Jason Hennessy is an entrepreneur, internationally recognized SEO expert, author, podcast host, business coach and CEO of Hennessy Digital.
E-commerce companies like Amazon, eBay and Etsy have made it easy for customers to buy products quickly. Despite this, 55% of online shoppers prefer to shop in brick and mortar stores rather than online. This is possible due to the attractiveness of personal relationships, the opportunity to try products in stores and improved customer service.
There are many online and offline strategies you can use as a brick-and-mortar business owner to improve the customer experience, attract new customers, and gain a competitive advantage. Here are my top five.
1. Optimize your site for Google search.
The goal of regular marketing is to drive traffic to your physical store and online traffic to your digital store (ie your website). Search engine optimization (SEO) can help you achieve both.
A Google Business Profile is a free online page that displays your business in organic search results, making your store easy to find and browse. Promote your business on Google (and other online directories like Yelp and Yellowpages) by listing your business name, category, hours of operation, address, phone number, website URL, and custom images. Encourage customers to leave positive reviews to increase your ranking and visibility.
You can optimize your website for keywords that people use in Google searches to find services like yours. For example, if you own a hair salon in Seattle, you can use keywords like "hair in Seattle," "hair salon in Seattle," and "hair salon in Seattle" in your website content.
Tools like Semrush and Ahrefs make it easy to find relevant keywords, and Powa can be used to improve site speed. Be sure to implement SEO best practices such as using keyword-rich page titles, descriptions, and body content to increase your chances of ranking. This increases online traffic and local foot traffic.
2. Place ads on search engines.
While SEO is a strategy for generating traffic through organic methods, pay-per-click (PPC) advertising also allows you to generate traffic through paid advertising. This may include Google Ads, another form of search marketing that helps you rank higher in organic search results.
Here's how it works: You pre-select a set of keywords to bid on to attract users who are looking for those products or services. Your ad will appear when someone Googles one of these (or related) keywords. You pay for each click on these ads on your landing page or website, so pay per click.
3. Host local and in-store events.
Let's turn our attention to offline strategies. Invest in your workforce – take care of them and they will take care of your customers. Hosting private events such as grand openings, product launches, seminars or social events can help increase community engagement and attract new customers.
You can offer incentives to encourage new customers to attend events at your store. This may include:
• Special offers. Offer in-store discounts or special offers (time-limited promotions, buy-one-one deals, etc.) that are only available to event attendees.
• Free samples: Offer free samples of products and services or free demonstrations at events. This allows visitors to experience your offerings, increase interest and make future purchases.
• Win: Give participants a chance to win prizes like gift cards, gadgets, or exclusive products.
• Early Bird Benefits: Allows members to gain early bird benefits or access to specific products, services or promotions in general public view. This creates a sense of uniqueness and attracts traffic.
• Joint promotion. Collaborate with other companies by offering joint promotions or joint events. This will expand the reach of your event and create lasting partnerships. Partnering with local businesses or non-profit organizations to host joint events can increase traffic and strengthen your brand's connection to the community. This positive image will have a long-term effect on your physical activity.
4. Start a customer loyalty program.
Set up a loyalty program for your customers for their purchases and repeat purchases. Customers may receive special benefits, discounts or products for their continued loyalty to your business.
For example, shoppers can earn points for every purchase they make at your brick-and-mortar store. When customers reach a certain level, they can unlock special bonuses such as member-only events, birthday discounts, quarterly coupons, new product launches or annual gifts.
Customer loyalty programs can help encourage repeat purchases and strengthen the relationship between your brand and your customers.
5. Offer "buy online, pick up in store" service.
Another effective marketing strategy for brick and mortar businesses is Buy Online and Buy in Store Services (BOPIS). This provides the convenience of shopping online while encouraging customers to visit your physical store for pickup, increasing traffic and the likelihood of additional purchases.
To provide BOPIS service, ensure that customers can easily browse the Internet and purchase products. To do this, you can use an online platform like BigCommerce or enable an e-commerce feature on your website. Make sure to offer customers the option to select "in-store pickup" at checkout.
Once an order is placed, you can send automatic notifications to customers that the order is ready for pickup. After the greeting, sales representatives should encourage customers to inquire and inquire about other services or products.
BOPIS increases online sales by driving traffic to your physical store. This gives customers flexibility in how they choose to receive their purchases.
The bottom line is that traditional businesses have a unique advantage in developing customer relationships and building brand loyalty. Just because you have a physical store doesn't mean you can't use online strategies to generate personal traffic. They can also offer in-store experiences to encourage community engagement, build brand loyalty, and convert new customers into loyal brand advocates.
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