2024 Best Year Yet - Day 1

Hello.

All right, as you guys are jumping on, feel free to update your name. You can turn your camera on. Please mute yourself. I know we're gonna have a lot of friends joining us today. Good to see you guys. McKenzie, girl, open your Bible. I love it. Good to see you guys. Hi, Ben. All right, so we have a question of the day. Each morning as we jump on, we'll have a question of the day. Today it is. What is your best selling brand? It's your best selling brand. I think you're going to get to know each other really quick just by answering this question. Right? What is your best. Yeah. All right, just a reminder. Camera's on. Mute yourself. There is a little raise your hand button if you need it, but good to see you guys.

Ooh, Liverpool. I'm a Liverpool fan.

I see them. Hey, no makeup on. No worries. That's all right. Copy and pout. I just got my girls some poppy and pout for Christmas. They love that. All right, good ones. All right. I love it. All right, as you guys are dropping your best selling brand today, please also introduce yourself in the chat. That would be amazing. I'm sure we have an opportunity in the next couple of days to get to meet some amazing people. Probably some people just like you or maybe local to you. It's always fun to make some connections, as you guys know at the Hub, if you guys have been following the Hub for a while. We're all about community over competition. We're all about a rising tide, lifts all ships and business can be lonely. Right? Anyone have a lonely experience over Christmas and you were like, I want to talk about my business, but literally no one here understands what I'm talking about. Yeah, probably a few. So this is your chance to meet some people who definitely understand and are in the same boat as you. Oh, we've got someone sharing their screen. We better disable that.

Let her coach Kelly. Go for it.

Yeah, this could get out of hand real fast. Let's hear advanced sharing options. Host only. There we go. Fixed. All right, well, guys, as you're joining, my name is Ashley Alderson. I'm the founder here at the Boutique Hub. I started the Boutique Hub, gosh, 10 years ago. This is our 10th anniversary this year, which is wild. I'll tell you what, sometimes businesses start by happy accident. Actually started the Boutique Hub, wanting to discover awesome boutiques online. There really weren't very many. 10 years ago. I grew up in North Dakota. Wasn't exactly a retail mecca in my town of 1600 people. So I Loved finding boutiques when I would travel around the country. And I thought, man, I've got to find a way just to bring all these great boutiques together in one spot, bought online so people like me can discover them and shop them. And what happened next was amazing. I found all these amazing boutique owners who actually didn't need a shopping platform. They needed a community that they could trust. My background is in really business development, marketing, public relations. I worked in economic development for a number of years, and then I. I happened to meet some amazing boutique owners, including Sarah Burks, who when I talked about this idea I had for the boutique hub, they were like, we're in. We really need education, we need community. We need to find some amazing brands that we can trust and everything under one roof. So that's kind of the history of the boutique hub. The rest has grown just in amazing ways because of amazing people. So that's really the reason we're here today, to get you guys to meet one another, to help you guys start your year off right. But also I have some amazing coaches on with you today, and I'm going to have them introduce themselves as well. So, Sarah, you want to go next?

Hey, guys, I'm Sarah Burks. I'm the director of education and partnerships here at the Bot Cub.

Man.

I started here in 2017 when I closed my brick and mortar business and came to work to help build out the community and the education side of the hub. Ashley and I are team Rodeo. That is. That is a big connection here at the boutique hub. We actually decided or she actually offered me the job sitting over on a bale of hay at a rodeo one night, talk and shop. What do retailers need? And great ideas come at, you know, the weirdest times. But I'm so excited to be here. This is one of my best, my favorite times of the year, best year yet. I love kicking the year off this way and my skill sets. I think I really enjoy coaching and teaching rbc. I love the merchandising part. I love team management. I love inventory management, sales strategy, all the things people say. I'm a numbers geek, but I. I don't know that I'm really a numbers geek. But I can tell you, when I had my store, my store became much more healthy and successful and vibrant when I really did get to know my numbers and stop being afraid of them. And so that's what I love to see and help store owners across the country turn their businesses around, start paying themselves, having working, you know, less in their business.

Right.

But Getting more profit from it.

So.

So that's a little bit about who I am, I guess. I'm from Wisconsin as well. Two daughters and been married to my husband Jacob for over 20 years. I have coaching experience. All the things I. And I'm an open book, you guys. I am 100 an open book. I will tell you probably so many stories about how I have failed in this industry, which I think really help has helped me obviously grow to where we are today. So, anyway, I'm excited to be here. I'm going to turn it over to Jeff.

Hey, guys. So I'm Jeff with the Boutique Hub. So I, I run Boutique Black here at the Boutique Hub, and then. And then coach on all things, you know, online marketing and search engine optimization and. And so, you know, inside of Boutique Hubla, we've really discovered a ton of new stuff like in. In the retail industry and, you know, how to capitalize on finding new customers and getting them, you know, getting them into your store for brick and mortar stores and online stores and getting them onto your website and how to increase conversions. And so, you know, we're just. I'm here to help you just bring as much of that knowledge to you guys here on this webinar this week as we can and just give you kind of the top strategies that we see emerging on, you know, both paid and organic reach and brand awareness and product sales. I've been with Boutique for five years. I think. I don't know, I don't really keep track of these things, but, but the. I think I've been here five years or so. Ish.

Time flies when you're having fun, right?

That's right.

I love it. All right, Sarah, do you want to do some housekeeping for everybody? And I'm going to start sharing my screen and we will. We'll kick this bad boy off.

Oh, yeah. All right, so housekeeping. So as Ashley mentioned. Please, please, yeah. Stay muted. Turn your cameras on. Be present, be available. But if you have a question, you want to raise your hand, please use the raise your hand feature. We're happy to. We want this to be interactive. We're definitely going to have some opportunity for Q and A and things at the end. The today's session is we. We aim to be about 90 minutes. So we, we want to be very respectful of everyone's time. Yes, it is recorded. So if you do have to drop off or something comes up, you can always watch the replay. You'll have access to that. Let's see. There is a P. You should have gotten an email, you should have gotten an email in preparation for today that had some instructions and some things that we're going to be going over. It has a PDF for you to, to follow along with and to fill out throughout, you know, today or after, you know, once you're done today and really resonate on throughout the week. So we'll talk more about that as well. But that's kind of the kickoff to everything. No silly questions, right? There's nothing, no such thing as a silly question. We know everybody is in a different space in their business. Everyone is welcome. I'm seeing, I love the, the question of the day, you know, who are your favorite brands? Because I saw, I saw some home decor and gift. I saw some more trendy type brands, I saw more Missy's type brands, all sorts of different things. So really there is, there's a great collection of retailers in the best year yet this year. So I'm really excited about that. I love it.

