Is your business’ website doing more than giving customers your location, hours of operation and phone number? Is your brick-and-mortar retail site encouraging customers to check out your website? Cross-marketing your physical and online spaces increases awareness, engagement and revenue for your business. When looking to boost your marketing efforts, here are a few points to consider:
Ensure They Boost Each Other
Marketing across channels is an excellent way to reach new customers and encourage existing ones to return. Although a website can’t deliver the highly-personalized services of a skilled salesperson, it can serve as a valuable bridge to attract customers’ attention. Make sure your website delivers the information your customers need about the products and brands you sell. Include high-quality photographs that encourage them to visit your store in person for a closer look. Boost your website by encouraging retail store customers to sign up for emails that announce sales, pre-orders and other specials.
Help Customers Discover Your Website
Most shoppers operate in three distinct phases, according to Boutique Window. These are:
- Discovery: This phase gives customers who aren’t in your geographic area the chance to find you through local online searching. You can expedite this phase by adding your website to local search engine directories so local customers can find your retail space. Make sure your website content includes geographic and product keywords that customers are likely to use in their searches.
- Connection: The second phase lets customers see if your store provides the products or services they need without making an actual trip to the store. Develop website content that informs and educates your customers about specific products. Demonstrating knowledge and expertise helps persuade them you’re a credible and trustworthy business.
- Sales: The final phase can happen online or in your store.
Impress With Your Landing Page
Most online searches take the customer directly to the website landing page. Like your store, it must convey a positive first impression to encourage visitors to stay and browse. Your site also needs to make your customers feel safe and secure, not like they’re being spammed. Show perks of shopping online, such as free shipping or promotion codes. Also display security badges that testify to your site’s security. A good site will show that its site is accredited by the Better Business Bureau, approved by Norton Secured and a verified merchant from Authorize.Net.
Let Them Research Online and Buy in the Store
Many customers invest more time researching expensive products online before purchasing them from a physical location, according to ShoppinPal. This gives businesses with both online and in-person stores an advantage to target customers. An infographic on MineWhat cites research from RetailingToday that says 60 percent of consumers begin product research through a search engine and visit at least three online stores before deciding where to make the purchase.
Although nothing can replace a personalized, in-store experience, a well-designed website can be a valuable sales tool that encourages customers to visit your store to forge that relationship. For example, Spencers TV & Appliance embeds links on its website that users can click on to call and check on specific products, prices and availability. It’s easy to visualize a good salesperson using this opportunity to bring a potential customer into your store.
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