If you are not making use of digital marketing tools, you are missing out on a huge chunk of customers!
Shoppers are now searching for retail businesses like yours online. According to Google:
3 out of 4 customers now use a search engine to find a business.
7 out of 10 customers made a purchase from a business they found using a search engine.
This is why digital marketing strategies are essential for retailers who are looking to drive foot traffic and sales.
To learn more about the benefits of digital marketing for retail stores, click here.
Below are three strategies you can leverage to build an online presence and attract more shoppers.
3 Online Marketing Tactics that Increase Foot Traffic
1) Local Directory Listings
Local search results present a huge opportunity for retail stores; according to Google, 80% of people now use a search engine to find local information.
This is why local directory listings are so valuable to retailers as a digital marketing tool – they help optimize your retail business for local search (or local SEO). In simpler terms, they help you be found locally by making your retail store appear in search results.
Directories feature business information such as your address, contact information, store hours along with other useful features such as customer reviews, images, videos, and preferred payment options.
Not only do local directories help you appear higher up in search results – they also help your business stand out among big box stores and online retailers.
As mentioned above, most retail stores haven’t optimised for local search while online competitors can’t compete with your store locally. Meaning – there is a competitive edge you can gain by focusing on local SEO.
To learn more about the basics of SEO, click here.
The following are some online directories that will help you get noticed in local search results:
Google My Business
Yelp
Yahoo Local
Bing Places for Business
MerchantCircle
Yellow Pages
Foursquare
Manta
Angie’s List
Citysearch
2) Buy Online, Pick Up In-Store (BOPIS)
Buy Online, Pick Up In-store or BOPIS (also commonly known as click and collect) takes advantage of consumer shopping habits to drive foot traffic.
BOPIS is increasing in popularity as more and more retailers are adopting the strategy in order to remain competitive in the age of Amazon. And it is a tactic that seems to be working – according to the Business Insider, 68% of US consumers have made multiple click and collect purchases.
To summarize, BOPIS drives foot traffic while offering several advantages to retailers including:
Higher rates of impulse purchases
Decreased shipping costs
Lower return rates
Satisfied shoppers
3) Google Local Inventory Ads
Google Local Inventory Ads are one of the most important digital marketing tools that retailers can leverage to drive foot traffic. This is because LIAs give retailers the unique ability to display a store’s in-stock merchandise – at the exact moment that a relevant local search is made.
When a shopper makes a relevant product search, and that product is available at a local store, they will be shown a local inventory ad with an “in stock” label.
Once that shopper clicks on the ad, they will be taken to the Local Storefront page. Here, they will be given more information about the product and your physical store including other in-stock inventory, current promotions, store location, and hours.
So by implementing Google LIAs in your digital marketing strategy, you will be able to target local shoppers and drive relevant traffic to your store!
We hope you found this article helpful!
Would you like to learn more about how to increase your retail store’s online presence?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
This is where Google comes in – Google My Business (GMB) is one of the post popular online review platforms on the web. When managed correctly, GMB reviews can have a huge impact on your retail business’s bottom line!
So keep reading to find out how your retail store can benefit from Google Reviews.
Advantages of Google My Business Reviews
1) Improve Your Online Visibility (SEO) on Google
Google wants to deliver the most relevant and beneficial content to its users. In order do this, it takes many factors into consideration – mobile responsiveness, content quality, a secure website, link building, keyword optimization etc.
However, when it comes to local search ranking, customer reviews are one of the most important ranking factors. Google even confirms this!
You’ve probably noticed that when you search Google for a local store or product, the business listings with more reviews and higher ratings appear in the “Local 3 Pack”.
For example, when I searched for “pet stores in my area”, one of the factors highlighted by Google are customer reviews – indicating that it is an important ranking factor. You can see that the top 3 positions are occupied by stores with 1) a higher rating and 2) a large number of reviews.
This means that by focusing on customer review management, you can improve your store’s presence in local search results. This in turn, will increase click-through rates to your website and drive more local traffic to your store!
2) Build Trust and Credibility Among Target Shoppers
Word of mouth has always been an incredibly powerful and beneficial marketing tool used in business.
This is because shoppers value the opinions of those around them – owing to the trust and credibility that exists in those relationships. So whether it comes from a family member, friend, acquaintance, or co-worker, store and product recommendations are taken in high regard.
The difference now however, is that rather than asking someone they know for a recommendation, shoppers can just go online!
And that’s why customer reviews play such an important part in your online marketing strategy. By establishing trust and credibility among target shoppers, you build a good reputation.
A good reputation will set you apart from your competitors, boost your online visibility, and ultimately increase your sales.
3) Get Useful Shopper Insight and Feedback
Google My Business reviews give retailers another advantage – they provide valuable shopper insights which can be used to improve business operations.
Let’s put it this way – your retail business will make more money if your shoppers are happy.
But how do you keep shoppers happy? And how do you know what they like or dislike about your retail business?
By asking for customer feedback!
That’s why each Google review you receive should act as an insight as to what your business is doing right or wrong.
Keep in mind that top performing retailers are constantly looking for ways to improve shopper experiences. With reviews, your target shoppers are telling you exactly what they like, hate, and ultimately – what needs to be changed.
By actively seeking feedback, you can observe what is working for your shoppers and what is not. This way, you can adjust your business operations to make your store’s customer experience the best it can be. At the end of the day, this will lead to better business and more sales.
Google Reviews Lead to Store Visits
By now, you should have a good idea of why Google Reviews are so important. In short, Google reviews provide small retail businesses the tools to build their online presence, establish authority, and understand customers better. In turn, these factors lead to more foot traffic and higher revenue.
