What content to post on a health food store's social media

Social media is an essential channel for getting the word out about your business and the products you sell. In this article, learn what content to post on a health food store's social media to attract customers and sales.

While social media is a great way to promote a health food store, it isn't built for closing sales. For that, you need an online store. All these channels complement each other perfectly to make your business better known, win new customers and keep the ones you have.

We recommend reading: How to take your health food store or natural grocery online

What content to post on social media

When creating content for social media, you shouldn't just post photos of your products; you need to go further to catch your audience's attention. Keep in mind that knowing who your customer is is key to creating effective content they'll care about.

Let's look at how to shape a piece of content by defining a few concepts:

Categories: You need to know which category the idea you want to convey falls into. These can be:

• Informational: when you want to inform your audience about topics related to your products. For example, if your store sells nut butters, you could show how to use them, recipes with the product, its benefits, how to store it, and so on.
• Educational: here you aim to educate your audience on topics related to what you offer. Going back to the previous example, if your store sells nut butters, the most fitting topic would be nutrition, such as the benefits of a plant-based diet or how to improve skin health through food. This is content related to your niche but not directly about your product.
• Motivational: success stories with your products, before-and-afters, etc.
• Entertainment: this is where the famous memes come in.
• Brand: content aimed at direct sales, for example stories with a link to your online store, new flavors of a product, promotions, free shipping, etc.

Format: it's important to define how you'll deliver your content, which can be through videos, reels, Instagram captions, or images plus copy in a carousel.

It's important to match content to the right format. For example, if you want to post a long recipe, the best format might be a reel, since people get tired of reading multi-step content and videos are more memorable.

Style: this refers to your brand voice, which can be empathetic, approachable, formal or humorous. We recommend always aiming to be empathetic, approachable and friendly.

A formal tone is more useful for other kinds of institutions.

We recommend watching this webinar: Create your social media designs, showcase your products and sell more

General tips for social media

• Organize your content: you can plan how many posts and what content to publish each month and work out the percentage for each category. For example: 30% informational, 25% brand, 30% educational, 10% entertainment, etc. Remember to keep a balance.
• Post clear, concise messages, but remember to keep a warm and empathetic tone of voice.
• Very clear calls to action: the CTA should state the action we want the user to take, for example: buy now, leave me a comment, I want to know more, I want more information, etc.

A great way to connect with potential customers is by telling compelling stories. We recommend reading: How to tell your business's story: the value of storytelling

Conclusion

Whether you have a brick-and-mortar health food store, an online store or both, you need to attract customers, and the best way is to make social media work for you. Not to sell, but to serve as a bridge to your products. Remember that they should always be listed on a website or online store, because that's where sales can be made safely and in an orderly way.

These days, having an online presence is key, both on social media and on a website. Users in your city, province or anywhere in the country will be able to find you easily, and that translates into sales. You'll see your products reach thousands of homes.

Go ahead and make that click that opens the door to the digital world!