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Retail Store Marketing Strategy For The New World - 9 Tips - YouTube
Channel: Marketing 360
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- When it comes to retail stores
and retail store marketing,
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it's like a new world.
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It's like we fast-forwarded 10 years
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into the future over
the last three months.
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So let's talk about nine
tips that you can think about
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in terms of your retail
store marketing strategy,
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and how you can take advantage
of the new digital landscape.
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Let's jump right into tip number one.
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Tip number one is to
think outside of the box.
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And what I mean by that is to put yourself
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in the mindset that you cannot interact
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with your customers in a
physical way whatsoever.
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What would you do?
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You would obviously need
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a really strong digital presence, right?
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You would need to have
different delivery processes,
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checkout processes, different
ways of acquiring customers,
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engaging with customers,
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building relationships with customers,
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all in a digital world.
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So put yourself in that
mindset that, let's say
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that you had no way to
interact with your customers
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in a physical way.
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And we've all been experienced
this recently, right?
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So it should be helpful
in putting ourselves
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in this mindset, but that's
gonna put you in a place
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where you need to be
to envision the future
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and have a vision for where you need to go
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so that you can put together a strategy
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and a plan to get there.
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Tip two is you need
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to have an elite e-commerce
online shopping experience.
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Here's the deal.
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People still wanna buy local, right?
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They're gonna wanna support you
as their local retail store.
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But what you're gonna need to
do is have an e-commerce store
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that matches your brand.
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So many retail stores
have this beautiful store.
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This beautiful storefront,
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this beautiful shopping experience.
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But then you look at
their e-commerce store
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and it's just terrible.
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You need to level up
your e-commerce store.
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Your e-commerce store
has to have that feel
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that your retail store does.
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It has to have the same
branding, the same brand voice.
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Your content, the way you write it needs
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to be like you were in the
store interacting with people,
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how your customer service spoke to people,
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that needs to be the
content on your website.
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You need beautiful pictures,
you need lifestyle pictures,
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you need pictures of your
local area, your warehouse.
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Make it feel real, so when
they're on your store,
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they feel like they're truly
supporting a local business.
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And then think about the
functionality of your store.
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You need unified inventory
so that your store
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and your e-commerce store all talk
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to one inventory database.
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That's important.
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You're gonna wanna think
about things like maybe try
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on at home so you can send a package
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or a box of your items to
somebody to try on at home
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if you're a clothing retail store.
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So start thinking about
ways that you can operate
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in the new world where maybe people
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can schedule private sessions to come in,
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and they're the only ones there.
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And they can try different
things on if it happens
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to be clothing that your
store is involved with.
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Or if it is other things
that you offer, think,
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how do your customers want to interact
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with you in the new digital world?
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Do they want private sessions?
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Do they want home delivery?
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Do they want pickup services?
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And think about all of that
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when you're building your
new e-commerce store,
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your new brand in the digital world,
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and make it the very
best in your local town
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so that there's no better place to shop,
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whether it's in-store or
online than your store.
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Tip three is you must
have a robust CRM database
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and you have to actually use it.
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So the reason that's important is
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because tip three really is
about building relationships.
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And so many retail
stores used to just rely
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on the foot traffic, people walking in,
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they really treated the
people well, they thanked them
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for shopping, for stopping
in, and tried to build
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that relationship on a real-time basis.
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Well, in the new world, you're
gonna be doing the same thing
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but you're building those
relationships more proactively
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across digital marketing and social media.
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So social media is gonna be
hugely important for you.
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And so you're gonna want your CRM database
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to be able to collect information like,
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who are the people in your local area?
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What are their social media profiles?
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When is their birthday?
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Do they have kids?
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What type of products do they like?
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What product categories
are they interested in?
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What email lists are they on?
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Really try to understand your customers
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in the digital world
and build their profile.
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Building their profile is
done in your CRM database.
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Now, when you have all of this information
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about all the local people in your area,
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you're gonna be able
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to really proactively
build those relationships.
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Click on their social media profiles,
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look at their recent
posts, like their content,
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follow up with them on birthdays,
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send them emails about
products that they like.
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Everything that you're thinking about,
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when somebody walks into
the store and you're trying
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to build those relationships real-time,
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you're gonna want to be doing
that on an ongoing basis
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in the digital world now.
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And so a CRM database is
gonna be the perfect place
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for you to store all this information
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and build processes around
how your team can use
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that CRM database on a daily basis
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to have great customer experiences
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and provide great customer service.
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They should literally come in
and just start working through
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that database.
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Who has a birthday today, who
hasn't been in in a while,
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who has spent the most with us?
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And follow up with those customers
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and start building those
relationships to stay top of mind,
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so when they think about
the products and services
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that you provide, they think of you first.
