Cozy storefront with neon open sign and text on making website, social media, and brick-and-mortar work together

Here at Komaya, we strongly promote holistic living, balance, and synchronicity. These approaches to a happy and stress-managed life are well adapted from your personal life to your business career. It’s safe to say that when all the moving parts are optimized and working as they should, then the machine will run smoothly. But, what if we also managed to have all those working parts complement each other and elevate the machine as a whole? That’s what we are going to achieve here. Let’s buckle up and synergize our business by making our website, social media, and brick-and-mortar store work in tandem.

How can I make my Website, Social Media, and Brick-and-Mortar work together?

Continuity

Continuity is probably the easiest factor to achieve from the beginning, and the most fun to plan. It’s the first thing that customers subconsciously recognize when visiting all of your active platforms. What I mean by this, is that all your platforms need to use similar design elements and resemble each other.

Whether a customer walks into your store, visits your website, or is browsing your Instagram, they need to know that they are in the right place.

It’s always bad business practice if the customer is second guessing if they are looking at the right company. A simple way to achieve this is to choose your company’s signature colors. Make sure that the combination makes sense for your product or service and that you aren’t randomly selecting things you feel look good together. Blue may be your favorite color, but this is about your brand and not your personality. Be sure to consider that there are certain colors that make sense for certain concepts, that already trigger recognition with customers. For example, green is often used to symbolize something healthy or environmentally friendly. After you’ve selected the perfect colors, find their Pantone color match. Doing so ensures that each color has a specific code attached to it, and you’ll always be able to match your exact colors in the future, regardless of who you end up working with on your graphics or brand. Be sure to use the same decision-making process when it comes to shapes or motifs, and of course, your logo!!

Cross Promotion

Not everyone engages with your business in the same way. Some may find you on the internet first, others may wander into your store one sunny day. In whichever manner this first interaction is made, take the opportunity to show some of your other channels some love. If the customer comes into the store, hand them a business card and encourage them to post pictures on social media and tag you in them. (Hint: maybe provide an Insta-worthy scene just beckoning for the perfect selfie!)

If your customer sees your website first, provide pictures of the store and your products or representations of your service. If you sell items on your site, offer in-store pickup as an alternative to shipping so that the customer can save some money while you drive traffic back to your brick-and-mortar.

You should consider using consistent images across your website, social media channels, and in your storefront. You can also include a social media share button on each of these pictures.

Even if a potential customer doesn’t want to buy an item, they may think it’s cool enough to share it with their friends. Social media share-buttons have been a successful trend for many businesses and increase your marketing reach without you having to spend a dime.

Social Media cross-promotion can, unfortunately, be a little more complex, but fortunately– there’s an app for that! Most social media sites have been around long enough that they link with other platforms. You may have a Facebook page that will automatically share posts to Instagram and Twitter. It may be really tempting for you to set things to automatically post in this way, but unfortunately, it’s not the most professional way to do it. Many of these sites have different configurations. For example, Facebook has an unlimited character limit while Twitter caps you at 280 characters. Instagram’s preferred photo size is larger than that of Facebook So, what ends up happening is that your posts and pictures can be cut off, which is not good for anyone.

Our suggestion is to use a 3rd party coordinator. Many of them are free for the first couple of accounts added, and some charge a fee– but it’s well worth it for the convenience and scheduling across many platforms. They can even post to your Yelp account, LinkedIn, or your website. You can check out the popular sites: HootSuite, Sprout, Buffer, or Social Report. These coordinating websites allow you to predesign and schedule posts across all your channels but they do them separately in order to utilize the best metrics or Search Engine Optimization (SEO) for each. Another benefit to using these platforms is that you can work on multiple posts at a time, so you can take care of a few days and then not touch it, giving you plenty of time to focus elsewhere. This allows you to not fall into a social-media rabbit hole and keeps you focused on all your areas of business in a balanced and holistic manner.

Universal Change and Maintenance

Lastly, it is important that whatever information, promotion, or event you want customers to know about is available everywhere. When you decide to run a sale, for instance, you don’t just put a “Sale” sign out in front of your store. Only people walking by would know about it! There is a process that needs to be built up across all platforms working together. First, the sign goes out in front of the store, and you mark your prices down both in-store and online. Next, you might create a banner for your website that promotes the sale and make it shareable. Take a picture of the sale sign or create a fun and complementary graphic for your social media linking people back your website, and so on. It is important to always add and remove information together because the worst thing that we can do is confuse our customers. Our purpose is to make things as easy and accessible as possible.

You now have the tools to make your business channels more productive than ever. Go forth and see how much smoother your machine will operate.