Online Marketing Content Plan To Start Promoting Your Retail Store

Many retailers find it difficult to tell their story online. That is not surprising, because it is a new way of marketing and sales. With this blueprint we explain how every SMB store can start effectively with online marketing. This content plan is a practical guide to draw attention to your local store.

There are two basic things that matter:
• Making photos, videos, text and audio (content).
• Distributing this content on relevant platforms.

However, this requires a change of mind. Many people take the internet for granted or see it as a threat! But the internet is probably the greatest invention after electricity. It is virtually free and everyone can be reached with it. That’s why online marketing is such a huge opportunity for the local retailer. You can send your own message out into the world without an expensive media company and distribution channel (magazine, TV or radio). So investing your time alone is definitely worth it!

Nevertheless, in the beginning mainly young people made full use of it. While this is precisely an opportunity for people with knowledge of business and life experience. After all, there is an increasing need for this. Due to an abundance of available content, consumers are increasingly looking for the opinion of experts online.

Often lack of knowledge or time is the problem in not taking the first step. So hence this guide. It is also important that you further automate the processes in your store to save time. In this way you can focus more on the digital world.

Do you have a few hours to spare in the week? We are happy to share the secret of good content, so that you can get started right away. In fact, it can be compared to a necklace and a brilliant diamond as a showpiece. Read it now in the following chapters:

1. Choose subject
2. Content creation
3. Content distribution
4. Best strategy for local stores



The first step for online marketing is to create material. What are good topics for retailers to create content about? It’s a pity if you spent many hours on it and no one thinks it’s worth it. That’s why it’s good to document rather than create.

Documenting means nothing more than recording what you are already doing. That is the main lesson from Gary’s deck. For example, are there new products coming in? Then make a video with colleagues about this shipment. Tell something about it and let everyone choose their favorite. It doesn’t have to be perfect, because everyone understands that you are a retailer and not a cameraman or presenter. It is precisely these spontaneous glimpses that give people on the other side of the screen the impression that they are getting to know you.

On the other hand, coming up with fun promotions, perfect images and writing content takes more time. Therefore, create content about topics that you really know something about or find interesting. This makes making it much easier and more fun.

Furthermore, it’s good to keep in mind that sharing general information can last a long time as it is not changing very often. In that case you can easily use it again after a year. On the other hand, you don’t have to be guided by this, because sometimes up-to-date content can work very well. Relevance is therefore the important keyword. So ask yourself, is this information interesting for my target group? Is it entertainment, informative or does the follower get something?

The trick is to just show what you’re doing! Interesting topics to create content about:

Assortment

The shop

Information about the city you are in

Four types of content are important: video, photo, text and audio. We would like to briefly explain each form.

Video and photo are exceptionally the most important forms of content for online marketing. For example on Tiktok and Instagram. Certainly in an industry where the product (for example, accessory) is primarily a visual product. Fortunately, nowadays everyone has a smartphone and a good camera does not cost 600 dollar anymore. However, many people do not find it such an attractive idea to be on video with a product in their hands. In that case, isn’t there someone around who likes to present?

You can also opt for an interview, where the camera is less confrontational. After all, people like to watch people. Nevertheless, you can always decide to film only the subject. Especially in the beginning, this is a great step to create more video content. Check out these 10 ideas for video in-store.

Video Capabilities:

Another form of content is the photo. Visual material from suppliers is an ideal option. If you prefer to promote your own store, there are also countless options with photos. Moreover, the vertical photo of the smartphone is very useful for Instagram Stories and Snapchat.

Capabilities of photo:

The pen is mightier than the sword. It is precisely with text that you can deepen your content. Not only do Google search results work on the basis of text, but you can also inform visitors more extensively and retain them longer.

Possibilities:

Audio is becoming increasingly important. In a few years, it will be indispensable in our society. Just think of Amazon Alexa and Google Home, where you can arrange things by just talking. But why will this be such a huge success? It saves time. Audio is much faster than typing to find out or buy something. Moreover, you can easily listen to something next to your activities.

Possibilities:

In addition to your own content, it is also important to use the creativity of others. For example, approach local influencers via Instagram and invite them to come into the store.

You can also collaborate with local photographers or even a videographer. There are plenty of people who like to create content in exchange for a nice accessory or more brand awareness. Just message them what they’d like to do in exchange for a product and listing on your channels.

This gives you more visual material at your disposal. Plus, it’s very powerful when other people rave about you and even recommend your company.

Tip: also try to create content yourself, so that you know what is important.

Distributing the material is just as important as creating it. Retailers who do online marketing should focus on local reach. You want to get people to the store instead of to your webshop. That is where your distinctive character lies and here you can offer much more than just a good price.

