Digital marketing is crucial for businesses to enhance visibility, attract customers, and boost sales and loyalty. Local SEO, social media, email campaigns, online ads, content creation, digital tools, and physical stores can significantly increase physical businesses’ reach and customer engagement. Regularly measuring the effectiveness of these strategies and making necessary adjustments ensures continuous growth and competitiveness in the market.
In this complete guide, you’ll learn how digital marketing can improve your brick-and-mortar business.
What Is Digital Marketing?
Digital marketing pertains to the use of digital channels, platforms, and technologies to promote products or services to a target audience. The strategies are designed to engage customers, drive traffic, and generate leads through various online and electronic means. The best marketing agencies offer web design and digital marketing services for a holistic and personal touch, as you can read more here.
Digital marketing has different components or categories, which include the following:
- Search Engine Optimization (SEO)
This digital marketing specialty aims to rank a website in the first results page of search engines. Increase organic or unpaid traffic by implementing keyword research, and on-page, technical, and off-page SEO tactics.
- Content Marketing
Create, publish, and promote valuable, relevant content that can attract your target audience and drive profitable customer action. Aside from blog posts, you can also include videos, infographics, and ebooks into your content marketing plan.
- Social Media Marketing
Share your content and interact with people on platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest. It’s a way to get your brand noticed, attract visitors to your website, and find potential customers.
- Email Marketing
Send targeted emails to prospects and customers. It promotes content, discounts, and events and directs people to the business’s website. Effective email marketing involves personalization, segmentation, and analytics.
- Pay-Per-Click (PPC) Advertising
PPC involves buying visits to your site rather than attempting to earn them organically.
- Affiliate Marketing
It is a way for companies to promote their products or services through partnerships with other people or businesses, called affiliates. Affiliates earn a commission by sharing the company’s products through their own websites, social media, or email campaigns. Essentially, affiliates get paid for driving traffic and sales to the company’s offerings.
- Online Public Relations (PR)
It’s similar to traditional PR but in the online space, and it includes efforts such as responding to reviews, engaging with journalists on social media, and building relationships with online influencers.
How Digital Marketing Improves Physical Businesses
Drive online engagement and convert generated leads into in-store traffic by implementing the right digital marketing strategies for your brick-and-mortar business. Learn how building a comprehensive digital marketing strategy can improve your business below.
1. Enhancing Visibility with Local SEO
Local SEO helps physical businesses appear in search results when online users search for products or services in a specific location. This makes it easier for potential customers to find the business online. Here are some key local SEO strategies:
- Local Keywords
Incorporate local keywords into your website’s content. This means using phrases that include your city or region, along with terms relevant to your business. For example, a bakery in New York might use keywords like “best bakery in New York” or “fresh pastries NYC.” This way, search engines can quickly understand your location and the services you offer.
- Online Directories and Citations
Consistent and accurate listings across the web improve your credibility and local search rankings. Popular directories include Yelp, TripAdvisor, and industry-specific platforms.
- Mobile Optimization
Ensure your website is mobile-friendly. A mobile-optimized site improves user experience and boosts your local SEO efforts. A mobile voice search function can be a great way to attract more potential leads for your physical store.
2. Engaging Customers Through Social Media
Social media is an essential tool for addressing customer concerns and managing reputation. Prompt responses to issues and transparent communication can help mitigate negative situations and maintain customer trust. Here’s how to effectively use social media:
- Create Engaging Content
Share content that your audience will love. Show them behind-the-scenes glimpses of your business, highlight customer testimonials, promote special deals, and showcase local events. High-quality photos and videos grab attention and are more likely to be shared.
- Interact with Your Audience
Talking with your audience is crucial on social media. Respond quickly to comments, messages, and reviews. Engaging with people builds relationships and creates a community around your brand.
- Run Social Media Contests
Contests and giveaways are great for boosting your social media presence and getting more people to visit your store. For example, you could have a contest where customers visit your store and take a photo to enter. This not only brings more people into your store but also creates user-generated content.
3. Leveraging Email Marketing
Customers perceive emails as a professional way to connect with brands and vice versa. Keep subscribers engaged with regular newsletters, special promotions, and product updates to maintain their interest and loyalty, turning them into repeat customers. Here are some tips to make the most of it:
- Build a Strong Email List
To build a robust email list, collect addresses online and in-store with strategically placed sign-up forms. Offer incentives like discounts, exclusive offers, or free ebooks. Make the process quick and simple, requiring minimal information. Promote sign-ups on social media, at events, on your website, and in marketing materials.
- Segment Your Audience
Identify frequent buyers, occasional shoppers, and inactive customers and tailor offers accordingly. Use product interests and demographic information to refine segments. Personalize emails to match each group’s needs.
- Personalize Your Emails
Personalizing your emails can boost engagement and improve customer relationships. Use customers’ first names, analyze past purchases to recommend products, and tailor content to their interests. For example, send skincare tips and new arrivals to frequent skincare buyers. This shows you understand their needs, building trust and loyalty, which encourages repeat visits and purchases.
- Offer Exclusive Promotions
Sending exclusive promotions to email subscribers can boost engagement and sales. Highlight exclusivity and use time-limited offers to create urgency. Drive foot traffic with in-store discounts or special events. Personalize promotions based on interests and behaviors to increase appeal. Clearly communicate benefits like savings or perks. Track metrics to refine future offers and improve effectiveness.
