Marketing Strategies to Grow Your Brick-and-Mortar Store in 2020

It is a scary time to operate a traditional brick-and-mortar store. Online shopping has already taken a massive chunk of the market, and it continually nibbles away as Internet retailers grow in popularity. The rise in technology has also left certain business sectors obsolete or struggling, such as film rentals and photography.

If your brick-and-mortar store has suffered a downturn in fortune, you might be wondering if your business is next up for the chopping block. However, there could be a viable reason why this is the case – and not because Internet retailers are stealing your trade.

It could ultimately be down to your marketing efforts. Even if you have a brick-and-mortar store in a prime position, you still need to draw people in. Thankfully, there are several solutions available where you can advertise your business in an effective manner.

If you’re ready to grow the profitability of your company, here are the marketing strategies to grow your brick-and-mortar store in 2020:

Visual appeal is vital

Have you ever heard of the saying, ‘curb appeal’? While this is typically associated with homes, it is also perfectly applicable to brick-and-mortar shops. In fact, visual appeal is absolutely essential for getting potential customers to enter your store. Research suggests that a massive 95% of consumers are influenced by the external appearance of a store when it comes to their shopping decisions.

As a result, you need to enhance the visual appeal of your storefront. This starts with the signage for your store. The banner above the entrance will typically catch the eye of consumers first, so this needs to display your logo in a clear and striking manner. Furthermore, any additional signs – such as wayfinding ones – need to match the branding of your overall store.

The sign is only the beginning. There are many different methods where you can boost curb appeal, including the use of greenery, regularly changing your window display, and even sweeping the sidewalk each morning.

Go above and beyond

Once you have a customer through the door, you have to try and do everything you can to ensure they leave with a purchased item. While pricing competitively is one main aspect for generating sales, there’s another key point: customer service.

When a customer enters a shop, they want to feel welcomed and appreciated. Then when they seek any assistance, you – or your employees – should be ready to guide them in whatever direction they desire. Do they want to know more about a product? Make sure you have all of its features memorized and down to a tee. Perhaps they are looking for advice about an issue with their home? Always be honest and upfront. If you believe your product isn’t the right fit to solve the problem, for instance, tell them.

An imaginative and creative level of customer service can also help your independent store compete with the retail giants. As an example, small supermarket chain Stew Leonard’s utilizes everything from costumed characters roaming the aisles to a small farm where children can pet the animals. This fun, family-friendly approach gives customers more of a reason to visit than simply the products on sale.

Traditional marketing still works

Although online marketing has become a prevalent force in this day and age, traditional marketing continues to play an important role in business.

There are many different avenues you can go down with traditional marketing. Perhaps one of the most effective for a brick-and-mortar store is with leaflets. You could have someone stood outside the shop handing out leaflets to passersby or post them through letterboxes in the local neighborhood. Just remember: the leaflet needs to be informative and feature an offer that will get people to visit your store.

Of course, there are other useful traditional marketing techniques including:

• Billboards
• Brochures
• Print, radio, and TV ads
• Meeting people face-to-face at conventions
• Sponsoring a local event

SEO isn’t just for online retailers

You may have heard of the term ‘search engine optimization’ before, yet disregarded it as a possible marketing method for your business. After all, you’re a local company that is selling products directly to customers from your store. Why does your business need to show up in search engine results for everyone to find?

Well, more people search about local businesses than you think. Along with almost half of Google searches revolving around people trying to find local information, it is said that 97% of consumers gain more knowledge about a local company on the Internet as opposed to any other method.

Due to this, it’s imperative your business utilizes local SEO. If you are unaware of this, local SEO is a technique where your search visibility is focused primarily on a local customer base. This is ideal for brick-and-mortar retailers that don’t sell their products online. You have an online presence, but it is all about targeting viable clients.

As for what local SEO entails, this covers a variety of aspects. One of the main ones is using online business listings. By utilizing Google My Business, for instance, people can search for your store – or your store’s sector – and they will instantly find details such as your location, opening times, and contact details.

Jump on social media

Sticking with the theme of online marketing for a minute, social media is also a powerful tool for any business – including brick-and-mortar ones. With a consistent and creative approach to your social media, you could build a significant online following.

There is one question that always crops up regarding social media and business: Which platform is the best to use? While there is no definitive answer to this, it’s always advised to focus on the ‘big three’: Twitter, Instagram, and Facebook. With that said, new platforms are always exploding in popularity and it is worthwhile jumping on the bandwagon early. Oh, and there’s also the likes of YouTube and Reddit, which can cause a business to go viral with the right video/post.

When it comes to posting on social media, try and remain on-brand. Also maintain a regular posting schedule, as this will enhance the visibility of your company, and keep it in the minds of your target audience.