TLDR;
There are pros and cons to supporting RSAs social media lead generation. Mattress retailers should weigh these carefully before making a decision. If they decide to move forward, they should consider implementing some best practices, such as:
1. Brand Standards: Developing brand standards and messaging guidelines for RSAs to follow when posting on social media.
2. Education & Training: Training RSAs on how to use social media for lead generation, including what types of posts are most effective.
3. Monitoring & Reports: Establishing a process for monitoring and managing RSA social media activity.
4. Resource Development: Providing RSAs with tools and resources to help them be successful, such as access to graphics and templates.
By following these best practices, mattress retailers can support RSAs in generating leads through social media while minimizing the risks.
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There's a fierce competition for door swings amongst mattress retailers. Not only do they have to compete with traditional competition, they have to wrestle with online-only product organizations that are unburdened by the entrenched costs of real estate, sales associates and sometimes even product inventory.
In these economic environments, retailers are looking to expand their reach without having to expand their marketing budget. So how can this be done?
A Strategic Advantage: The RSA
Retail Sales Associates are incentivized to not only create value for the customer (sales) but also for the organization (management). RSAs often manage stores which entails a stewardship over the local operations of that location: appearance, inventory, reports, POP, etc. But a new, mutually beneficial opportunity has emerged...social media marketing. So the question is begged; Should organizations support RSAs in driving door swings through social media?
Pros for Supporting RSAs Social Media Lead Generation
The cost for adverting has continued to increase as competition drives up cost per click rates. One way to increase online presence is through the RSA social media network.
1. Affordable Lead Gen: It's a cost-effective way to reach more potential customers for the organization without having to increase advertising budgets.
2. Product Knowledge: RSAs are already familiar with the company's products and promotions, so they can be trusted to communicate the features and benefits.
3. Leverage Personal Connections: RSAs are often very connected to their local community, and can use that to reach potential customers who may not have been reached through traditional marketing channels.
4. Positive Customer Interactions: RSAs are often the face of the organization and can use social media to build relationships with potential customers, which can lead to positive customer experiences and referrals.
Cons for Allowing RSAs to Generate their own Social Media Leads
1. Negative Engagements: There is always the potential for negative reviews or complaints to be posted online, which could damage the company's reputation.
2. Brand Standards Violations: If sales associates are given too much freedom to post about the company on social media, they may post things that are not in line with the company's brand or messaging.
3. Proprietary Information Leakage: There is a risk that confidential company information could be accidentally leaked through social media posts.
4. Monitor & Management: It can be difficult to monitor and track the results of social media posts, so it's challenging to gauge the effectiveness of this marketing strategy.
What should Mattress Retailers do?
There are pros and cons to supporting RSAs social media lead generation. Mattress retailers should weigh these carefully before making a decision. If they decide to move forward, they should consider implementing some best practices, such as:
1. Brand Standards: Developing brand standards and messaging guidelines for RSAs to follow when posting on social media.
2. Education & Training: Training RSAs on how to use social media for lead generation, including what types of posts are most effective.
3. Monitoring & Reports: Establishing a process for monitoring and managing RSA social media activity.
4. Resource Development: Providing RSAs with tools and resources to help them be successful, such as access to graphics and templates.
You can do all of this if you have the internal resources, or hire a team with experience (Like Bedhead Marketing) to help you install and activate your new RSA Connect Program!
By following these best practices, mattress retailers can support RSAs in generating leads through social media while minimizing the risks.
Do you think supporting RSAs in social media lead generation is a good idea? Weigh in below!