Too many businesses depend on the location where they are located and especially from traffic on that location. A low-traffic location is a location that doesn’t have enough people who would pass over that location. So, if your business success depends on the potential customers’ traffic, you will need to do something related to your marketing.
This problem is more expectable of small retail businesses that depend on such traffic. For example, more people pass by your location, you will have more potential customers, and in the end, more buyers for your company.
I’ve received many times questions from different entrepreneurs that have this type of problem for their business. They ask me how they can market their business in the case of the low-traffic location of their store? Here are my answers to that question:
1. Start With a Good Marketing Plan
You need to prepare yourself before you start doing some things related to marketing. You need to plan ahead all possible things that will happen based on your actions.
So, start working on your marketing plan that will be simple, and you can easily accomplish that from your side. In that simple marketing plan, define the following things:
Marketing purpose for your business.
Define what benefits you want to get in the form of your benefits from your marketing campaigns. What do you want your potential customers to do after they become a part of your marketing campaign? Do you want to generate one-time or repetitive customers that will be satisfied and come back to your store for more purchases?
What is your competitive advantage in the form of benefits for your current or potential customers? You have to emphasize all of these benefits inside each of your campaigns. This is the crucial part if you want to attract more customers to your low-traffic location.
Definition of your target potential customers.
Who will be the potential customers which you want to attract? Here you’ll define your potential customers in terms of who they are, what is their behavior related to your business, where they are…? It will be much easier for you to implement your marketing plan if you know who you want to attract.
How much money do you want and have to spend on promotional activities for your business? Your plan will need to cover this question because it is essential for successfully implementing all required activities related to marketing. So, think about what you need to spend and make adjustments to what you can afford it.
What marketing tools or weapons can you use to attract the attention of your potential customers defined previously? This part will be a list of possible marketing tools that you’ll use. So, make a list, define a budget and timeframe for each item, and start implementing one by one thing. Remember that you are always in testing or experimenting mode. So, you can make mistakes, but when you find them, work on their improvements.
This part of a marketing plan will be something that will guarantee the accomplishment of your plan. Commitment elements can be expressed as a person responsible for each marketing tool and the date they will implement it.
2. Specify how they can find you
So, now you have your marketing plan, and it is a perfect time to work on possibilities how your potential customers can find you.
In each marketing weapon you already defined in your marketing plan, you must specify how the potential customers can find you. Because your business is not located in a well-known high-traffic location, you must place a map on each marketing weapon that you will implement in the future.
But remember, if your location asks more effort from their side to come to you, you will need to offer more value to them. Because only in such a way can you expect them to accept to invest more effort to come to your location.
3. Always be present in locations where your potential customers are
Now, when you have all the previously mentioned elements of a simple marketing plan and know your potential customers about who they are and where they are, you will be able to be there with your marketing weapons.
If they are a local restaurant, place some of your marketing tools as flyers or brochures there. If they are on Facebook or Twitter, let your business be there.
You must be as much as possible creative to give them something like a discount or gift if they become your customers.
4. Use the possibilities of modern e-commerce solution
If your location is located on a low-traffic location, why not try to bring your store to the places where your customers are. You can do this by developing your web store in the form of an e-commerce solution so your products and services will be accessible from everywhere.
You will not only improve your sales and accessibility of your business to your customers, but you will also learn more about them using real-time analytics. This is important for the future development of your small business.
You can read more about five strategies for your e-commerce success.
5. Let’s social media become your business’s next best friend
Today we can not imagine that someone is not present on some of the biggest social media channels. So, this strategy can be a cost-effective marketing strategy for your small business to bring more customers to your low-traffic location. So, why not use them.
Start with business blogging.
You will need to have an online base, and the best possible place for this can be your small business blog. Your blog will become the place where you will regularly update different pieces of information related to your small business, the value you offer, and products and services and their benefits to your customers. Read more about more than 100 ideas to write on your business blog.
Use YouTube channel to show what you offer.
Simply making small videos showing your expertise, the benefits and value you offer, and how potential customers can find you is a strong strategy for your business’ success. So, create videos, upload them to YouTube, and share them across other social media platforms.
Use other important social media platforms.
But, don’t stop on your blog and YouTube channel. Start developing a presence on other social media channels. There are most of your future potential customers.
6. Measure the results
As I already mentioned earlier in this post, everything you do is some experiment for you and your business. Something will succeed and bring results, but something will not succeed and need to be replaced with other efforts.
So, measure the results of each marketing activity at the places where your potential customers are. Use a marketing calendar template to measure these activities.
7. Continuous Improvement
And usually, improvement is something that you must do regularly.
Measurement will tell you what is good and what isn’t good as a marketing activity for your business. Check the results from the measurement of these activities and compare them with the first element of your marketing plan – marketing purpose for your business.
Everything that doesn’t give you the results you want to achieve change it, and everything that gives you results improves it.
This is the simple process you can implement for your business if your location is low-traffic.