How to attract new customers to your points of sale?

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Today, whatever your sector of activity, competition is tough. Social networks and the expansion of the web allow Internet users to compare nearby offers and therefore take advantage of all of them. But these volatile consumers directly impact the turnover of companies, in fact, 10% is the average number of customers lost each year, all sectors combined 1 . To combat this loss, it is essential to carry out two major strategies: loyalty and prospecting. In this article, discover our 3 best practices to attract new customers to your points of sale thanks to local marketing .

1. Targeting
2. Marketing levers to activate
Conclusion


Targeting

1. Targeting
Before setting up local marketing campaigns , it paraguay mobile phone number list is essential to carry out good segmentation, because successful targeting is the guarantee of sending the right message to the right person at the right time.

To move away from mass marketing and towards personalized communication , it is imperative to segment your market according to different criteria:


Demographic criteria: age, gender, socio-economic, ethnic and family status, base your analysis on your existing customer database.

Geographic criteria: place of residence and work

Psychological criteria: personality, lifestyle, activities, interests, opinions, etc.

Behavioral criteria: situation, benefits sought, usage, loyalty, payment method, delivery, time slots, channel used, etc.

All of this data will allow you to better understand the needs and expectations of your prospects in order to offer them the best marketing mix , i.e. the right offer, the right product, using adapted and personalized communication . Moreover, personalized and targeted communication will allow you to increase the performance of your campaigns and improve your profitability. Not to mention that you stand out from your competitors who generally communicate en masse.


Marketing levers to activate

2. Marketing levers to activate
Social networks
Social networks are essential communication channels today, in fact, they represent more than 1.28 billion daily users with an average usage time of 1 hour and 42 minutes per day 2. Each social network has its own target, it's up to you to see according to your sector of activity and your products which one or those correspond to you the most between Facebook, Instagram or Linkedin.

To start on social networks, create a page for each of your establishments , it is important to have a local presence. Indeed, you will communicate on local news, your subscribers will therefore be in the surroundings geographically. Especially since a local presence will allow you to improve your SEO on search engines.

Once your points of sale have a page, you need to encourage your teams to regularly update them to increase their visibility in their catchment area. Suggest that they post between 3 and 4 publications per week in order to establish a connection with their subscribers nearby. Here are some examples of actions or communications to implement: point-of-sale events to encourage Internet users to visit, such as competitions or partnerships with local influencers.

Don't neglect the importance of hashtags in your texts in order to benefit from a better reach on the media. For example, you can use hashtags on your activity or your location in order to reach available and nearby Internet users. One last important point, to build loyalty in your community, respond to all comments and messages to show that their opinions matter to you.


Local advertising
Local advertising is an effective lever for reaching Internet users who are nearby and available to go to the point of sale. Indeed, 55% of online advertising investments generate in-store sales 3 . Discover three effective channels for your local advertising campaigns:


Google is the number 1 search engine and 91% of French people use it to do local searches. Google Ads is Google's advertising service, it allows you to appear in the first search results of Internet users 4 .

Facebook and Instagram belong to Meta , they have 46 million French users 5 .

Waze is a GPS application used by 17 million drivers every month 6 .


To start local advertising, it is important to achieve good targeting according to your catchment area. You must create an advertisement for each of your points of sale in order to personalize your message. In your campaigns, you can show your local teams to reassure your contacts, moreover, it is the time to show your premises to make them want to come. Another campaign idea to set up is the promotion of your local catalogs to show the products available in store according to your stocks.


Direct marketing
Direct marketing is an inevitable communication channel when talking about local communication. It allows you to reach consumers who are nearby and ready to go to the store. Discover two relevant channels for your direct marketing campaigns:


Email marketing is effective as 59% of consumers say that emailing influences their purchasing decisions 7
SMS marketing is the channel of immediacy, in fact, 90% of SMS are read within 10 minutes of receipt 8


To successfully attract new customers to your points of sale, you can turn to renting intentional contacts in order to reach targeted prospects based on very specific criteria such as their purchase intentions and send them communications to discover your products or services in order to maximize your chances of sales. Moreover, address these prospects from several channels to increase your chances of conversion. But be careful to space out your communications over several days so as not to over-solicit them, they could unsubscribe.


Presence management
Presence management is the management of your online visibility and, in concrete terms, the digital showcase of your points of sale . It is thanks to Google Business Profile files that you will be able to benefit from a local presence, provided that you create one for each of your points of sale. Indeed, when an Internet user has a need, they will perform a search on Google, and depending on the keywords they type, several results will appear. They only consult the first results and compare the available offers. On these files, they will be able to read online reviews, consult your website, your opening hours, directions to get to the store, and even your telephone number. But to appear in the first search results , it is essential to work on your local SEO.


Here is some basic information you need to complete to increase your local SEO:

The name of the establishment
The address
The main category
Opening and closing times
Photos of your store


As on social networks, make Google Posts to talk about your news, present your products, etc. Google's algorithm favors companies that use their features, so treat yourself.

Overall, by using all of these best practices: social networks, local advertising, direct marketing and presence management, you are sure to generate more traffic in store and see customers come every day. And to simplify the management of all of your campaigns , equip yourself with a platform like Digitaleo. Centralize all of your pages , your communications and your files in the same place. This way, you can monitor, share, manage and create from Digitaleo for consistent communication.


Conclusion
To conclude, it is essential to put actions in place to compensate for the loss of customers. By following all of these best practices, you are sure to retain your customers and gain new ones. Start by targeting your communication campaigns in order to send the right message at the right time. Then be present on different channels: social networks, direct marketing, local advertising and presence management to maximize your chances of generating traffic at points of sale. To simplify the management of your campaigns, equip yourself with a solution like that of Digitaleo. This is a local marketing platform to centralize and manage all your marketing actions in one place.