5 Ways to Slay Your Back-to-School Social Media Strategy

Jul 27, 2016 — Lana Chunn
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While your customers have been soaking up the summer rays, backyard BBQ’s, and ice cream dates you’ve been knee-deep in back-to-school marketing plans.

Sound familiar?

Back-to-school is one of the biggest retail events of the year and according to NRF’s annual survey this year’s spending for K-12 and college is expected to reach $75.8 billion, up from last year’s $68 billion.

That being said, there is some stiff competition for those sales, as retailers everywhere are scrambling to draw consumers into their stores and not yours. I’m going to let you in on a back-to-school sales campaign secret. Here’s a hint: the retailers leading the pack are on top of their game on one vital method of marketing. Two words – Social.Media.

Parents are making their list, checking it twice and 'browsin social media for deals thrice. 

In a Chain Store Age survey, a reported 37% of shoppers said blogs and social media influence their back-to-school shopping decisions the most. The results land social media as the top factor in back-to-school purchasing behavior ahead of traditional media and online reviews. 

So how can you step up your back-to-school social media marketing strategy to drive more traffic into your stores?

Social media school is in session:

1. Know where your customers are

That awesome campaign you spent hours on will not succeed if your customers can’t find it. Follow the data and demographics. Find out which networks your audience are using and launch your campaigns there.

2. Brand consistency

The omnichannel experience applies to everything! Especially social media! Your customers might not know it but they dig a consistent experience across all channels. Create a hashtag for your campaign and don’t deviate!

3. Shareable content

You’ve set up a killer BOGO promotion that you know parents of multiple children are going to love. Parents have friends too and I don’t know if you know this but parents also love sharing things on Facebook. Make it easy for them.

4. Storytelling through video

The stats are out there and unless you’ve been living under a rock you’ve probably seen them. Videos drive engagement because they tell our stories quickly with impact and emotion. There is power in capturing your customer’s stories. Think about the tender moments a parent and child share while shopping for their very first day of school.

5. User generated content

Let your customers do your job for you. They want to, I promise! A study in Bazaar Voice revealed that 64% of millennials and 53% of baby boomers want more options to share their opinions about brands. A youtube video of their first back-to-school memory of your brand? Gold.

Social media drives sales for retailers by showcasing their brand, personality, mission and extending their reach to a wider audience. So what are you waiting for, go make that teacher with an apple Snapchat filter!

Turning social media into sales will be one of the top three trends discussed at eTail East taking place Aug 15-18 in Boston, MA. Questions for us? We'll be there all four days so go ahead and click below to book a meeting. 

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Topics: Marketing & Brand

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