Connect with us

Marketing

9 retail tips to increase in-store sales through on-site marketing

Published

on

Get up to 30%* off! Get going with GoDaddy!

Getting a customer to enter your retail store is a win, but it isn’t the ultimate goal. Your primary objective is having them walk in and walk out as a paying customer. To help you turn in-store browsers into buyers, consider these retail tips to increase in-store sales.

How to improve sales in a retail store

Before we dive into specific retail tips to increase in-store sales, let’s consider the strategies that can help you improve sales in a retail store. As you develop marketing ideas to increase in-store sales, ask yourself these three questions. 

  • What in-store assets can I leverage for on-site marketing?
  • How can you leverage omnichannel marketing?
  • How can you tie your marketing to the customer’s journey?

Let’s take a closer look at each question below.

1. What in-store assets can I leverage for on-site marketing?

As you think about how you can use these retail tips to increase in-store sales, start by considering what you have to work with. Take stock of the types of in-store marketing that are available to you.

  • Print signage
  • Digital signage and video screens
  • Kiosks
  • Live product demos
  • WiFi marketing
  • Overhead messaging
  • Store layout
  • Check-out experience
  • Product packaging
  • Your team

2. How can you leverage omnichannel marketing?

When thinking about in-store marketing, don’t completely turn off your digital marketing mind. Instead, consider how you can connect the in-person shopping experience with the online shopping experience. Consider how you can use omnichannel marketing.

Omnichannel marketing is the process of using multiple, consistent marketing channels that reach customers in a variety of places while offering a cohesive brand experience.

 

Customers often merge the two worlds of shopping. They shop online and then come into a store to make a purchase, or they shop in a store and then buy online. According to Statista, 74% of customers use a mobile device for product research while shopping in a store in the United States.

Two people browsing a clothing rack at a store

As you develop on-site marketing ideas, consider how you can help the customer connect their in-person experience to their online experience. Think about what a customer may have done online before their visit (or while shopping in the store) and how you can connect that experience to their in-store visit.

3. How can you tie your marketing to the customer’s journey?

As you plan your in-store marketing, don’t think only about making a sale. Keep in mind that you can use on-site marketing to move prospects through their customer journey.

Instead of tying all of your marketing to the goal of generating a quick sale, consider how you can use on-site marketing to reach customers in each phase of their journey.

  • Awareness Phase: What can you do to bring awareness to new products or offerings?
  • Consideration Phase: How can you educate or inform customers when they are considering whether or not they want to buy?
  • Decision Phase: What can you do to help a customer make a purchase or drive them toward an up-sell once they have decided to buy?
  • Post-Purchase: How can you bring customers back and stay connected with them once they have made a purchase?

9 retail tips to increase in-store sales

Now that you have some guiding principles to keep in mind as you brainstorm on-site marketing ideas, let’s look at some specific retail tips to increase in-store sales.

  • Convert print signage to digital screens.
  • Collect information from in-store shoppers.
  • Remind people to follow you on social media.
  • Create packages and up-sell opportunities.
  • Create a loyalty program.
  • Use QR codes to guide customers to online sources.
  • Create a photo opp.
  • Allow online customers to create in-store baskets or pick-ups.
  • Utilize your packaging and bags. 

1. Convert print signage to digital screens

Don’t let your static signage grow stale and get overlooked. Switch to using digital signage so you can regularly change promotions and feature multiple messages at once.

2. Collect information from in-store shoppers

Run contests or give incentives to in-store shoppers so they join your customer database by entering their phone number or email address. When you have customer contact information, you can reach out to encourage customers to come back and buy again — or to buy for the first time if they left without making a purchase.

Related: 10 ways to grow your email list in-store

3. Remind people to follow you on social media

Another way to create a connection with customers before they go is by asking them to follow you on social media. This connection gives you another opportunity to encourage interested in-store shoppers to come back again.

4. Create packages and up-sell opportunities

Increase revenue by showing customers why it’s a good idea to purchase two products or services together. Create packages and up-sells that add value to items customers are already planning to buy.

