Father’s Day is right around the corner, and that means it’s time to start aggressively promoting your local hardware shop. Home improvement project supplies, tools and other equipment make great Father’s Day gifts, so this is your chance to bring more traffic into your store or to beef up your online sales.
But getting ahead of competition from major retailers like Ace and Home Depot can be challenging when you’re a small business owner. Luckily, you have lots of tools at your disposal that can help you stand out online.
6 ways to market your local hardware shop
Use these six marketing tips to make it the best Father’s Day yet.
Promote with guest posts.
Blog about Father’s Day specials.
Focus on geo-targeted keywords in a Google Adwords campaign.
Take out paid Facebook ads to target certain consumers.
Use sponsored Instagram ads.
Engage in Google remarketing using Father’s Day ads.
If you’re interested in boosting traffic to your local hardware shop this Father’s Day, then keep reading.
1. Promote with guest posts
Guest posting is one of the best ways to get more traffic to the website for your local hardware shop. You’ll need to do some link building to get the best results. This means reaching out to another hardware-related website, such as a how-to blog for homeowners looking to make repairs and upgrades around the house, and offering to write a completely unique piece of content for their blog.
If they accept and the piece is published, you can mention your local hardware shop in the bio section and link back to your website. Depending on how many people read the blog, you’re bound to get lots of new incoming traffic to your website, leading to more walk-ins and online sales.
2. Blog about Father’s Day specials
Never underestimate the power of a good blog post. Blogging is absolutely necessary if you want to grow your shop and get more traffic to your website. Your blog posts should always be informative and not overly promotional. If you’re not sure what to write about, look for tips on creating engaging content.
Hopefully, you’ve been blogging about various home improvement topics for some time now, but you can also use your blog to highlight any upcoming Father’s Day sales your store might be offering.
Whether it’s an in-store discount or an online giveaway, you can keep returning and potential customers informed about what’s happening at your store.
Everyone loves to save money, especially around a holiday, so make sure you use your blog to spread the word.
Editor’s note: If you don’t already have a blog, start one now. The first thing you’ll need to do is find a blogging platform that works for a busy small business owner, like GoDaddy’s Managed WordPress. It’s easy to set up, and we handle the install, backups and software updates for you.
3. Focus on geo-targeted keywords in a Google AdWords campaign
If you want to optimize your website for search platforms like Google, you need to use specific keywords in the copy on your website and paid advertisements. Head over to Google AdWords and you can quickly find the best keywords for your industry.
Since you’re a small business owner with a local hardware shop, it makes sense to focus on geo-targeted keywords within a 10- to 15-mile radius of your business.
For example, if your shop is located in Franklin, Mo., you should target keywords such as “hardware store in Franklin Missouri” or “Franklin hardware stores.” If you want to appeal to consumers in a few of the surrounding neighborhoods, you can expand your search to include more keywords with different cities and towns.
Pro tip: The more keywords you choose, the more expensive your AdWords campaign will be, so only target areas with consumers that are willing to make the trip to your store location.
4. Take out paid Facebook ads to target certain consumers
Facebook is a powerful tool for small business owners. In addition to posting and uploading photos of your business, you can pay for sponsored Facebook posts that let you target individual consumers based on their age, gender, location and their specific interests, such as home improvement, plumbing, gardening or construction.
Facebook keeps loads of data on its users, giving you the power to hone in on individuals who are most likely to shop at your store.
Facebook has an easy-to-use interface that lets you target certain people with ease, such as men in their 20s to 40s who might be looking for a gift for their dad. You also can draw certain boundaries on the map, so you’re only targeting consumers who live close to your store. You also can choose from a list of topics of interest to make sure you’re reaching consumers who care about home improvement and hardware in general.
5. Use sponsored Instagram ads
Instagram is quickly becoming the most popular app among millennials. That’s good news for your local hardware store, because these are the types of consumers looking to buy a present for their dear old dad this Father’s Day.
But instead of posting with certain hashtags and slowly building up more followers on your account, you can sign up for paid Instagram posts.
These posts will appear in a person’s feed whether they follow your account or not. Just like Facebook, you can target certain users based on where they live, age, gender and their specific interests. This is a great place to talk about your upcoming Father’s Day discounts.
6. Engage in Google remarketing using Father’s Day ads
Google AdWords also lets you create a marketing campaign directed only at people who have previously visited your local hardware shop’s website. Google collects data on which consumers visit your website or app and how they got there.
Even if you’re not making use of this information, it’s always available to you when you want it, if you’re willing to spend some money on what’s called a Google remarketing campaign.
This means that you’ll be sending ads to people who are already familiar with your business or those who are most likely looking to purchase hardware supplies in the near future. Typically, your website will get lots of visitors and maybe none of them are making a purchase online. This is an easy way to follow up with these consumers to make sure your business stays top of mind.
There are many ways to market your local hardware shop this Father’s Day. Get ahead of the competition and reach the people most likely to shop at your store by using these six marketing strategies.