How to Kill it on Social Media for Run Specialty Stores
Mastering Social Media Marketing for Running Specialty Stores
Social media is a powerful tool for run specialty stores to engage with their communities, showcase their products, and build a strong brand presence. This comprehensive guide draws from the insights of Kristin Chen, Marketing Manager for Confluence Running, and Matt Gawors, CEO of Confluence Running, on how to master social media for your run specialty store.
What are Brand Guidelines?
Brand guidelines are a set of rules that define the visual and messaging elements of your brand. They ensure consistency across all platforms and materials. For Confluence Running and Ruthie's Run, brand guidelines include specific colors, fonts, and logos that reflect the unique identities of each store.
Kristin emphasized the importance of sticking to brand guidelines: "Each of our brands Ruthie's Run and Confluence Running each have their own brand guideline. We have our mission here and then we have some example photos that you can use as a reference". Incorporating these elements in your content, whether graphically or in photos, helps in maintaining a cohesive look and feel.
What is Your Target Audience?
Understanding your target audience is crucial for effective social media marketing. Your audience may vary by location and demographic. For example, the Goshen store (Confluence Running, Hudson Valley) often caters to beginner runners and walkers, while other stores might attract more seasoned athletes or tourists.
Tailoring your content to address the interests and needs of your specific audience—whether it’s running tips for beginners or product highlights for experienced runners—will make your posts more relevant and engaging.
Kristin explained, "In terms of the target audience, it's gonna be a little different fo
r each location. I know personally in Goshen we have a lot of beginner runners coming in... In your stores, it's probably a little different gender, age, level of experience even".
Corning, while having a balanced mix of beginner runners and medical customers, also has the most tourist customers out of all four run specialty shops: Binghamton, Watertown, Goshen, and Corning. Lake Placid's Ruthie's Run location, while being 90% tourist sales, focuses more on fashion.
Photos: Lighting is Key
Lighting can make or break your photos. Natural light is the best, so aim to take photos near large windows or outdoors. Avoid mixing natural and artificial lighting as it can result in poor-quality images. Kristin advised, "The lighting is going to be the most important thing that I can't really change too much in post. So you want to look for a big window".
Photos: Location Scouting
Location scouting involves finding visually appealing spots for your photos. Look for areas with clean backgrounds, such as brick walls, murals, or even simple painted surfaces. Each store should identify a few key spots, both indoors and outdoors, where photos can be consistently taken. Kristin shared, "What you're going to want to do the next time you're in the store is some location scouting".
Photos: Products vs. Community Photos
Balance product photos with community-oriented images. Product photos should be clear, well-lit, and showcase the product effectively. Including a human element, like someone wearing the product, can make the image more relatable. Community photos, on the other hand, highlight your store's involvement in local events, races, or group runs. These photos build a sense of community and show that your store is more than just a place to buy running gear.
What's Your Style: Educational, Funny, Inspirational, Community, Value Proving
Determine the tone and style of your posts. Here are a few styles to consider:
- Educational: Share running tips, gear advice, and training plans.
- Funny: Use humor to engage your audience. Memes or funny running-related content can be a hit.
- Inspirational: Share motivational quotes, success stories, and milestones.
- Community: Highlight local events, races, and community achievements.
- Value Proving: Showcase the benefits of your products and services, explaining why they are worth the investment.
Kristin stated, "We want people to follow us because they feel like they're getting something out of it. They're learning about the community and they're learning about shoes and they come spend money in the shop".
Staff Picks & Engagement with Employees
Involve your employees in your social media strategy. Feature staff picks where employees share their favorite products. This not only highlights your products but also introduces your team to your audience, building trust and familiarity. Encourage employees to engage with customers both in-store and online, creating a more personal connection.
Matt highlighted the value of staff engagement: "Notice how Kristin does say you. And when she says you she does mean each one of you. You know, have your own voice, have your own opinions and ideas".
Product, Services, and Gift Card Giveaways
Giveaways are a fantastic way to boost engagement and attract new followers. Offer products, services, or gift cards as prizes. Make sure to set clear rules for participation, such as liking your page, sharing the post, and tagging friends. Giveaways can create excitement and increase your store’s visibility on social media.
Brian suggested, "Engaging the community by having them take those videos and make some kind of competition out of it where whoever's best to run video wins something".
Graphic Design & Digital Advertising
Invest in good graphic design to make your posts visually appealing. Use tools like Canva to create professional-looking graphics that align with your brand guidelines. Consistent, high-quality visuals can significantly enhance your social media presence. Additionally, consider using digital advertising to reach a wider audience. Paid ads on platforms like Facebook and Instagram can target specific demographics and drive more traffic to your store.
Meet the Social Media Point People
Each Confluence Running location has a designated point person responsible for sharing content with Kristin. These individuals are tasked with sending at least one piece of content each week, which can be an image, a video, a running tip, or other pieces of social media content. This content serves as a starting point for ideas and helps maintain a steady stream of engaging posts.
- Binghamton: Gabbi Bishop
- Corning: Brynne Ketchum
- Watertown: Tristen Klausner
- Goshen: Ethan
- Lake Placid: Dez
These point people play a crucial role in ensuring that each store has a vibrant and engaging social media presence by regularly contributing fresh content.
Conclusion
Mastering social media for your run specialty store involves a blend of strategic planning, creativity, and consistent effort. By understanding your brand, targeting the right audience, and creating engaging content, you can build a strong online presence that resonates with your community. Utilize the tips from Kristin Chen and Matt Gawors to elevate your social media game and watch your store thrive.
