Local Offline Businesses Marketing (Brick And Mortar)
Local offline business marketing, we now live in a world dominated by technology. What used to be effortful and time-consuming activities are now made simpler because of so many innovations from every industry out there.
The global market has made it compulsory for every business and entrepreneur
to embrace this change and restructure their take on business innovation.
Meanwhile, companies who either failed or refused to adapt to these significant transformations have now closed their doors for good.
On the other hand, the companies that managed to survive and stay afloat are
now facing a higher level of competition with the rapidly growing e-commerce industry.
The Leading Companies
The leading names in business today are e-commerce platforms such as Amazon, Inc., Alibaba Group Holding Ltd., and eBay Inc. These are the pioneering companies
that bridged the gap between businesses and consumers leaving brick-and-mortar businesses on the edge of deferment.
A lot of businesses nowadays take place in a virtual setting including banking
and other payment services, buying daily necessities, and even medical
consultations are now accessible anytime and anywhere.
This is why e-commerce is so effective. It has become a daily necessity that paved
the way for a more demanding economy; simply put, the higher the need for internet resources, the higher the demand for internet service providers. As the number
of online businesses increases, the faster the internet consumers grow.
Now, if this is the case, then what do you think would happen with local offline
(brick-and-mortar) businesses? This is what this article is all about.
What does brick-and-mortar mean?
The term “brick-and-mortar” refers to normal businesses in a physical
location. These are the stores that you go to for purchasing consumer goods.
Brick-and-mortar businesses or also known as local offline businesses
are the places or business outlets that offer products and services even
before e-commerce even existed. The virtual shops/stores are online businesses.
Offline versus Online Businesses
Depending on the location and urgency, many of us still prefer going
to brick-and-mortar businesses since it is still better to physically view and
choose which products you would like to purchase than doing it online with
the risk of return issues, delayed payments, and in some
cases – fraudulent activities.
Both have limitations for other businesses and consumers, in more ways than
you often realize.
These two categories may be available for everyone, and some even claim that online businesses or e-commerce are a “natural extension” of the brick-and-mortar industry.
We may agree to disagree; however, there is one important aspect in business that
ties up these two thriving platforms – and that is marketing. The success of a
business, be it virtual or physical, all depends on its respective marketing strategy.
With that in mind, both offline and online industries are inadequate to a certain degree, without the other.
Though both platforms can work as stand-alone units, local offline business marketing would require more resources and expenditures to stretch its market reach compared to online businesses that offer accessibility and convenience for its target market.
Here’s the good news, if both platforms along with their respective resources and strengths are utilized strategically, they will both benefit from one another. This is true, especially for local offline businesses where visibility is limited by demographical and spatial causes.
With the recent COVID-19 outbreak, e-commerce businesses sustained the global economy. Let’s find out how and why.
E-commerce for Local Offline Businesses Marketing (Brick-and-Mortar)
If you are a local offline business marketing owner or you’re still at the planning
stage to put up your own business within the coming months or years –then this
is about you.
Among the marketing strategies that we have been accustomed to for the past
decades, e-commerce gave birth to a new era of possibilities – almost everything
today is instant because of the alternate universe internet has created wherein
not only products and services are within the reach of your fingertips but experience
Almost everything you need from a digital copy of a book, flowers, and chocolates
for your date, movies to watch, etc. – are now accessible online. You will also
notice that most of the households in the country no longer have landline
phones, but everyone’s got internet. Here’s the fun part, your brick-and-mortar
Businesses may benefit from it all!
Local Offline Business Marketing
There are several marketing strategies that you can only achieve with the help of a
virtual network. Make sure to include these on your 2021 marketing campaign:
- Brick-and-mortar marketing –
This is what you do to drive foot traffic to your
physical store by utilizing online marketing. You can create a website or
social media pages to stay connected with your existing and potential customers.
Show them what you can offer in a more creative and enticing way through
digital ads, photos, and video creations showcasing your product and/or
services in a more appealing manner which would make
your customer comes to you.
- Content Marketing (Search Engine Optimization) –
Is producing articles that help your customer find you easier amidst the
crowded internet resources
available to them. Notice how “Google” now, is both a noun and a verb?
Exactly! It’s as if everyone wants to know first – what does Google say?
Well, google it!
Kidding aside, Google along with multiple search engines like Microsoft Bing,
Youtube, Facebook, etc. – holds an 86% search market cut. So if you can get your
business to show on top of those search results, would
mean a better market reach and visibility.
- Social Media Marketing/Social Media Optimization (SMO) – Facebook and Instagram, are the biggest social networks that also offer their advertising schemes – they’re easier, cheaper, and available to almost everyone around the world – and that is a good thing for your business too. You get to share the same advantages that your competitors are generating.
Relationship Marketing and Loyalty Campaigns
This is forming relationships and building rapport with your customers by posting content/s online that they will surely love.
You can organize an offline event like a meet-up or events-for-a-cause and the likes that will show them the other side of your business. This is also a good strategy to make use of social media networks to know your customers better by asking for their feedback about your product/service, which can be seen by potential customers too.
To show your patrons how much you appreciate them, you can also come up with loyalty campaigns – encourage them to shop more in your store by giving incentives through a loyalty program or any other rewards system.
Other marketing strategies
What you can utilize to improve, expand, and develop your business are proximity targeting, geo-conquesting, weather targeting, in-store events, and click and collect or store pick-up promotions, etc.