In order to build a strong online presence, store owners can draw on their traditional experience and intuition. The six pillars of digital marketing we are going to discuss throughout this book have their roots in the brick and mortar presence in local communities. Before we explore the digital version, let’s first look at the six pillars as they exist in the physical world.
I pulled into the empty parking lot. It was Saturday, across from a busy plaza, yet, Devine’s Jewelers was precariously missing customers. I looked across the street and saw that Harris Teeters, Starbucks and Sports clips were all teeming with activity. Yet, I was the only one at Devine’s.
I was searching for an engagement ring, and Google maps sent me this direction.
Inside, Devine’s was a beautiful store. The salesperson greeted me with a smile and warm welcome. The owner walked out to introduce himself. This was the exact experiences I was hoping for. Like many first time diamond buyers, I had no idea where to start. Days earlier, I started my research online. Blue Nile, an ecommerce jeweler, was the first place I looked. After all, they were the first result when I searched Engagement Rings in Google. However, I soon discovered that there was a whole lot more to buying an engagement ring than I realized. As I tried to understand the difference between carrot, cut, clarity and color something became apparent. I needed help.
I knew I needed an expert. I need an independent retailer.
Have you ever tried to call the owner of an independent retail store during the day? You may have more luck catching a ride on Elon Musk’s next shuttle to Mars. Retail store owners are amongst the busiest of all small business owners. Thus, it’s no wonder that stores are always seeking ways to save time.
The pursuit of saving time, however, leads repeatedly to one crucial digital marketing mistake. Store owners neglect their online product catalog.
Yesterday, I was scrolling through my favorite photo blog when I noticed a headline that caught my eye, We’re pulling the plug on Facebook. Yes, one of my favorite bloggers, TheChive, was removing their content from Facebook. This move would have been unthinkable just a few short years ago!
Why are they removing their articles, photos and videos from Facebook? Simple. Because they’re paying attention. They, like many other small businesses and bloggers, have realized that Facebook decided to change the rules. So, TheChive decided to stop playing the game.