Remember that this is focused on local customers. You need to do the promotional work we talked about in the section on How Folks Find Local Merchants to make this all work. You also should keep in mind that, if you’re like most local stores, one of the major objectives of your site is to get folks to show up at your store. With those in mind, here are some ways to use the Web to get more customers.
Years ago in Cleveland there was a DJ named Jim Runyon. He created a character called Chicken Man whose radio tag line was “He's everywhere! He's everywhere!” To get this exactly right, you must do it in a high falsetto. Anyway, part of your strategy is to be more like Chicken Man. You must be everywhere.
On the Web side, get listed on any local directory or site that folks might use to find you. Make sure that your site gives information on your store location and hours and specials. On the physical world side, make sure that your advertising mentions the Web site as well as the location. Everything should promote everything else. Put information on your site that folks want and that's related to what you do.
Be sure to use your Web site to mention the things you offer besides instrument sales, like lessons and repairs and supplies and sheet music. That's for the folks who will hunt for a cheap buy on an instrument on the Web, but who’ll buy other things at your store.
Use Web specials to build foot traffic into the store.
Once you’ve got them as a customer, the next trick is to keep them forever.
