Maybe you are the owner of a brick and mortar store that does little selling online, or perhaps you are just getting started selling on platforms like Amazon and eBay. Even if a bulk of your sales don’t come from online sources, today’s consumers are utilizing technology, so having a solid digital marketing strategy for your brick and mortar location is a must.
Not too very long ago, the shopping experience usually involved a drive to the local store or shopping center. For most, shopping is now a combination of online and traditional buying. Even with an increasing shift to online purchasing, 94% of total retail sales are still generated in brick and mortar stores. So, if people are still shopping at stores, why is it important to market digitally?
The normalization of online and smart phone purchasing has led to a form of hybrid shopping. Seventy two percent of young shoppers conduct online research before entering a store and comparison shopping via cell phone is becoming a common practice. This means that brick and mortar stores need to become a true “destination.” A place people come to for the products they need from the “experts” they’ve come to trust online.
1.Use Targeted Emails to Attract Customers
Email remains one of the best and most efficient digital means of drawing in customers. The key to using email wisely is to segment your lists and target your emails. Targeting email based on persona actually improves click-through rate by 16%. This takes some research, but it is well worth it for the powerful results.
2. Don’t Underestimate the Power of a Great Email Newsletter
Email newsletters are a great way to provide updates, product information and expert advice to potential and current customers. A well-written email can increase brand loyalty and increase interest in your products. Don’t just send a newsletter to get mail in an inbox. Unless it’s packed with relevant information, it’s unlikely that it will be read.
3. Utilize Social Media
Social media users have learned to scroll past automated posts and everyday updates. For brick and mortar stores to find success on social media, they need to make their posts engaging. Ask for feedback, use pictures and video whenever possible and encourage sharing. There’s no need to stick to one platform. Experiment to find out what works.
4. Think Local
If you’re a local business, anyone nearby who is looking for what you have to offer should be able to find you quickly and easily. This can be accomplished by using smart search engine optimization tactics and by providing online content that is relevant to your target market.
No matter what your future plans for online selling might be, having a strategic digital marketing plan in place can make or break your bottom line. Building your brand online, through email and via social media can bring your sales to the next level.