If you’re a retailer that prefers the more traditional selling approach that brick and mortar businesses have to offer, you may still find that you need a digital marketing strategy to get your business noticed. Although you offer your customers a more personable face-to-face interaction, when it comes to doing business, it is difficult to complete with your web-based counterparts. While ecommerce businesses make it their job to become noticed on the web in order to receive any sales at all, brick and mortar businesses can also leverage the benefits of digital marketing to their advantage
What is a brick and mortar business?
The term brick and mortar is used to describe a company that possesses a retail store, factory or warehouse for its operation. Your local bookstore or grocery shop is a perfect example of this. Brick and mortar businesses offer their consumers the opportunity to touch, try out and discuss any concerns they may have with an item prior to making any purchase. These types of businesses also provide consumers with an immediate form of gratification because they do not need to wait for the item to be shipped before they can enjoy it.
Needless to say, even though a business is doing well in physical form that doesn’t mean that with a proper digital marketing plan it couldn’t be doing a whole lot better.
Why does your brick and mortar business need a digital marketing strategy?
With the rise of ecommerce businesses snatching up internet friendly consumers, it is important for brick and mortar businesses to use digital marketing to establish a strategy in order to remain technologically with the times. Many long-time retailers — Sears, Zellers and Kmart — have shut down dozens of store locations due to slow traffic and a decrease in sales.
Whether your company is better suited as a brick and mortar business or you’re resisting the need to embrace e-commerce, you can have the best of both worlds with the proper digital marketing strategy.
In order for brick and mortar businesses to use digital marketing to its fullest potential they will need to:
- Build an online community: This will increase your customer base and allow you to offer your product to a much larger demographic.
- Find your target audience: Unless you have found a location in a local neighbourhood where everyone uses your product, a digital marketing strategy will allow you to find an online audience that has an interest in the product or service that you are selling.
- Engage with your consumers: Although it does not offer the same face-to-face personalization as the traditional brick and mortar business, digital marketing allows you to speak to customers online, comment on their reviews and troubleshoot any problems they are facing without them even needing to step foot in your store.
If you need help getting started with your digital marketing strategy, consult our team of professionals to learn more about what we can do for your business.
Do you prefer to shop in retail stores or online for your products? Tell us about it in the comments section below.
Alex Wilks has been working as a copywriter and digital marketing strategist since 2018, with added specialties in social media and email marketing. With a Bachelor’s Degree in Journalism and Communication, she is a natural content writer with the ability to connect well with her target audience.