All right, so we will go through the retail action, make sure people are muted here if we can. Team Shannon Beth, Ben, if you guys can, can catch that, that would be awesome. All right, jumping on forward. So our goal today, we've got a funnel we're going to be talking about when we talk about what's happening in our industry right now. Best year yet is is really our time to kick off the year together and to say, hey, let's talk about what worked and what didn't in 2023, but let's really make a solid plan for what's going to be coming inside of 2024. And I'm just curious, you guys, if you look back over the last year, how many of you guys felt like 2023 was maybe a bit of a roller coaster, maybe a bit of a rough year, maybe some ups and some downs. Anyone? Yes, I, I would say that we saw a lot of that over 2023. We saw kind of a challenging year for a lot of brick and mortar. We did see a really strong holiday season though. I think that was really positive. Some good things that we saw. Now here's just my random crystal ball, right? If I could look back and talk about what happened. I think over Covid and past Covid, we had some record setting years in retail. We had some great opportunity which made this business a really great one to jump in, right? An easy entry business. We got in while the getting was good. We started to grow. Business was easy at that point, right. We were acquiring new customers. But then all of a sudden in the last year or so we were like, oh, something shifted. And I saw a lot of conversation in our industry going, you know what? It's because of Sheen, it's because of Temu, it's because of Tick Tock shops, it's because of Amazon. And we started to point fingers at why is the economy doing what it's doing. Why are customers not buying the way that they historically have bought over the last couple of years? And rather than look at, okay, we better innovate, it's really because I think we got out innovated by Sheen and by Timu and by all the things that were happening. But when I think about that over the history of our industry, right, like, let's just take a walk back in a history lesson. What does retail always do? It goes up and it comes down, right? Retail is always a roller coaster and it's always a series of who can innovate next, right? So we had the housing bubble of 2009. We saw real estate do crazy things that affected our industry. We've seen numerous election years, we've seen numerous recessions, we've seen the rise of the Internet where brick and mortars were like, oh, my gosh, this is going to be the death of brick and mortar. We saw the beginning of Amazon and retailers thought, this is going to be the death of, of all of us, right? But really it's not. It's just our opportunity to innovate and that's what we do great in this industry. So when I think about where we're going next, 2024 is going to be a year of innovation for us and a year of opportunity for us. Because here's the secret. When we think about blaming Sheen and blaming Teemu and blaming Tick Tock shops and all the stuff that's going on, I say this all the time and I'm just going to shout it from the rooftops, please, like, amen, if you're with me. Cheap ain't loyal. Cheap ain't loyal. Right? So competing with those sites and feeling like we have to run after the same customer isn't going to work for us. So we have to figure out how do we go back to the roots of our industry and be curated and be unique and be thoughtful and really, number one, build a community. And Sarah and Jeff, I'm sure you guys can agree, like, the number one most important thing we can do in 2024 is build a community around our brand. We're going to talk about that in the next couple of days. But with building A community comes really getting into the nitty gritty of your numbers. And that's going to be the focus for sure of the next couple of days, starting with today, which is our top of funnel, and that's acquiring more customers. So, Jeff, if you want to talk through this kind of over the next three days, how we're going to approach the funnel, these are the three most proven ways you're going to grow your business in the next year. Jeff, you want to detail these out?

Yeah. So, like, this is. This is kind of a traditional sales funnel model. You see this a lot in E commerce, and it's important for both online boutiques and brick and mortar boutiques. A lot of times, A lot of times we see that, you know, brick and mortar boutiques kind of think online promotion and online search and online, you know, kind of awareness is only for online boutiques. But that's not the case. Making your boutique known to your local market, making your boutique known to the surrounding areas is unbelievably important because that's what fills up the top of your funnel, right? It's brand awareness. And so we have to get our name out on Google Maps or out on Google Maps. Out on Google. My business, we have to. We have to maintain our websites so that our search traffic is coming back to our site. And then people go, oh, they have a store, and then they walk through our door. And, and, and same. Same with websites we have. We have to stay in front of search and on. In front of social. And so, you know, the cold market, the cold layer of the funnel is the. Is the widest net that we can cast, right? It's the widest net we can cast. We want to get our brand name out to anybody who may or may not be interested in our boutique or our home and gift store. We want to be in front of everyone, and then we trickle those people down, right? So then we bring them onto our page or we bring them into our store, and once they're on our page or inside our store, they're eight times more likely to buy from us again, right? So, like, that's the goal, right, is start with this gigantic net, bring them onto our page or into our store, and then once we have them there, we just stay in front of them. We just stay in front of them. We stay in front of them, they're eight times more likely to buy. And guess what? They go from buying once to buying twice to a loyal customer to a raving fan, and before you know it, you have this following. You have this. You have this tribe, if you will, of, of. Of, you know, loyal buyers. And the boutiques that we saw and the home and gift stores that we saw really accelerate last year, even though times were tough, were people that weren't scared to get online, get on their social media and be a little bit vulnerable and tell their personal story and tell exactly why they do what they do and feature their brands and jump in front of a video camera and blast that out to the whole world, to the entire cold market and then understand that this is a huge wide net. I'm not going to get them all, but those that come, I'm going to love on. And they did, they did. They loved on them inside their store. They loved on them on. On their website. They stayed in front of them and it was a good year for them. And so that's what we're going to talk about. We're going to break that down. We're going to talk about the top layer of the funnel today, the middle layer tomorrow, and then the bottom, the last day. I think, I think that's the plan. I'm not real good at reviewing these plans, as you may imagine. And so. And so I think that's the plan.

Sarah, you can add to that. Oh, for sure.

Can I add to the. Jeff's not real good at. No, I'm just kidding.

That's not it.

So I just. I just want to go back and you know all what Jeff is talking about here. The cold, warm and hot. I. When I think about this and I think about 2023, one person comes to my mind as I think of a really good example of this. And it's Taylor Swift, right? It was the year of Taylor. Who here in the chat, I'm curious, was not a Taylor Taylor fan prior to 2023. You knew about her, you kind of understood, you know, you've heard some of her music. But did you really get her? Did you really understand the following that she had, the following that she created? And so I. And there's going to be some people that are going like, nope, totally push back from that. That was too much.

