For Brick-and-mortars only: 3 keys to bringing more people in the door

New year’s resolution: bring more humans through the door, consistently. If you can relate: keep reading.

Getting more people to come check out your business is as simple as doing these 3 things on a consistent basis:

Warning - doing one or two of these won’t move the needle the way you want it to. You need all three.

#1 - Get your business in front of ENOUGH people

First and foremost, if you’re not hitting a minimum volume and frequency, you won’t see results - aka butts in seats, as our friends in the restaurant industry like to say.

For example, most restaurants, attractions and shops need to be getting a minimum of 100,000 Impressions per month. Yes, there are more variables to consider - all impressions are not created equal after all. But you should have this in your mind as a baseline.

#2 - Get in front of the RIGHT people 

This consists of 3 factors:

1. Geo-location

2. Business type/Category

3. New people

In addition to geo-location (because brick-and-mortar… duh), who you’re trying to get in front of depends on your business type/category.

Meaning restaurants should aim their minimum 100,000 impressions directly at people looking for places to eat and drink, or new restaurants to try. Events and attractions like museums, kids play cafes, and theaters for example should focus their efforts on people actively looking for things to do and making plans. Locally owned shops and boutiques should target people who love to learn about and support local businesses or buy unique treasures.

The right people also requires a mix of existing customers AND non-customers. You must reach new people outside of your existing customer base. ie. Posting organic content to your own Instagram account that hits an audience of 99.5% followers (vs. non-followers), isn’t going to cut it. 😬

#3 - Make sure the message is on point.

“But what does on point really mean??”

It means that your message / creative / content (whatever you want to call it) actually moves people to action.

And not just finger action! 🤳

🫵 YOU my friend are a brick-and-mortar business owner, so you do not have the luxury of simply moving a lead from couch potato status → couch potato who purchased my product status without physically moving an inch.

You have to get people OFF said couch, dressed (!!), transported, PARKED (god forbid that takes a minute) and through your door to acquire a new customer.

How do you do this? Messaging / creative / content that:

1. Deeply resonates - meaning it hits them at the right time, place, and mindset. Basically you have to read their mind and show up right as they’re thinking it. (I don’t make the rules.)

   AND

2. Evokes emotion - meaning peak their curiosity, and/or get them excited. (Easier said than done, speaking from experience.)

So there you have it. 3 keys to bringing more people in the door - simple, not easy.

If you’re looking for a partner who can do all of this for you so you can sit back and relax actually run your a business, fill out this form to see if you qualify to advertise with Step Out Buffalo. We take the guesswork out of advertising for local brick-and-mortar businesses so that it works quicker, works better, and works long term.

GO BILLS! 🦬

Here’s an example of all this in action 🔗