Related: 10 strategies to sell excess inventory

5. Create a loyalty program

Encourage customers to visit and buy (while also growing your customer contact database) by establishing a loyalty program that rewards shoppers for visiting or making a purchase.

6. Use QR codes to guide customers to online sources

QR code on a smart phone

Make it easy for shoppers to join your loyalty program, follow you on social media, and react to your digital in-store call-to-actions. Use QR codes that they can scan to be taken directly to relevant web pages, social media accounts, your online store, etc.

7. Create a photo opp

Give customers a reason to visit your store and share their experience with their followers. Set up a photo-op in your store so shoppers can take a photo, share it on social media, and drive brand exposure.

8. Allow online customers to create in-store baskets or pick-ups

Connect your online and in-store experience by allowing online customers to create in-store baskets that they can retrieve when they visit the store. This approach is great for clothing stores where customers may want to try on items.

Related: 10 tactics to turn impulse shopping into stone-cold sales

9. Utilize your packaging and bags

If a customer makes a purchase, use it as a gateway to get them to come back. In your packaging or bags, include a coupon or promotion that encourages them to visit again.

Start selling more in-store and online

If you have a retail business, you have a variety of ways to promote products and offerings to customers.

Use these retail tips to increase in-store sales. If you have a brick-and-mortar store, consider how you can leverage digital and in-store marketing to increase sales. And if you primarily sell online, see how a physical storefront can help you reach new customers and showcase your business in a new way.

The post 9 retail tips to increase in-store sales through on-site marketing appeared first on GoDaddy Blog.



Get Hosting for $1.00*/mo with GoDaddy!

This post was originally published on this site

Continue Reading

Growing a Business

3 Ways Marketers Can Earn — and Keep — Customer Trust

Published

on

A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use. As trust in institutions diminishes, consumers are increasingly skeptical of where they put their money and receive their information. The author recommends three marketing strategies for brands to maintain and foster trust in their brands: 1) Do not overspin, 2) Avoid half-truths, and 3) Read the room and adjust.

It is no big secret that our world has a trust problem. Amid a global pandemic, economic crisis, and political instability set against a backdrop of deep cultural malaise, people no longer know where (or whom) to turn to for dependable information amid widespread disinformation and propaganda.

Similarly, government leaders, briefly seen as the most trusted institutions at the beginning of the pandemic per the 2021 Edelman Trust Barometer, squandered that goodwill when they could not halt the virus or restore economic stability. And per the 2021 Edelman Trust Barometer, trust in U.S. CEOs is at 47%, and credibility has basically hit rock bottom in Japan (18%) and France (22%) as consumers wake up to the indignities and absurdities of unfettered capitalism.

Yes, trust is in short supply, yet it remains a vital currency in sustainable customer relationships. A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use. Consumers, of course, are not a monolith. And as it so happens, age is a key differentiator in understanding the intricacies of the public’s confidence in and perception of the news media, in particular.

Per a Gallup/Knight Foundation survey, older Americans tend to rely on maybe one or two sources for all their information, and they prioritize brand reputation and political slant when evaluating an outlet’s credibility. Conversely, younger adults (18- to 34-year-olds) are more likely to gather information from numerous sources and place more of a premium on how open that outlet is with its facts, research, and processes.

Younger consumers also view national news outlets with more skepticism, with just 29% saying they trust them compared to 41% of adults over 55. A credible media landscape is always critical, but with the line between marketing and media blurring each day, news organizations’ morale fiber can sometimes be linked to that of a brand.

To summarize, ​​older adults are more brand-conscious, while younger adults are more process-conscious. As marketing experts, we can apply these findings to our brand messaging to develop credibility with our intended audiences as they age and evolve. Here is how.

