Digital marketing is for more than just Internet businesses.
Businesses like Amazon would never have been possible without the Internet, but the Internet revolutionized more than just eCommerce. Technology helps businesses and consumers every minute of every day … including local businesses.
Your main revenue may come from a physical location or storefront, but technology opens new doors — by helping people find your store, differentiate between you and your competitors and buy your new products and services.
Here’s how you can take advantage of digital marketing as a physical business.
Embrace Google My Business
If you work out of a physical office or storefront, you have one huge advantage over businesses with no address: Google My Business.
It’s the single most important piece of digital “rental” property. Through Google My Business, searchers have access to your location, directions, reviews, contact information, services, business information, your website … everything that they need to decide to come see you instead of your competition.
Think of it this way: if you’re a digital bookstore, you can only show up in the pay-per-click advertising section (if you’re paying for Adwords) or the “10 blue links” of a Google results page. If you’re a physical bookstore, you can also show up in the local services and maps sections, effectively doubling or tripling your chances to be seen on any search results page (SERP).
Set up your Google My Business account. Don’t miss out on this potential game changer for your search visibility.
Connect With Your Community
When you’re a digital-only business, your community is made up exclusively of people who share your interests online.
When you have a physical storefront, your community is all of those people PLUS the people who make up your neighborhood, town or city.
Prove you’re a part of the community; you live here, so you are your audience and have the same challenges, beliefs, and concerns that others in the community have. Show that you belong. Share and celebrate local events like graduations, homecoming parades, sporting events and street festivals on your social media page — other people in your local community will share your posts and get new eyeballs on your business.
Take Advantage of Text
Text messaging is uniquely suited to local businesses because of its immediacy (it’s in the hands of all your prospective customers) and enviable open rate. Gather cell numbers from your customers to make a permission-based list, then reach out with special events, sales and other news that need or benefit from immediacy.
Be careful with text messaging; it’s a powerful tool because it gives you access to people right in their pocket, but it also has the potential to turn people off quickly if the content isn’t relevant. Use it only when a message is really worth their while.
Your Unique Edge
Being a physical business with a digital presence gives you a unique advantage over a business that only does one or the other. Google My Business, social media and text message marketing aren’t unique to local businesses, but local businesses can take advantage of these digital tools in a way that digital-only businesses can’t. Use these to set yourself apart from the crowd and grow your audience and your sales.
Need a hand with that? We can help. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services