A Digital Strategy to Drive Traffic to Your Physical Store

Happy New Year! I trust that the holiday season was kind to you and you’re ready to take on 2022. If not now, when? Let’s get started…

Consumers are increasingly relying on digital sources to inform their purchasing decisions. What’s important to remember, however, is that they are not just using Google to research things they want to buy online, they are also using it to find what they need, locally, in real life.

We are seeing this happening across industries. Let’s take a look at the stats:

Year over year, searches have grown:

    • More than 20,000% for “takeout restaurants,”
    • Over 800% for “in stock,” and
    • 200% for “now near me.”
    • Additionally, according to other research, it is expected that by 2024, 78% of purchases will still be made in stores.

So, while you may not be planning to make the move to e-commerce, you definitely need to consider adding a digital component to your marketing strategy to take advantage of this shift and drive traffic to your physical store.

One way to do this is to create and maintain a Google Business Profile (formerly, Google My Business). With this profile, you can feature products from your store so people searching for those items can find you. If you offer services, you can list those as well, even build trust by communicating with customers directly.

Another benefit of having a Google Business profile is you can easily post special, in-store, offers and promote services like curbside pickup; food retailers and restaurants can post daily specials and seasonal menu items. All of this can work to increase foot traffic to your business.

By using features such as local product feeds, you can capture sales from customers who might have been browsing to purchase a particular item online when, lo and behold, they find that item available locally – at the time they are shopping, also known as now – at your store, with same day and/or curbside pickup! No wait or charge for shipping! What is it they say? 90% of success is just showing up – in the online search (with a minor edit to bring the saying into the “modern age”).

Looking into how you can use a Google Business Profile to enhance your digital marketing strategy is well worth the time. And the best part? It’s free. Let’s start the new year right and hit the ground running!