This post is a continuation of 10 Ways to Expand Your Brick and Mortar Business – Part 1

Meaningful content on the website.  Due to the Google search engine, it is imperative that meaningful content be placed regularly on your website.  That is why most static websites do not rank well with the search engines.  The search engines and your potential customers are interested in what is new and exciting.  If you just have a billboard website that states your name, address and phone number, and your competitor has a website that talks about weekly events, what’s new in the industry, new inventory, new employees and is constantly updating their website, they will naturally outrank you in the search engines.  Ranking is what the industry is all about because let’s face it, if you’re not on the first page or two of search results, most folks will never see your website.  The object is to engage your customer so they see you as a friend even before they pick up the phone or park in front of your business.  People buy from people they know, like and trust.  They want to see people and people in motion on your website rather than just having pretty pictures and text to read.

Google places.  Google places is a free ad for businesses so that their basic information can be found out on the internet.  Optimally, your place on Google places will also have a link to your highly interactive website along with your business hours and a map so that your business can be located.

Host events.  Your business needs to be a hub of activity and the way to make it a hub of activity is to host events.  Invite people into your business.  Host a Chamber of Commerce after hours event, ol’ Cal would often film the commercials at his lot so there was always a new animal to view.  You can also invite people in for free maintenance or checkups to ensure they will not need expensive service later.  For a car dealership, offer to have heater and air conditioning check ups, tire rotation, brake inspection, belt and hose inspection and other easy value added services.  The events you host are done to add value to the customer experience.  When you add enough value, your prospective customer will come to see you as a trusted resource. 

Incredible Offer.  You want to give prospective customers an incredible offer.  For the car lot, it could be a coupon book for discount services or free detailing on their current vehicle.  When you give the incredible offer it is always something they would definitely want and it is in exchange for their name and email.  You will continue to use their name and email to notify them of future events and other items of interest.

Complimentary Products.  Once your customers purchase an item or service from you, they usually will purchase complimentary products to make their initial purchase last longer or to decorate their initial purchase.  In the example of the used cars, complimentary products would include extended warranties, car insurance, supplemental car insurance (like AAA), car washes, car audio, specialty rims, car security, tinted windows, windshield replacement and repair, mobile oil change services, after market part suppliers and apparel.

Digital Products.  Digital products are great because you can make them once and sell them over and over again.  Digital products for a car dealership might include a video of what to check when buying a used car, it could be an affiliate link to a supplier that carries something that is commonly ordered that you choose not to stock, digital products could be tickets to a concert for a celebrity that happens to be coming to town next week that sponsors your vehicles, or sound file of what your cool mufflers actually sound like when installed on your car.  You’re probably laughing about that last one but that is an actual product…and my friend paid $29 for that sound file….still laughing?

Newsletter.  The newsletter is published at least twice a month telling your customers about upcoming new events and information having to do with your business.   You can also tell them funny stories or invite to future events.  For the car business, a newsletter could be used to notify customers of recalls and give them ways to quickly and easily take care of needed maintenance.  Let them know about your shuttle service.

Social Media.  Social media is where you create a community around your business.  You’re still being of service and it helps to create a buzz around your business.  For the car dealer, you might want to list videos of the latest sliding cars due to the ice storm last week, or pictures of the most modified cars.  You could have poll on the upcoming changes in the new car models.  You could have a poll on whether girls or guys like a particular model better than the other.  You would want to take pictures of your live events and post those up on social media for others to see.

If you like what you read in this article and would like to see how you can expand YOUR business, apply for a complimentary Action Strategy Session so that you can have a clear roadmap to take your busines to the next level!  The Action Strategy Session is valued at $297.00 and will give you concrete ways that you can move forward in your business.