What's the real ROI on social media for produce retailers, suppliers?
Social media is but one tool in the omnichannel toolbox of marketing for your produce business, but it's a nimble, often affordable and potentially effective one.
These social platforms can take a lot of time and strategy to be successful, but what does this kind of success look like for produce retailers and suppliers? What are the real, measurable benefits — the return on investment — for your company's efforts?
That's what Cristie Mather, vice president of food at marketing agency Curious Plot, based in Portland, Ore., delves into in Season 4, Episode 6 of "The Tip of the Iceberg Podcast."
Mather talks about the four levels of the marketing funnel that starts with awareness and ends with loyalty. She shares about organic and paid social media.
She discusses how recurring promotions on social media can be effective when they create a sense of urgency. And Mather hits on the possibility of measuring more sales and customer engagement — and the holy grail: repeat purchases and customer loyalty.
“Hopefully, you'll see increased foot traffic in the store, right? You can see engagement in posts, like ‘I picked up those melons today. Thank you so much for this post. That was wonderful.’ There’s some anecdotal," Mather said. "You can also look at your measurement tools within the social media apps, or if you're using a third-party app, those work too.”
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