• Justin Richardson

Social Media Marketing- Online Sports Store

This blog post will detail some social media marketing tips I would give to a small business selling sporting equipment online. As with all marketing activity, every post, reply, like, and comment should serve a purpose (LePage & Newberry, 2019) and work towards a greater goal, whether that be generating leads, selling products or simply increasing brand awareness.

Have a Proper Plan

My first tip would be to create an actual social media marketing plan outlining what you hope to achieve by undertaking social media marketing and the processes by which you hope to achieve these goals. If you do not have a plan, your posts or interactions will not be consistent or effective. Consumers will pick up on this over time. A social media marketing plan would follow a very similar format to a regular marketing plan including sections such as competitor analysis, SWOT analysis, positioning, target markets etc.

Plan Your Posts

Following on from this, plan your actual social media content in advance. This allows you to maintain consistency in your message, create posts for certain days or times of the week and make sure there aren’t any typos!

Target Certain Platforms

Thirdly, I would target specific platforms where you know your target market will be. For an online sports store this would include platforms such as Facebook, Instagram and Snapchat. For this type of store, I would not bother with platforms like LinkedIn, Tumblr, Pinterest or Twitter as the users of these platforms do not match with the customers of a sporting store.

Use Calls-to-Action

Calls-to-action allow you to entice your social media audience to focus their attention on the next action you want them to take (Cohen, 2013). An example of a call to action is using the term “Click the link below!” or “Link in bio!” to encourage users to visit a webpage or online store. Calls-to-action can be tailored for specific goals such as the ones I outlined earlier; generating leads, selling products or simply increasing brand awareness.

Be Unique

Most importantly, be unique! Don’t just post boring old photos of your products or post about sales you are holding. Think about what engages you on social media. It’s nearly always unique. Look at the social media pages of brands such as Rebel Sport and do the complete opposite to ensure you stand out from the crowd.

Utilising these tips as well as many others you can find all over the internet will ensure any business achieve social media marketing success.

Thanks for getting to the end of the post! Have you got any other social media marketing tips you want others to know? Post them in the comments section below!

Works Cited

Cohen, H., 2013. How to Improve Your Social Media Calls to Action. [Online] Available at: [Accessed 13 September 2019].

LePage, E. & Newberry, C., 2019. How to Create a Social Media Marketing Strategy in 8 Easy Steps. [Online] Available at: [Accessed 13 September 2019].


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