Why Marketing For A Brick-And-Mortar Store Is Different Than Online Stores

It can be difficult to keep up with all the changes in the world of marketing. New channels, new keywords, new strategies, new everything — there’s a new rule for doing business in the digital age. While there’s a lot to keep up with, staying on top of it all is essential for your business’s success. If you run a brick-and-mortar store, you’ve probably realized that marketing for a physical location is very different than marketing for an online store. Here’s why.

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It’s A Physical Space

There’s nothing quite like going into a retail store. You can see and touch the products, have a one-on-one conversation with a sales associate, and even pick up some samples to try out before you buy. It’s the ultimate way to shop, and it’s what a lot of people miss out on when they shop online. These days, about 76% of retail sales are made online. Of these, about 66% are made via smartphones.

With the rise in online shopping, it’s critical to understand the differences between both. In order to get your business seen by the right people, you have to do different things. Unlike an online store, you need a physical presence where your customers are much of the time. For example, something like marquee signage is great for a physical location but would do no good for an online retailer.

You Have Limited Marketing Options

For a physical store, you have the option to employ a variety of marketing methods. For example, you can create a marketing plan to drive people to your store, make sure your store is clean and well-stocked, and create a welcoming environment. You’ll also be able to utilize your overhead signage to promote specials and discounts, as well as placing posters and flyers in local markets to attract new customers.

With online stores, you’re limited to the marketing methods available to you. In some instances, you’re limited to email marketing, which is still a commonly-used method, or the results of paid ads. However, the marketing options you choose can be a great way to get your audience to notice your brand. You just have to be careful with your approach and make sure to update it regularly so that you are aware of what is working, and take out the items that are not.

You Need To Build Consistency

In a brick-and-mortar store, you can build the hype for big sales and discounts before the event even starts. When Black Friday rolls around, you can be ready with signs and tables to promote the sale. Most likely, you’ll have some special deals and discounts you’ll promote on this day.

With online stores, you need to build consistency. You need to commit to posting content regularly. You need to create buyer personas, brands, and audiences for each post so that every post feels like it’s part of a larger narrative. You need to make sure that you’re interacting with these customers and giving them the feeling of being part of a community.

People Shop With Memories

Brick and mortar stores give you the option to create a memory with each shopping trip. You can see the trends in your area and stock up on the top items. You can also create an atmosphere that makes people want to linger and spend more time in your store.

With digital marketing, you have the option to create memories with your customers as well. You can create digital products that are memorable, like eBooks that help people start their own brick and mortar stores, or digital services that help customers in your industry stay informed, like an online conference.

Focus On The Marketing Strategies That Work Best For Your Business

When deciding which channels to use in your marketing, it’s important to understand the differences between online marketing, brick-and-mortar marketing, and even hybrid marketing channels. This will help you decide which types of marketing are best for your business.

Staying on top of the changes in marketing can be overwhelming. It’s easy to think: “I don’t have time for all this!” But, if you don’t invest the time now, your competitors will be ahead of you in the future.

The good news is that, while technology and digital marketing are constantly changing, certain principles stay the same. With a little bit of research and planning, you can make your digital marketing strategy adapt and grow with the changing times.