It’s hard to beat the conversion power of a brick and mortar storefront, but web traffic is growing at a rapid pace. In order to give your business more visibility in this digital age, you need to convert foot traffic into clicks. Here are five modern ways for small businesses to do just that!
It’s tempting to think that a lot of the business advice you read online doesn’t apply to you if you run a conventional “brick and mortar” company (café, retail shop, etc.). Many respectable individuals are giving advise on how to enhance or grow your company these days, but the most of them appear to concentrate on the internet side of things rather than what can be done on the ground.
You have two choices as a company owner:
- You may either continue to disregard sound advice because you believe it is irrelevant to your company, or you can take action.
- Bridging the gap between your physical and online companies may help you grow your company.
“But my company has no means of delivering our goods effectively, therefore there’s no need for my firm to go online!” is a typical response to expanding into the internet realm.
“Who says you have to sell anything online in order to reap the advantages of having an online presence?” I respond.
Oh, the wheels are spinning now, aren’t they?
How to Use the Internet
I understand that going digital or establishing an online presence may be intimidating for most company owners. There is often a gap between brick and mortar company owners and internet business owners. Many individuals who conduct business online don’t want to become engaged in a real company, and physical business owners are often tech-shy.
The good news is that doing a lot of good for your company online doesn’t need a lot of technological expertise. Better still, if you don’t feel comfortable managing most internet chores yourself, one of your college-aged workers is likely to have all of the required abilities.
But this wouldn’t be a very useful post until I offered you some concrete strategies for using the internet to increase consumer and foot traffic to your physical store. Here are my top five strategies:
1. Encourage them to use social media.
Getting individuals who currently visit your company to start engaging with you on social media is a fantastic strategy to keep them coming back. Start with your company’s Facebook and Twitter accounts (if it doesn’t already have them, make it your top priority!).
Your true followers and tech-savvy consumers will instinctively know how to interact with you on these sites, but don’t assume everyone will. Signage near the checkout, customer service, and toilets (yes, restrooms!) is an excellent method to encourage and remind customers to interact with you.
You could even try something along the lines of “Follow us on Facebook/Twitter and get 10% off today’s order” at the checkout section. Remember that the lifetime worth of a social media follower may be considerably greater than the cost of acquiring them (in this instance, a discount).
2. Discounts and special deals available exclusively on the internet
Getting unique and exclusive offers that aren’t accessible to everyone is one of the things that gets people enthusiastic about a company and its goods.
You can make your online community of followers feel even more connected to your business by providing unique discounts and promotions that are only accessible via social media or an email newsletter.
While this does not need making all of your sales and promotions unique to your online community, make an effort to remember to thank them on a regular basis for taking the time to monitor your online presence.
3. Put your products on display online, even if you don’t plan to send them.
If you want to send products, there’s no reason you shouldn’t offer an easy way for customers to purchase them online. However, it is a far more in-depth subject that should be left for another day.
Let’s pretend you don’t wish to fulfill orders via the internet for the time being. What can you do to close the gap between your brick-and-mortar shop and your online presence? Lots!
Many bigger companies allow customers to place an order online and pick up their goods in person. Many people like the ease of online shopping but dislike waiting for their orders to arrive, so this is the best of all worlds. Allow customers to make their order online and get information on where and when they may pick up their order as soon as payment is received. It’s possible that sales may skyrocket.
If this seems too complex for you to manage, or if you offer perishable goods like food, don’t rule it out. Even if you don’t want to allow customers to buy online, at the very least allow them to see what you have to offer when they do come into your store. Make sure to include a part where you highlight the goods you sell or the items on your menu so that customers can make an informed choice about whether or not to visit your establishment.
Customers who know you have what they’re searching for are more inclined to pay you a visit if they know you have it.
4. Optimize your web experience for mobile devices.
Do you recall the last time you took out your phone to look up a company or shop you were about to visit, only to be put off by how the website seemed on your phone?
These days, mobile visitors are likely to account for a significant portion of your traffic (perhaps more than 50%, depending on your sector!). Those users must be accommodated on your website. In their eyes, if your website can’t assist them, then neither can your real presence.
5. Vary your social media posts to keep everyone interested.
Nobody wants to follow a firm that is so self-centered that their updates resemble a business journal. At the same time, everyone enjoys receiving discounts, but even those may become tiresome and insignificant when it comes to your whole company’s stock.
Make sure your social media posts contain a little bit for everyone to prevent these issues. If you’ve just read an article that you think would be relevant and intriguing to individuals who follow your brand, for example, post it with a one- or two-sentence intro explaining your thoughts on it.
The idea is to make sure your updates aren’t so repetitive and dull that people start setting their watches by them. People will tune out if this occurs, and you will lose out on any key specials you may have planned.
With a little forethought (and a little technological know-how), you can use the Internet to drive foot traffic through your door. It’s important to remember that it’s not only about how many people come in, but also how many return.