1. Do not overspin.

Though Edelman found that trust in CEOs hit an all-time low in 2021, the same study revealed that businesses are still considered more trustworthy than governments, NGOs, and the news media. With such power comes great responsibility. CEOs and other business leaders must address today’s most pressing challenges and focus on societal engagement with great fervor. According to the 2021 Edelman Trust Barometer, 53% of respondents believe that business leaders have a duty to fill the information void left by the news media.

This is not the time for corporate platitudes. People are smarter than you think. If you attempt to fool them, they will find out — and the hit to your credibility will outweigh any short-term gains that you made.

Think back to summer 2020, when PR teams across industries jumped to distribute public denouncements of systemic racism. People were quick to call out the performative allyship of companies such as Glossier, whose public anti-racism pledge was at odds with former employees’ recounts of on-the-job discrimination and toxicity. So make sure you back up any announcements with actual steps. For example, Ben & Jerry’s is not one for empty promises, and its statement on racial injustice held a lot more weight because company leaders have a track record of on-the-ground activism.

Keeping your message free of excessive spin goes a long way with the public and protects you from potential PR gaffes down the line.

2. Avoid half-truths.

Pfizer has been in the news a lot this past year — mostly for good reasons. CEO Albert Bourla and his team cleared myriad hurdles to develop an innovative, effective Covid-19 vaccine in record time. But back in 2006, Pfizer was in the news for less-than-glowing reasons after launching a $258 million ad campaign for a cholesterol drug with Robert Jarvik, inventor of the first permanent artificial heart, as the face of it.

The tagline — “Just because I’m a doctor doesn’t mean I don’t worry about my cholesterol” — was catchy, but there was one problem: Jarvik was not licensed to practice medicine and, in fact, had never practiced medicine. The ads drew swift criticism that resulted in a congressional investigation and millions in monetary losses for Pfizer.

In the court of public opinion, omission is akin to lying. If a claim requires omission, then do not use it; and if you do make a mistake, own up to it. In fact, you may find consumers more forgiving if you show any semblance of contrition. Being vulnerable about where you have fallen short in the past suggests honesty, which sits at the foundation of consumer trust, brand affinity, and long-term engagement.

3. Read the room and adjust.

When was the last time you checked the pulse of your customer base? You should be continually evaluating the effectiveness of your marketing efforts by asking yourself these key questions:

  • What is our customer sentiment? Negative? Positive?
  • What are our favorability ratings? Are they rising? Dropping?
  • Is our audience engaging with our content?
  • And did we follow through on our promises?

By regularly checking whether consumers are picking up what you are putting down, you will find that you can more easily meet and even exceed their ever-evolving preferences. For example, Bryanna Evans, the social media manager at home fragrance brand SECC, told Buffer that her team’s social media-powered strategy focuses on in-feed customer engagement. Not only does the social team respond whenever someone leaves a comment, but it also nurtures consumer interest by regularly posting quizzes, contests, and giveaways. As a result, SECC has built an army of loyalists and grown its monthly revenue from $20,000-$30,000 to more than $100,000.

The fight for consumer trust is ongoing — and it will not be going away anytime soon. But savvy marketers can use authentic brand messaging to engender stronger customer relationships that stand the test of time. Implement these three steps to begin building a reputation as a reliable information source that people depend on.

Advertisement

This post was originally published on this site

Continue Reading

Growing a Business

How to Improve Email Deliverability

Published

on

If you’re running a business, you need an email list. And you need to send great emails, obviously. But if those great emails aren’t making it to people’s inboxes, then what’s the point?

If you’ve been putting a lot of hard work into your email marketing but not seeing the results you want, then maybe your email deliverability could use some help. I’m going to share the four key factors that will help make sure more of your emails stay out of spam and land in the inbox.

And if you don’t have an email list yet, this will set you up for success right from the start!

The Four Pillars of Email Deliverability

When it comes to email, it’s all about deliverability. You can have the fanciest automations, the best copy, the best upsells, downsells, follow-ups… But if nobody’s getting those emails in their inbox, then it’s all for nothing.

This is where you’re up against the algorithms of the email giants that control more than 50 percent of the world’s inboxes: Google, Microsoft, and Yahoo!. You’ve got to understand what they’re looking for—and play by their rules.

