Cyber Monday is beginning to overshadow Black Friday, the long-hailed shopping holiday that gives retailers an influx of cash and shoppers a rush of sale-induced adrenaline. In 2016, Cyber Monday was the biggest online sales day in history
. As its name suggests, Cyber Monday is an internet-driven event. But that doesn't mean that brick-and-mortar companies should sit it out. In fact, you can take the momentum from Black Friday and ride it into Cyber Monday, blending the experiences and using online buzz to drive more people into your store.
Leverage Local SEO
When consumers take to their computer chair on Cyber Monday looking for the best deal, brick-and-mortar stores can still catch their attention if they plan ahead. Google rewards local search optimization
, so updating your website with the business's address and phone number, claiming your Google business page, and using localized keywords across your content is always a good idea.
When it comes to Cyber Monday, you should start advertising any in-store Cyber Monday sales a few weeks in advance using local keywords. Create a section of your website for in-store Cyber Monday deals. When customers sit down to search for sales, your localized content will be served up to searchers in your area.
Use Local Social Media Marketing
Similar to a good local SEO strategy, a social media marketing plan helps people find your brick-and-mortar establishment while they're online looking for deals. Consumers often look to social media
to find specials from their favorite brands, and you can cash in. Create Facebook or Instagram ads that target your ideal customers in your city. Consider offering a special discount to people who come in to the store and check in on social media or show you a discount code from a Facebook ad.
Create Personalized Offers
It's hard to cut through the chaos of online messaging during the busiest shopping weekend of the year. On Cyber Monday, consumers will be inundated with a host of flashing ads and links to online shopping. Making matters more complicated, at least one survey found that 95 percent of millennials
are doing other things, such as watching TV, while they are shopping online. There are a few ways you can create a personalized experience that will set you apart from other retailers on Cyber Monday.
The first thing you can do is create very specific offers related to in-stock items. Evaluate your most popular items and who buys them. Craft relevant, specific deals that are targeted to the right people. You should also tap into the advantages of brick and mortar — such as customers being able to try things on and have a tactile experience. Create a special experience in the store on Cyber Monday to motivate people to come in. Free food, an in-store musician or book signings can all drum up interest.
Cyber Monday is all the buzz, and it's not going anywhere. Even if your business is brick and mortar, you can get found online and lure people to your store during the internet shopping extravaganza. Leverage local search engine and social media tactics to get found in local, mobile searches, and promise a worthwhile experience in store. There's no reason your brick-and-mortar deals shouldn't tap into the excitement of big discounts.
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