Okay, imagine this. You have a product you’re psyched to talk about – whether it’s new or a best seller or a sleeper in your assortment. You have so much to say, and definitely want to make some sales, but you worry about repeating yourself so you end up writing a novella of an Instagram […]
Okay, imagine this.
You have a product you’re psyched to talk about – whether it’s new or a best seller or a sleeper in your assortment.
You have so much to say, and definitely want to make some sales, but you worry about repeating yourself so you end up writing a novella of an Instagram post and leaving it at that.
For whatever reason, Instagram shows your post to almost no one and you don’t see any movement of the thing you’re so jazzed on.
You feel defeated and you’re nervous to mention the product again, even though have inventory to move and want your people to know how amazing this thing is!
What’s a retailer to do?
Rather than putting all your eggs in one post, er basket, we encourage marketing through a variety of touch points.
You are creative. Your products are intentional. Context is important to your community! Why not use the platforms at your disposal to flex a little?
For indie retailers, there tend to be 2 big worries when it comes to making content:
We get it. With many small businesses relying heavily on Instagram for marketing, the algorithm has made its way into every indie retailer’s burn book.
On top of that, you’re in your business every day. It’s hard to imagine that anyone doesn’t know about that amazing product, or cool event, or community initiative that you’ve been thinking about non-stop for months now.
Allow us to ease your fears using one simple rule.
In marketing, there is an old school concept, The Rule of 7, that says potential customers need to be shown a marketing message 7 times before purchasing 🤯
The Rule of 7 hasn’t stayed relevant because marketers loooooove making more work for themselves, it’s relevant because of its underlying truth.
Between algorithms, platforms, attention spans and noise, it’s hard to capture anyone’s attention, let alone convert them to a customer in a single attempt. Sharing a message- even if you do it beautifully – doesn’t guarantee that it will be seen, understood or inspire action on the first try.
That’s why we encourage you to get comfortable (and creative!) talking about product more than once – telling stories and highlighting them in new ways. It will help you drive sales without relying too heavily on any single individual platform or post, definitely won’t bore your audience and will bring in make sales.
“But HOWWW?” — Allow us to illustrate.
Inspired by The Rule Of 7, we’re going to walk through 7 ways to promote a single product to help inspire your own robust strategy – and give examples using a lemon (because we are making lemonade out of marketing lemons, folx!)
As a reminder, you are thoughtful about what you buy and make! You have a lot more to say than “hey! buy this!” Consider this an exercise in reminding yourself of all the heart that goes into your shop and all the creativity you have at your disposal to promote your business.
Whether your shop is primarily IRL or online, your website matters! Whenever you want to feature a product (or collection for that matter), make sure the items are easy to find on your site and have robust, on-brand product descriptions, clear photos and all the necessary information a customer would need to “add to cart”.
This may come as a surprise, but we love a blog! Blogs create opportunities to tell longer form stories about your products and improve your site’s SEO in the process. The more relevant content your site has, the more “findable” it becomes. Not to mention blogs are a great way to put products in context and offer additional value, which helps convert visitors into shoppers!
Email marketing is an incredibly effective way to build relationships with your audience. When promoting a product to your email list, err on the side of a personal story – why this product right now? how do you use it? why do you love it? Offering an “inside look” feels more like a friendly recommendation than a sales pitch.
Ahhhh yes, the feed. Despite the ever-changing opinions about performing for the algorithm, many retailers still enjoy posting to the feed for aesthetic reasons – to share your beautiful products, space, community in a visual way. We say stick with that! Bonus points for tagging the product with IG Shopping. 🤑
Video is definitely here to stay! If you haven’t experimented with Reels or TikTok yet, consider this your invitation. These short video formats are a great way to show personality and create basically a mini-commercial. They also have great reach – people don’t have to be following you to see your content, which is an awesome way to grow organically.
So far, many of these touch points have been pretty one-sided – you talking to your audience. So why not create an opportunity for them to talk back? Using features in Instagram Stories like polls and questions, you can receive feedback, gather opinions and engage with your audience with relatively low effort. Plus, we love to turn those responses into personal DM convos.
Lastly, offer a different point of view! Highlighting reviews, quotes from the maker or photos taken by your customers can help boost trust in your product. Not only does social proof tend to boost conversion, but we’ve seen that the more you feature your community, the more content they’re likely to create.
While you may not create 7 touch points for every item you carry, hopefully this was an example of how many possibilities there are when it comes to promoting your products across channels.
Let us know in the comments which method you’re most excited to experiment with in your upcoming marketing!
Let's prepare for the busiest time of year together! Inside you’ll find a handful of activities centered around our 4 prep steps for a feel good holiday.
Each step has a corresponding podcast episode, plus resources tools and ideas to help you put your plans into action.