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Newsagency: Merriwa Newsagency
Run by: Neville and Leanne Hook
Goal: To reinforce the business and the unique products and
services they provide through their website.
Their USP: They make sure to have all their stationery products
visible on their website. As an Officesmart agent, stationery and office
supplies are an important part of Merriwa Newsagency and many
customers browse through the products listed on their website prior
to visiting their newsagency. They are the only local newsagency that
sells a wide range of stationery in a small town of just 900 people so it
is crucial that they retain their customers and keep them happy.
Neville and Leanne strive to make optimum use of the benefits of
being an Officesmart agent, by keeping their website up to date with
all the products they sell through Officesmart. Their website has
a ‘Popular Products’ column on the left hand side which they find
many of their regular customers browse through, prior to visiting
their newsagency. They even have links to local newspaper stories,
and the local weather on the bottom right hand side of their website,
to encourage a sense of community.
They find that the back-to-school sale period in particular sees
a dramatic increase in online activity. Many kids who attend the two
schools nearby first browse through their website before visiting to
purchase their stationery needs.
A website does not always have to be used in the traditional
sense, in order to be successful. Neville and Leanne acknowledge
that they do not make a large amount of online sales. However, they
make sure to keep their website up to date and user friendly, in
order to retain their customers—that is their USP.
What you can learn from them: Know your customer base. Know
what they want, and what they come to your newsagency for and use
your USP to cater for their needs to ensure they keep coming back.
Getting more ‘likes’ on Facebook
Many business owners hear that they need to be on Facebook,
start a page with no strategy in mind and then rule the whole
exercise out as ineffectual when they fail to gather ‘likes’.
You won’t get very far unless you establish what it is you want
to achieve, before you start. The following is a series of points to
consider for newsagencies wanting to increase their reach on the
most populated of the social media platforms.
Content and purpose: It’s important that you have a clearly defined
purpose for your Facebook page. The way to do this is to fill it with
content. Sharing relevant, useful information—links to videos,
articles and blog posts is effectively what Facebook is all about.
Typically, around 80% of all content on your page should be targeted
at the customer and their interests. The other 20% can safely be
used for sales-focused updates about products and services.
Relevance and interest: The key to attracting more ‘likers’, and to
keeping the attention of existing fans, is to use the non-sales content
to reinforce how your followers view themselves in relation to your
newsagency. By considering your content in this way, you can tie all sorts
of things into what you have to share, to make your brand feel more
relevant to followers and their interests. The real trick is to post content
that is both relevant to their interests, and that relates to current trends.
Timeline: You may have noticed Facebook now displays posts as
branches on a timeline, with the most recent appearing at the top of
the page. While the change is novel from a consumer perspective, it
allows you to pin their most relevant content to the top of the page. It
also gives you the opportunity to create a narrative with the content
posted—something small businesses, especially, should take
advantage of. In this way, a newsagency’s Facebook timeline can be
treated as a transparency tool. If a page visitor can investigate the
whole history of a newsagency’s involvement on Facebook, and likes
the story they’re presented with, they’re more likely to click ‘like’ and
pay heed to the information the page shares with them.
Engagement: Although the number of ‘likes’ on a page is important,
it’s the engagement it drives that’s the true measure of its success. A
quick look at the Facebook analytics service, Insights, reveals a metric
called ‘People Talking About This’ . It shows how many people are
engaging with the content you post, and measures this by counting
the times it’s been re-shared or acknowledged with a comment, direct
mention, or ‘like’ . Accordingly, the ‘talking about’ metric can be read
as a measure of your newsagency’s exposure on Facebook.
Incentives and competitions: One of the simplest ways of attracting
attention on Facebook is by way of competitions with material
incentives. ‘W hat’s in it for me?’ is the number one question people
subconsciously ask themselves before they tick ‘like’ on any brand.
Another popular way is through giveaways followed by invitations to
events, and product information.
Posted on March 13, 2012 by Luke Telford
WEB SITE OF THE MONTH
The internet will drive the growth of the Australian media and content industry over the next four years,
boosting the industry’s revenue to over $29 billion by 2015, a new report from Google has revealed.
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