The good news is that it’s not that difficult to stay on the good side of the algorithms. Anyone can avoid the spam folder as long as they follow a few key guidelines.

There are four main pillars of email deliverability, and they form the acronym RACE:

  • Reputation
  • Authentication
  • Content
  • Engagement

Pat and email deliverability expert Adrian Savage covered these four pillars in depth in SPI episode 498:

Reputation

In business, as in everything, reputation matters. If you’ve got a lousy reputation, no one’s going to want to listen to you.

When it comes to email marketing, you need to focus on what’s known as your sending reputation.

You see, the big mailbox providers are monitoring the emails you’re sending, and most importantly, how people are reacting to them.

The more they see people marking your emails as spam or ignoring or deleting them, the more they’re going to mark down your sending reputation. And they’re more likely to send your emails right to the spam folder.

That’s the simple version, but it means that everything you do with your email marketing has to be focused on preserving and improving your sending reputation.

How to Improve Your Sending Reputation

So what can you do to improve and maintain your reputation with the big email services?

First, use common sense. If you feel like you’re gaming the system, you probably are—and you’re eventually going to get found out.

A (not so) great example is downloading lists of email addresses from the internet.

The only legitimate way to get ahead now with your email list is to send emails only to people who have specifically asked you to contact them.

If you buy a list and start emailing people who haven’t given you permission, you’re much more likely to get spam complaints, which will hurt your sending reputation.

And what’s the only definition of spam that matters in the eyes of the mailbox providers? Whatever the recipient thinks it is.

There are also businesses out there, like Spamhaus and Cloudmark, that operate email addresses called spam traps. If you send an email to a spam trap address, then you may be added to blocklists that tell the world you’re a low-reputation sender.

The only definition of spam that matters? Whatever the recipient thinks it is.

If you do decide to buy a list of addresses for some reason, make sure you really trust the person providing the data—it’s much better to control it yourself.

Next, you’ll want to clean your email list regularly. That way, you’ll avoid hitting what’s called a recycled spam trap.

Here’s how that works.

Suppose 10 years ago you had a Hotmail address that you’d stopped using, and Microsoft canceled your account. For the next few months, if anyone tried to email you, they’d receive an error saying the mailbox didn’t exist. But a few months later, Microsoft might reopen that address and repurpose it to catch senders who weren’t looking after the hygiene of their email list.

Send enough emails to spam trap addresses, and you’ll end up on a blocklist.

So, only send emails to people who have said they want to hear from you, and keep your email list clean so you don’t get caught in recycled spam traps.

Authentication

Authentication is the second crucial piece of improving your email deliverability.

It’s all about telling the world that you’re sending legitimate emails.

You’ve probably received spam from someone spoofing an email address that isn’t theirs. It’s relatively easy to spoof an address you don’t own—what’s not so easy is to authenticate one.

Authentication is what sets you apart from the spammers, and there are two steps you need to take to authenticate your email address.

The good thing is, this is usually a one-time thing you do when you’re setting up your email platform.

The two authentication steps involve a couple of acronyms.

Domain Keys Identified Mail (DKIM)

The first one is domain keys identified mail, or DKIM. This is how you get your email platform to digitally sign every email that you send.

You’ll need to look at your platform to determine how exactly to configure DKIM, because they all do it slightly differently. If you’re stuck, then find someone who can help you, because it is probably the most important single thing that will make the difference between hitting the spam folder and hitting the inbox.

Here’s guidance on setting up DKIM with some of the most popular email service providers (ESPs):

Sender Policy Framework (SPF)

The second side of authentication is something called sender policy framework, or SPF.

SPF helps identify which mail servers are allowed to send email on behalf of your domain. This communicates which platforms you trust to send emails on your behalf, which can reduce the incidence of email spoofing—people pretending to send mail as you. Like DKIM, it’s a one-time thing, but crucial.

