3 Brick and Mortar Best Practices You Can Apply When Buying Website Traffic
When talking about increasing website traffic, people often bring up techie methods such as implementing retargeting features, using social media, appealing to mobile users, and more.
All that is well and good, but for this blog post, we’d like to veer away from online strategies and instead focus on what offline businesses are doing to attract foot traffic.
A term that’s usually reserved brick-and-mortar retailers, foot traffic pertains to people in the physical world walking into a store to buy something.
Believe it or not, the strategies used by brick-and-mortar stores to attract foot traffic can also be applied to driving website visitors. Here are a few examples:
1. Position yourself near a great anchor store – In retail lingo, an anchor store is usually the biggest, most well-known shop in a mall or shopping center. These stores generate a lot of foot traffic on their own because of their reputation, so brick-and-mortar retailers love having anchor stores as neighbors because they open up more opportunities for them to get discovered.
When driving traffic to your site, you can apply this principle by positioning yourself near well-known online properties. You can do this by buying traffic from popular websites, commenting on top blogs, connecting with high-profile social media users and more.
2. Treat your current visitors well – The best retailers know that treating existing customers well will not only keep them coming back, it will also encourage them to spread the word to their friends.
The same goes for treating your online visitors. Make sure that they feel welcome when they land on your site. Make your page as user-friendly as possible. Clean up your site and make it easy to navigate.
Invest in training your customer service reps and make sure they treat your visitors well. Reward your loyal customers, visitors, or subscribers to ensure that they keep coming back, and encourage them to spread the word to their friends.
3. Be a likeable expert – The stores that people come back to aren’t the ones with the pushy salespeople. Nope, the stores that they visit time and time again are the shops that have likeable associates—staff members who know what they’re talking about and aren’t there to push products into people’s faces.
Consider the Apple Store. Ron Johnson, Apple’s former VP of Retail mentioned that the company trains its staff not to sell, but to help people instead. It’s one of the company’s secrets to attracting customers to its locations.
Implement something similar on your website. Instead of bombarding visitors with things that they should buy, focus on helping them instead. This can be done using valuable blog posts, free e-books, and other useful content types.
If you have live chat on your site, be sure to instill the “likeable expert” principle in your staff. Instruct them to assist website visitors and not try to pitch them.
Once you establish yourself (or your site) as a likeable expert, you’ll find that people will trust you more, they’ll visit your site more often, and they’ll even tell their friends about it.