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Tip number four hinges
off of tip number three,
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but it's to further reiterate the power
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of social media for building
your customer relationships.
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So when you're thinking about
your existing customer base,
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in the new digital world
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it's gonna be about really
leveraging social media.
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So you should be following
all of your customers
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and hopefully they're following you.
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You should be liking all of their content.
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You should be leaving
comments on their content.
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You should be engaged.
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What you're gonna see is things
like them posting something
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about their anniversary.
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Maybe you have products or
services that's gonna help make
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that anniversary a great day.
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You can send them a direct
message with a coupon.
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At least send them a direct message
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with the congratulations
so they feel appreciated.
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That's gonna make them
think of you, right?
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Puts you top of mind.
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You're gonna see posts like birthdays
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and all kinds of things
are gonna help you think,
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"Holy cow, this is an
opportunity to congratulate
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and show some love to my customer,
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but also maybe give them a deal."
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Maybe recommend a gift for somebody.
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And so by staying on top
of them on social media,
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you're gonna really build a relationship
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and it's gonna turn them
from a customer to a friend.
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And here's the thing.
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Customers stay a month,
friends stay forever.
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And so the more friends that
you can build on social media,
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the more they're going to buy from you,
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which is gonna increase your
lifetime value per customer.
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That's huge.
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But you know what?
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People are friends because
they have interests
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that are related to each other.
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They have a lot that
they can relate about.
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And so here's the deal.
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If you build relationships
with customers on social media,
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you're gonna see who their friends are,
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and their friends are
gonna see who you are,
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and you're gonna be able
to tap into their network.
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And the chances that their
friends also like your products
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or services is gonna be pretty high
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because they're friends for a reason.
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And so taking advantage
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of social media will really
increase the lifetime value
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for your customers.
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And it will also help tap
into their friends and family,
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which is gonna give you
a lot more referrals.
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That's huge.
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And so take advantage of social media.
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If you play it right, the new
world might actually result
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in more sales for you than the old world.
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It's just about embracing what's happening
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and taking advantage of it.
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Tip number five is to take
advantage of social media
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for not just customer
relationship building,
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but also acquisition.
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So you can really use social media
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to acquire new customers
if you do it right.
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And what you're gonna wanna do are things
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like follow nonprofits in your local area.
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Follow the charities,
follow the high schools.
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Follow all these things that
other people are looking at.
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People are looking at
high school sports teams,
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they're following local charities,
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and they generally
wanna support businesses
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that support those organizations.
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And so, if you also are following them
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and liking their content,
leaving comments and engaging
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with that community, you're
gonna become top of mind.
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And so when they think of
the products or services
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that you sell, they think of
you first because they say,
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"Hey, you know what?
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I like this retail store,
they follow this nonprofit
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that I also like and I follow.
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They follow this high school."
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All those sorts of things
are gonna help you generate
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more visibility in your local community,
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which is gonna drive more sales.
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Here's another power tip.
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In Instagram, you can go into Instagram
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and you can see all the
recent posts in a local city.
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So go to your city in Instagram,
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look at all the recent
posts and go through there.
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And if there's people
that have posted content
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that also seem like people
that fit a demographic
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that would be interested
in the products or services
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that you sell, like their
content, maybe follow them
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so that you can like their future content.
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Leave some comments in there.
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Maybe even send them some direct messages
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with some coupons saying,
"Hey, hey, I don't know
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if you've ever tried our store out before,
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but we'd love for you to stop in,
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support a local store like us.
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Here's a coupon.
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And if you're not interested, no problem,
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share it with your friend,
share it with your neighbor.
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We would just love to help
give back to our community,
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and we do that by providing great products
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or services to our people."
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You know, something like
that would be really powerful
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to get them to really gain understanding
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of who you are and take
a look at your store,
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take a look at your online
store and become a customer.
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Maybe refer you a new customer.
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So take advantage of social
media for customer acquisition.
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It's a no-brainer, it's
gonna help you grow.
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Tip number six is to
leverage email marketing
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and SMS marketing, which
is text message marketing.
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This is really powerful
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and you're gonna wanna
have your CRM database
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set up correctly so that
you can really create a lot
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of automated journeys for this.
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So automation is really powerful,
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but you need to build out those campaigns.
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And so start thinking about that.
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Which campaigns would you send to people
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during which times of the year?
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What kind of promotions, do
you have holidays each month
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with coupons?
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Do you have certain products or types
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of products that are more
popular throughout the year?
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And start building all that out.
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Ideally, somebody becomes a customer
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or maybe on social media, they
click to start following you
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and become a subscriber
to receive VIP deals
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or coupons or offers as they come up.
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Once they enter into your CRM database,
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you're gonna wanna send them
emails maybe on their birthday
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with a coupon to say, "Happy
birthday, here's your coupon."
