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
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.
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:
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
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.
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.
WE ARE HERE TO HELP THE INDUSTRY, TO HELP INDIVIDUAL BUSINESSES GET THE MOST OUT OF THE INDUSTRY, AND TO HELP YOU.
