Your employees

Your employees each have a different expertise and personality. Have each of them talk about what part of the shop they are most excited about and have the most expertise in. This will establish your shop as an expert in the field of bikes and accessories. It will show that you have a shop full of people that know their stuff and are passionate about helping customers get the best product that is the best fit for them.

Your space

Nobody has the same space as you do, so use it to your advantage, shooting videos in different areas of the shop, helping customers explore and feel comfortable in your space before they even enter your store. Do you have a cafe in your space? Shoot some videos behind the counter. Do you have a repair shop? Shoot some videos in there. This lets them see the variety of products you have displayed as well as gives them a look at your unique personality as displayed in the decorations you have put up.

Your Personality

Every business has a different personality. Don’t be afraid to lean into yours. Are you silly? Are you serious? Are you quirky? Are you passionate about a specific cultural issue? It’s okay to put that on display and let people know. It won’t attract everyone, but it will attract more like minded people who appreciate the things that make you more unique and less generic.

Your bikes

Every bike store has a different selection of bikes from different companies. Why did you choose these specific companies? Highlight the benefits of each brand. Show people why they are better than the big name brands they are used to seeing at all the generic bike shops. Help people see how different bikes work better for different people and different applications. Make a video with a customer who is looking for a new bike where you talk through what they’re looking for to the moment they buy their perfect bike.

Your accessories

Buying the bike is just the beginning. Then you need the gear to go with it to truly make it your own and customized to fit your exact needs. Make a video about a specific accessory, showing why you picked this specific item to have in your store. Compare multiple bike seats at different price points to show what you get at each price point. Talk through the benefits of riding with clip in bike shoes. Why is it worth the investment? Why might it be a waste of money. If you can show that some people SHOULDN’T spend the extra money, you will gain a lot of trust from your customers.

Your repair department

What sorts of repairs are most common in your bike shop? Have a technician walk through the process of changing an inner tube or replacing a brake line. It will show people that you know what you are doing. It will also show people that even though it is pretty simple to do yourself, it’s best to just have a professional do it right the first time. Make a video about a bike tune up so that people see the benefit of having their bike professionally serviced regularly, just like their car.

Think about some of your favorite customers. Not the guy that bought one bike last year and hasn’t been back since, but the customers who stop by regularly to chat or ask questions and often leave with something new in their hand. Ask them to film a quick, ten second clip that answers the question “Why do you keep coming back to this bike shop?” If you do this with a few people, you will likely get slightly different answers each time, but they will all go back to answering the question of “What makes your shop unique?” Then take that clip, add a little graphic of “Why do you keep shopping at ______” with some bouncy music underneath and you’ve got a great little piece of content for your social media channel. Then you can also take what they said and type it out to use on your website or in another post on social media.