Ruari Day, director of Digitalll agency, considers ways to focus your digital marketing efforts close to home.
It goes without saying that, in 2024, a retailer’s website is often the first point of contact with potential customers. Whether your business is an online shop, a bricks and mortar store, or a combination of both, your website and digital marketing strategy play a critical role in driving revenue. Retailers who leverage a well designed website and local digital marketing tools can see a significant boost in sales and customer loyalty.
Strengthen your SEO
Even if you have achieved the holy grail of a perfectly designed website, it is no good if no one can find it. As an independent jeweller, you need to ensure your business is found by people searching locally. This is where local search engine optimisation (SEO) comes in. Getting your business in front of local customers involves more than just adding a location to your website; it requires a focused local strategy.
● Google Business Profile optimisation: Optimising your Google Business Profile (formerly Google My Business) is essential for local SEO. This profile shows up in Google’s local pack, Google Maps and search results. Your information must be up-to-date and accurate, including your name, address, phone number and business hours. Adding high quality photos of your shop, products or services also attract clicks.
● Citations and listings: Consistency is key. Make sure your business information is identical across all online directories, from Yelp to Facebook. There are tools that can help sync your business data across multiple platforms to ensure that all listings reflect the same information.
● Localised content: One often-overlooked aspect of local SEO is creating engaging content that speaks directly to your local audience. Blog posts about local events, neighbourhood guides or partnerships with favourite local organisations can help your site rank higher for location-based searches.
Develop other strategies
A well designed website and strong local SEO are just part of what you need. Local digital marketing is how you actively reach out to nearby customers, driving website traffic, physical footfall and, of course, sales.
● Targeted ads: Google Ads and Facebook ads allow you to target customers within a specific geographic area, making sure that your advertising is seen by people most likely to visit your store. For instance, if you’re running a promotion, you can set ads to appear to customers within a certain radius of your store, increasing the chance of foot traffic or online sales.
● Social media presence: Today’s customers engage with brands on platforms like Instagram. By sharing local-focused content, such as updates on new arrivals, events or customer testimonials, you can build a strong connection with your community. Geo-tagging your posts and encouraging user-generated content from local customers is also a great way to increase engagement.
● Email marketing: Email is still one of the most effective tools for reaching customers. Retailers can segment their email lists to send location-based offers or invitations to local events. Be sure to include time-sensitive promotions and local store updates to encourage repeat visits and customer loyalty.
● Mobile marketing: Mobile phone marketing is becoming the most powerful tool for reaching customers in today’s world. The open rate for SMS marketing is 98%, and messages are seen and registered almost instantly, making it an essential strategy for businesses looking to connect with their target audiences.
Manage your reputation
Getting satisfied customers to leave positive reviews on platforms like Google, Yelp and Facebook boosts your local SEO and builds trust with new customers. When negative reviews happen, and they inevitably will, responding in a professional manner with the goal of solving the customer’s issue fast is the best approach. This shows potential customers that you listen and are committed to improving their experience.
A responsive, fast-loading website coupled with a targeted local digital marketing strategy are essential to drive revenue and maintain long-term success for independent jewellers. Investing in a well designed, optimised website is critical and engaging with local customers through targeted digital marketing will recoup your outlay, as well as help to set you apart from the competition. If you are not sure where to start, a simple website audit or a consultation with a reputable digital marketing agency is a great jumping-off point.
Ruari Day is founder and director of Digitalll, a digital marketing agency that helps businesses navigate the digital landscape and increase site traffic, physical footfall and revenue. From website design to targeted digital marketing strategies, its customised solutions are tailored to your business.
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