How to Turn Online Traffic Into Foot Traffic
Since lockdown struck in the early months of 2020, online shopping has hit an all-time high, with up to 71% of consumers buying more online in February 2021 than shopping in-store.
As everyone has been stuck at home, people have got into the habit of turning to search engines when they need something, and when it comes to impulse-buying, social media newsfeeds seem to be the place to browse. It’s no wonder that the statistics are staggeringly high.
Though the question remains for SMBs; How do I turn online traffic into foot traffic?
Now that the world has reopened, many shop owners are looking to fill their shops again. After all, it’s easy to encourage impulse purchases, upsells and add-ons in person – and there is less chance of having your products compared and price-checked with others.
Well, online marketing strategies can actually help you to drive consumers back into your store, so keep reading to find out what foot traffic is, why it matters and six ways to use your website traffic to get the customers running through your doors!
What Is Foot Traffic?
Simply put, foot traffic is a terminology used in business to describe the number of customers that enter a store or location.
Foot traffic numbers are usually monitored closely by store owners as higher foot traffic is known to lead to higher sales and revenue numbers.
Why Is Foot Traffic So Important?
A way to measure the importance of foot traffic is by looking at it as an investment in potential customers. Each person is more likely to purchase if they’re already in a brick and mortar store and surrounded by your gorgeous products. So it is crucial to drive foot traffic as much as possible as it can significantly increase your sales and even strengthen your customer’s loyalty to your brand.
How To Drive Foot Traffic Into Your Store
You can use many methods to drive foot traffic into your shop, although using a combination of both online marketing and offline marketing to direct your online traffic to your store is one of the best ways to see an increase.
In the UK alone, 76% of consumers conduct research or use the internet to get inspiration before purchasing, both online and offline. So, you should think about when you last updated your website and make sure it highlights your fantastic customer service, in-store offers and makes your store and team look welcoming. By updating your website to showcase high-quality product images and descriptions, you can give your potential customers a reach to come in and shop.
Keep in mind that many consumers use online to research and offline to purchase when updating your website, so offering exclusive promotions and incentives to encourage customers to buy in-store can help move them from digital to physical.
Posting on your businesses social media channels, such as Facebook and Instagram, is a fantastic way to engage with consumers while driving store traffic and enhancing your online presence.
Social media posts can be used to encourage people to visit your store. For example, promoting in-store competitions, promotions or events can grow your reach and engagement while also showcasing the reasons to come in store. It is also very important to ask happy customers to post reviews about their products and services. You could even incentivise this by offering the chance to win exclusive rewards or points that can be redeemed in-store.
Hosting events and entertainment in your store can increase your foot traffic while also creating a fun customer experience. In addition, in-store events allow companies to interact with their customers, which in turn builds loyalty.
Brick and mortar stores can use events to their advantage when they are launching a new product or service, or even if they are opening another store as they can offer VIP tickets to the events with exclusive promotions and offers at stake for customers who are interested in attending.
You can also organise events themed around your business. For example if you run a lingerie shop, a bra-fitting day could work well, or book a children’s entertainer to drive extra traffic into your toy store – the possibilities are endless.
Are you really advertising what your physical store offers? Think about what makes you different to online retailers – it could be things like a personal shopping service, luxury gift wrapping options or even impeccable customer service. Then using a combination of print advertising like posters and displays, online advertisements and social media marketing, you can be well on your way to selling your in-store experience to your customers.
However, as easy as advertising seems, it’s best to get some support from experts. A well structured paid advertising campaign could make a huge difference on your footfall, but without investing time and money into researching your target demographic, planning out compelling and eye-catching visuals and content, and then carefully monitoring the ad spend, you could find yourself burning through cash – fast! It’s also a good idea to get support with printed adverts. If your design doesn’t pop, it won’t catch people’s attention. Advertising can make a huge difference, but only when it’s done right.
Focus On Your Unique Selling Point
Right now, it’s important to focus on the differences between in-store and online. Everyone is stuck in the pattern of online shopping and if us business owners don’t stick together the high street might end up deserted! In every marketing message you put out there, you want to stand out from your competition while appealing to your target audience. Remind people how amazing it is to head to town, grab some lunch and shop!
A unique selling point for many smaller independent stores is a click and collect service. Usually a service only provided by big brands, not only is it straightforward and hassle-free, but it is also convenient.
Another benefit of having a click and collect service is that customers are more inclined to browse when they are in a physical shop, which can ultimately lead to shoppers buying more.
Offer Amazing Customer Service
This might seem like the most straightforward advice, but it’s generally the simplest things that get forgotten.
Having a physical shop will allow you to provide your customers with customer service that they wouldn’t be able to find online. Either through general conversation or a personalised service when it comes to finding what they are looking for, you can instantly brighten your customers day, which leads them to have a positive experience in your store.
Are you scratching your head? We understand how hard it is to put things into practice when you run a business. At Cheshire Cat Marketing, we specialise in helping SMEs and Start-Ups grow, develop and reach new areas with their online and offline marketing.
If you need marketing support but don’t have a massive budget, then fret no further. You came to the right place!
We pride ourselves on creating bespoke packages so we can help businesses of any size with any budget. If you would like a free marketing consultation, please get in contact with us, and one of our experienced team will be able to give you some advice.
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