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Use Your Online Presence to Drive In-Store Sales

Phillip Reinhardt

Well-designed company websites make it easy for consumers to conduct online shopping. However, there are still a few issues that plague the process and continue to drive shoppers to brick-and-mortar locations. For example, it’s difficult to return an online purchase, paying for shipping is a pain, and you have to wait for days on end for your purchase to arrive.

With the holiday season right around the corner, Search Engine Land recently outlined a few ways your company’s digital presence can drive in-store sales.

Leverage Your Store’s Location
It’s a given that a potential shoppers proximity to your store will weigh heavily on their ability to visit you in person. To harness the potential of consumers immediately in your area, it’s beneficial to set up tiered geo-modifiers around your store.

The distance a shopper is willing to travel depends on your location. For example, if you have a store in New York City or Washington, D.C., consumers will be more unwilling to travel a far distance. In contrast, shoppers in Los Angeles or Houston will be more willing to make the trip to you store.

Remarket Lists for Search Ads
RLSAs are powerful paid search tools that allow you to big up consumers who are near your store and most likely to make a purchase. Think about how much more likely a recent visitor to your website, previous customer, or brand loyalist is to visit your store over a new customer. Layer these audiences by determining intent and geographic location to create a more efficient search campaign and monitor their performance.

Optimize the Shopper’s Experience
To effectively target online shoppers, it’s very important to optimize your website. Make sure the information a consumer needs to lead them to your real-world store is easily accessible. This includes an online catalogue that is easy to navigate as well as location and store times.

PPC & Adwords

While SEO can drastically increase the amount of organic traffic that your website receives, a PPC and Adwords campaign is great for generating virtually instant results. In our experience, the two work hand in hand when it comes to raising companies’ profiles online. PBJ’s approach puts a strong focus on measuring results and improving performance in order to ensure you get a maximum return on your investment. By actively monitoring your campaigns and web analytics, your company can evolve and respond to the changing needs and desires of your customers.

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