So reap the benefits of Google reviews today by implementing strong customer review management in your business strategy!
We hope you found this article helpful!
Would you like to learn more about how to attract local shoppers on Google?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
Many store owners face the same dilemma and they often phrase it like this: “How do I drive more foot traffic to my physical store?”
As 87% of shoppers begin their product searches online, building an online presence is a great place to start!
What Does it Mean to Have an Online Presence?
The term online presence is often confused with the existence of an online store or website. However, they are two completely different things.
Simply put, a strong online presence means that shoppers can easily find you online.
It is much more than just your website or online store – it is your entire existence on the web! This includes your social media, shopper reviews, local listings/directories, your ranking in search results etc.
Why Does My Retail Store Need an Online Presence?
It’s no secret that today’s shoppers spend a significant amount of time online.
The majority of shoppers start their product searches online but end up purchasing in-store, giving rise to the trend of Research Online, Purchase Offline (ROPO).
So in order to stay relevant and meet shopper expectations, retailersmust have a strong online presence.
5 Ways To Increase Your Store’s Online Presence
1) Google My Business (GMB)
Google My Business is one of the most effective ways to increase a retail store’s online visibility. So, if you are a local store owner looking to build an online presence,creating a GMB profile is the first step you should take!
This is why Google My Business is so important. As Google wants to display the most relevant information, it will always display search results based on a user’s location.
For example, if you decided to Google “pet store”, the GMB profiles of local pet stores in your area would appear.
This means that by creating a GMB listing, you can easily target local shoppers in your area.
And the best part? It’s completely free!
By having a complete and accurate GMB profile, the greater your chances are of ranking higher in both Google Search and Google Maps.
This is why Google Shopping is one of the most important tools available to retailers – especially to those who are looking to increase their online presence.
Google Local Inventory Ads (LIAs) give retailers the ability to display their local, in-stock merchandise at the exact moment that a relevant product search is made.
Once a shopper clicks on the ad, they are redirected to your store’s page. Here, they can view your in-stock inventory, current promotions, store location, directions, and store hours.
By implementing Google Shopping Ads in your online business strategy, you can increase your online visibility while driving more foot traffic to your physical store!
So whether you choose to use unpaid (organic) or paid social media tactics, it is a great way to boost online visibility and store sales.
You can start by posting attractive content on social media platforms such as Instagram, Twitter, Facebook, Youtube, Pinterest, and Google My Business. You may want to determine which platforms are best for your retail store. Determining the right social media platforms for your business depends on several factors – your target shopper, retail sector/industry, and business goals.
It’s also important to post consistently in order to deliver relevant content to your shoppers. Posting regularly also helps in growing your following and online presence. Ideally, you should aim to update your social accounts several times a week.
Some good content ideas include:
Sharing appealing images of your products and store. Videos and images are proven to receive higher engagement than text-only posts.
Promote exclusive events,limited time offers, and promotions to drive traffic to your store.
Hold social media contests. Incentivize shoppers to follow your social accounts by making it a rule or condition of the contest.
This is why customer review management plays an important part in building your online presence.
It establishes trust and credibility amongst target shoppers. This in turn, helps boost your online visibility and leads to more sales!
Here are a few tips for managing shopper reviews:
Respond to reviews (even the bad ones!)
Responding to customer reviews says a lot about your business – it shows that you are paying attention to the needs of your shoppers and that you care about providing good-quality customer service.
It’s important to thank shoppers for leaving positive reviews. This often encourages other shoppers to leave a review as they know it will be read.
Don’t feel discouraged by bad reviews! In the case that a shopper leaves a negative review, it is best to address it and resolve the issue. This way, potential shoppers will feel more comfortable doing business with you!
Incentivize shoppers to leave reviews
Oftentimes, shoppers do not like taking time out of their day to leave a review. So it’s a good idea to incentivize these busy shoppers!
You can do so by offering every shopper who leaves a review a reward. Some good ideas include:
Offering shoppers a discount on store merchandise.
Holding a monthly contest – where every shopper who leaves a review will be entered for the chance to win a prize (a gift card or popular store merchandise etc.)
Giving out coupons/gift cards(for ex: $5, $10 ,15 off) that are only redeemable in-store.
It’s important to be cautious when offering incentives! Some review platforms such as Yelp discourage incentivizing shoppers. So make sure you carefully read the guidelines of the platform(s) you choose to use.
Display reviews on your website
Review platforms don’t have to be the only place where you leverage the positive thoughts and experiences of your shoppers.
Displaying shopper testimonials on your website can help establish credibility. When they are accompanied by photos, videos, and customer information, they are also highly persuasive.
Here is a great example of ACE POS leveraging positive reviews on their website:
Anyone can make up a positive testimonial and attribute it to a fake name. Since the goal is to establish credibility, it is important to include the customer’s full name, job role, company, a link to their website (if applicable), and other identifying information.
5) Make your Website “Mobile Friendly”
The majority of web searches are now being done on mobile devices rather than desktops or laptops. Meaning – shoppers have high expectations when it comes to mobile sites!
Having a mobile friendly website also has a direct impact on your online presence. Mobile-friendliness is one of the key factors used by Google when deciding how to rank your website.
This is why it is so important that your website is optimized for mobile search!
You can check the mobile responsiveness of your website with Google’s Mobile-Friendly Test.
At this point, you may be wondering : “how do I optimize my website for mobile users?”
Most website builders (Wix, Squarespace, etc.) provide mobile optimization – but it all comes down to what best suits your retail business. For an in-depth review of website builders for mobile editing, click here.
We hope you found this article helpful!
Would you like to learn more about how to increase your retail store’s online presence?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
