Having an online presence these days is as important for local retailers as it is for anyone else. If you’re not visible online, you’re not visible full stop. Navigating your way to successful online marketing is not straightforward and Google’s new Digital Garage is a great starting point.
by Shane Nolan, Director of SMB Sales, Google UK & Ireland
It’s never been easier or cheaper to maximise your online presence and grow your business. Every day, thousands of small business owners are making online commerce work for them. The opportunity to reach customers, both from around the corner and much further afield is too big to ignore so don’t be intimidated by the breadth of opportunities.
Despite what some business owners believe, it is possible for small, independent retailers to compete with much larger competition in their market by making the most of their presence online and being strategic about how they target customers.
They may not be a c-store, but take Falkirk-based GardenFurniture4U for example. The luxury garden furniture retailer increased its turnover from £200,000 to £4.5m in just five years by getting to know its online customers and strategically using search advertising to target new ones.
In the UK today, fewer than 30% of SMEs have an effective online presence, and while it’s becoming easier and easier to improve that figure, some small businesses still feel they need a helping hand.
That’s why we launched The Digital Garage – a free, digital learning platform where entrepreneurs, SMEs and their owners can learn new skills to improve the way they market themselves online and enable their businesses to thrive.
Our hope is that the free tools and expertise found on The Digital Garage can be the growth engine that jumpstarts the remaining 70% of SMEs.
Here are just a few of the ways you can take the fight to your competitors, whatever their market share:
TIP #1: Make sure people can find you
When looking for local businesses 83% of consumers turn to their smartphones: 23% of those are looking for shop locations, and 21% are looking for opening hours, yet some small retailers fail to list even this basic information online. Those new to online marketing may be unaware of a free service called ‘Google My Business’. Google My Business puts all of your key business info on Search, Maps and Google+ so that customers can find you, no matter what device they’re using. It’s quick to set-up and makes your business instantly searchable.
TIP #2: Take advantage of geo-targeting
Often, smartphone users will search for places to visit whilst on the move. Online advertising can help you reach this kind of customer, whether they are long-time local residents or just passing through the area. For those with a physical shop, AdWords’ location extensions feature can direct people looking for what you offer to visit you in person. You can even design ad campaigns so they only appear to people already near your store. Someone searching for “off licence” on their phone, 500m from your door, is someone you could reach with a Search ad.
TIP #3: Spruce up your business listing with photos
Google business listings with photos get 42% more requests for directions and 35% more clicks than those without. That means window shopping is happening online, too. Captivate shoppers before they even click on your website or driving directions by uploading photos on Google My Business.
TIP #4: Don’t shy away from search advertising
Launching an online advertising campaign is one of the most effective ways to grow a small enterprise they can bring in significant business in a short space of time and be tailored to any budget. Placing Pay Per Click (PPC) ads on webpages near search engine results can deliver your message at the moment someone is searching exactly for the type of product or service you offer, regardless of whatever device they are using.
TIP #5: Discover the latest just-trending searches that your business can capitalize on
You can now get free advice (or at least info) on the types of product shoppers are looking for each day. The tool, called, unsurprisingly, Google Trends, tips you off to popular searches by region to help identify searches that are just beginning to take off.
