Running a brick-and-mortar, local business can be a source of immense satisfaction and rewards. However, building a solid customer base and setting up the right foundations for sustainable growth and longevity can be challenging.
In this guide, we’ll look at a few key strategies that can help you craft a winning marketing strategy for your brick-and-mortar store, avoid trial and error, and support your business’ stability as it takes off. Let’s dive in!
Table of Contents
Leverage SEO and Local SEO
SEO involves optimizing your website so it appears in search results when customers look for services you offer. Similarly, Local SEO improves visibility for geographically-related or nearby searches, which is crucial for small businesses targeting local customers.
Techniques include on-page SEO, like optimizing keywords, and off-page SEO, such as obtaining backlinks. While most of these strategies are easily accessible even without formal training, it is important to keep in mind that the competition in the digital space has never been fiercer.
That’s where outsourcing SEO to experts ensures these tasks get done efficiently. Consider getting started by learning more about SEO from reliable guides, such as this blog post from FATJOE, and partner with a specialist you can trust.
Host In-Store Events
In-store events are a fantastic way to bring your community together and increase store visits. For example, you could organize workshops, product launches, or seasonal celebrations to offer customers a unique experience. Consider inviting industry influencers to attract bigger crowds or work with suppliers to launch themed or branded events.
When planning these initiatives, promote these events through social media and email newsletters well in advance. Of course, don’t forget to track the success of your event by setting up some metrics (e.g., turnout, sales, newsletter sign-ups, etc.) in advance.
Implement Loyalty Programs
Loyalty programs are a great marketing strategy, keeping customers returning to your business and allowing you to increase sales and customer lifetime value.
While it does not have to be a complex or multi-layered one, be sure to develop a structured program that offers points for purchases, referrals, or social media engagement.
A tiered rewards system motivates higher spending, but it is also essential to understand your customers, what prizes and offers they’ll prefer, and how they spend their money. Consider investing in a CRM system to track your customers, provide personalized offers, and ensure that you offer personalized service to each visitor.
Partner with Local Businesses and Influencers
Collaborating with local businesses and influencers can increase your brick-and-mortar store’s reach and credibility.
If you are not sure how to get started with influencer marketing, start by identifying potential partners whose audiences align with yours. A quick search on social media will reveal who shares similar values or customer bases.
Secondly, establish a partnership that is beneficial for both parties, such as through co-hosted events, cross-promotions, or bundled offers. For example, a local bakery could partner with a nearby coffee shop to create a special breakfast package or engage with a celebrity chef to create unique content and generate engagement.
Just make sure your partners fully align with your values and goals to avoid getting your reputation tarnished!
Optimize Google My Business
A simple and yet efficient way to boost your small business marketing is to optimize your Google My Business (GMB) profile. Doing so increases your chances of appearing in Google’s coveted 3-Pack, the top three local search results, which significantly boosts visibility.
In fact,according to recent statistics, businesses in the 3-Pack report 126% more visits and 93% more actions – such as calls, website clicks, and driving directions – compared to those in the 4-10 position on the Google result page.
Some key tips to set up your GMP profile and increase your chances of ranking in the Local 3-pack include:
- Complete every section of your profile.
- Use high-quality photos and keep them up to date.
- Collect and respond to customer reviews.
- Optimize your business description with the right keywords.
- Post regular updates, offers, and events.
- Ensure your business information (address, hours, contact details) is always accurate.
- Utilize the Q&A feature by providing quick and informative responses.
- Leverage Google’s messaging feature for real-time customer support.
Take Part in Community Events
A great way to advertise your business while also giving back to the community is to take part in events, organize charitable initiatives, and support the members of the community who are in need. Not only does community involvement support sales and visibility, but it can also help you boost your business reputation and standing within your local area.
Be sure to partner with charities and organizations that align with your values, and get your customers involved in doing good deeds!
Leverage Social Media
Social media remains a powerful tool for any marketing strategy, especially for small businesses on a budget. These platforms offer plenty of free and affordable marketing tools, allowing you to connect with your audience and interact with each customer in a personalized way.
Some of the features you can’t miss out on include:
- Facebook Ads
- Instagram Stories
- Instagram Shopping
- Polls
- Pinterest Boards
- Meta Marketplaces
When creating an online community around your brick-and-mortar store, ensure your profile reflects your brand’s identity and manage each interaction carefully.
Consult a Specialist
If you have a small marketing budget, the chances are that you have little room for costly trial-and-error. That’s where partnering with a specialist can help. A marketing or SEO professional can create a winning marketing strategy and help you manage your budget for the best results. Plus, you’ll be able to free up time and energy, which you can redirect towards caring for your new customers!
