Lucy Bramson
11 DECember 2023
More than ever, a strong online presence is a vital asset for businesses with physical locations. An effective digital presence not only enhances brand visibility but also drives potential customers to your doorstep. Here, we'll explore strategies to improve your digital presence and entice customers to walk through your door.
Your website is your online storefront. Make sure it's user-friendly, informative, and visually appealing. Ensure that it's mobile-responsive, as many people search for businesses on their phones. Incorporate frequently searched information like your business hours, location, and contact information on your site's homepage for easy access.
Local Search Engine Optimization (SEO) is crucial for businesses with physical premises. Think location specific keywords and ‘…near me’ search traffic. Ensure your Google Business Profile listing is up to date with accurate information, photos, and reviews. This will help you appear in local search results, making it quicker and easier for potential customers to find you. Consider listing your business on additional directories like Yellow Pages, Yelp, and Bing Places for Business.
Maintain an active social media presence on platforms that resonate with your target audience. Post engaging and locally relevant content to engage with your community online. This will increase brand awareness and understanding of your offering, and encourage people to pay you a visit in person.
Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and TripAdvisor. This is critical for encouraging foot traffic - 90% of customers read online reviews before visiting a business. Receiving reviews isn’t enough – be sure to respond professionally to all feedback. 89% of consumers are highly likely to use a business that responds to all of its online reviews.
Keep customers interested and updated with newsletters and promotions. Email marketing can boost your sales and bring customers to you, but use it wisely – only send valuable emails and don't spam people.
Consider investing in targeted online advertising through platforms like Google Ads, and ads on social platforms. Use location-specific targeting to reach potential customers in your vicinity. These ads can attract local audiences looking for your offering.
Attract customers with online offers and promotions (think discount codes, exclusive deals). Limited-time offers can create a sense of urgency and entice visitors to your location.
Sponsor local events, collaborate with nearby businesses, and engage with local organizations. These actions demonstrate your commitment to the community and can generate local support and interest in your business.
Create content that resonates with your local audience. Write blog posts or create videos about local events, news, or topics of interest. Sharing local stories and insights can help you connect with your community on a personal level.
Encourage customers to share their experiences with your business on social media. Create branded hashtags and repost user-generated content on your own social channels. This strategy showcases real-life experiences with your business and fosters a sense of community.
Track the performance of your online efforts using analytics tools like Google Analytics. Measure website traffic, conversion rates, and customer engagement, as well as physical footfall figures. Use this data to refine your digital strategy.
Listen to your customers. Solicit feedback through surveys or in-store comments, and address their concerns. Valued customers are more likely to become loyal patrons.
Train your employees to interact with customers both online and in person. They should be knowledgeable about your online presence, online promotions, and how to guide customers to your physical location.
Building a strong digital presence takes time. Be consistent in your efforts and be patient. Over time, you'll see the positive impact on your foot traffic as your online presence grows.
Improving your digital presence to get feet through the door requires a multifaceted strategy. By optimizing your website, embracing local SEO, engaging on social media, nurturing online reviews, and being active in your local community, you can attract customers to your physical location. A well-rounded approach that combines online and offline efforts will help you increase brand visibility, build relationships with your local community, and get feet though the door.
