Yigal Adato: 00:03 Hey everyone, my name is Yigal Adato and this is the Pawn Leaders Podcast. A podcast that help you make more money,stress less, and live an epic life all while working at the pawnshop.
Yigal Adato: 00:22 Welcome to another episode of five minute Friday, and today I'm going to tell you the three things I learned at social media marketing world. For those of you who don't know, social media marketing world is one of the biggest social media conferences held here in San Diego. And I went to learn some tips, some tricks so I can share with you guys. So the first thing that I learned was that customers want an experience not just to buy.And what this means is that people aren't just coming in to purchase a product and leave. They want some type of experience, they want to walk out happy, they want to be served, especially if they're going to walk into a retail environment. And so, how do you create that customer experience? It's when they walk through the doors, your employees say, hello, how can I help you? Or whatever question you want to ask and Just to let them know that there's some service happening. They want to laugh, they want to smile, they want to know that they're being attended to, if they've driven from their home to your store as opposed to ordering online.
Yigal Adato: 01:33 So next time you are thinking about customer service, think more about customer experience. I was at a pawnshop the other day and the parking lot was dirty, there was trash in the parking lot and some people say, Oh, you know my customers,they throw so much garbage, but if you're driving into that pawnshop because you want to buy a thousand dollar guitar and you see a dirty diaper on the floor, you might just leave. So,the experience is important. The experience is also about the cleanliness of the store. So make sure your stores are clean. The customer wants to walk in and see nice visuals as opposed to this old dirty, dingy store. So that's customer experience. The second thing I learned was you need to entertain on social media. I follow about 350 plus pawnshops on Instagram and more on Facebook and everyday all I see from 99.9% of the people are just check out this guitar to buy, check out this artwork to buy, check out this brace that we have for sale,check out this Rolex. Those posts get almost no engagement.People want to be entertained. People want to know who they're dealing with.
Yigal Adato: 03:00 Soon I'm going to bring out an Instagram expert and Facebook expert to talk about this but what I learned was that in order to entertain and educate you need to create social media posts that teach the clients about your store. Maybe entertain them about who's working there.
Yigal Adato: 03:15 Show them who they're dealing with when they're going to come in. If you guys have something funny that happens in the store, make a quick video and post that up. If there was a crazy item that came out for sale, don't just sell it, talk about it. And don't just take pictures of stuff, include people in this. Include your employees, include yourself. People want to be entertained. They want to laugh, they want a smile. They're not just going to scroll and see your pick and stop and say, well, let me go walk in. You need to build rapport with them, you need to build trust with them, you need to connect with them on a human level, and that takes me to the third thing I learned which are super fans and a super fan isn't just a client who does a lot of pawns. It's somebody who refers you consistently,somebody who's always on your social media commenting when you put up a post and what they say is that human connection is worth a lot more than any other type of connection. Also, when you create super fans, those super fans will recommend more clients to you than any cold traffic you have. So, how do we create super fans? Super fans need to be connected with. So if you grab those super fans, connect with them, engage with them on social media, maybe even allow them to win an experience. Give them a free dinner for them and their spouse from you for being such an incredible advocate.
Yigal Adato: 04:50 Because if you don't, they're going to go somewhere else. So,the three things I learned at social media marketing world was the customer experience from the moment they walk through the door, entertain on social media as opposed to just sell, sell,sell, and the third really, really connect with your super fans because they will refer more business to you. Then you will get by any marketing means possible.
Yigal Adato: 05:18 Thanks for listening to the five minute Friday. Remember to join our group on Facebook at the Pawn Leaders Podcast Community and have an incredible weekend. Thanks a lot.
I share Three Things I learned at Social Media Marketing World that you can apply to your pawn business.
1. The customer wants an experience not just something to buy.
2. You need to entertain on Social Media
3. Create Superfans
Listen in on this episode as I expand more on these 3 topics.
Join us on Facebook at the Pawn Leaders Podcast Community.