Q: If a retail store hasn’t concentrated on marketing in a while, where do you recommend it start?
(Submitted by Rachel Mullins during our “A Good Pour” conversation)
A: Here are KGs Ten Tips for retail marketing startup or restart:
- Define your audience. Who are you trying to reach? All your marketing efforts should be tailored to that audience. Think about:
- Male or Female?
- Interests and hobbies?
- Preferred contact methods?
- Make sure you like your brand. It’s ok to change a dated logo! In addition to a logo, select specific fonts and colors to use in your marketing materials. It’s best to have a coordinated look.
- Claim and update your Google Business Page. Confirm all information is correct, and add a few recent photos. Ask loyal customers to leave a review. New, positive reviews are critical if there are negative reviews out there.
- Update your website. If you don’t have one, it’s way past time to put up at least a landing page. Again, ensure your address and store hours are correct, and you are asking people to visit you. Check that the website looks good on a phone, and don’t forget to add Google Analytics, which will help you determine who is using the site and what actions they are taking.
- Claim and update your social channels. You don’t need to be present on all of them. One or two channels that your targeted audiences use is a good starting point. Be sure to post product spotlights, new products, and any promotions. Also, consider what non-product content your audience might like (quotes, team bios, customer spotlights, etc.).
- Meet with your local chamber. Find out about any events that might be coming up that could benefit your business. Chambers often have coordinated activities for Small Business Saturday and holiday events. Your local chamber may also have a contact for someone that can help you with your marketing.
- Develop online shopping. If you don’t already have an online store, you probably saw the need in 2020. I recommend developing a small online store with your best products. Ecommerce will allow you to use a product catalog on Facebook and Instagram as well.
- Collect customer email addresses and phone numbers. Email marketing is still one of the most successful marketing tactics, and text marketing is fabulous for pop-up events and new item announcements. Think about giving customers a coupon when they join.
- Plan ahead for holidays and special events. Planning gives you time to set promotions, develop social creative and in-store signage, and send email/text campaigns. Last-minute campaigns are rarely successful.
- Do everything you can to guarantee an amazing in-store experience. You can spend all kinds of money and effort trying to get people in the store, but if your people aren’t kind and helpful, the customer will either walk out the door or won’t be back again.
Thanks for reading KG’s Ten Tips for for a retail business that is starting or restarting marketing. What would you add? What has worked for you?