How to create effective drive-to-store campaigns?

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CDid you know that 67% of Internet users appreciate businesses that personalize their ads and content based on their location? 1 . It is therefore essential to set up relevant and adapted campaigns when you want to boost traffic in your points of sale. The same goes for your online information which must be correctly filled in in order to improve your visibility in local searches.

In this article we explain how to set up drive-to-store campaigns that are effective and relevant to Internet users.


1. Make it easier to locate and access your points of sale
2. Adapt and personalize your local communication to your audience
3. Manage your performance locally
Conclusion


How to create effective drive-to-store campaigns?

1. Make it easier to locate and access your points of sale
When you want to drive in-store traffic, the first step is buy guatemala cell phone number list to make your locations visible and well-referenced in local searches. This makes it easier for people to find and access your establishments when they inquire about you in local searches.



To do this, there are some good practices to know:



Complete your Google business profiles:
Name to easily identify your brand
Address for directions requests
Main and secondary categories so that the Internet user can identify your sector of activity and your offer
Phone number to facilitate contact
Google posts to share your current offers, upcoming events, special days, etc.
Schedules to reassure the consumer and not make them travel unnecessarily.


Use the store locator to make it easier for your customers to find your locations when they visit your website.


This allows your customers to easily access your information during their searches and optimizes your local SEO . This makes it easier for consumers to contact you, visit the store and therefore potentially buy from your brand.



How to create effective drive-to-store campaigns?

2. Adapt and personalize your local communication to your audience
When you want to capture your customers' attention and get them to come to your store, your content and your messages must be adapted so that they want to go there. To do this, you must define a local communication strategy that is relevant and consistent with the chosen audience. It is therefore important to choose the right communication channels and adapt your message according to the location of your target. Good news, many channels are at your disposal!



Direct marketing to personalize your local communication
Using direct marketing is very interesting when you want to interact with your customers to invite them to visit the store or to build loyalty.

SMS marketing is essential to maximize the reach of your communication. And for good reason, 90% of SMS are read within 10 minutes of receipt 2 . You can use it to share your special offers, current promotions or even an in-store event when a customer is near your point of sale. Keep in mind that your message must always be personalized according to the customer you are soliciting (name, purchase history, context).



Example of Drive to store Marketing SMS

Example of Drive to store Marketing SMS



Voicemail can also be a major asset when it comes to strengthening proximity with your customers and soliciting them for a special event in store or even to make an appointment.


Social networks to interact with your community
Social networks are also an essential lever for interacting with your local communities. In fact, 57% of Internet users say that social networks influence their purchasing journeys 2 . You must therefore absolutely develop your drive-to-store strategy on this communication channel and create a page for each of your establishments.

For example, you can present your local teams to strengthen the link with your community, create in-store events to generate traffic, transform your employees into ambassadors to promote your products or services, etc.


Example of a post on Instagram

Example of a post on Instagram


Geolocalized advertising to target your audience
Geolocalized advertising is an important lever since it allows you to optimize the effectiveness of your drive-to-store campaigns through geographic targeting. This allows you to personalize your advertising content based on the location data of your customers and prospects in order to boost your in-store traffic.


Example of geolocated advertising on Facebook

Example of geolocated advertising on Facebook


Moreover, according to a Google study, 32% of people reached by geolocated advertising end up planning a visit to the store or making a purchase there.

Today, there are many tools at your disposal to broadcast your ads such as Facebook and Instagram Ads, Google Ads or Waze Ads. In particular, you can use geofencing which allows your points of sale to automatically broadcast their ads to people in their catchment area.

This way, your content will be tailored to customers located near your points of sale, which will maximize your chances of generating visits.



How to create effective drive-to-store campaigns?

3. Manage your performance locally
To successfully implement your drive-to-store strategy and set up effective campaigns, the secret is to support your establishments and manage your performance at the local level. This allows you to support your points of sale in their approach, while measuring the performance of your different campaigns. This way, you can easily identify ineffective campaigns or points of sale that are losing ground and implement improvement actions.



To measure your performance we advise you to:



Analyze your Google business listing results (Google views, directions requests) and use Call Tracking to identify which listings generate the most phone calls.
Calculate the engagement rate of your community on social networks (number of likes, comments, redirects to dedicated landing pages, etc.)
Observe the performance of your sponsored campaigns (impression rate, cost per click, conversion rate, etc.) and your SMS campaigns (SMS open rate, click rate, etc.)


Finally, to support your teams:



Share an editorial calendar to communicate consistently with your affiliate network,
Prepare posts to be customized locally to control your brand image across your network,
Publish multi-locally across your entire network to save time and gain efficiency.


Relevant and consistent communication will have an impact on consumers and will therefore inevitably generate more traffic in store.


4. Conclusion
You now have the keys to improve your online visibility and set up effective drive-to-store campaigns. Since personalizing your content is a guarantee of your success, complementarity with your establishments is therefore essential. However, it can sometimes be difficult to successfully carry out such a strategy when you have many points of sale. Don't hesitate to equip yourself with a tool that will allow you to centralize your actions and therefore make your drive-to-store campaigns relevant to consumers.