Digital Marketing for Retail Stores
E-commerce has gone mainstream and the lines between digital and offline channels are blurring. Consumers browse online, use their mobile devices to price check in store, and purchase through whichever channel happens to be available at the time.
Retail brands continue to mature digitally, using technology and the wealth of data available to more effectively connect and engage with connected consumers.
Use Digital to Pull Shoppers into Stores:
Digital is a great way for local retailers and retail giants a like to encourage store visits. A study by Google revealed that 3 in 4 shoppers who find local information in search results are more likely to visit stores.
The types of information shoppers would find most helpful in search results include:.
Improve the In-Store Experience with Digital Strategies
Google research shows that 42% of in-store shoppers search for information online using their smartphones.
The top two places shoppers head to search include search engines (64%) and the retailer’s website or app (46%).
This presents an opportunity for retailers to enhance the in-store experience by ensuring sites and ads are mobile-friendly, and that search results are fully optimized.
But what’s the best way to increase followers and engagement online?
1. Be Active With Your Facebook Presence
That means that when you’re on Facebook it’s not something you can work on every couple of weeks.
You have to commit to your Facebook marketing strategy by consistently posting new content to your company’s Facebook page like photos and videos, with links back to your website. Post offers and special deals… news about product launches… do live streams using Facebook Live… and more.
2. Reach Your Best Customers with Facebook Ads
One of the metrics that too many companies on Facebook strive for is more “likes” and “followers.” Yes, those are important numbers. But what you should really be focusing on is reaching your best customers. By that, I mean those more likely to buy and even buy repeatedly.
3. Engage Your Audience
Your Facebook marketing strategy definitely should not be set it and forget it. This is social media. You have to engage with your audience.
You’re trying to build a community. And the more active you are, the more engaged people will be with your brand. And that means more leads and sales.
Post at the Best Time on Facebook
Facebook is still one of the most difficult social networks to use for organic content. Again, algorithms make it a challenge for businesses trying to find optimal posting times.
Type of Ads:
Different ad formats can be used across Facebook platforms. The types of formats that are available to you depend on your selected advertising objective.
It’s important to select an advertising objective that aligns with your business goals. After you select your advertising objective, you can choose the right format for your ad.
1) Carousel Ads
Goals: Clicks to Website, Brand Awareness
Interactive and visually appealing, Carousel Ads are perfect for the multiple products you want to promote or an array of services you need to build awareness of.
They’re also mobile friendly, and they can be placed right within the newsfeed, making their click-through-rates better than most.
2) Lead Ads
Goal: Lead Generation
Facebook Lead Ads were designed to make the mobile signup process easier by automatically populating contact information that people have provided to Facebook including email addresses.
Lead Ads allow Facebook users to sign up for things like newsletters, price estimates, follow-up calls and business information, which can be extremely valuable to retailers looking to expand and improve their customer interaction.
3) Canvas Ads
Goal: Clicks to Website, Website Conversions, Brand Awareness
This is as interactive as it gets in the Facebook advertising world, allowing customers to get up close and personal with your images and products by tilting, swiping, zooming and more—all with just their fingertips.
Fast (Canvas loads quickly, as much as 10 times faster than the standard mobile web), seamless and available only on mobile, it’s a great way to engage customers and get them excited about what you have to offer.
4) Dynamic Ads
Goal: Website Conversions
These are some of Facebook’s most powerful advertising methods for spurring sales. Based on your own website data, Dynamic Ads offer a form of remarketing, letting you reach users based on past actions they completed on your website or within your store.
You can target users based on the content they viewed on your site, items they added to their shopping cart, products they purchased and more.
It does require installing the Facebook Pixel on your site—but we’ve got a pretty good guide for getting that done. It’s not as complicated as it sounds.
5) Video Ads
Goal: Video Views, Brand Awareness
Advertising via video is extremely popular in today’s mobile world. Great for selling, building awareness or just simply entertaining and engaging a customer, video ads are some of the most powerful tools in a modern marketer’s arsenal.
In the fact that Facebook videos get more than 8 billion views every single day.
Facebook’s videos are particularly powerful, offering retargeting capabilities that help you hone in on customized audiences.
6) Domain Ads
Goals: Clicks to Site, Website Conversions, Testing Creative
Ideal for attracting leads and driving traffic to your brand’s website, Domain Ads are some of Facebook’s most-used ad types. The ads can point to your homepage, an optimized landing page or even a specific product, purchase area or opt-in form.
Domain Ads are cheap, but they’re not very customizable.
7) Collection Ads
Goal: Clicks to Website, Website Conversions
Facebook collection ads, people who tap on your collection ad to browse or learn more will be seamlessly taken to a fast-loading visual post-click experience powered by Instant Experience – all without leaving Facebook or Instagram.
Users can click any image to see more detail or purchase the product through the advertiser’s site or app.