Right?

But it's seems like everybody has an opinion because there's not a person on this earth that hasn't heard of her now or doesn't know who she's dating and the whole deal. But with that, there's definitely a. The visual of this funnel factor that we're talking about today. So as we jump into today, I know Ash is going to talk about who is your existing customer. So we really want to go back and make sure everything that we do, every decision that we make in our business has to. Has to be revolving around our customer. And we can't make assumptions about who our customer is, because I guarantee you, there are Taylor fans that Taylor didn't know were her fans now, right? There were people that had not ever followed her, never bought a T shirt, never thought about attending a concert, but because of all the hype, because it was in front of them all the time, they ended up. Many of them ended up becoming a Taylor fan and thus went through this funnel and ultimately, at the end of it, bought something and returned to buy something. So that's just a visual of, like, how that really works on a big scale. But we want to talk about how you can do that in your own individual business. And I don't want to, you know, please don't say, well, I'm not as big as Taylor. Okay, no, maybe not.

Right?

But you still have audience. You still have an audience. You still have a product. You still have a culture. You still have that ability to build that community that people want to, like, trust and follow and become lifetime shoppers with you.

I so agree with that. I love what you both said, because, Jeff, you talked about, like, making people feel seen and feel special. Sarah, you really talked about, like, building culture, like, building a following. Like, all the. All the things Taylor's doing, like exchanging the bracelets, like, all these little niche things all revolve around building a sense of community. And again, when I go back to this idea of competing with Sheen and temu, these. These things that are not relevant, none of them have the ability to do that like you guys do. No one can build community and build trust and build that funnel quite like you guys can. So when we think about how do we acquire new customers? The top of the funnel. Today we're going to walk through six questions. So if you're taking notes and you need, like, a framework in your brain, that's how I am. Like a note taker. You're going to have six questions to review together with us today. And this is really the first one is who is your existing customer? Because chances are she's probably not the same person you started marketing to a few years ago. Like, when I look at what's happened in the boutique industry and with home and gift, when boutiques really first started to hit online, that customer was probably like a young mom, or maybe not even a mom yet, you know, eight years ago, and. And now she's probably in her 40s, and she's got more money to spend. So she's different, her interests are different, her buying habits are different, she's got more money to spend. Frankly, she probably wants a better quality brand as well, which means more margin for you at the end of the day. So I just encourage you, if you haven't run a customer survey recently and really dug into who is your customer and how do you actually know that's your customer, now is the time to do it. So inside of Retail Bootcamp, this is like the very first thing that we start off doing together, and we do it twice a year, and that's serving. And I just kind of want to give you a little insight into how we do that, because it's the most important way to know your customer. The first thing we do, we either use Google Forms or Typeform. I'm a fan of Typeform only because you could make it look pretty and then it. You can put in whatever questions you want. It's got all kinds of great jump logic, all things. And then you basically have a link that you can share with people. You can run a giveaway for people to fill out your survey. How many of you guys here are hub members? Probably a lot of hub members here. We just did a hub member survey. So you probably saw us model this for you, like over the last two weeks. And we did some giveaways, which I forgot to mention you guys did. You know, we have giveaways today. I think we should do a poll in the audience today. How many of you guys, what do you want for giveaway today? Just for showing up, you have to tag the boutique hub and AJ Alderson on Instagram, but there's an iPad, there's a speaker, and there's a Sephora Hall. Speaking of giveaways so you can vote, Shannon Gordon, it's up to you to pick what the prize is. And Shannon, you can pick the winner too, but you got to tag us on Instagram. Okay, so we did a giveaway for our survey, right? Just to get to know what, what's working? What are you guys struggling with? What do you want more of when you're thinking about your give or your surveys that you're going to run. A few questions you want to ask is where else do you shop? What do you love when it comes to shopping with us and why? Like, you need the good, but then what would you like to see different? And I encourage you when you do these surveys, sometimes anyone gets sweaty when you think about during a survey. You're like, oh, God, I'm probably gonna get negative feedback. You might. And you might get feedback that's irrelevant. I want more sales. I wish your prices were lower. I wish you sold more to plus size. You know, I wish, I wish, I wish not all those things are going to be relevant for you. So you take it with a grain of salt what works for you, but really getting into knowing who that customer is, other ways to do it. Sarah, you're great at talking about, you know, just doing customer interviews, bringing people into your storefront, asking them questions, sending people dms, whether it's Facebook messenger on Instagram or whatever, asking them a couple of, like, get to know questions. I'm a huge fan of in Instagram stories. Just doing polls. I asked in my Instagram story today on AJ Alderson, the sparkles were a bad idea. It's shedding all over my chair. Right. The more polls you can do on Instagram, a, you get great customer insights and data, but it's showing Instagram that you're using their tools. You're not just on and surfing Instagram, but you're actually using and building a community. They'll reward you for that and get you on the Discover page and on the search page. Right. So there's incentives for doing the Instagram giveaways or the surveys and the polls on Instagram. So last thing, daily social media engagement questions. How many of you guys are doing that in a Facebook group? Just your random daily questions. You can gather so much data on who that customer is and how she's changing and what other brands she's shopping for and where else she's shopping that are going to give you insights on where you need to go next. So before you can acquire any new customers, you really have to know who is your customer right now. All right, second question is, how can you make that customer the hero of your business? Sarah, you want to dig into this?

Yeah, for sure. This is, I get really passionate about this because a lot of times when I'll talk to a store and I do a lot of one on one coaching and especially through retail bootcamp, you know, I'll hear stores say, you know, I need more customers or I need, I need more.

Really?

They're going to say, I need to make more sales. Well, that's, that's all of us, right? Who here is sitting there saying, I wish I didn't make as many sales as I do? No, we all want to make more sales. And. But that to just say that to ourselves without really getting into it and figuring out how we're going to do that and doing it in a way that's consistent, that I can repeat over and over every single day, which is going to build me more of a, a structured business. It's going to allow me to get away from my business when I want to.

Right?

