Katie Kinlaw, Punchmark
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Here are four tried-and-true strategies to use digital strategies to drive more store traffic.
Have an Optimized Google My Business Listing
According to a Google case study, 4-in-5 consumers use search engines to find information about local businesses. 50% of consumers who search on their mobile phone and 34% of consumers who search on a desktop visit a local store within a day.
With statistics like these, it makes a compelling case for why it is so important to have a local presence online. If you can’t be found online, your potential customer is going to go to a competitor that is easily accessible.
While there are many factors that tie into being served in the local search results, a key factor is having an updated Google My Business (GMB) listing. If you haven’t, you can start by verifying your business listing by visiting https://www.google.com/business.
To get the most out of your GMB listing make sure you update as much information as you can including your business name, phone number, address, business hours, and business description. Add good quality photos of your store and staff as well.
Encourage and Manage Your Online Reviews
When a consumer makes a purchase, whether in-store or online, it’s crucial to follow up with messaging asking them to leave an online review. Google has confirmed that businesses that not only have more quality reviews than their competitors but also respond and interact with their consumers have a much more favorable chance to have higher rankings in the search results.
After a customer leaves a review the best practice is to respond, even (and especially) if it happens to be a more negative review. It doesn’t happen all the time, but we know it is something business owners have to deal with. This shows accountability and interaction with your customer base which leads to building credibility with the public and with search engines.
Create Gift Guides for Holidays
Creating gift guides around peak seasons, whether it’s Christmas or Valentine’s Day, can be a fun and effective way to bring customers in-store. If you already have a steady flow of online traffic you can showcase some of your favorite pieces in a stylized blog or landing page to help curate your narrative – and drive feet through your door.
This can also be a sharable resource via your social channels, whether Facebook or Instagram, to encourage user engagement. In support of this gift guide showing each piece in your Instagram Story or Facebook Live can increase user engagement that much more. To see an example of a gift guide you can check out this link.
In-Store Redeemable Promotions
Creating a specific promotion that is in-store only and highlighting it on your website can be a great way of driving users in-store. This can be used in conjunction with a gift guide, in-store event, or around a specific holiday. For example, if you were to offer 3% off a specific brand if a customer uses the code MTHERSDAY in-store only, it would give them more incentive to come in person. You can create a homepage banner on your website about the promotion for more exposure. The homepage banner could even link them to a related gift guide or in-store event page, if applicable!
Using an in-store redeemable promotion would also be an easy way to track the success of that particular marketing push by keeping tracking of the customers that used that specific code. You could focus on a bigger marketing push by creating a Google Adwords or Social Media campaign around this initiative as well.
However you decide to utilize these tactics, they can be a helpful tool. Taking steps to optimize your business for local search and incentivizing the consumer to come in-store can give you the boost of in-store foot traffic you’re looking for!