Creating and posting photos, videos, text and audio takes a lot of time. Fortunately, there are some helpful tips that will help you use your time effectively.

Imagine a beautiful necklace with a beautiful diamond. Any designer will say that the main focus should be on the diamond. That’s also how a smart content creator works. Create 1 comprehensive, interesting story and use it as the centre of your message. Think, for example, of an interview, product explanation or a promotion. Preferably a video or blog that people can enjoy for at least 10 minutes. We call this the showpiece.

But how are you going to make something that people will want to look at for a long time? It’s hard to predict, especially in the beginning. This is also about relevance. So ask yourself, is this information interesting for my target group? Is it entertainment, informative or does the follower get something? For example a weekly video show about products in your niche.

Then cut this video or blog into multiple pieces and turn them into different posts. In this way you immediately use the created content several times. With a little creativity you can make 30 different posts from one long, interesting topic.

Make sure these are effective, short messages that grab attention. These are mainly intended to seek additional connection with potential followers. Always post a link to the showpiece in every post. In this way you form a chain of messages that stand out to the customer.

For example: a blog with a 10-minute video

Video:

Make a 10-minute video (weekly show) about your industry.

Then also cut the video into at least 3 small videos of no more than 60 seconds.

Make 2 videos with your smartphone in which you say in 10 seconds that the blog is live.

Photo:

Take some nice pictures of the atmosphere and the products during the recording.

Take pictures with a nice quote.

Text:

Write down what you say in the video and pour it into a blog.

Write 3 more (short) related articles on a piece of this topic.

Audio:

Just separate the audio from the video and include an introduction if necessary.

If a necklace and diamond is not visible, no one will see it. It’s the same with content, of course. It must be posted to shine. How and where will you share the created content?

4 posts – Post the showpiece on Facebook and on your website (video also on YouTube and IGTV)

2 posts – Post the audio directly to podcast channels such as Soundcloud and Spotify.

2 posts – Post 1st small video a few hours later on Facebook and Instagram Feed.

2 posts – Post 1st 10 sec smartphone video on Instagram Stories and Snapchat and Tiktok.

2 posts – Post 1st photo 6 hours later on the Facebook and Instagram Feed.

1 post – Post a link to the article on LinkedIn (watches and business).

1 post – Post a link to the news article on Twitter.

5 posts – Post the photos (& quotes) taken on Pinterest with a link to the article.

2 posts – Post 2 the video next morning on Facebook and Instagram Feed.

2 posts – Post 2 the 10 sec smartphone video on Instagram Stories and Snapchat.

2 posts – Post 2 the photo 6 hours later on the Facebook and Instagram Feed.

1 post – Post an image and a relevant message on LinkedIn (watches and business).

1 post – Find a trending # on Twitter that matches the content you’ve created.

2 posts – Post 3rd video the next day on Facebook and Instagram Feed.

2 posts – Post 3rd photo 6 hours later on the Facebook and Instagram Feed.

2 posts – Post 1st photo on Instagram Stories and Snapchat.

1 post – Find a trending # on Twitter that matches the content you’ve created.

2 posts – post 4th photo on Facebook and Instagram Feed.

2 posts – post a picture with quote on Facebook and Instagram Feed.

1 post – Post an image and a relevant message on LinkedIn (watches and business).

1 post – Find a trending # on Twitter that matches the content you’ve created.

3 posts – Find blogs or news websites, where you can post the (short) related articles. Also don’t forget to post a link to the showpiece here. At the end of the week, send a newsletter to all your customers with a link to the showpiece.

Do you think this content plan is too much? Don’t worry, the average person checks their smartphone 200 times a day. Also try to keep it as local as possible by tagging your location on Instagram and looking up # that are relevant to your city.

After posting, take the time to respond to any comments (which may not be much at first). Therefore, always encourage interaction with your followers: which part do you like best? Analyse all comments, the number of views and likes. This way you learn what works well and what people would like to see.

If you have gained interesting insights, it is smart to take a closer look at the showpiece. Select new topics and turn them into new posts. Repeat step 3 with ‘fresh’ content (post it 3 weeks later if necessary).

In the end it is nice to collect all the views and record them in an Excel file. You will be amazed how many people have heard of you without it costing you 1 euro.

Time for action with this content plan! Try to put on a weekly recurring show. By highlighting 1 topic every week, you will still have more than 300 news items on the internet after 10 weeks!

This way you create more content than any other local business. This will give you more and more publicity and you will also see the number of store visitors increase. We hope this article has given you more insight into creating a content plan and doing online marketing. Are you going to work with it? What is the biggest barrier for you to get started?