4. Driving Traffic with PPC Advertising
This advertising tactic is a cost-effective way to drive traffic to your brick-and-mortar business. PPC allows you to target specific locations, demographics, keywords, and even times of day. This precision helps ensure ads are shown to the most relevant potential customers. Here’s how to make the most of it:
- Local Targeting
Local targeting helps drive traffic to your store by ensuring ads reach nearby people. Customize targeting by demographics and use geofencing to deliver ads to nearby customers. Include local keywords like “near me” to increase visibility in local searches. Monitor ad performance and adjust based on data. Align ad campaigns with local events and holidays to boost engagement and attract foot traffic.
- Ad Extensions
Ad extensions enhance your ads by providing additional information, making them more useful and attractive to potential customers. These extensions increase visibility, improve click-through rates, enhance user experience, and boost ad rank. Ensure extensions are relevant, varied, and up-to-date, and monitor their performance. This strategy increases user engagement and drives more traffic and conversions for your business.
- Retargeting
Retargeting displays ads to people who visited your website or social media, using a pixel to track visitors and display targeted ads elsewhere. This increases brand recall, conversion rates, and cost-effectiveness. To maximize effectiveness, segment your audience, use frequency capping, create compelling ads, test and optimize campaigns, and follow up promptly. Effective retargeting keeps your business at the top of your mind, reinforces brand awareness, and boosts conversions.
- Compelling Offers
Creating compelling offers is key to attracting customers. Use clear calls to action like “Shop Now,” highlight special discounts and new products, and promote in-store events. Use high-quality images, vibrant colors, and dynamic graphics that align with your brand. Tailor offers to different customer segments and personalizes messages.
5. Building Loyalty Through Content Marketing
Building loyalty through content marketing helps physical businesses create a strong, trust-based relationship with customers. By providing valuable, engaging, and consistent content, businesses can enhance the customer experience, encourage repeat visits, and foster long-term loyalty. Check out how to effectively use content marketing:
- Blog Posts
Starting a blog on your website helps share relevant content and engage your audience. Optimize posts with keywords, meta descriptions, and internal links. Use compelling titles and incorporate visuals like images and videos. Encourage comments and shares to build relationships and increase reach. Track performance metrics to refine your strategy.
- Video Content
Videos are a great way to showcase your products and services and give virtual tours of your store. Highlight features, demonstrate use cases, and build trust with testimonials. Effective video content enhances your brand presence and connects deeply with your audience.
- User-Generated Content
User-generated content (UGC) boosts brand authenticity and credibility. Encourage reviews on platforms and incentivize customers to share photos and videos with campaigns or contests. Use branded hashtags to track and promote UGC—feature customer stories and testimonials on your blog and social media to create connections. Share UGC on your channels, crediting the creators, and engage by liking and commenting to build community.
- Educational Content
Providing educational content adds value to your customers’ experience and establishes your business as an expert. Identify relevant topics through surveys, reviews, and social media. Create detailed guides and tutorials using blog posts, videos, infographics, and podcasts. Host in-store workshops or webinars and promote them via your website, social media, and newsletters. Share engaging content on social media and distribute personalized newsletters.
6. Enhancing Customer Experience with Digital Tools
Digital marketing and other digital tools can enhance the in-store experience, making it more convenient and enjoyable for customers. AR apps can allow customers to visualize how products will look in their home or on themselves. Here are other examples:
- Online Reservations and Appointments
Allow customers to book reservations or appointments online. This is particularly useful for restaurants, salons, and other service-based businesses. An easy-to-use booking system can improve customer satisfaction and reduce wait times.
- Mobile Payments
Offer mobile payment options to streamline the checkout process. Mobile payments are fast, secure, and convenient for customers. They also reduce the need for cash handling.
- In-Store Wi-Fi
Providing free Wi-Fi in your store can enhance the shopping experience. Customers can use it to look up product information, check reviews, and share their experiences on social media. It also provides an opportunity to collect email addresses for your marketing list.
- Loyalty Programs
Implement digital loyalty programs to reward repeat customers, creating long-term loyalty customer relationships. Use apps or email to track and reward purchases, offering incentives such as discounts, free items, or exclusive access to events.
7. Measuring Success and Adjusting Strategies
It’s crucial to measure success and make adjustments as needed when implementing digital marketing strategies. This helps in resource and manpower allocation, making the most out of your marketing budget. Here are some key metrics and tools:
- Social Media Analytics
Use analytics tools in social media platforms to track engagement, reach, and follower growth. That way, you’ll discover the content types that your audience likes.
- Email Marketing Metrics
Monitor open, click-through, and conversion rates for your email campaigns. This data can help you identify what’s working and what needs improvement.
- Customer Feedback
Customer feedback through surveys, reviews, and direct interactions gauge satisfaction and identify areas for improvement. Use this feedback to enhance your customer experience and refine your marketing strategies.
How to Choose Your Digital Marketing Strategy
Choosing the best digital marketing strategies for brick-and-mortar businesses involves understanding the business’s goals, target audience, and resources. Here are steps to help select the most effective digital marketing strategies:
- Identify Business Goals
Determine what you want to achieve with your digital marketing efforts. Common goals include increasing foot traffic, boosting sales, building brand awareness, and enhancing customer engagement.
- Understand Your Target Audience
Identify your ideal customers, their demographics, behaviors, preferences, and where they spend their time online. This helps tailor your marketing efforts to reach the right people.
- Analyze Competitors
Study what your competitors are doing in the digital space. Look at their strategies, the platforms they use, and how they engage with their audience. Identify gaps and opportunities for your business.
Conclusion
Digital marketing offers physical businesses numerous opportunities to thrive. By leveraging local SEO, social media, email marketing, PPC advertising, content marketing, and digital tools, you can attract more customers, enhance their in-store experience, and build loyalty. Don’t hesitate to contact a digital marketing expert from a reputable firm to help you attain your business goals.
