In today’s technology-driven world, most purchases begin online. Consumers want to fully understand their options and are willing to put in the time to quickly research a product prior to buying. However, even with the new uprising of VR shopping, they are still not able to touch and feel a product before they buy. Therefore, despite reports to the contrary, brick-and-mortar stores that embrace online marketing are alive and thriving.
So how can local stores take advantage of online marketing to drive in-store sales? The opportunities are endless. Here are five quick ways to get you started:
1. Google My Business
With 72% of consumers visiting a store within 5 miles after doing a local search, accurate online directories, like Google My Business (GMB), are a must. GMB is often your first point of contact with a potential consumer. In addition to basic contact and location information, you should also take advantage of features such as frequently asked questions, product highlights, and posting in-store promotions. Google Reviews are also key as most people today trust online reviews as much as an in-person recommendation.
2. Social Media
Platforms like Facebook and Instagram are a great way to engage directly with your customers. 77% of consumers say they are more likely to buy from a brand they follow on social media over another. Social media is a powerful way to build brand loyalty, share new products, testimonials, and insight into your company culture.
3. Search Advertising
Google Ads and Microsoft Ads are a great way to ensure your business is visible when shoppers are researching products on the web. Whether you are driving them to your store or a page on your website for more details, it is crucial to have clear and concise messaging that is tailored to exactly what they are looking for. For help on writing click-worthy Google Ads, check out these three essential tips.
4. Display Advertising
Have you ever started doing research online and noticed advertisements related to what you were just searching for are now showing up everywhere you go? This is called retargeting and a great way to not only build brand awareness but remind those searchers where they can go to get the products they were looking for. Display ads offer flexibility and can be easily adjusted to match your current in-store promotions.
5. Content Marketing
Probably one of the most under-utilized methods of driving sales by brick-and-mortar retail locations is content marketing. Original content provides valuable information on your website to help answer questions consumers typically have while researching your products and services through blogs and FAQs.
By taking advantage of the power of online marketing, you can increase brand awareness, drive foot traffic to your store, and help consumers make informed decisions throughout their buyers’ journey. Need help getting started? Contact us to find out how we can help!