Last week we talked about the local bakery, which was a sweet experience. But this week we’re moving into a different category, which is a bit healthier, so to speak. We’re going to take a closer look at how to run a local bike shop. This is an interesting case because there is so much competition from online stores.
Again: remember, my methods or thoughts are not a fixed or definitive approach. These are just ideas, tips, and tricks for what one could do. Let’s get started, folks ⤵
Website
Users rely heavily on Google when they want to find a product or get an answer to a question. Yes, I know. That’s not news to anyone… Yet many physical stores actually forget this fact, which unfortunately can have serious consequences for the survival of small, local shops!
So make sure to have a website — you don’t need an online shop, but have a website regardless!
A common mistake I often see with bike shops is that their website still looks outdated. It simply looks like something from 5 to 10 years ago, and we have moved on since then.
It’s relatively cheap and much easier to create a website today compared to back then. Just choose a simple brand page with an associated blog.
Google Ads
Don’t compete on expensive, highly competitive keywords such as “bikes online.” Instead, think local advertising.
When you do this, you get found by users who are in your local area.
Example keywords:
- Bikes [your city]
- Bike repair
- Bike helmet
- New bike lock
You get my point. Find out which areas you want to focus on.
You could start by jumping on Google now and see what comes up when you Google industry keywords.
Google My Business
As I wrote in the post about how I would market a bakery, it’s crucial to manage your Google My Business account. This is where users first see reviews and photos of your store.
Also, remember to update your opening hours on Google, Facebook, and so on. There is nothing worse than going directly to a store only to find it closed because the hours are not updated. That’s frustrating.
Content marketing
People don’t buy a new bike every day — and once they’ve bought one, it’s a long time before they buy a new one.
Therefore, you need to be “top of mind” and think long term when developing your strategy.
Create guides on your website like:
- How to prevent your bike from being stolen
- How to prepare your bike for winter
- How to choose the right kids’ bike
- Should you choose an electric bike?
You see the point: it’s about building trust and personality when you have a physical location.
Maybe you’re thinking: “But Micky, I’m bad at writing.” Then make videos. Record a few videos of yourself talking. My good friends at a butcher shop in Aarhus have embraced this.
Facebook and Instagram
Once you’ve created this great content I mentioned, make sure to promote it on the right channels. That means creating target groups that match the people who visit your store and live nearby.
Examples:
- Kids
- Teenagers
- Adults (18-35)
- Adults (35-50)
- Adults (50+)
When you market relevant blog posts to these groups, you will definitely get a lot of traffic to your website or views on your videos.
From here, you can create remarketing campaigns. For example, people who read your article about getting ready for winter could get ads for winter gear like new lights.
Also, kids are a great source for increasing in-store sales — maybe you could bring in a limited edition Fortnite bike that could go viral on social media? Think outside the box!
It might also be worth showing your employees on social media so people see the skilled people behind the business. Nothing is more trustworthy than a great workplace where you put faces to the team!
Personal marketing
Take it to the next level and create personal marketing.
You can use email or SMS to build a customer database, and if you’re smart, you’ll get permission to send material here.
You might know that a bike user should have their brakes checked every three years. You can send customers a reminder email when it’s time. That’s smart! It’s like how dentists send reminders for appointments — super clever.
Personal marketing is a perfect way to keep your customers loyal so they don’t drift away in the digital space and choose another dealer.
“Sign up for our bike updates and Bjarne (employee) will make sure you’re always up to date and can keep your bike in top shape.”
Which industry should I cover next time? You decide!
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