All of those things that make it sustainable, make it more manageable, but much more profitable. When we ask ourselves these questions and we really get down to the understanding of maybe why is the customer not purchasing with me or what are the decisions or the offerings that I'm providing for them, that doesn't really relate to them. And it goes back to this story brand framework that we teach in Inside Retail Bootcamp. And this is, this is not something Ashley and I made up. This, Donald Miller coined this, right? And it's the whole idea of who is your customer in your business and acknowledging that and living and breathing through that, every decision you make, right? So your customer, your customer is the hero in your business. Your customer is dealing with, your customer is dealing with all sorts of different, different issues in their day, right? All sorts of different. They're the main character. They're the ones that are, they're struggling in your, in their day all the time. And they have the villains in their life, right? Maybe it's their weight gain, maybe it's their time management, maybe it's their pocketbook, maybe it's society, maybe it's social media. Something is bat is bringing them down and they are looking for a store, for a guide for someone in their life that can really help them live their very best life. Whether that's feel better about themselves financially, power, power wise, how they look, all of those things. So it's up to us in the business, it's up to us to really get inside their brain and understand that psychology behind why people buy and resonate that with our marketing, with our products, with our, our store, you know, our store layout, with our, our team, the way our team interacts with people, all of those things. So it really does come back to that story that we're building around our business. Instead of just, here's a black dress, I need to sell it to somebody, right? What does the black dress represent? What problems does it fix in a person's life? How does it make a person feel when that person, you know, looks at it, puts it on, walks into a room, all of those things. How can you guide that person in a way to help them understand that and trust it, right? Because there's so many people out there, throwing product out scarce. There's no such thing as scarcity. I think we talk about this a ton in retail boot camp. It's not 2012 anymore. It's not even 2019 anymore. Scarcity is not a thing when it comes to product assortment and offering. So we have to set ourselves apart as, as a business. We have to really make it very uber obvious and gain that trust with our customers. And we, the really, the way we want to do that is by building that community. It goes back to what we talked about at the very, very beginning, humanizing our brand, showing up authentic, as Jeff said, showing up no makeup on, just in our pajamas, maybe having a good conversation with our, our members, our, our customers, building that trust, saying, hey, look, I'm a real person too. I'm a real person too. I think that is going to be the story in 2024. I'm super, super curious if for my home decor and gift people out there, I read an article that talked about one of the big trends in 2024 is the messy house that we've all lived in. This, this world of perfection and clean counters and white spaces and all these things. And because of TikTok and viral videos and all of the things where we're seeing people in their real life and we're seeing people living in homes that are lived in.

Right.

We've normalized that and people are starting to relate to that. So I see how that's going to be translating into retail too. And you know, to just point about the funnel and not being afraid of just getting ahead of that and being, being vulnerable there and letting people resonate with you and building that connection, I think is going to be extremely important.

I'm big on the messy house trend. Anyone else? Yeah. Heck yeah.

I think it's. I'm all for it.

I'm all for it. I love it. Sarah, let's just take one second because I like, I love like you guys having this framework, right. And we had the story brand team on our podcast on Boutique Chat. So if you want to know more in detail on just like the whole story brand framework, it's on the podcast to search story, but let's do some real world examples really quick if you don't mind. So I would love for you guys to share in the chat. Like, when you think about your brand and your customer, what is the villain? Who's the villain?

What is it?

What is it that your customer is really battling right now? That is the villain. And then how have you made your hero Your customer, high money, body image.

And then two, just, just thinking about the top of the funnel, right? So like if you identify your hero, if you send out that customer survey and you get a bunch of positive feedback, think about too, like, how do you find more of those people? Where do more of that type of person live, right? What groups are they part of? You know, what, what words do they search? What websites do they visit? You know, what social media platforms are they on that sort of stuff? Like, how do we find more of those people?

I love it. And let me take it even a step further. You're going to find those people. But the, the two biggest things that you're hearing or that you guys are saying right now, money. And let me just talk about body image, right? So when you take that, those are the villains. The way that you make yourself the wise guide is that you coach around those two topics, right? So if we're looking at money as a problem, you can't run a sustainable business by lowering your prices and taking less margin. That's not an option. So the idea of your ideal price point is where the perceived pleasure of getting this product outweighs the perceived perceived pain of paying for it. So what is your job? It's to really provide value. Okay, so how do I talk about, here's all the pleasure I get from this product. Look at how these Duty Blue jeans suck in my poop up, right? Like, look at how this does this for my body image, right? But then also, here's the value of how many times I can wash them. Here's my cost per per wear. Here's the value of the quality of the product. If we can coach more on quality, whether it's home decor, whether it's the candles that we're burning and the air quality they provide, or the fashion that we're selling people, if you can up the quality and you can up how they solve that problem, then you can up the price all day long. Price is just a fictitious number that we've made up. But it, you know, it's the first thing people look at if there's no quality associated with it. So those are all overcomeable objections. Those villains you can defeat all day long. And. But it's really going to come down to your marketing and how you talk about that and like Jeff said, how you get incredibly vulnerable and honest and coach to those major pain points.

I wanted to shout out Kathy in the comments. She said shipping, slow shipping is the villain. I have learned to go above and beyond and make a loyal Customer. I absolutely love that. I was in a store over the holidays and some somebody did the deal, right? They're standing there looking at something, they pulled it up and they're like, well, I could get this, you know, $5 cheaper online. And the store owner was like, yes, you could. Or you could take it today. You know, you could wait seven to 12 days and get it in the mail or you could take it today. And it was just kind of like that person was saying, I understand. You know, here it is, it's available here. You don't have to wait in line. All these things. And the person on kind of like, oh yeah, I guess I hadn't really thought about it because I actually want it soon. I want it for the weekend. I don't want to wait and maybe not get it for New Year's Eve or whatever. It was so understanding that. And you know, what are those pain points? You know, what are the things that are, you know, really affecting them negatively in their life and issues that they're concerned about? All of those things. So, you know, I really like that you talked about shipping. Shipping is a huge one, right? The whole better get it bought by this day or it might not be delivered. I mean, it's still not a guaranteed. So all you brick and mortar stores should be capitalizing on that. Here it is ready for you with a bow on it. You don't have to worry about is, you know, Susie going to get her her very favorite outfit or whatever it is. Now I understand online that that is the thing, but then being very upfront and honest and conversational educational on what are my how are we shipping? How are the shipping tracked? How can you know, how can you rest assured and be confident in your purchase decision? All of those things really up that confidence level in the buy. What Ashley was talking about, which helps me actually open up my wallet, give you my credit card and buy the product.