Doing those two things—setting up your SPF and DKIM settings—is going to make a huge difference in deliverability. And don’t be afraid to seek help if you need it.

Here’s guidance on setting up SPF with the popular ESPs:

Content

In the recent past, it was relatively easy to avoid the spam folder by being careful about the content in your emails: don’t use swear words, don’t mention Viagra, and don’t mention “free.”

Today’s spam filters are much more sophisticated, and the big email providers use a ton of artificial intelligence to figure out what’s junk and what’s legit.

In 2005, you might have gotten away with writing “free” as “fr.e–e” in an email, but today that’s a one-way ticket to the spam folder.

Making it to the inbox in 2022 is a lot more about being authentic with your email content. Here, another acronym comes in handy: WILF, which stands for:

  • Words
  • Images
  • Links
  • Frequency

Words

Words are important, obviously. And when it comes to email deliverability, it means writing emails the way you’d have a conversation with someone.

Write like yourself. The more your emails sound like they’ve been coming from you, the more authentic it sounds, the more likely those big sophisticated algorithms are going to recognize it as authentic.

In most cases, shorter is also better. Don’t cut it down at the expense of not getting your message across, but don’t waffle unnecessarily. Because, let’s face it, people’s attention spans are getting shorter.

At the same time, don’t stress too much about content either. There are no hard and fast rules here, and you don’t want to follow a rule at the risk of ruining your message.

You can always send a few test emails and see what happens. Just remember, however, that email has evolved, and no two people have exactly the same email experience anymore. The same email might end up in Spongebob’s inbox and Squidward’s spam folder.

But you can still learn some things by looking at the big picture of what you’re sending over time. If you notice that emails written a certain way are getting delivered more often than others, use that as a data point to guide how to craft your email content going forward.

Images and Links

Here’s where things get even more interesting. To include images or not include images in your emails? And what about links? One? None? Many?

First, remember that there are exceptions to every rule. But in general—and testing bears this out—the more images you’ve got in an email, the more likely it’s headed to the junk folder. And the same goes for the number of links.

One of the quickest ways for an email to be viewed as a promotion by Google is if it has a graphical banner at the top, because that makes it look like a promo. So just cut to the chase with your message.

If you need images in the middle of the email to reinforce or illustrate things, that’s a different story. But only include them if they’re going to actually add value, not just for the sake of it. If you can manage three or fewer images in total, perfect.

Here at SPI, most of our emails are pretty barebones: no (or few images), and just a single link.

It’s the same with links: the more you use, the more your email looks like a promotion. One of the biggest mistakes people make is using a bunch of little social media icons in their email signature. Before you know it, you’ve got five additional images with links in your email, you’re in the promotions tab.

When it comes to links, also be careful about linking to websites you don’t control. You can’t always be certain whether the domain you’re linking to has a good domain reputation or not. It’s much better to only link to content that you’re in control of—like the stuff on your own website.

Frequency

Finally, there’s frequency. The more frequently you send emails to the people who want to receive them, the better you’re going to do. In the good old days, it was sufficient to send an email newsletter out once a month, but these days, mailbox providers are looking for consistency and engagement (which we’ll talk about in a second).

The more frequently you send emails to the people that want to read them, the better it’s going to look for your engagement. If you’re sending out an email three times a week, then you’re a lot more likely to reach more of your audience more quickly than if you’re sending one email a month.

That doesn’t mean you need to send an email every day—if you can, then great, if you’ve got enough to talk about—but the more frequently you can share some really cool value, the more people are going to love you, and more importantly, the more the mailbox providers will love you as well.

Engagement

While authentication is something you set up once and pretty much forget, engagement is something you need to pay attention to on an ongoing basis.

By engagement we’re talking about, are people reading your emails? Are they opening them? Are they clicking the links? Are they actually reading them properly? Or are they just deleting it without reading?

One of the worst ways to hurt your engagement is when you send something out, it lands in the spam folder, and no one rescues it.

