Strategies for Transforming Prospective Customers into Satisfied Clientele
In today's digital age, attracting and converting online leads into physical store visits is crucial for the success of local businesses. Here are some key strategies, drawn from the marketing expertise of Google AdWords expert Perry Marshall and lead generation expert Talor Zamir, to help local businesses achieve this goal.
One essential step is capturing online leads with clear local promises. By using targeted ads, local SEO, and social media, businesses can attract leads explicitly interested in their geographic area and offerings.
Providing incentives for in-store visits is another effective tactic. Time-sensitive coupons, exclusive in-store promotions, or events that require visiting the physical location can entice online leads to make the trip.
Multi-channel communication is also vital. Following up online inquiries with personalised email or SMS messages, containing local messaging and calls to action to visit the store, can significantly increase conversion rates.
Leveraging online scheduling or appointments can also reduce friction and increase commitment. Allowing leads to book in-store consultations or demos online can streamline the process and make it more convenient for potential customers.
Implementing local retargeting ads is another strategy. Geo-targeted ads can remind online leads about your nearby store and special in-store benefits, keeping your business top-of-mind.
Integrating online and offline experiences is equally important. Training staff to acknowledge online interactions and provide a seamless transition from digital interest to physical interaction can help create a cohesive customer experience.
Perry Marshall's marketing principles often emphasise the importance of measurable funnels, compelling offers tied to local behavioural triggers, and continuous testing of messaging to optimise conversion from online to offline. Talor Zamir, co-author focusing on local business marketing, stresses the role of community connection, local SEO, and location-specific campaigns to drive foot traffic.
For exact tips and strategies, with detailed reasoning and examples, consulting the Ultimate Guide to Local Business Marketing, written by Perry Marshall and Talor Zamir, is recommended.
Efficient call handling is another crucial aspect of converting online leads into brick-and-mortar customers. Not answering calls promptly can lead to potential customers hanging up and contacting another advertiser. To handle calls efficiently, consider using a call center that answers calls 24/7 and schedules appointments.
Everyone who answers the phone in a business should have a basic understanding of sales and how to handle incoming calls professionally. Having systems in place so calls are consistently handled the way you want, regardless of who answers the phone, is essential.
Mystery shopping can be used to evaluate the performance of phone crew members, ensuring that customers are treated properly when they call a business.
Lastly, using an effective script for phone calls can make the person calling feel important and set an appointment on the spot. Richard Jacobs of Speakeasy Marketing provides a script for his clients' employees: "Oh, Mr. Jacobs isn't at the phone right now, but he wants to make sure he talks to you, so let me get his calendar. I see he's available this Thursday at 11 a.m. or 2:30 p.m. and Friday between 9 a.m. and 10:30 a.m. If you get your calendar out right now, let's schedule a time when it's good for you."
The Ultimate Guide to Local Business Marketing is available for purchase from Amazon, Barnes & Noble, iTunes, and directly from the authors with a discount code MARKET2021 through 4/24/21.
- Successfully converting online leads into physical store visits can be achieved through efficient call handling, as not answering calls promptly may lead potential customers to contact other advertisers.
- For calls to be handled effectively, everyone who answers the phone in a business should have a basic understanding of sales and can benefit from learning professional call-handling techniques.
- Mystery shopping can be used to evaluate the performance of phone crew members and ensure that customers are treated properly when they call a business.
- Using an effective script for phone calls can make the person calling feel important, setting an appointment on the spot, and is a strategy recommended by Richard Jacobs of Speakeasy Marketing.
