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More than 80 percent of buyers are online and making decisions online. They aren’t making decisions because you tell them you are the best and they should buy from you, but simply because you give the information they need to make a decision on their own.

Wisconsin’s local grocer, Festival Foods, was recently interviewed by the Green Bay Press Gazette about their use of social media. They are currently on Facebook, YouTube and Twitter. Festival Foods posts videos of Wisconsin’s Mad Dog & Merrill, grilling experts, to discuss recipes and cooking tips. The grocer also has a blog with cooking tips and recipes.

Now you may be wondering how often you or anyone else goes online to find information about a grocery store. Have you ever had to make dinner and can’t think of anything to cook? Chances are you went online to find a recipe and did a search using Google or Bing. Since the social sphere (blogs, social media sites, content sharing sites, etc…) is more frequently scanned by search engines, these sites rank high on result pages. In using social media, Festival Foods is increasing their chances of being found and is nurturing their buyers to buy from them.

Magic!

In the same article, Dana VanDen Heuvel, President of MarketingSavant, said that companies that are successful in social media have been doing it for a while and ‘really understand where people are in their audience.’ The take-away here: Know who and where your buyers are.

We can’t be sure if Festival Foods knows exactly where their buyers are or if they just selected three big-time social media tools, which is a great start. But in order to be most efficient in the social sphere, you need to know who your buyers are and where your buyers are.

Check out our latest post, 9 Steps to Increase Leads With Social Media, to learn how to create a social media strategy that gives you the biggest bang for your buck.