Inbound

12 Inbound Marketing steps for Brick and Mortar Stores

January 3, 2020
12 Inbound Marketing steps for Brick and Mortar Stores

Jonathan Harrison

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1 Who are you talking to?

No matter if you are posting on Facebook, writing a blog post or writing an email newsletter, always know who you are speaking to. Defining your buyer persona will enable you to target your communication better which provides more value to your prospects and clients and in turn increase your inbound marketing ROI.

2 Do A 5 Second Blink Test

What is the first impression a visitor gets when they find your website? Does it convey what your business is about, your brand and your unique selling position?

Have a friend or family member look at your website for 5 seconds, close it and tell you what they remember. Do this with a few more people and you will find out what first impression your website really makes. And often it's not what we think it is.

Make sure you are clear on what your company offers and why you are different from the rest.

3 Take A Closer Look At Your Website's Content

We are all busy and have businesses to run, to-do lists to get through and clients to take care of.

And often a website gets forgotten about after it has been launched. Take a few minutes and read your about page, your services pages and product descriptions. Are they up to date? Are they well written, informative and valuable? Do they include relevant pictures or images?

And most importantly: How does this page contribute to your success? If it does not, delete it. If you feel you need it, make it work for you.

4 It is NOT about your company

Have you ever heard the saying "People do not want to buy a quarter-inch drill. They want a quarter-inch hole"?

As you are looking through your web content keep your visitor in mind. Are you speaking to them? Are you solving their problems and offering them solutions? Or are you talking about your company and your products?

5 Start a blog

One of the best ways to attract visitors to your website is to write an educational blog. According to Social Media B2B, Business to Business companies that blog regularly have generated 67% more traffic per month compared to the ones that do not blog.

Don't know where to start? Write down the top 100 questions that your sales people get every day and answer them one question at a time. Keep it informative and interesting and do not push your products through your blog.

Or you can read up on how to generate 365 blog topics in under 1 hour here - it is for interior designers, but the method can be used in any setting.

6 Include a Call To Action

You wrote an amazing blog post! Great! But now what? If he or she liked what they are reading, what is the next step? You could add a pop-up and ask them to subscribe to your newsletter, but I personally find pop-ups very annoying and disruptive. It makes me actually leave a site faster.

Why not include a topic-related and relevant call-to-action at the bottom of your blog post to move your visitor to the next step. It could be as simple as a button "Subscribe to our Blog" a clickable image.

The Call To Action must be relevant and offers something valuable for your visitor.

7 Capture Leads With A Landing Page

Once your visitor has clicked on the Call To Action, he will be directed to a landing page.

A landing page is a specific page that allows your visitor to fill out a short form. It has no navigation or other distractions, but just a relevant image and text explaining what they will get out of it from submitting their information. This could be a downloadable eBook, a registration for a webinar, get a coupon code or schedule a free consultation. The possibilities are endless.

8 Offer Something Valuable to Download or Connect With You

You are an expert in your field. Write a premium piece of content such as a guide, a checklist, a customer case study or a How-To video and offer it as a piece of gated content.

Let's say you are a local wine and liquor store in the Highlands and you cater to different buyer personas. You could write a The Ultimate Guide to Kosher Wine 2014 or a Buyers Guide: Whiskey vs. Bourbon vs. Scotch.

This allows you to capture those leads and segment them by buyer persona (kosher, wine drinker, etc.).

9 Re-think the email blast

After you segmented your email lists, send newsletters that are tailored to the specific needs of that particular recipient group.

If you are using MailChimp, Hubspot or similar you can set up email drip campaigns.

Maybe some readers have been disengaged for a while - why not offer them a discount or a free trial to your product to bring them back.

10 Use a Content Management System

There are millions of websites running on WordPress for a reason! It is an awesome platform! And if you have a bit of a technical understanding you can build your own websites in matter of days. Read here how I used the StudioPress Foodie Theme for a popular high chair cover website.

Another client of ours has seen 30% more organic (non paid) traffic since updating his already existing WordPress website with us.

If you are considering switching your marketing efforts to a marketing automation platform soon, I highly recommend looking into Hubspot.

Both platforms will enable you to update the content of your website without involving a web designer etc.

11 Study up on Local SEO

Many local businesses think that they do not need SEO. But research has shown that 1 out of 2 purchases in a physical location has been researched online before. Read here why local brick and mortar stores should invest in SEO.

12 Get Active On Social Media

According to HubSpot, more than half of businesses reported that they have acquired a customer from Facebook, more than 40% have acquired a customer from LinkedIn, and more than 35% have acquired a customer from Twitter.

Focus on two social media networks that your buyer personas are very engaged in. If you are a consumer oriented business, Facebook or Pinterest are probably the way to go - if you are B2B, LinkedIn is worth giving a shot.

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Clients small to big...

Remo Volpe

Joiner / trades

The Brand Family East Fortune

Agriculture / retail

Milestone Garden & Leisure

Retail

Douglas Home & Co Accountants

Business services / accountants

BHA

Housing association

Scottish Borders Council

Local authorities