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Maybe you wanna understand
the types of products
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and categories that they're interested in,
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and start sending them like a
monthly email with some ideas
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and inspiration on those types
of products and categories.
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You're gonna wanna maybe
send them a monthly email
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for the top holiday of the month saying,
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"Hey, happy holiday."
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And also maybe maybe a
coupon code to something.
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If they opt in for text message marketing,
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this is really powerful.
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You know, if you have a call
to action on social media,
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like, "Hey, text to this to this
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to opt into our text message campaign
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which will get you unbelievable specials
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on excess inventory."
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So if you can get more people
to opt into your email list,
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more people to opt into
your text message list.
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The bigger that list gets,
every time you send an email,
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the more sales you're gonna receive,
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but it's about building up those lists.
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And providing value in
every email that you send.
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So taking advantage of email marketing
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and SMS marketing is so important
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to increasing your lifetime value
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and building automated sales funnels
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that are gonna drive you more sales.
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So put some effort into that.
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Tip number seven is to ask for reviews.
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Reviews are so powerful.
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Every review you get is like a salesperson
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on the digital streets
of America sending people
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to go buy from you.
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Every good review.
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And so it's about getting
more and more reviews.
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If you have thousands of reviews online,
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this is gonna no doubt
drive you a lot of sales.
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Before somebody buys from you,
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they often check your reviews online.
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So it's really important that
you have a lot of reviews,
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recent reviews, and good reviews overall.
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A high star rating.
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So ask your customers for reviews,
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follow up with them and ask for a review
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if they had a good experience
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so that you can build your profile.
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Your goal should be your retail store
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amongst all your competitors
has the most reviews
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and the best reviews in your local area.
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You wanna be the no-brainer best.
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And by having all these
reviews in a local area,
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your site, your store,
and your maps listing
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on Google Maps is gonna rank really high.
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And when people search
for a local business
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that has the products or
services that you provide,
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you're gonna rank on top and
you're gonna look really good
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if you have a lot of reviews.
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So put a lot of effort
behind getting good review.
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Tip number eight is to invest
in multichannel advertising.
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Multichannel advertising
is really important
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because of this.
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You can't control where people look
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and where they spend their time,
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but you can control if you're there.
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And when it comes to digital marketing,
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people are spending some time on Facebook,
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some time on Instagram,
on YouTube, on TikTok,
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on maybe driving around town
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where they're seeing digital billboards.
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They're maybe watching some digital TV,
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watching some digital radio.
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Those are all called channels
in the digital world.
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So investing in multi-channel
advertising is investing
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some dollars in getting
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where your customers
are spending their time.
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So think about your customer
base and your demographic.
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Where are they spending
the most time online?
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It's probably multi-channel.
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There's probably like
three or four of those
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that I just listed off that
you're immediately thinking,
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"Holy cow, my clients are
spending their time there.
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My customers are spending
their time there."
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And so that's where you need to be.
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Marketing in the simplest
form is just being
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where your customers are.
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And in the digital world,
they're spending time
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in the digital world in
these different channels.
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So you need to be there.
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So put some money behind being there
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and put some effort behind being there
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so that you're visible.
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So they end up on your store at some point
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and they buy from you
and become a customer.
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And tip number nine.
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Last tip is to build your brand.
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Invest money, time and effort
into building your brand.
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Your brand is extremely important.
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And so don't rely on Amazon.
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Don't put your eggs all in that basket.
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Sure, you can do some things on Amazon,
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but that's not ultimately
building your brand.
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You need to build your brand.
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You want your name to be
known in your local area.
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You want people to think
of your retail store
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as the number one in your category.
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You wanna have the best online store.
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You wanna be really
involved on social media,
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have nice social media content.
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You need to just be
engaging with the community,
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sending emails, building a
following, building subscribers.
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The more you can build the brand,
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the more valuable your brand will be.
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And that's a powerful thing.
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So really put some time
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and effort behind building your brand
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so that's the most
recognized brand in town.
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And ultimately, that return
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on investment is gonna pay
off tenfold every year.
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It'll be like a snowball over time.
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You just have to commit to
it, doesn't happen overnight.
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It doesn't happen overnight.
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But if you put some time, some effort
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and some dollars behind
building your brand,
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it will pay off in the long run.
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So that's it.
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Thanks for watching.
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I hope these tips were
helpful in thinking about
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how you can develop your
digital marketing strategy
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for your retail store to fit
the mold for where we're going
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into the future and how
things are moving digital
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and how consumers are changing
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and how the market is changing.
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Put some thought into it.
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If you have additional comments and tips,
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please leave them in the comments.
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Like the video if you like it,
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and share it with your friends.
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Follow us for more content
like this down the road.
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Happy marketing.
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