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Friday Retailer Flex – Episode 19

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Local Store Marketing

Support the show

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The Friday Retailer Flex – Episode 19

Fri, 7/16

SUMMARY KEYWORDS

store, local, bicycle, customers, locally, business, neighborhood, retailer, google, host, dealers association, community, ride, local seo, search engines, shoppers, buying, listing, events, share

SPEAKERS

Heather Mason, NBDA

NBDA   00:10

You are listening to bicycle retail radio brought to you by the National bicycle Dealers Association.

Heather Mason  00:16

Welcome to the Friday retailer flex a weekly pointed digest of inspirational and actionable insights you can implement today. This is NBDA President Heather Mason. If you’re a first time listener, please be sure to check out the previous episodes. Do us a favor and leave a review. This Friday’s flex is about local store marketing. local store marketing is critical for many bicycle retailers. Chances are the bulk of your foot traffic comes from people in your neighborhood. So it’s vital that you get yourself in front of as many locals as possible. Today, we have a few tips, ideas and examples to help you boost your presence in your neighborhood. First, we want you to cover all your bases when it comes to local listings. Customers in your city or town who want to find your type of business are likely entering search queries along the lines of bicycle store in Denver. One of the best ways to show up on the top part of the search results is by setting up a Google listing. So go to Google My Business submit your business, it’s super easy, you just click on a button that says start now you fill out the form agree to Google’s terms of services. you’ll add details like your name, address, phone number, business hours, you can add reviews, you can add photos, you can even add a virtual tour of your store. It takes a bit of extra time, but doing this will make your listing more attractive. And as a result drive more traffic to your location. Once you get done with Google do the same thing for other sites and directories. Think about Yelp, Bing for business, Facebook, foursquare Apple superpages. Yellow book. All right. The second tip to local start marketing is to invest in local SEO. SEO is a cornerstone of any local retail strategy. And nearly 45% of all searches on Google now include local and tech like find me this nearby. So numbers like that tell us that consumers are using local search engines to find and buy from local businesses. So if you’re not in front of them, you’re leaving a lot of money out on the table. An easy way to get started in local SEO without investing yourself is to sign up for a free platform like locally calm. Locally calm is MBDA associate member. They’ve done a lot for bicycle stores working with the MBTA with webinars and their platform is connecting shoppers from Digital search to your physical location for in store purchase and pickup. So locally powers hundreds of brands sites globally, and they have 1000s of participating retailer stores. And that equates to millions of shoppers per day. So brands like track Shimano Pearl, azumi Camelback, they’re all supporting their local dealer using locally. And with track using locally now we’re driving even more shoppers into local bicycle stores. It’s free for retailers to start with locally and locally invest in search engines to be sure your product in your store is found first NBDA were a huge fan of local you should be too, you can join that locally calm to learn more. Alright, another way to connect with your local markets is to build a community. So customers like to support a business because of the connection they feel. It’s important that you’re part of your community how to do this, you could sponsor a local event, put up a booth at a local event, organize or support a community fundraiser. And you also want to build a community around your store, start a newsletter, start a blog, build your social following, show customer reviews, create a loyalty program, create a club or team just it’s important to get active and get involved. And the fourth tip is to market locally to your local neighborhood by creating content that is about your local neighborhood. So to reach more customers, we want to create content about your area. You want to give local customers a reason to visit your website, a reason to follow you on social media, and a reason to join your email list by sharing content about what’s going on in your area and community as well as best places to ride. So it’s not all about we have this new product. It’s not all about a super sale. It’s more about Hey, here is the best routes or rides. Oh hey, we suggest this product. Here’s why. So you want to use these social channels. You know, if you’re out riding on a beautiful day and one of a favorite spot in your neighborhood, take a picture and share it and recommend that ride route to your community. You can also give tips about things that are going on in the region and area. We have a lot of cyclists that are into health if there’s an upcoming health fair, tell your readers about that. And then finally, we want to host events. People need to visit your business to patronize, but they also want to come just to enjoy what you’re doing. And that’s why hosting store events should be part of your local store marketing plans. Events drive customers into your business, even if they visit without the intent of buying something and increases store awareness and moves visitors one step closer to buying from you in the future. So you can host demos, you can host workshops or training sessions. You can invite experts in your area local speakers, to talk and, you know, educate your customers. And obviously, we can host group rides. The bottom line, you need to form a connection with your customers who live work and play around your bicycle store. It’s important that the people who spend most of your time around in your business know about you and they will in the long term be your most valuable customers. Don’t delay in setting up programs to attract and reach nearby locals. If you’d like to support the show. Don’t forget to subscribe on Spotify, Apple or wherever you get your podcast share your favorite episode with friends. Thank you for listening now they’ll be great.

NBDA   06:18

This has been bicycle retail radio by the National bicycle Dealers Association. For more information on membership and member benefits, join us at nbda.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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