{"result":"success","data":{"post":{"lastRevision":4995,"name":"The Essential Digital Marketing Strategy for Brick and Mortar Retail","text":"\u003Cp\u003E\u003Cbr\u003E\u003C\/p\u003E\u003Cp\u003E\u003Cem\u003E\u003Cem\u003EThe Internet may seem like the enemy to brick-and-mortar locations trying to make a buck against E-commerce giants like Amazon, but there are also massive opportunities for \u003C\/em\u003E\u003C\/em\u003E\u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/solutions\/industries\/retail\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003E\u003Cem\u003E\u003Cem\u003Eretailers\u003C\/em\u003E\u003C\/em\u003E\u003C\/a\u003E\u003Cem\u003E\u003Cem\u003E who are willing to go digital and establish an online presence on map services, search engines, and other platforms where consumers are searching locally to connect with them directly. This ability to connect the right business with the right consumer is what makes location marketing the single biggest opportunity for retail brands trying to connect with good fit consumers who have buying intent.\u003C\/em\u003E\u003C\/em\u003E\u003C\/p\u003E\u003Cp\u003E\u003Cbr\u003E\u003C\/p\u003E\u003Ch2\u003EWhat Is Location Marketing?\u003C\/h2\u003E\u003Ch3\u003ELocation marketing is the digital customer journey in retail from online search to offline purchasing.\u003C\/h3\u003E\u003Cp\u003EIn order to understand location marketing, we have to ask ourselves the following questions:\u003C\/p\u003E\u003Cp\u003E\u0027How do customers use different platforms like search engines, map services or recommendation sites to make purchasing decisions?\u0027 And \u0027what technologies do they use for this? Smartphones or desktop computers? Voice search or text search?\u0027\u003C\/p\u003E\u003Cp\u003EIf they use their mobile phone, they are far more likely to be mobile (hence the name), when they are conducting desktop queries, consumers are far more likely to be at home, work or another stationary location.\u003C\/p\u003E\u003Cp\u003EAs Mobile search now dominates all other search queries (with around 57% of the total search market), consumer queries for retail stores that are \u2018nearby\u2019, \u2018now\u2019 and \u2018open\u2019 are also increasing on a massive scale.\u003C\/p\u003E\u003Cp\u003ENo doubt you\u0027re familiar with the following situation: You\u0027re in a new city or area and need something from a retail store - let\u0027s use a supermarket as an example.\u003C\/p\u003E\u003Cp\u003EHow would you locate one?\u0026nbsp;\u003C\/p\u003E\u003Cp\u003EToday you would most likely conduct a \u2018near me search\u2019 using your mobile phone typing in a search query such as \u2018supermarket near me\u2019.\u003C\/p\u003E\u003Cp\u003EAfter entering this search term in Google, you would immediately get three results listing supermarkets that are closest to your location known as the Local Map Pack, which is clicked by \u003Ca href=\u0022https:\/\/searchengineland.com\/survey-82-percent-of-smartphone-shoppers-conduct-near-me-searches-304512\u0022 target=\u0022_blank\u0022\u003Eapproximately 93 percent\u003C\/a\u003E of search users.\u003C\/p\u003E\u003Cp\u003ESo which store do you choose?\u003C\/p\u003E\u003Cp\u003EAside from the store\u2019s location, you\u0027ll probably take the hours of operation and the reviews into account. Why go to a 3-star supermarket when you can go to a 5-star one?\u003C\/p\u003E\u003Ch3\u003E\u003Cstrong\u003EMake Sure The Customer Journey Ends at Your Doorstep\u003C\/strong\u003E\u003C\/h3\u003E\u003Cp\u003EThe success of location marketing depends on ranking in local search (visibility) and fulfilling consumer trust indicators (reviews). In order to be visible and then be chosen over your competitors, you\u2019ll need to ensure that you have:\u003C\/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cstrong\u003EPresence and ranking\u003C\/strong\u003E - on the various relevant platforms where consumers search for products, services or brands\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003EAccuracy of all data\u003C\/strong\u003E - such as location name, hours of operation, address, etc., which all have a direct impact on the user experience\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003ECustomer reviews\u003C\/strong\u003E - that motivate consumers who are currently searching to choose a certain store\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003ELocation-specific information and current promotions\u003C\/strong\u003E - that appear on a store\u0027s Google My Business profile or individual landing pages\u0026nbsp;\u003C\/li\u003E\u003C\/ul\u003E\u003Cp\u003E\u003Cimg src=\u0022\/files\/temp\/Location-Marketing-for-Retail-Traffic-in-Store-1.png\u0022 class=\u0022fr-fic fr-dib\u0022 data-type=\u0022image\u0022\u003E\u003C\/p\u003E\u003Cp\u003E\u003Cem\u003E\u003Cem\u003EWell-maintained and consistent entries on relevant online platforms attract more customers to your store.