local business

Online Marketing Strategies that Brick-and-Mortar Can Use, Too

Many articles profess the latest online marketing strategy that all businesses should use to increase sales and brand awareness. However, many strategies, such as certain marketing funnels, work only for online businesses. Here are some online marketing strategies that work for brick-and-mortar businesses, too.

Google Ads

Google Ads can be a great way to drive more traffic to your business’s physical location. By selecting keywords localized to your location, you can connect with nearby prospective customers who may otherwise not find you. For instance, if you operate a Chinese takeout restaurant, you may not feel it is important to invest in a Google Ads campaign. You rationalize that most of your traffic comes from people who walk or drive by your restaurant.

Wit this strategy, you’re limiting yourself to attracting just the customers who pass by. But what about people who are local but drive an alternate route and don’t know about your delicious dumplings? By launching a Google Ads campaign centering around “Chinese food [neighborhood name]” or “best dumplings in [neighborhood name]” you might be able to catch the attention of customers who don’t know about you.

You might be worried about the cost of a Google Ads campaign relative to the results you’ll experience. With Google Ads and other online marketing opportunities, you want to narrow down who will see your ad as much as possible. Restrict who can see the ad to only those in the zip code you deliver to, and you’ll avoid wasting impressions on people who wouldn’t become customers anyway.

Email Newsletters

Email newsletters provide an excellent way to drive traffic to your website. You can also use emails to increase the number of people who come to your store. Include time sensitive coupons that customers can look forward to in each email newsletter, and they will start to expect savings by remaining a loyal email subscriber.

These monthly or weekly email newsletters can help in other ways, too. By featuring an employee of the month in your newsletter, customers learn more about the employees who help them in your store. This helps customers know who they’re shopping with and why they should shop in your store over others.

Product Listings

Even if your company doesn’t operate an e-commerce store, featuring product listings on your website is a smart idea. Provide information to online visitors about the products your company sells, and make it SEO-friendly to attract new customers who may not be familiar with your store. Sometimes people would rather buy something now at a local store than to wait to have it shipped.

Online marketing strategies can be utilized by all types of businesses. This includes local businesses that don’t sell products or services online. By implementing these strategies, you can benefit from what online marketing can do for your local business.

Melanie G.

Melanie G. is a freelance writer and editor living in Tampa, Florida. She's freelanced full-time since she left her writing job at Nielsen in 2012.

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