

To maximize your communications, evaluate when your customers like to receive information. Use the recommendations above as a starting point, but experiment with other post times and check the reach and reaction statistics to determine your brand’s prime time.

Share info about upcoming classes and other events. Photo Credit: X10 Archery

What to Share

Here, the possibilities are endless, but if you’re sharing content week after week, year after year, thinking of new, exciting things to share becomes challenging. Use a mix of videos, blogs, articles, fun facts, tips, polls, images and tasteful memes across your platforms. Archery retailers can share about new products, current sales and upcoming events; ask customers to share hunting stories, favorite products and harvest photos. You can create your own content or repost things you find from the ATA, your business partners and other outdoor industry brands.

Here are some other ideas to kick-start your content.

  • Compare two products and discuss their features, similarities and differences.
  • Overview a service you offer.
  • Share a customer review about a product or service.
  • Talk about shooting form best practices.
  • Remind customers of your store hours and invite them to visit.
  • Conduct a “shoot vs. don’t shoot” photo series featuring bucks of different sizes and at different shot angles.
  • Tease what’s happening at upcoming classes and events to intrigue customers.
  • Summarize what students learned in a class or did at an event.
  • Outline a shooting drill customers can do at home to practice and improve.
  • Write about your experience at a tournament, industry event or trade show.
  • Spotlight a customer, their equipment setup and their archery journey.
  • Conduct a Q&A session for customers.

Make sharing information a priority so your business routinely appears in front of customers. Eventually, something will catch their eye or spark their memory and they’ll head your way to shop, learn or practice. Need help creating a content plan? Contact ATA’s Nicole Nash at nicolenash@archerytrade.org.

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