\u003C\/em\u003E\u003C\/em\u003E\u003C\/p\u003E\u003Ch2\u003EYour Retail Strategy Needs to Involve an Effective Marketing Tool for Local SEO\u003C\/h2\u003E\u003Cp\u003EWhether we\u0027re talking about supermarkets, pharmacies, opticians, electronics retailers or other representatives from the retail trade, the example above demonstrates that for companies, successful location marketing means optimizing and constantly maintaining the online presence of their store locations. The most important thing here is ensuring maximum visibility on search engines, in directories, and on platforms like\u0026nbsp;\u003Cstrong\u003EGoogle, Facebook, TripAdvisor or Bing\u003C\/strong\u003E. The key concept:\u0026nbsp;\u003Cstrong\u003Elocal SEO.\u003C\/strong\u003E\u003C\/p\u003E\u003Cp\u003E\u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/solutions\/objectives\/local-seo\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003ELocal SEO (local search engine optimization)\u003C\/a\u003E aims to get your locations into the top results when users search for products or services in their area. This requires you to have complete and correct profiles for each of your company locations on \u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/products\/directories\/google-my-business\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003EGoogle My Business\u003C\/a\u003E (GMB), as well as on \u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/products\/directories\/apple-maps\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003EApple Maps\u003C\/a\u003E, \u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/products\/directories\/bing\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003EBing\u003C\/a\u003E, and other search engines or map services.\u003C\/p\u003E\u003Cp\u003EHowever, entries on \u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/products\/directories\/facebook\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003EFacebook\u003C\/a\u003E, Foursquare, \u003Ca href=\u0022https:\/\/uberall.com\/en-gb\/products\/directories\/yelp\u0022 rel=\u0022noopener noreferrer\u0022 target=\u0022_blank\u0022\u003EYelp\u003C\/a\u003E, and many other platforms are also relevant. And that\u0027s not just because customers might be able to find your products there. The more high-quality entries refer to you, the more relevance you will be given by search engines like Google and the better your local ranking will be.\u0026nbsp;\u003C\/p\u003E\u003Cp\u003E\u003Cimg src=\u0022\/files\/temp\/listings-local-seo-improvement.png\u0022 class=\u0022fr-fic fr-dib\u0022 data-type=\u0022image\u0022\u003E\u003C\/p\u003E\u003Cp\u003E\u003Cem\u003E\u003Cem\u003EThe better your presence is in the many \u201cYellow Pages of the Internet\u201d, the better your ranking will be in search results.\u003C\/em\u003E\u003C\/em\u003E\u003C\/p\u003E\u003Cp\u003EIn summary, the goals of location marketing include:\u003C\/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cstrong\u003EPresence -\u0026nbsp;\u003C\/strong\u003Ecustomers can find you on as many platforms as possible\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003EConsistency -\u0026nbsp;\u003C\/strong\u003Econsistent and accurate information across platforms\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003EVisibility -\u0026nbsp;\u003C\/strong\u003Ebeing in the top search engine entries\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003EReputation -\u0026nbsp;\u003C\/strong\u003Eprotecting your own brand, for example with managed reviews (reputation management) \u0026nbsp;\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003ERelevance -\u0026nbsp;\u003C\/strong\u003EGiving customers exactly the information they need to find products or stores\u003C\/li\u003E\u003Cli\u003E\u003Cstrong\u003EConversion -\u003C\/strong\u003E turn online interest into offline customers (online-to-offline conversion)\u003C\/li\u003E\u003C\/ul\u003E\u003Ch3\u003E\u003Cstrong\u003ESo, What\u0027s the Catch?\u003C\/strong\u003E\u003C\/h3\u003E\u003Cp\u003EDespite having all these advantages, location marketing may have one disadvantage: In an online ecosystem that currently includes more than 50 relevant platforms (and rising), it has become a whole lot more painstaking to maintain control over your own online presence.