Yeah. Oh man, this. We could talk about E Commerce conversion rates all day long when it goes down. This topic, I love it. One more topic or one more comment I want to call out real quick. Damon in the chat says, I found that money isn't the villain. They'll find the money to buy something that they want or they feel they need a freaking men to that. How many of you guys have been in the airport recently or been on vacation, been to a resort, been frankly, anywhere there is money to be had out there. People are traveling, people are spending, people are just buying differently. So it's up to you to figure out what does the different mean for you? And it's getting the quality and really making sure that we're marketing to needs and not just wants and impulse buys, but definite, definite opportunity there. All right, so question. Oh, go ahead, Sarah.

No, I was just gonna also say Diane said villain aging, skin and body making peace with the season. They are in 100%. 100%. I cannot echo that enough. I see. And you know, this is going to go back to that whole TikTok made me buy it thing. Often when a TikTok video that is going to get somebody to buy something, when it starts, it talks about are you fill in the blank. Are you struggling with this? Do you, you know, this body image thing. Are, are you aging?

Are you.

Whatever it is. And as soon it's. That's like the catch, right? That's the little net that is like getting them. That's the funnel where they're just trav across the top of the funnel and all of a sudden they use those key words, those key issues that are happening in a person's life and just sucks them in. Sucks them in. So I, I love that. That, that's, that's a huge one. I saw a lot of people mention that too. All right. Oh, go ahead.

Sorry. Oh, yeah, just go on. Third question, Third question.

All right, so this is, are you creating a unique brand image? Are you doing something that is standing out? I, I just, I very passionate about this for 2024. Had two calls about it already. This, interviewing a lot of different shoppers. And I, I talk to boutiques all the time, but I really made a point to talk to shoppers to say, hey, what is it that you see?

Right.

Because I used to have people tell me all the time, I love it when I find a boutique. I haven't had those comments anymore. So I've went to some of the people that are boutique shoppers and I'll say, hey, how do you feel about shopping boutiques? What, what is it you're loving? A lot of times we're, they're saying they're not very unique. They're saying, the shoppers are saying that it all looks the same. So when we are thinking about what we're going to do in 2024, I would really encourage you to up level your merchandising. I would really encourage you to make sure that when you're putting something out there and you're doing an event or you're taking a photo, don't just do it to check a box. Don't just do it to say, I'm done, I've got it done. It's out there. Because that doesn't really. It doesn't work anymore. It doesn't work anymore. It does. It might. It might. For your said tried and true customers that you've already got the buy in. Right. They, they get it. But as far as what Jeff was saying, how do you find more of these customers? We have to be unique and we have to serve them in everything we do. So I just added a few different examples here. And the, the, the Poppy and Stella photo that's over here in the corner. When you see, when you look at this, they have their purses very nicely hung merchandise, right? They are giving them adequate space to be visible. There's nothing junky about this. They're using different levels and tiers. It's white background. It's very clean. It gives that person that opportunity to not get super distracted or feel overwhelmed. But the eye is, is led from one side of that store to the other. So there's a lot of very, there's a lot of very good. What I think is healthy merchandising done here. You can see they offer shoes, they, they offer some decor, they offer the jeans, all of those things. And it's. Everything is every.

It's.

It's cleaner. So I know I just mentioned about the whole home decor and gift trend of like living in a space that is, that is more messy.

Right.

But when it comes to merchandising, what we have found in the past is over merchandising. Not giving things enough space to be seen creates almost anxiety for that shopper where then they feel like they have to dig. And when they dig, they only dig for one purpose. They dig to find a deal. So we don't want to be the TJ Max is of the world and the, the discount stores of the world where the. Everything is mismatched and not, not properly displayed. So that, that is just an example there something else when you do an event, I, I have a Pink Friday photo here. The idea here is getting a community of people to put together or to work with you on an event or on a promotion. And Pink Friday is a great example of this because that is our, our big shop, small first movement that we do as the boutique hub and encourage all small businesses across the country to participate. The Friday last, last year. Going forward, we've, we've traditionally had it the Friday before Black Friday Friday. And it is a nationwide movement to get shoppers to support small businesses. What does this mean? It means you're not out there coming up with your own little event 100% by yourself. When you have an opportunity to build a community around something, we really encourage that you do it. Be that loud voice in the industry, right? Get as many eyeballs and foot traffic and all the things on you as possible and get the help from PR networks, your, your radio station, your news network, your chambers, all of those things as a collective effort. So that really helps you, it helps you stand out in, in a very noisy world. But it also validates you with a social proof as a bigger, bigger event, right? And then something else I just added in here, this, this photo. So the thing about this photo is you can, you can merchandise and you can photo a black blazer and a hoodie on a pair of jeans and a pair of boots. A lot of different ways this particular photo speaks to every one of us and it's going to speak to all of us a little bit different. But it's just, it definitely is unique in its offering. I would say this is going to be consistent on a person's website with the same type of background, the same color background story to, to lead the eye, to not over stimulate you, right? But it shows a little attitude, it shows a little edge. It shows how to wear this particular jean with a boot, which is raising that education for a product purchase. Which is the one thing I will say a lot of times we see where I mentioned don't do something just to check a box, right? Don't just throw a pair of jeans out there. Because the first question the normal shopper has is how do I wear that pair of jeans? What shoe do I wear with it? So this photo where it's all put together really shows that and it also, it also shows that lifetime value of a product, right? Like I could dress this blazer up, that's one way. But give my customer the confidence to know that, oh, you know what, Sarah, you could also put it on with a hoodie and a pair of distressed jeans and make it much more casual. So there's a lot of versatility to this potentially $120 jacket that you're offering other than just it's a one time buy.

I love that. I just want to holler how many of you guys are brick and mortar versus online? You can drop that in the chat. I just sometimes in the past I've seen, seen online stores tune out merchandising a little bit and I want to just make sure I drive home. Merchandising is not just for brick and mortars. But as Sarah said, look at this third photo option online. Your website has to be merchandise, just like you would merchandise your storefront if your website homepage is too busy, right? If you don't have a clear, like, hero image that calls, this is exactly who I am. Like that first impression you would have when you walk in your storefront, you're missing that opportunity. Or if our photos don't all have the same background, right, and they're clear and easy to see, or if they aren't all the same size, or if we haven't put multiple pieces together, right, you sell what you show. I just think that's a huge mess. So your website and how it's merchandise is critical. I think we've got.