When someone signs up to your email list for the first time, that may be the only chance you’ve got to keep your emails out of their spam folder. So direct them to a thank-you page that instructs them to check the spam folder for your first email and move it to their inbox if need be. If they don’t, they may never see another email from you in their inbox again.

That’s the most important thing.

The other is maximizing the number of people engaging by improving your open rates. Here’s where it’s important to clean your email list regularly, so you’re only sending email to the people who are likely to read it.

It can be scary to clean your email list regularly—because it means deleting people from your list—but it’s absolutely a great thing to do for your email engagement, and for the health of your email list.

Why? It will show Google and Microsoft and Yahoo! that what you’re sending is of greater interest to your subscribers. The higher they see your open rate, the more likely they are to increase your domain reputation. The better your reputation, guess what? The next email you send is more likely to land in the inbox. It’s a virtuous cycle.

More Email Marketing Resources

If you’re just getting started building your email list, the best time to start thinking about and implementing these email deliverability best practices is now.

And if you’ve had a list for a while and things have gotten stagnant, the best time to start is… also now.

If you need more support with your email marketing, you’re in the right place! Here are a few more resources to help you build an audience and create more revenue with a robust email marketing practice:

This post was originally published on this site

Continue Reading

Growing a Business

Branding Mistakes That Can Cripple Small Businesses

Published

on

Small businesses operate in a highly competitive market, and branding can be vital in standing out. The branding process should be done thoughtfully and deliberately.

Small businesses need to invest in their brands keenly to create a winning identity. However, in branding, emerging businesses need to avoid common mistakes like lack of brand strategy and failure to research market competition.

photo credit: Hans / Pixabay

Lack of a Brand Strategy

You need to develop a brand strategy while detailing your business objectives. The strategy should be comprehensive and understand the business landscape while highlighting your competition. You also need to define your brand alongside your type of customers.

Note that an ideal brand strategy is developed as a creative partnership involving the client, the strategist, and the designer. In some cases, you can leverage services of third parties like Agency Boon to get ideas on different strategies.

A comprehensive strategy will assist you in working out what products and services you should focus on. From this position, you can make the right decisions to enter and grow in the market. With a strategy, every team member is aware of their role in advancing your business goals. Even when you are alone, the strategy will guide you on how to win over customers.

Not Researching Your Competition

A new small business should understand its competition since it acts as a guide to attracting customers. Researching the competition enables you to understand what other established companies in your niche have done. Understanding competition allows you to determine where other businesses have failed and how you can avoid their mistakes in your new venture. While reviewing your competition, look at products, services, target audiences, websites and social media platforms.

Note that failure to consider these factors will likely result in you being unable to understand the competition better alongside running the risk of replicating their strategy, which might fail.

Not Understanding the Target Audience

Before you start selling your products into the market, you need to understand who your right audience is and how you plan to satisfy their needs. Generally, understand their demands and expectations. Once you do identify your target audience, designing the brand message becomes easier. Additionally, having knowledge of your audience is an indicator that your customers feel valued and likely to engage with your business.

Branding mistake

Inconsistency

Inconsistency in any business sends a message that you don’t understand what you are offering. Small businesses need to present a consistent identity mainly due to benefits like fostering a sense of trust and comfort for clients. In most cases, starting a business with an inconsistent image can be viewed as unprofessional and untrustworthy.

To meet consistency, consider having a style guide for your business’s visual and verbal elements.

Failure to Collect Feedback

Feedback is key to improving your business. If you have feedback channels, your customers will feel at home as they consider your business trustworthy. Additionally, you need to focus on collecting feedback from the proper channels and sources. However, limiting your sources to positive reviews will not give you an accurate picture of the business.

Avoid feedback from friends, family members, employees, and relatives.

Endnote

Managing a brand has its challenges, especially for small businesses. However, following the right branding strategies will likely elevate your business, especially if you have the right strategy in place.

This post was originally published on this site

Continue Reading

Trending

SmallBiz Newsletter

Join our newsletter for the latest information, news and products that are vital to running a successful SmallBiz.