5 ways to get bricks-n-mortar customers online

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Here's the thing about moving traditional customers online; you have to find innovative marketing strategies and ideas to get them to migrate.

But why would you want to do this in the first place? Surely, there's a lot to be said for face to face customer service? Sure, but there are also great marketing advantages for anyone who is able to market to their customers via email, newsletters, or interact with them via the Internet.

This article will highlight 5 innovative and creative marketing strategies that you can use to take existing customers and turn them into a loyal and engaged online fan base, that will help to grow your company and generate more revenue online.

Advantages of getting traditional customers online

The main advantages of being able to interact and engage with customers online are:

  • customers can access information more readily
  • provide additional support (think: forums, Q&A, expertise, etc)
  • extended reach - both in terms of time and geography
  • opportunity to market new deals, discounts, products and services
  • sell direct to customers
  • grow reputation and visibility via social media

There are actually plenty of compelling reasons that businesses should make every effort to engage with customers outside of their traditional business domain, in addition to the ones listed here.

Capitalize on your traditional customer base to grow an online customer base.

5 marketing strategies to take customers online

eCommerce and the Internet is growing rapidly. Traditional businesses need to take advantage of evolving online shopping trends because more and more people are turning to their connected devices to find products and services.

Since online retail is open 24/7, your existing customer base risks being slowly eroded by competitors who offer a great online shopping experience.

If you haven't already got a great eCommerce, mobile eCommerce (m-commerce), website or blog up and running, read the following articles show you the quickest, easiest and most cost-effective ways to build an online store, blog or website (note that it is far easier and cheaper to set up a great online store or website now than it was just a few years ago):

1. Offer additional customer support online

One of the best ways to get traditional customers signed up to your website or blog is to offer them online support and access to information about their products and services.

Not only is this a great way to get people online, it also:

  1. saves you time and effort providing face-to-face support
  2. creates a better customer experience

By giving customers easy online access to information they would otherwise have to call, or come down to the store for, you make life easier for both parties.

2. Integrate the Web into existing products and services

Why not split the value offering of a purchase into an online and offline component? In other words, make sure that there is a valuable online component to every product purchased via your store.

It can be anything. Use your imagination. For example:

  • a grocery store might offer delicious free recipes for customers to create their own meals based on what they have purchased
  • an office supply store might offer an online discount on printer ink for anyone purchasing a new printer

Offer something that makes it worthwhile for customers to visit your website, and keep them engaged and buying from you.

3. Provide special deals online

Are there products and services that would be cheaper to store and sell via a website, instead of taking up valuable shelf real estate? If so, offer these products at discount prices via your Website.

By ensuring that there are always great value deals and discounts available for online customers, you will set up a culture of visiting your website to find new deals - instead of wandering around the mall, looking at competitors' speciahs.

4. Make it easy for customers to find you online

Is you business website or blog address on your invoice slips? Is your website URL on product packaging and bags? Is your website or blog address up in the front window?

Chances are that your store is closed for more hours a day than it is open. But an online store or website is available 24/7. Why miss out on customers who can't come in during office hours? Make sure that anyone who sees your store knows how to find it online just by looking.

Build your website address into your brand. It is after all, a client facing ambassador for your business.

5. Use social media

Social media is a really powerful tool for marketing and generating sales. However, it's a chicken and egg scenario because it only works once you have fans and followers.

This makes it crucial that you begin growing a social following on Twitter, Pinterest, Google+, FaceBook, or whichever social network is most relevant. Consider the following scenario:

Every customer who comes into your store and makes a purchase, begins following you on Twitter (because you offer them huge specials available via Twitter only).

After a year you have a few thousand local customers following you on Twitter.

On a busy shopping day - like black Friday - you begin offering time sensitive, huge discounts, to attract customers to your store. People watching their Twitter feed for discounts, rush to your store to take advantage of the deal.

Getting people in to the store is now something you can do with a single tweet. Converting, cross-selling and up-selling is up to your in-store sales techniques.

Are you running a traditional business? Have you had success in growing online? Share your online marketing strategies, or ask questions, in the comments.

Take an innovative approach to marketing

If you're in the business of making and selling unique stuff then the marketing strategies you use should reflect the creativity of your products in order to reach out to the right people.

Fortunately the Internet is full of the "right people" just waiting to place an order. But your message has to find them in the right place in the right way.

That's why it pays to think creatively about marketing instead of following the pack and doing the same old "tried and tested" things.

Online marketing 101. Pic by See-ming Lee

The first time I started an online business I spent the vast majority of my time actually creating the service.

increase revenue from AdWords campaigns

With the majority of all Internet traffic passing through organic search, it is only natural to want to advertise on Google using

Online lead generation. Pic by Fe Ilya

For sales and marketing people looking to get more leads for their business, the Internet offers great opportunity wrapped up in some interesting challenges.

top digital marketing questions

Online marketing is about much more than introducing carefully selected keywords and phrases into content to optimize for organic search; or build up backlin

"Are you looking for some great content marketing strategies that will help to generate plenty of buzz around your blog posts and articles?"

Content marketing is not only important for getting your content read by other people.

One of its primary purposes is to help establish authority so that your content enjoys high page rankings and gets plenty of organic search traffic from Google.

Marketing explained with cows. Pic by Chris Marchant

It can be a challenge, especially if you're new to the game, understanding what marketing jargon means.

Word of mouth marketing

Far too little attention is given to good old fashioned word of mouth.

Drive traffic without SEO

I am an ardent supporter of creating great quality content that ranks well in Google search for marketing purposes.

Recently, however, I have been forced to concede that organic traffic from Google is no longer reliable enough.

Since 2012 Google's search results have been in upheaval, and while the general thrust of the changes are to improve search results and cut out spam, there has been significant collateral damage along the way.

3 common affiliate marketing mistakes

Starting an affiliate program to market your business online is a great way to get real growth - but it comes with dangers that you must manage pro-actively from the start.

By definition, affiliate marketing hands a degree of control over to the publishers who market on your behalf.

Because these publishers are incentivized with sales commissions, they may end up using advertising and promotional strategies that your own company might not be comfortable with.

Customer service is a great marketing opportunity

Any company that outsources their customer service is being silly, and are inviting competitors to swoop in and pilfer their client base.

Customer service is one of the few real opportunities you have to forge a solid relationship with people. Why on earth would you want to hand it over to someone else (who hides you from the people that sustain your business)?

And while handling customer complaints and queries can seem like a chore, it can be converted into one of the most powerful marketing strategies available to you.

Check out this list of ten great hyperlocal marketing strategies, by Carlo Pandian, that can help to drive local consumers to your site.

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