I would, I would encourage you to do a step further than that. What makes, what makes an online or what makes a brick and mortar boutique so special is that a customer walks in the door and you or one of your team gets to greet that person. They, they get to meet that person face to face. You guys to tell that person about your boutique. They get to smell the inside of your boutique. They get to, like, touch the items inside of your boutique. That makes a brick and mortar boutique special. And it's tough to do that online. And so, like I would say, when you think about your webpage every single time, think about, how do you recreate that greeting, how do you recreate that relationship, how do you feature your products, how do you feature your merchandising as if that shopper was coming through your door, Even if there's a video of you welcoming them to your website, even if there's a promo video that features your latest collection on there, as if you would, you know, the, the latest collection in the front of your store. Think about it like that. Think about it like, how do I, how do I greet a customer online? The same way I would in person. And you're not going to get it perfect because it's not possible. But that's, that's the gap we're trying to cover.

So Good, Jeff. And how often are you re. Merchandising that? So you're, you're greeting them, right? And you have this beautiful, like, landing page, your homepage. But you have to re merchandise that online just like you would your storefront window. They really have to be thought about in tandem.

So if, if, how, how often would you redo your front window if 11,000 people pass in front of it every single day? A lot. You would redo it a lot. And so I think about that online, you can't let your homepage go stale.

Yeah. Amen.

Yeah. And I see a lot of comments and questions about merchandising in the chat. I. I'm a. I love merchandising. I just want to give a shout out on. In RBC this, this round. I've completely redone the merchandising section because I feel like it has changed so much. And as you all know that are in there, you get lifetime access to it. But we cover a ton of merchandising inside RBC because it is, it's so pop. It's so powerful in your business, both online and in store.

Absolutely. All right, question number four. So we talked about who's your customer making them the hero? We talked about your brand image. But let's just talk about where are you marketing right now? I've seen. Has everyone seen the trend on Instagram, the ins and outs, like what's in, what's out for 2024? Has anyone made that yet? I'm gonna make one of those today. But I think one thing that is out in 2024 is trying to be on every single platform because it looks like it's the popular thing to do and everyone else is doing it. Right. Who has time for that? I. Let's just put our line in the sand right now. Tick Tock. Yay or nay. Where you at on this? Where are you at on this? There's all kinds of opportunity on Tick Tock. I'm not gonna lie. There are some people rushing it on TikTok. But you know what? It's not for everybody and that's okay. And it's okay to say it's not for me. And same is true for any of these platforms. But I think when we're talking about top of funnel and where are we going to go to acquire new customers, it's all about, in my opinion, I think, quality over quantity. We've got to get really good at some of these channels before we move on to the next one. So I'm just going to give you a couple of, like, my opinions on how valuable I think each of these are. First, let's talk about Facebook. Facebook is the most proven, highest converting social media channel that we have in our industry. It converts more than Instagram does. It is where shoppers are trained to convert for, for retail, for product based businesses. So I think for Facebook specifically, obviously you have access to your page, which is how you can run ads. And it's like your business card. It's like the front facing. It's almost like people will Google you on Facebook, right? It's where they go to know if they can trust you. So your page is incredibly important to keep that fresh every single day. But your group is where you have an opportunity to go and to build a sense of community. So the beautiful part about Facebook groups, which I we've all gone through the gamut of like what is the popular channel every year. Groups kind of died off a little bit in the last year. I think they're going to be huge again in 2024 because it's the only place we have multi directional communication. So if you think about on Instagram, on Facebook, you're talking to your customer and maybe they're talking back to you in the comments. But the beautiful thing about groups is they're talking to one another in the comments. So you have all kinds of ugc, all kinds of user generated content. You're getting your customers to share photos of their home, photos of their gift, photos of their Christmas tree, photos of the outfit they bought from you. And they're now building this sense of trust. And this is the place where people get me, they understand me. And it's a beautiful, powerful sales channel as well. So certainly the two Facebook channels in my opinion are still top of mind Instagram. I think Instagram is still like the place where we trust going for social media content. Stories and reels have changed the game on Instagram. If you don't love Tick Tock, chances are you're still going to love Instagram reels, right? So still all kinds of opportunity. Video content on Instagram is absolute king. And then like Jeff was talking about, all that behind the scenes. Messy life, Sarah. Messy house. That's your Instagram stories. People want to actually see what you ate for lunch yesterday, believe it or not, despite how silly that may feel, they want to see it. All the behind the scenes stuff, right? And generating the FOMO in your brand and in the products that you're about to launch really comes from Instagram stories. Let's talk about Tick Tock. Sarah. I'm sure you can jump in on this. Jeff. You can jump in. Let's have a quick Tick Tock chat. We won't offend too many people. I think TikTok is, is a very powerful commerce, a very powerful place for commerce. But your decision is, do I really want to do Tick Tock shops? Because the return rates, I mean we're talking about 30 return rates in some cases that come back smelling like kitty litter. Sometimes. So is that an opportunity for me? That's got to be up to you. What does it look like for your business? Can you handle it? Do you have enough time? Do you have someone to help you with the content on Tick Tock? Sarah, Jeff, what are your thoughts?

Yeah, I. I'm just gonna jump in and say, you know, again, anybody that's been in any of my coaching calls or RBC of any sort, I always talk about you literally have this plate that you carry around every single day. You don't realize you do, but you've even heard yourself say, I just don't have the capacity. I don't have any room on my plate for this. Well, that's the literal plate that I'm talking about. So it doesn't matter which one of these platforms you're using. Use it to its fullest, right? And live there. Maximize it. What I see with Tick Tock is it's fun. It is a brain candy. That's what I think of it. I think of its brain candy for myself. I do use it for, like, who. Who used a Tick Tock video to create an appetizer for their New Year's Eve party or Christmas event?

You went to.

I bet a lot of y' all did that. I mean, I jump on there for quick videos of those sort of things. The thing about the Tick Tock shops and it as a. As a platform is, is the time commitment. When Ashley talked about the return rate, that is. That is crazy.

That it.

The amount of times we see stores that are receipt that are getting back over 30, some percent of their sales come back in a. As a return and the money being held up, that all of those things. There's, there's a lot of issues around TikTok, but then again, no platforms.

Perfect.

I get that. But it does work for some people. But we have to. It's a marathon. We have to look at the long term in it. We can't just look at the one day or two day or the one item, sell out, all of those kind of things. It doesn't matter what platform we on. We have got to look at the long game and what we invest in it timewise, our personal energy. And maybe when we say yes to Tik Tok, what are we saying no to? That's my big thing on this side of it. You know, if I, if I say yes, I'm all in on Tik Tok and I'm building my Tik Tok brand. Why I have, you know, 25 customers coming into My brick and mortar store that I'm letting my $8 an hour employee deal with and then all of a sudden my brick and mortar sales start to suffer. But I'm over here hoping to build my TikTok brand. Is it worth it?

