There is no shortage of people and organisations offering to manage your social media content. It can feel like an easy decision to say yes, and give them the keys to generating shopper traffic for you. They promise consistency and visibility with zero effort from you.
It sounds like a lifeline. In reality, it’s a waste of time.
Here is the hard truth about social media marketing for local businesses: being in someone’s news feed has no value unless they value your content.
Generic, canned posts, the kind that could belong to any shop, anywhere, are “noise.” People scroll right past it.
The “Big Business” Trap We often look at huge national chains and see their generic marketing. It seems to work for them, so why not us?
But big business marketing is designed to make hundreds of stores look exactly the same. That is the opposite of your strength. No two independent newsagents in Australia are the same. Your shop has its own personality, its own community, and its own vibe.
Standardised posts strip away the very thing that makes you special.
Posting a generic photo pitching a magazine, lottery game or an item of stationery is a loser move.
These product categories only become valuable content when you post about them in a way that is unique, useful, or entertaining. You need to inject your perspective into what you sell.
- Don’t just post a picture of a new cookbook; share your attempt at making a recipe from it (even if it failed!).
- Don’t just post a picture of a card; make your post personal.
The best social media posts for your business come from you, about your business. To stop people from scrolling, your posts need to be:
- Personal: Show the faces behind the counter.
- Knowledgeable: Share tips or insights about your products that only you know.
- Local: Inform your followers about community events or local news.
- Fun: Don’t be afraid to be entertaining or self-deprecating.
I understand time is short. You might feel you aren’t “creative” enough to invest time in social media.
There is no shortcut for better social media posts. You must do the work. You must put in the time to make it work for you.
There are plenty of old assumptions made about the local Aussie newsagency. How you engage on social media is vital to changing how people see your business in the modern era. Take this as a challenge and an opportunity to find your voice.
If someone else or some other organisation, like your marketing group controls your social media posts, stop. Take control. It’s your business.
Footnote: I have looked. today at more than 50 Facebook pages for newsagencies across different banners as well as independent. The majority are wasting their Facebook engagement and I suspect this is resulting in no net new traffic being attracted. What a waste.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative newsagents keen to evolve their businesses for a bright future. You can reach him on mark@newsxpress.com.au or 0418 321 338.