From Clicks to Customers: The Click and Mortar Advantage

It’s getting warm, and that means people are out walking again. It’s the perfect time to hone in on the increase in foot traffic. But how do you turn passing pedestrians and online browsers into booked appointments and in-store sales?

Welcome to the click-and-mortar era, where a strong digital presence drives local, real-world results.

What Is Click-and-Mortar?

Click-and-mortar refers to a business model that combines both online (click) and physical (mortar) experiences to serve customers. Instead of relying solely on your physical location or eCommerce, click-and-mortar businesses create a seamless connection between digital discovery and in-person engagement.

Think about it this way:

• A customer finds your dental practice through a Google search, reads reviews, and books an appointment online, but the real experience happens in your office.
  
  
• A diner sees your menu on Instagram, clicks to get directions, and ends up walking through your doors.
  
  
• A client searches for “estate lawyer near me,” lands on your website, and schedules a consultation in your Reading, PA office.

That’s click-and-mortar in action.

This hybrid approach is now the default for consumer decision-making. People want the convenience of researching online with the trust and immediacy of face-to-face service. By aligning your marketing with this behavior, you’re not just keeping up, you’re standing out.

But standing out requires action. 

Driving foot traffic to brick-and-mortar locations, whether you're running a retail shop, dental office, law firm, or restaurant, is an uphill battle. With consumers starting their shopping journeys online, you can no longer rely solely on traditional advertising like print, billboards, buses, or radio to get people through your doors. You need a solid digital marketing strategy that connects with potential customers where they’re searching online and drives them straight into your parking lot.

This blog will walk you through the key digital tools and strategies that click-and-mortar businesses like yours can use to increase visibility, attract more local customers, and convert online activity into real-world results.

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Why Traditional Advertising Isn’t Enough Anymore

The marketing landscape has drastically evolved in the past decade. While traditional methods such as print ads, radio jingles, and local mailers have played a significant role in the past, their effectiveness is rapidly declining. Here’s why:

Declining ROI from Traditional Marketing

Consumers are increasingly spending more time on their phones and laptops, making older forms of advertising less impactful. Ads in newspapers or mailboxes simply don’t capture the attention they once did. Businesses now see higher returns on investments when they allocate their budgets to digital platforms where their customers are already browsing.

The Rise of the Click-and-Mortar Consumer

A new trend has risen: The Shift to Click and Mortar. They window shop online but buy in person, meaning consumers are relying on digital platforms to make decisions for local purchases. According to Think with Google, 76% of people who search for “Near Me” via smartphone visit a business within a day. This new “click and mortar” trend stresses the importance of offering a seamless experience across both channels — the convenience of online shopping with the in-person experience of brick and mortar. So, it’s essential for your business to show up in digital spaces where these searches happen. 

Competitors Are Claiming Digital Space

Your competitors are leveraging digital marketing to get in front of their audience. If you’re not visible online, you risk losing valuable customers to businesses that are effectively using local marketing strategies that work.

The takeaway? Combining traditional methods with digital marketing is no longer a choice; it’s a necessity.

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Effective Digital Marketing Strategies to Drive Foot Traffic

Now that you know why digital marketing is crucial for your brick-and-mortar store, here are the most effective strategies to boost visibility for your local business and increase in-store visits.

Leverage Local SEO to Appear in Near Me Searches

Potential customers are actively searching for businesses like yours using keywords like “shoe store near me” or “best tacos in [City]”. Local SEO ensures they find you instead of your competitors.

How to Improve Your Local SEO

• Claim and Optimize Your Google Business Profile
  Google Business Profile (formerly Google My Business) is a must-have for any local business. Make sure your profile includes accurate business hours, your address, phone number, website link, and high-quality photos of your store. Don’t forget to consistently update holiday hours and respond to reviews.

• Use Apple Business Connect 
  Optimize your presence on Apple Maps by setting up your profile through Apple Business Connect. Given the rise of iPhone users, this ensures your store shows up for those searching for businesses using Apple devices.

• List Your Business on Relevant Directories
  Websites like Yelp, Bing Places, and even social platforms like Facebook act as additional touchpoints for potential customers. Ensure your business name, address, and phone number are consistent across all platforms.

• Target Local Keywords 
  Create content or pages on your website optimized for local keywords, such as “local marketing strategies Reading PA”, to improve your chances of appearing in search results.

Run PPC Ads for High-Intent Shoppers

Pay-per-click (PPC) ads are a great way to attract customers actively looking for products or services you offer. Google Ads and Meta (Facebook/Instagram) Ads are particularly effective for geo-targeted campaigns.

Tips for Effective PPC Campaigns

• Geo-Targeting 
  Set your campaigns to target customers within a specific radius of your store. For example, a 5-mile radius is ideal for coffee shops or boutiques.

• Use Location Extensions
  Highlight your store’s address, phone number, and directions within your ad copy to make it easy for users to visit.

• Promote Exclusive Offers 
  Encourage visits by offering discounts or promotions that can only be redeemed in-store. For instance, “Show this ad to get 10% off any purchase today!”