{"id":2996,"date":"2018-01-25T00:00:00","date_gmt":"2018-01-25T00:00:00","guid":{"rendered":"https:\/\/jboitnott.com\/4-online-marketing-tactics-brick-mortar-stores-can-leverage-thrive\/"},"modified":"2020-08-25T17:32:31","modified_gmt":"2020-08-25T17:32:31","slug":"4-online-marketing-tactics-brick-mortar-stores-can-leverage-thrive","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/4-online-marketing-tactics-brick-mortar-stores-can-leverage-thrive\/","title":{"rendered":"4 Online Marketing Tactics that Will Help Brick-and-Mortar Stores Thrive"},"content":{"rendered":"

Many physical retailers continue resisting\u00a0ecommerce<\/a>. These businesses are hesitant to try online marketing, fearing they\u2019ll dilute their existing business model or confuse customers but ignoring mounting evidence that brick-and-mortar shops without an online business<\/a>\u00a0are\u00a0seriously risking failure.<\/p>\n

The internet continues to grow as a means of effective advertising and\u00a0marketing<\/a>, and retailers that want to survive are using it. Whereas only\u00a060 percent of retailers<\/a>\u00a0were using social media strategies in 2013 that number is now believed to be well above 70 percent. If you aren\u2019t using social media or other online marketing approaches, you\u2019re part of the minority.<\/p>\n

The key to being a successful retailer in the coming years will lie in your ability to connect with the new generation of\u00a0millennials<\/a>\u00a0and even younger people who now hold massive buying power in today\u2019s economy. And, quite frankly, if you aren\u2019t using online marketing tactics, then you\u2019re missing out on this very important demographic. Already,\u00a072 percent of millennials research an establishment online<\/a>\u00a0before walking in to shop.<\/p>\n

You can leverage online marketing to maximize offline sales — here are some helpful strategies and tangible takeaways.<\/p>\n

1. Online marketing is about building community.<\/b><\/h2>\n

One of the best strategies is to\u00a0build an online community<\/a>\u00a0around a subject matter or niche that\u2019s related to your core product offering. If you\u2019ve primarily been a brick and mortar retailer and now you\u2019re venturing into the online world more, I always recommend content marketing of some kind, since so many people are consuming content now.<\/p>\n

You\u2019re eventual goal should be to pump out material on a regular basis that highlights your expertise in the type of business you run. For example, think of a big company that offers tax preparation services. It runs a blog that features stories about new tax rules or tips on tax exemptions. Perhaps this company holds a networking event with speakers who can answer questions about taxes.<\/p>\n

You can do all this even if you\u2019re new to ecommerce. By building an active community, you\u2019re simultaneously creating an owned media outlet that can then be leveraged to promote your retail experience. The idea is to make sure people know that they can not only turn to you for finding a certain type of product, but also trust you to generate opinion about that subject so they can understand it better.<\/p>\n

2. Use Google AdWords (and other paid advertising).<\/b><\/h2>\n

In order to reach today\u2019s customer, you have to think like them. If you were a potential customer who didn\u2019t know your business existed, how would you discover the business? Sure, you could drive by and see it, but millennials are more likely to search for something on Google.<\/p>\n

If you want to reach these searchers \u2013 which could potentially be a group of thousands in your immediate geographical area \u2013 then you must invest in paid advertising. Google AdWords will probably give you good bang for your buck.<\/p>\n

3. Connect the dots with email.<\/b><\/h2>\n

If you aren\u2019t asking customers to sign up for some kind of rewards program, you\u2019re missing out on the opportunity to build a valuable contact list. You should be\u00a0collecting email addresses<\/a>\u00a0at checkout.<\/p>\n

When you collect emails, you can then build an email list that can be used to advertise deals, share news, and promote special in-store offers. When users have access to such deals, they may be less likely to shop online for a certain product and more likely to wait until visiting your store.<\/p>\n

4. Web design should be an online marketing priority.<\/b><\/h2>\n

Last but not least, your web design is a direct reflection of your business. Specifically, you need to pay attention to\u00a0mobile web design<\/a>. While you may not think of web design as a component of Internet marketing, it certainly is. Just consider that\u00a057 percent of users<\/a>won\u2019t recommend a business with a poorly designed mobile website.<\/p>\n

People who put together mobile sites nowadays have it down to a science. Everything from load times to placement of certain items on your smart phone screen heavily influences whether or not someone makes a purchase. Do your homework, hire someone with experience in this area, and put together something strong that helps you transition to the online world.<\/p>\n

In the end, the path to success is clear. If brick and mortar stores want to survive the ongoing shift to an ecommerce-based economy, they need to invest in ways of optimizing online marketing. How your site looks and how you communicate with the communities you create is almost as important as how much customers connect with your product. If you leverage the online world right, you\u2019ll keep customers that Amazon is only too eager to snatch away from you.<\/p>\n

Thanks for reading! Sign up to get my stories and online courses by clicking here<\/a>.\u00a0<\/em><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Many physical retailers continue resisting\u00a0ecommerce. These businesses are hesitant to try online marketing, fearing they\u2019ll dilute their existing business model or confuse customers but ignoring mounting evidence that brick-and-mortar shops without an online business\u00a0are\u00a0seriously risking failure. The internet continues to grow as a means of effective advertising and\u00a0marketing, and retailers that want to survive are […]<\/p>\n","protected":false},"author":1,"featured_media":2997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[258,19],"tags":[],"class_list":["post-2996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-social-media"],"yoast_head":"\n4 Online Marketing Tactics that Will Help Brick-and-Mortar Stores Thrive - John Boitnott<\/title>\n<meta name=\"description\" content=\"Here are some of the best online marketing tactics that entrepreneurs with less online experience can use to their advantage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.entrepreneur.com\/article\/305947\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Online Marketing Tactics that Will Help Brick-and-Mortar Stores Thrive - 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