YOUR GUIDE TO TURNING WEB TRAFFIC INTO FOOT TRAFFIC

Even in 2018, plenty of businesses still rely on walk-in customers to keep them afloat. Do they still need the internet? The answer is a resounding yes! You just have to picture your buyer’s journey a little differently. Here are some ways to leverage the power of the world wide web to get more walk-ins.

Reviews and Check-ins
Everybody wants what everybody wants. And nobody wants what nobody wants. Local businesses are uniquely positioned to harness the power of peer pressure. Do this by getting as many reviews and check-ins as possible. Reviews are the best social-proof possible for local businesses.

Did you know that Facebook tells people where their friends have been? Yup. Facebook also tells people which businesses their friends have rated highly. Don’t be shy to direct people to your Facebook page, and to ask for reviews from happy customers. Reviews from happy customers are like insurance. If by chance, you one day find yourself with a terrible review; it won’t seem like a big deal when measured against all the good reviews you’ve already racked up! Talk about crisis management in advance!

When people search for you on Facebook and Google, they will see your ratings, and this will guide their purchasing decisions.

Directories
Tons of businesses have not taken up their spot on Google My Business. Which is just as bad as leaving money on the table. Upwards of 18% of local searches lead to a purchase within 24 hours.

Yellow page listings and Google listings include GPS location maps, addresses, telephone numbers, hours of business, accepted credit cards, photo galleries, real reviews from customers, and much more. Ignore them at your own cost.

Put Mobile First
A content strategy for a brick and mortar store has to prioritize mobile users above everyone else. For one, mobile users are mobile. They are more likely to be searching while on the go. They are more likely to make the transition from viewing your website (or Facebook page), to calling you, and finally coming to your store. A Google Maps pin will suffice to guide them to your location.
Going mobile does not mean that you must have an app. A mobile website will suffice. Did we mention that Google favors mobile-friendly sites?

Local Targeting
Brands can use knowledge of local weather, local events, local personalities, local history and culture, and proximity to a store to create targeted ads. Restaurants and clothing stores can use their knowledge or the weather to blast ads that are appropriate to the weather at the moment. Local businesses can use ads to message people who are in close proximity - and at the right time when the crowds are bigger.

Local businesses must adopt a multi-channel approach by necessity. While it is still important to establish social proof, local businesses may not always want to create online communities on specific channels. Content creation is geared towards the customers and not the channel. Try to create the kind of content that works across channels.

Get to know your customer as well as possible and segment and personalize messages. Loyalty data is invaluable. Don’t overdo it though, there is a thin line between relevance and looking like a stalker. For chain stores, use data from Google to refine your PPC and SEO strategy for each specific location. Cookie-cutter solutions don’t always work.
When local shoppers are looking for something online, they are more interested in your address and location than anything else. A Google Pin, and a telephone number must be prominently displayed. Work on your Google places listing too.

Synergize
Bring together your online and offline marketing efforts to deliver one streamlined customer experience. This way your efforts complement each other instead of working independently of each other. This means that online and offline marketing teams have to share information. They have to pay attention to each other.
One way to do this is to promote in-store events, offers, flash sales, pickups, coupons, and 360 tours using your mobile website and ads.


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