\u003C\/p\u003E\u003Cp\u003EImagine having to enter new hours of operation for 500 store locations in over 50 directories. Not only does this take a substantial amount of time, but it is also very prone to errors. The goal is therefore to work with a solution that allows you to manage your online presence efficiently, consistently, and without effort.\u003C\/p\u003E\u003Cp\u003EThe question is: How can I automate location marketing?\u0026nbsp;\u003C\/p\u003E\u003Ch2\u003EManage Locations Efficiently and Automatically With A Retail Marketing Solution\u003C\/h2\u003E\u003Cp\u003EThe approach is simple, yet effective. If a central location has all of the important information, it can pass this information on to the different platforms.\u003C\/p\u003E\u003Cp\u003EThis is exactly what Uberall\u0027s\u0026nbsp;\u003Ca href=\u0022\/de\/location-marketing-cloud\u0022\u003ELocation Marketing Cloud\u003C\/a\u003E solution does. It is a central hub that communicates with all platforms that are relevant to location marketing. Accordingly, you only need to keep company information up-to-date in one place in order to have consistent and current data across all platforms. It is up to you to determine user rights and who can manage information about locations. Depending on your needs and the structure of your company, you can give your marketing team, the regional sales team and\/or the individual locations individual access rights to the Location Marketing Cloud.\u003C\/p\u003E\u003Cp\u003ESince the ratings on various platforms are particularly important for the customer journey, the Location Marketing Cloud is also a control center for reputation management. If a customer writes a review, your team or the branch management will receive a notification and can respond immediately. There\u0027s also another way to bring communication with your potential customers to the next level. Using the Location Marketing Cloud, you can publish posts on social networks (for example, Facebook or Google) and create unique landing pages for individual store locations.\u003C\/p\u003E\u003Ch3\u003ERanking on the first page: BIO COMPANY uses the Location Marketing Cloud\u003C\/h3\u003E\u003Cp\u003ECompanies that integrate location marketing and local SEO into their marketing strategy achieve significantly better visibility to both customers and consumers. Here\u0027s an example: The organic supermarket chain BIO COMPANY uses the Location Marketing Cloud to centrally manage information about store locations and to create landing pages for specific locations. Within a year, BIO COMPANY was able to generate 56 percent more clicks and \u003Ca href=\u0022https:\/\/www.wuv.de\/specials\/regionales_marketing\/bewertungen_werden_auch_fuer_stationaere_geschaefte_wichtiger\u0022 target=\u0022_blank\u0022\u003E350 percent more page impressions\u003C\/a\u003E. On average, their ranking on Google improved by 8 spots. This has secured the company a solid place on the first page.\u0026nbsp;\u003C\/p\u003E\u003Cp\u003E\u003Cimg src=\u0022\/files\/temp\/macbook-iphone-store-finder-2.png\u0022 class=\u0022fr-fic fr-dib\u0022 data-type=\u0022image\u0022\u003E\u003C\/p\u003E\u003Cp\u003ELocation marketing makes it possible for you to improve your visibility online and bring customers to your locations. The Location Marketing Cloud allows you to simplify the underlying processes and lay an efficient path to more sales.\u003C\/p\u003E\u003Cp\u003EWe will help you along this path.\u0026nbsp;\u003Ca href=\u0022mailto:hello@uberall.com\u0022 target=\u0022_blank\u0022\u003EContact us\u003C\/a\u003E for a free demo of the Location Marketing Cloud.\u0026nbsp;\u003C\/p\u003E","imageTargetFolderPath":"images\/blogs\/1\/3156","fullSlug":"the-essential-digital-marketing-strategy-for-brick-and-mortar-retail","fullPath":"\/en-gb\/resources\/blog\/the-essential-digital-marketing-strategy-for-brick-and-mortar-retail","originalPath":null,"imageSelectorStartPath":"images\/blogs\/1\/3156","id":3156,"slug":"the-essential-digital-marketing-strategy-for-brick-and-mortar-retail","totalCommentsCount":0,"publishedCommentsCount":0,"lockComments":false,"featured":false,"created":"2019-07-24T14:16:21+00:00","modified":"2019-09-19T15:07:33+00:00","published":"2019-06-04T11:40:00+00:00","author":4,"blog":1,"tags":[34,48],"categories":[],"comments":[],"activeRevision":4995,"revisions":[4204,4383,4503,4995],"seoSettings":1143,"language":40,"sourcePost":null,"relatedPosts":[3090],"customUrl":null,"owner":null,"publishedComments":[],"url":"\/en-gb\/resources\/blog\/the-essential-digital-marketing-strategy-for-brick-and-mortar-retail","otherLanguageVersions":[3156,3090,3090]}}}