Do These For Your Small Brick And Mortar Business
Transcript from the video:
This is Your Marketing Minute from Forward Push, and today I wanted to offer some tips for small businesses that have brick and mortar locations and what that means when people are searching online for what you do or your business.
Now, certainly the times we’re living in now, more people are searching local. They’re not so interested in getting in their car and driving across town for something.
They’re looking for local businesses quick and easy. And you need to be there when people are searching for your business online.
The important thing about what I just said is that people are searching online more and more nowadays. And you really have to think of your online properties, whether that’s your website, whether that’s your Facebook or Instagram profile as your location online. So you’ve got your digital location and you have your physical location. We need to merge both of them so that people can experience your business in all different ways. And today, I have five tips for you to help you increase your visibility for your brick and mortar store when it comes to your online property.
Number one, Google My Business.
So you probably if you’ve been listening to this podcast and watching these videos for a while, you have heard me speak about Google My Business. And if you don’t know what it is, let’s dive right in. Google My Business is like a free listing on Google that puts you right at the top of a search.
You can control this profile for your business.
You can add your hours, you can put your phone number, you can put images. It has your reviews and you can answer questions that people are asking about your business. The other thing that I really like about Google My Business, and this is something that Google started doing during the pandemic, is you can put announcements about your hours. So if you have limited hours, you can put those.
If you have a COVID-19 procedure that you want to let people know about, whether masks are required or there’s outdoor seating or that you’re doing curbside pickup, all of that can be put into your Google My Business profile. So tip number one, make sure you’ve got a Google My Business profile and to make sure that it’s updated for these COVIDcustomer’s-19 times.
The number two tip is one that has the highest return on investment for any small business, and that’s email marketing.
Make sure you are gathering your customers email addresses so that you can stay in touch with them. Start thinking about creating a weekly or maybe twice a month or a monthly newsletter where you’re sharing what’s going on in your business to your customers. It’s so easy. Create an email database, upload it to one of the services like MailChimp or Constant Contact and you can start sending out emails to your clients, to your customers and to your prospects, letting them know what’s happening.
And again, email marketing, the highest return on investment of any marketing tactic that you can do.
The number three tip that I have for you on your local business, your brick and mortar store, and making sure that you can be found online is being online.
And it’s not just your website anymore. Nowadays, people are using social media more and more because they’re at home. So easy to grab their phone, get distracted and land on your Facebook page or land on your Instagram account. And if you’re doing B2B, maybe they’re going to see your LinkedIn post or profile social media. You can ignore it. And the number one question that I always hear from small business owners is, what should I post?
And here’s the thing. Don’t overthink it. Post what you’re feeling. Tell people about what’s going on in your shop. Show off some of your customer reviews. The list is kind of endless, but that’s what you need to be doing. You just need to be there. So now go ahead, make a plan. Every day you’re going to post to one of your social media channels.
And the number four tip that I have for small businesses that have brick and mortar locations is a loyalty program.
Customer loyalty, that’s what it’s all about. And these programs, which you can buy, the platforms they have subscription based models are great to continually remind people about your business and continually reward them for shopping with you. Some of the easiest ones are when a customer does a purchase, they put in their phone number. And this works in person or online and they receive points. I’m sure you’ve seen this at your favorite coffee house by ten cups of coffee and the tenth one is going to be on the cafe.
That’s just one example of a loyalty program, and you can come up with your own spin on that, so maybe it’s come in five times and receive a discount. Maybe it is buying 10 items and receiving a discount on the 10th or 11th purchase, but create a loyalty program so that people are more engaged with your product and more engaged with your store so that they can come in and shop.
And also this tip can be used online.
And the last tip that I have for brick and mortar stores is paid advertising.
Now, this one is going to put you in front of people as they’re scrolling through their feed or looking online to know about your business.
So this is making sure that other people, besides people that know you also know about your location, paid advertising, start small, start on Facebook or Instagram and work your way up to spending a budget that makes sense on Google ads and pay per click advertising.
That is my last tip for brick and mortar stores that want to make sure they’re being found online. That’s it for this episode of Your Marketing Minute from Forward Push.
My name is Marc Apple and I hope you’re having a great day.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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