By PAGE Editor

With over 5 billion people online, tapping into the internet puts your retail business in front of an audience with epic proportions. It’s not every day that 60% of the world’s population is at your fingertips! But, as any retail business that’s already online knows, building a virtual following can be pretty tricky.

The good news is, though, that it’s not impossible. With some expert tips and professional insight, you can get to grips with what your brand needs to grow a digital following, and we’ve got everything you need to get started. Let’s dive in.

1. Don’t Skimp on Your Website

Digital marketing all starts with your website. In fact, 75% of internet users have admitted to judging a brand based on their site alone, making it something you absolutely can’t skip! Building a notable online presence means investing in both the form and function of your retail company’s main platform. 

If you know nothing about web design and have the budget to spare, bring a web developer on board. By teaming up with a freelance designer or an entire development team, you can leave the time-consuming coding to the experts. Developers also know more about what makes a website reputable in the eyes of the audience, which is invaluable information.

For startups that can’t afford a professional developer, don’t panic! There are plenty of drag-and-drop website builders like Wix that help to build a DIY site on a budget. 

Just be sure to read up on user experience and do some market research to learn more about what your audience expects from your brand.

2. Register With Google My Business

For retail businesses looking to strengthen their online presence, Google My Business is a must-have digital tool. 

Completely free to use (with absolutely no hidden fees) and an easy way to put your brand on the local map (literally), it’s loved by startups and big-name brands alike.

Some of the main features you’ll benefit from when setting up Google My Business include:

• Adding your business to Google Maps

• Appearing on the Google Carousel (first results based on location)

• Enabling Google reviews

• Search engine optimisation (SEO) points

While we’re on the topic, it’s well worth signing up for Google Analytics at the same time to receive tons of free, useful data.

3. Collect Online Reviews

We mentioned above that Google My Business lets you start collecting Google reviews. These can be endlessly helpful when building your online presence.

Reviews let Google and other search engines know you’re a reputable website that they’ll want to highlight in local searches. 

They also help sway potential customers, giving you an edge over competitors with fewer or lower-scoring reviews. When it comes to converting browsers into buyers, they’re a must.

To encourage customer feedback, use a review collection tool that’ll do the time-consuming leg work for you. This industry-leading customer review software from Magic, for example, automatically invites customers to leave reviews after making a purchase and makes it easy to manage feedback across platforms. 
With a free trial available, it’s a no-brainer to give it a go.

4. Jump on Social Media

As a retail business, social media is going to be a fantastic place to show off your products, strengthen your branding, and build that all-important online presence.

Start by researching the ins and outs of social media marketing. You’ll want to learn:

• The perks of different social media platforms

• How to grow a following

• What makes engaging content

• How to create branded content

• The do’s and don’ts of communicating with your followers

• How to use algorithms to your advantage

It’s a smart idea to start with one platform and invest your time and energy into making it flawless. For businesses that are very visual, like fashion brands, we recommend trying Instagram. With a huge audience, image-focused content, and the chance to easily interact with your followers, it’s the go-to choice for many other retail brands.

5. Put SEO into Practice

SEO is a tried, tested, and trusted method of building your online presence. But how does it work?

Simply put, you’ll use SEO techniques to work with search engine algorithms, helping push your brand’s website up the search results. 

“The first organic result in Google Search has an average click-through rate of 28.5%” according to a study published by Sistrix. “Average CTR falls sharply after position one, the study finds, with the second and third positions having a 15% and 11% click-through rate respectively.” So, you can see why this is important! The higher your climb, the bigger presence you’ll build.

Some SEO techniques to get you started include:

• Adding relevant keywords to your website

• Creating a blog for regularly updated content

• Using internal and external links to build relevancy

• Improving website loading speeds

• Connecting your site to Google My Business

Be aware, too, that search engine algorithms do change. Keep up with the latest SEO industry news to stay on top of the best techniques for your website. 

6. Keep Up the Good Work

Building an online presence isn’t a one-off job. It takes time and persistence to get to where you want to be, and even then you still have to work hard to maintain momentum. 

When setting up your marketing strategy, bear in mind that this is going to be ongoing work. Of course, your strategy will change over time as you learn more about what works and what doesn’t, but you’ll have to keep at it if you want to see continuous results. 

If that sounds overwhelming, look into outsourcing the work to a digital marketing agency. Though costly, the return on investment should ensure it pays for itself, and you’ll be left with the time to focus on the parts of running your business that you love.

Final Words

Strengthening your online presence isn’t always easy work, but it’s well worth it for the results. The bigger your presence, the more profitable your brand! Just remember to build a strategy based on research and if you’re feeling out of your depth, outsource the work to the professionals.

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