Brick-and-Mortar Survival Guide

by | Jul 1, 2024 | Internet Marketing

Brick-and-Mortar Survival Guide:
Digital Marketing Tricks to Keep Your Doors Open

The digital revolution has transformed the way businesses operate, and brick-and-mortar stores are no exception. While physical storefronts still hold immense value, integrating digital marketing strategies is now essential for survival and growth. If you’re wondering how to bridge the gap between your offline and online presence, you’re in the right place.

Why Digital Marketing Matters for Brick-and-Mortar Businesses

It’s a common misconception that digital marketing is exclusively for online businesses. However, the reality is that your target customers are spending a significant amount of time online, researching products, comparing prices, and reading reviews. By establishing a strong digital footprint, you can:

  • Increase visibility: Reach a wider audience beyond your immediate geographic location.
  • Drive foot traffic: Attract local customers to your physical store.
  • Build brand awareness: Create a memorable and engaging brand identity online.
  • Boost sales: Facilitate online ordering and drive impulse purchases.
  • Enhance customer engagement: Connect with customers on social media, through email, and via your website.

Essential Digital Marketing Strategies for Brick-and-Mortar Success

1. Craft a Compelling Website

Your website is your virtual storefront, so make a lasting impression.

  • User-Friendly Design: Prioritize intuitive navigation, clear menus, and a responsive layout that adapts to different screen sizes. Incorporate a search bar to help users find specific products or information quickly.
  • High-Quality Visuals: Invest in professional photography and videography to showcase your products or services in the best light. Use images that are visually appealing, well-lit, and accurately represent your offerings.
  • Clear Calls to Action: Strategically place buttons or links that encourage visitors to take action, such as “Shop Now,” “Learn More,” or “Contact Us.” Use persuasive language and compelling visuals to entice clicks.
  • Local SEO Optimization: Optimize your website for local search by including your city and state in page titles, meta descriptions, and header tags. Create location-specific landing pages if you serve multiple areas.

2. Dominate Local SEO

Local SEO is crucial for attracting nearby customers.

  • Google My Business: Claim and verify your listing on Google My Business. Ensure your business information is accurate and up-to-date, including your name, address, phone number, website, and hours of operation. Add photos and videos to make your listing more visually appealing.
  • Local Citations: Submit your business information to online directories and review sites like Yelp, YellowPages, and Facebook. Consistent NAP (name, address, phone number) information across these platforms is crucial for local SEO.
  • Local Keywords: Research and identify keywords that potential customers in your area are using to search for businesses like yours. Incorporate these keywords naturally into your website content, blog posts, and social media profiles.
  • Online Reviews: Actively encourage satisfied customers to leave positive reviews on platforms like Google and Yelp. Respond to reviews, both positive and negative, in a professional and timely manner.

3. Harness the Power of Social Media

Social media is a goldmine for connecting with your audience.

  • Choose the Right Platforms: Identify the social media platforms where your target audience is most active. Focus your efforts on those platforms rather than trying to be everywhere.
  • Consistent Posting: Develop a content calendar and stick to a regular posting schedule. Share a mix of promotional content, behind-the-scenes glimpses, customer testimonials, industry news, and interactive posts.
  • Interact with Your Audience: Don’t just broadcast your message – engage in conversations. Respond to comments and messages promptly, ask questions, and participate in relevant discussions.
  • Run Targeted Ads: Take advantage of social media advertising platforms to reach specific demographics and interests. Experiment with different ad formats, targeting options, and budgets to find what works best for your business.

4. Content Marketing That Converts

Provide value to your audience through informative and entertaining content.

  • Blogging: Create informative and engaging blog posts that address your audience’s pain points, answer their questions, and showcase your expertise. Use relevant keywords to attract organic traffic from search engines.
  • Videos: Leverage video content to demonstrate your products in action, share customer success stories, or provide tutorials and tips related to your industry.
  • Email Marketing: Build an email list and send out regular newsletters featuring exclusive offers, new product announcements, company news, and personalized recommendations.
  • Social Media Content: Share eye-catching visuals, run contests and giveaways, conduct polls and surveys, and encourage user-generated content.

5. Paid Advertising for Maximum Reach

Targeted online ads can significantly boost your visibility.

  • Google Ads: Utilize Google’s pay-per-click advertising platform to display your ads at the top of search results for specific keywords. This can be a highly effective way to attract immediate traffic and leads.
  • Social Media Ads: Leverage social media advertising platforms like Facebook, Instagram, Twitter, and LinkedIn to reach specific audiences based on demographics, interests, and behaviors.
  • Retargeting Ads: Show ads to users who have previously interacted with your website or social media profiles. This can be a powerful tool for re-engaging potential customers and reminding them of your offerings.

6. Embrace Online Ordering and Local Delivery

Convenience is key in today’s fast-paced world.

  • E-commerce Integration: If you sell products, set up a user-friendly online store on your website. Make the checkout process simple and secure. Offer various payment options and clearly display shipping costs.
  • Local Delivery: Partner with a local delivery service or hire your own delivery drivers. Clearly communicate your delivery area and fees on your website and social mediachannels.
  • Curbside Pickup: Offer a curbside pickup option for customers who prefer to pick up their orders in person. This can be a convenient and safe way for customers to shop locally.

7. Analyze and Adapt

Regularly track your digital marketing efforts to measure success and identify areas for improvement.

  • Website Analytics: Use tools like Google Analytics to track website traffic, user behavior, and conversions. Analyze this data to identify what’s working and what needs improvement on your website.
  • Social Media Analytics: Monitor the performance of your social media posts and campaigns. Track metrics like engagement, reach, click-through rates, and conversions. Use this data to refine your social media strategy.
  • Email Marketing Analytics: Pay attention to email open rates, click-through rates, and conversion rates. Segment your email list and personalize your campaigns based on user behavior and preferences.

By implementing these comprehensive digital marketing strategies, you can bridge the gap between your brick-and-mortar presence and the online world, ensuring your business thrives in the digital age. Remember, consistency, experimentation, and a customer-centric approach are key to achieving long-term success.