Hardware Retailing

MAY 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: https://hardwareretailing.epubxp.com/i/971427

Contents of this Issue

Navigation

Page 200 of 248

HARDWARE RETAILING | May 2018 188 One way businesses can effectively overcome this algorithmic shift is to embed photos and videos in their posts. Facebook gives greater prominence to these kinds of posts, so Yu recommends retailers adapt accordingly and start incorporating as much multimedia content as possible to stay visible while building brand recognition. But it's critical that retailers do this carefully and precisely. "Most people hear about the importance of videos on Facebook, and they think they have to go live all the time," Yu says. "It's a lot like so many New Year's resolutions where people go to the gym a lot but quit after a few weeks. Retailers say, 'I tried that and it didn't work.' But it didn't work because they didn't have a plan." Yu recommends retailers use a 3x3 video grid to build their brand through video. (See the graphic on Page 186.) He describes the grid as nine separate 60-second videos. The first three videos focus on brand awareness, the next center on engagement and the final trio creates conversions. He says these categories also align with the "why," "how" and "what" of your business. According to Yu, the grid can act as a funnel that aims for sales and positive brand connotation. First, it introduces customers to your store and your employees, then encourages them to see your business as a reliable expert in the field, and finally leads them to specific products and services you offer to drive conversions. "Eighty percent of Facebook videos are watched on smartphones," Yu says. "No one wants to sit there for 20 or 30 minutes; people want to consume video in bite-size segments. When you sequence it in a checklist, customers can move toward the goals you've set." Continued from Page 185 " No one wants to sit there for 20 or 30 minutes; people want to consume video in bite-size segments. When you sequence it in a checklist, customers can move toward the goals you've set. " —Dennis Yu, BlitzMetrics MAKING CARGO TRANSPORTATION EASIER & MORE SECURE QUALITY BUILT FOR DURABILITY & PERFORMANCE YOU CAN COUNT ON TARP TIES & BUNGEE CORDS TIE DOWNS LIFTING SLINGS RECOVERY STRAPS TRAILER HARDWARE CABLE PULLERS LOGISTIC STRAPS FLAGS & BANNERS CARGO BARS WINCH STRAPS CHAIN & ACCESSORIES LOAD BINDERS Contact Ancra Consumer / Industrial Sales Group at 800-626-8353 consumer.ancracargo.com cicustomerservice@ancra.com

Articles in this issue

Links on this page

Archives of this issue

view archives of Hardware Retailing - MAY 2018