How small shops could use Instagram TV (IGTV) to increase sales.

One of my favourite shops in town stocks some beautiful things. Quite varied, it includes high end clothing, leather goods, home wears, jewellery and even shoes.

The owner has a fantastic eye for design. From deciding which items to stock to the way she displays the store (especially her Christmas windows), browsing her shop is a wonderful experience.

Sometimes I think that shop owners forget that the service they provide is the styling ability, not necessarily the items themselves.

I know i could buy almost everything in her shop from somewhere else online, but I appreciate that she has done the hard work and research and presents me with ‘the good stuff’.

If I walk in and ask for a gift for my best friend, she shows me 10 things that would work. If i ask for something for a work colleague, she understands the difference and will suggest a different set of options.

This is the point of difference for well curated shops.

In speaking with her recently, she mentioned that the

store traffic is doing well, but that online just doesn’t provide her sales.

She has a well presented website and over time she has also managed to grow a fairly sizeable social following that has a strong local connection, meaning that she is actually speaking directly to her customers, as opposed to her following being full of spam accounts, or international accounts that don’t provide much value.

I realised that her online presence does not portray the same personlised, styled feel that her store does.

Most of the website pictures are the stock images from the brand, and whilst her social pictures are lovely, it’s hard to replicate that styling which sets her apart.

So what online marketing strategies could she try on a small budget?

IGTV provides an opportunity for small businesses to talk to their audience in the same way they would if they walked into the store.

Here are some video ideas for curated stores with small budgets to try on social media.

Take a model and build an outfit from the selection in store. Show me those jeans paired with that lovely floral shirt you just got in. Put those new sandals on her feet and show her walking around in them.

Then she walks over to the jewellery and you show me how I can layer different pieces from the collection and why they work. Finally, throw on that pair of super cool sunglasses sitting in the front window, spritz some of that rose perfume you just got in and saunter off.

This could be achieved relatively simply across all platforms. Do a live on Facebook, record an IGTV video, and then tease it in both stories and on your feed. Keep the videos forever on your website so that people can appreciate your sense of style and point of difference.

If you find you get some traction, promote the video to reach a new audience. The use of look-alike audiences from pixels would be useful here.

Most importantly, make sure people can buy directly from your post. Don’t send them on a wild goose chase around your website trying to find the pieces you displayed. (Was it these earrings? They looked different on. Or were they gold? Never mind.)

Here is a link to a good example of how stylish these can look. There is a reason why online content creators now influence more online purchases than almost any other type of marketing.

Pick out 5 things that could work for a last minute gift. Make up a customer if it helps. ‘Sandy came in looking for a gift to congratulate her sister in law on her new job. Here’s what we suggested.’

You could schedule this as a weekly series, changing up the gift recipient each time. This helps to keep your business front of mind when thinking about gifts.

One of my favourite parts about visiting this particular shop in person is the beautiful displays she puts together. Give that experience to your audience regularly.

Have you rearranged a corner of the shop? Do a little video walk around, and while you are at it, pick up a few products and showcase them on the video. Just imagine how you could tie this in with seasonal celebrations, (Easter, Christmas, etc)

People are not going to watch your videos just because you are selling something. People are interested in people.

Do a quick Q & A about what made you set up/buy the store.

What items have you recently taken home?

What made you support that small jewellery line that you stock.

What pants would you pair with that new shirt?

What is currently happening in your life? (as far as you are comfortable)

Who are the new additions to your team?

Use your current customers. Ask for them to share that video that you worked so hard on via their own social media.

Send them the video’s via email, with a personal message asking them to forward on to any of their friends that they think would be interested.

Hopefully you will have built a rapport with these customers and they will be more than happy to support you with a few shares.

Some Final Thoughts.

Video production doesn’t have to be expensive, but it can be time consuming.

Consider doing a few to start with, and when you start to see traction, decide whether to outsource a portion of the production.

It may be that you hire a videographer just to capture the raw footage, or maybe you would prefer to capture the footage yourself but then outsource the editing and distribution sections.

Remember to bulk process where you can to keep costs down. Filming 5 styling videos, plus 5 gift videos in one sitting will decrease the cost per video related to a videographer and editor, as they can run through with the same set up etc.

I hope this wrap up inspires you to utilise IGTV to share your point of difference with your online audience.

Should you have any questions, or would like to work together on an Instagram TV plan, please get in touch via email.

Happy Filming! - Alana.