10 digital marketing tips for brick and mortar businesses
Lately at Delilah we've been doing a lot of Branding Consultations for bricks and mortar businesses across Asia: mostly retail stores selling a variety of totally awesome, unique items, either fashion or homewares related, who would like to know how to use digital marketing and social media methods to level up their businesses. We've noticed a few key misses which are super-easy to fix. In fact, some of these "issues" can be resolved in less than five minutes. Sounds super-easy right? Well yes, it is, but not if you're so overwhelmed with running your small business that you don't know which way to turn, or how to find the time to sit down and get sh*t done. We suggest you schedule an hour on your calendar to run through this list, then get ready for high fives all round!
1. Write down exactly what your shop sells, in one single sentence
You might have had a really clear idea of this when you first launched, but over time, the waters become more muddy, and you become a hybrid of styles, or end up pivoting and adjusting your product selection to best fit your customer. Make sure you can still define what makes your shop unique in a single sentence. If you can't summarise your offering easily, it's possible you have drifted off course and need to narrow your focus again to get a handle on your brand identity.
2. Update your bio on your social media channels
Once you've created your sentence, update your social media profiles to include this information across all platforms. An example might be: "Emerald Java Boutique sells funky modern Asian homewares and affordable gifts from up and coming local designers", or our own Delilah mission statement which is "Helping entrepreneurs take their small businesses and startups to the next level with awesome branding and kick-ass websites, quickly and affordably".
3. Make sure you have a logo that works for digital and social media use
Social media forces your logo into a small size than your designer might have considered when creating it, especially if it has been designed to splash across a shopfront. Consider how your logo fits into a square or circular space, how visible it is at a small size and whether it stands out well against a white background. Many brands with longer names just use a signature brand mark, or the first letter of their brand name for this purpose. If you need help with this, give us a shout. It's kinda what we're good at.
4. Clean up your URL in your Social Media bio
Make sure you use your "pure" URL in your social media bios - that means www.delilahcreative.com, NOT, http://www.delilahcreative.com/html, or the like. This goes for even if you're linking to a specific product or post. If your URL structure is a big mess, use a bit.ly link.
5. Make sure your shop's address, opening hours and telephone number are on every page of your website
If you don't have an e-commerce store, the number one reason people are visiting your website, is to find out these details. Make it easy for them to come to see you.
6. Create a quick content calendar
What can you realistically commit to in terms of a schedule for posting blog or social media content. Once a day? Once a week? Whatever schedule works for you, plan what you're posting about in advance, and batch-process your content so you bang it out when you're in the zone, and don't leave it to chance (as stuff will always come up that seems more important). We use Google Sheets for our calendar scheduling, which have the benefit that they can be shared my multiple team members.
7. Check the meta description on your website
A meta-description is just a piece of HTML/XHTML text which describes what your website (or pages within your website) is all about. It's less and less useful for SEO, but it is SUPER-useful for getting people to click through to your site from a google search. To check whether this is set up properly on your site, just google your business name, and check what the snippet underneath your brand name and URL says. Does this match the first sentence from tip number 1? Is it in the right ballpark? Or is it a totally random piece of text which you don't really know where it came from? If the latter, you can use a tool like Yoast to get this fixed, or ask your developer or site support to point you in the right direction so you can make the edit.
8. Make sure you have Google Analytics installed on your website
You'd be amazed how many small businesses don't have Google Analytics installed in 2016. Do yourself a favour, and make sure you're sorted.
9. Set yourself a weekly alarm to check your stats
Then set an alarm to do a quick check every week on your top-level stats. You don't need to get obsessed (it's just one metric for your business), but it can help you identify opportunity areas and understand more about your website visitors.
10. Introduce "Marketing Monday" (or any other day) to your schedule
Then carve out time to spend an hour or two on that day to spend on blogging, content creation, collaborations or photoshoots to invest in building your brand. Allocating time on just one day will make your more efficient, and also free yourself of the guilt on other days when you are having to work IN your business instead of on it. Do you have any more digital marketing hacks for bricks and mortar businesses? We'd love to hear them if so! And if you're a bricks and mortar business who would like to know more about how Delilah Creative can help you level up your business, just email us at email@example.com.