Right.

Do I have a plan that's sustainable for growth on both platforms? So I. It is one of those things that, you know, it's up to you, but definitely don't just jump dive first, you know, head first in. Because somebody else said that they've, they've had a lot of growth on TikTok.

Yeah. I think doing what is right for you. Amen. And just what can you do consistently? What can you do consistently? And what brings you joy? Some of these things are not joyful. Right. So if it's not like a bucket filler, it's a bucket dipper. So who can help you with that if it's really important to your ideal customer? Right. And where you need to be marketing? TikTok still has huge opportunity, even if you aren't particularly using shops. But it's not for everybody. Pinterest, let's talk about that. Pinterest isn't a social channel, it's a search platform. There's all kinds of opportunity on Pinterest. Right. If our average Instagram post lasts about four hours and our average pin lasts about four months, and we can continue to repin it multiple ways and drive search traffic back to our brand, there's all kinds of opportunity there that takes really a minimal amount of time and effort to keep up with. Someone mentioned YouTube in the chat. I want to talk about that for a second. And Jeff, we're about to get into Google Perspectives, which is going to be very heavy on YouTube. That's going to be a mind blowing conversation.

Just a, just a hint here. I don't know if you guys have heard about Google Perspectives, but Google Perspectives combines Facebook groups, Facebook pages, Instagram, TikTok, Pinterest and YouTube all into one search feed. And so we really should have had that as one of the channels here. But we're holding off, we're real, we're holding off for just a little bit. So I know a lot of you guys have heard me talk about it already, but we're, we'll get into it here.

Yeah, I love it. We're gonna, we're gonna dive deep into that. But YouTube. Yes. So can you create the video content that you can use across multiple channels, whether it's reels, tick tock, YouTube shorts, put it in your Facebook group. The, the post is just get the video content and you can use it multiple different ways. All right, finally, the last two mentioned here are email and text. And email and text are still absolutely top. Email especially. I feel like I've been on The Soapbox for 10 years talking about email marketing, talking about segmenting your list, growing your list, building out your flows and automations. We talked a lot about earlier today. Everyone looking alike. Right. And everyone doing a lot of the same things over the past two years. This year, if we don't really like dig into our inventory, dig into our numbers and really dig into growing an email list, like, I'm gonna hang my hat on that poll. I, I just think it's going to be the thing that really sets people apart. You have to have a list. You could use it multiple different ways. You can run ads to your list. But really growing and segmenting that email list is critical.

All right, it used to be called growing an email list and now it's called growing an email and phone number list. Because text message is going to go like crazy. And so if you have opt ins, if you're offering a person a coupon, if you're inviting somebody to a special event, don't be shy, ask them for their phone number so that you can text them. So you can do text message marketing and just make it optional if they don't want to. If they don't want to, leave it, fine. But, but ask.

I agree with that.

Can I jump in real quick on the, what Jeff just said about just ask? Because a lot of times people are like, I'm, I'm, I'm just a little shy to ask. What if they say no? But guys, we're in the business. People tell us no every day, right? Like everything that somebody shows me on their website, I, I ultimately am saying no to some of it. I'm saying yes to the few things I'm purchasing, producing. If I am in my brick and mortar store and I show you seven different blazers, when you're looking for a blazer, you're saying no to six and buying the one. We don't take the no and be offended by it, right? Hoping that you're going to get some yeses out of that, that and, and doing your job and educating them and all of those things and telling them why it's going to be beneficial for them to give you the phone number that's going to, you know, obviously increase the opportunity that they are. The odds that they do. But don't just say, well, I just Am a little shy to do it. I just don't want to be told no, can't live behind that in 2024.

And because if your Facebook group gets hacked, if your page goes away, if your Instagram gets taken down, if your tick tock gets disabled. Right. We don't own any of those channels. It's like living on borrowed time. The only channel we actually own is our lists, our email list and our text list. So absolutely critical. 1 I did not add to this, and I think it's going to have a huge rise in 2024 is ManyChat. ManyChat was popular. I don't know, Jeff. What? Probably four or five years ago, we talked a lot about ManyChat and then kind of like did its own thing now on Instagram, like specifically building a list with a keyword on manychat. Those of you who feel like you've maybe mastered some of these channels, that's another list you can build in 2024 as well.

Yeah. So for those of you that tried ManyChat five years ago on Facebook, you know, it kind of lost effectiveness on Facebook, but it's back on Instagram.

Agreed. Yeah.

And I just want to add is because those you guys that know me know, you know, I had a store for many years. I remember what it was like to be in my store every day trying to freaking figure out the daily. And then all of a sudden I'd hear somebody say, all right, be thinking about this, be thinking about that, but not really know how to go about figuring it out. This is where the boutique hub comes into play. So we're here today talking about what we see really going to be a focus in the industry in 2024. We can' solve it all and tell you exactly how to do everything today in 30 minutes, but show back up the next three, two days, you know, this all week, and you're going to learn more every single day. But then show up and be alive in the boutique hub community. Take part in the trainings, take part in the, in the threads, in the communities. You know, maybe take one of the classes. But it's, it's an ongoing thing here. What we really want to highlight is what we see in the industry is going to be very important in 2024. That's what we were doing, really want to do today and give you more information about them. But as Jeff even said, Ashley just talked about, there's platforms that have been around for a while, but every single season they change. Every quarter they're changing. So that's what we want to do here at the Boutique Hub is be your eyes and the ears and help you navigate all of this.

Right.

And when you figure out which one it is, if it's Pinterest, we're going to dive into Pinterest with you.

Right.

If you're over here wondering about. Okay, email. Got it. I need to do better in email.

Perfect.

No, not perfect. How do I do it? We have a laundry list of checklists. We have all sorts of trainings on it, and. But we just can't get into every single one of it today. So I just want to say, you know, we want to plant these seeds, but no, the Boutique Hub is. We've got a lot more information for you available.

