Let’s face it – online ecommerce sites are today constantly nibbling away at sales and revenue of the traditional brick and mortar stores. This has become so substantial now that many stores are now catering to the online segment of buyers to increase sales by starting online stores of their products and services. An example is the famed Tiffany that has cast its net far and wide by having an online store. Anybody with an Internet enabled device can now shop at Tiffany from anywhere on the planet without having to walk into one of their many glitzy stores.
Given these trends, why should you opt for online marketing of your business to increase revenue which is directly linked to increase in sales? The answer lies in a few cold statistics. The exponential boom in smart phone usage and other Internet enabled devices such as tablets and laptops have resulted in almost 80% of shoppers first researching online for required products and services before arriving at a purchase decision. Of this, almost 50% of those that make local searches visit the selected store within a day. That means that if you have a brick and mortar store you have to have a highly visible online presence to draw in potential customers.
Normal advertising channels like the print media or word-of-mouth offline marketing is passé now. You should opt for a highly optimised digital marketing campaign to spread the message of your business locally. What is important here is taking professional help. For example, if your business is based in the State of Victoria, take help of a digital marketing company in Australia to design and develop an attractive customer friendly website and have it optimised for high online presence and visibility. That means your website should show up on top of results pages of major search engines when potential buyers look for your products and services.
Here are some of the ways that you can boost in-store sales and revenue with a structured online marketing campaign.
- Active healthy website – The first step is to have a website that is attractive, informative and easily navigable, all of which will make visitors to the site want to do business with you. It is also imperative that you do a keyword research and have the top searched ones liberally sprinkled in the content. This will enable searchers to be directed to your website. Another option is to use social media sites like Facebook to advertise your products. The main benefit here is that such advertising is relatively affordable when compared to the more conventional methods. Take the case of AdWords on social media platforms. You only pay when searchers click on the ad thereby optimising your returns on ad investment. Get an experienced and well known AdWords management services to devise an ad campaign for you.
- Build up a database of email subscribers – There are a number of ways to convert visitors to your site into your email subscribers. Include prominent call to action buttons in web content, blog posts, sidebar of your blog and anywhere else that will catch the eye of the reader. This will maximise the chances of visitors registering for your email. Incentivise the subscription by offering discounts or rebates on your products on sign-up. Provide value that other local businesses do not offer for free and build a meaningful relationship with visitors to your site as a first step to convert them to customers.
However, building up an email database is not enough; you have to focus on converting visitors to customers. What do you inform and offer through emails that will make your subscribers visit your store and make a purchase and increase your revenue? Here are a few methods that you can try out –
- Have a theme day – It depends on the product or location of your store. If you offer edibles and have a bakery for instance, why not have a monthly baking class? Or go by the demographics of your location – if there are a number of pet owners have a doggie day to make owners walk in through your door.
- Flash sales – Do not simply offer discount coupons. Create a Flash Sales offer for 72 hours to create urgency and make people rush in for a purchase.
There are many such sales and revenue opportunities you can create online to make people visit your store.