I agree with that. Danielle, I see your hand up. We'll do Q and A at the end, but you're one of the most engaged people inside of the hub, so I know you're coming with a dynamite tip or question, but I'll call on you right away at the end. But you're a really good example of someone who does eat, sleep, and breathe the groups and all the information. So I appreciate that. All kinds of opportunities, Sarah. It's always changing, for sure. Someone just mentioned this in the chat, and I love it as well. Physical addresses, right? We've gone so digital with all of our marketing, which is powerful, but what else do we get in the mail besides bills? Beyonce. Right. We want to get some happy mail. So the opportunity to go back to physical mail, postcards, that sort of thing, handwritten notes for your VIP customers, that's still a huge opportunity in marketing as well. All right, last thing before we jump over to Jeff and he's gonna get all nerded out on us is I just want to relate. You have the platforms that we're marketing on, Right. The more quality and the more engagement that we have on these platforms, the more Facebook and Instagram will start showing and promoting our accounts to others. Right. Like on the Discover feed on Instagram, little, like, magnifying glass looking thing. Right. But the content that we're posting on these channels, I want to break it down kind of like our sales funnel, kind of like our. Our cold, warm pot. So I think about it like you're baking a cake and you've got a recipe, and I always pull from these three key ingredients and I. I'll rearrange the order. You see them here on the screen. So if I'm thinking about marketing to a cold audience, I'm thinking about engaging content. So this is your quotes, this is your memes, this is your daily engagement questions. Like if you do the small business marketing handbook that we created, there's like thousands of engagement questions in there. That's the sort of thing that's going to get someone to stop the scroll. Or if you look at your insights on Facebook or on your insights on Instagram and you look at the shares to story or the saves, which by the way, the saves is more powerful than your comments and your likes. You want to get people to hit the save button on Instagram. If you can do those things, that's what tells Instagram, oh, wow. People really love this. I'm going to show it to more people. So that's filling the top of our funnel. So engaging content every single day. It doesn't have anything to do with what you're selling. It's just getting people to engage with you. It's if you're going to share a quote, don't make it a boring quote. Like talk about something a little edgy that people are either scared to talk about, don't know how to talk about, don't have the words to incite the emotions that you can with this quote, like make it something worth sharing and worth saving. That's what gets people into that part of the funnel in our social content. Then the warm part of the funnel and social content is the second ingredient in our recipe. That's branded content. That's saying, hey, you liked this post. All right, now let's get to know each other. So branded content is all the behind the scenes. It's you showing up, like, doing a day in the life of TikTok or Real. It's all the, like, unboxing experiences. It's your UPS driver, Joe. What's your UPS driver's name? Anyone? Just drop it in the chat. I know you all know them by name. Like, what, what's your guy's name? Perfect Tom. All right, so it's all the behind the scenes. It's like, oh, I actually like this person. I could trust this person. I want to be in a community with this person. They inspire me, they motivate me, they excite me. We forget that in retail. We have a gift of putting together products. Whether it's merchandising our home, merchandising a gift, or merchandising an outfit that our customers don't have. We have that gift. Not everyone else has that gift. So share it with that engaging and branded content. And then finally, it's the sales content, it's the Product based. Buy this. Now, here's the promotion. This is what I have launching this week in this new collection. That's the third piece of the, of the recipe. And then a little frosting. On top of our recipe is the giveaways and contests that are going to funnel new people into our bucket and onto our social platforms every single day. Of course, in accordance with all of Facebook and Instagram's terms. Right. Because I can get hectic real fast. So those content buckets are going to help you build more quality on each of these channels, not just quantity of your posts. All right, Jeff, question four or question five. What does your data tell you and how can you double down?

Yeah, so I mean, you know, this is basically a Google Analytics question and this can be so overwhelming. And like the number one response I hear all the time inside of Boutique Hublac and inside of Retail Bootcamp is, oh, I'm not tech savvy. I don't understand the technology behind my business. It's too time consuming. And I just want to let you guys know that that is what Retail Bootcamp and Boutique Hub Black are. And that's how they're married together. And so Retail Boot Camp gets you, gets your feet wet, you know, introduces you into those processes to streamline your business, to start introducing some of the, you know, the, the technology tracking, some of the Google Analytics tracking, starting to get all of that stuff kind of wrapped up. And then Boutique Hub Black is the next level. It's where you and I go in one on one and we perfect that entire system and we lean into the advertising behind that system and we, you know, we double down. And so that's kind of the solutions that the Boutique Hub has. Step one is Retail Boot Camp. Step two is Boutique Hub Black. And then we marry those two together. And by the time you're, you come out of that and you do it better than I can can. But anyway, so the, and so I, I'm going to share my screen for a minute and I'm just going to show you a few key elements of Google Analytics.

4.

We're not going to get into the weeds, I promise. Even though I seriously have the tendency to do that. The. I'm just going to show you a few things that you need to pay attention to in 2024 for the top of the funnel. Right. So we'll go over the rest of the funnel later this week or to tomorrow and the next day and then, and then we will. I'm just going to show you the key elements for the top of the funnel. So I'm going to share my screen here if, if Ashley, we let me.

You just clicked on the group. Yeah. Yeah. So go ahead, Jeff.

Okay, so inside of Google Analytics, when you first log into Google Analytics, you're going to see a screen like this, right? And there's one banner that you really need to pay attention to is this top red banner here. If you have not completed your GA4 setup yet, make sure you do it today. It's simple. It takes five minutes. It will walk you through. I will warn you that Google is not a perfect platform. There are plenty of pages that have completed this that are still getting the complete setup message. So if you've already done it, just make sure that it's complete and then move on. Like, this is the boutique hubs. We've done it, trust me. But we still get the boarding. So, so that's that. Just make sure that GA4 is activated. The reason why is because inside of GA4, there's two authorizations that it's going to ask you to turn on. One is to access visitor data for retargeting on Google Perspectives, and the other one is combining Your Facebook, Instagram, TikTok, YouTube and your, your web page itself into Google Perspectives. So what Google Perspectives is, is. It's is. Google lost about 30% of search volume to TikTok last year. TikTok became a product search platform, which they did not expect. And so Google lost a bunch of search volume to that. So they are on a mission to get that, that search volume back. And so they're creating. And if you guys, if you guys Google it and look at images, you'll see what Google Perspectives looks like. But it looks a lot like TikTok. But it combines your Facebook posts, your Instagram posts, your TikTok posts, your YouTube videos all into one search feed. And it's a, like, this is a huge opportunity for boutique owners. And the big opportunity is you guys are already spectacular at creating social content. All we have to do is think about how do we make our, our social content, how do we make our Facebook posts searchable? So like if we're, if we're creating a Facebook page post for velvet leopard pants, like, which I'm sure all of you guys have teed up right now, we're scheduled out already. So the, and so if, if that's what we're doing, like, how do we list out the attributes of that product so when.