Drive local sales for your business

by admin | Jan 28, 2021 | Article, Educational, Marketing

DRIVE LOCAL SALES FOR YOUR BUSINESS

approx 8 minute read

From ethics to aesthetics, shopping local comes with a bounty of benefits. Local restrictions, working from home and a growing preference for digital transactions have catapulted our shift to online shopping. In some instances, this has made it really difficult for small business owners to compete. Luckily, shopping local has also come to the forefront of our minds and hearts. With nationwide campaigns and local initiatives calling consumers to keep it in the community, hope remains strong for shopping small and shopping local. As the owner or leader of a local business, how can you sell more to your local audience? Focus on these 3 areas right now to help drive local sales as a business owner.

Sell more locally by looking the part

With 63% of shopping occasions beginning online, it’s not enough to simply be local anymore. Even in instances where your customers buy in-store, they will have, more often than not, researched the purchase online first. Take these simple steps to make sure you’re present and found, no matter where they are looking.

A website for your local business

Create your own online storefront with a website that represents your business and offering. This doesn’t necessarily require e-commerce functionality. We’ll discuss alternatives to selling on your website next month, but step 1 is to get that presence.

Build authenticity and credibility with a website that looks and feels as much like your offline experience as possible. Invest time and effort into making sure your imagery feels like your store, and your content sounds like your voice behind the counter.

How can you emulate this interaction and close relationship online? Ask us to help you create an online presence for your business that will have your customers feeling at home.

Remember to keep your ear to the ground for local and national initiatives like the Digital High Street Fund that offer financial support to businesses building their online presence and functionality.

SEO and PPC to drive local sales

You’ve built a beautiful website. It looks and feels more like the real thing than you would have ever dreamed! Your customers who go direct (type your web address into the url bar) are loving it! How can you grow, though? On the high-street, passers-by see your shop window. Online, you need to be found on Search Engine Result pages.

SEO and PPC can gain presence on the results page of your potential customers’ Google searches for you. Feel free to watch some of our free SEO webinars to learn more!

SEO is all about methodically and intentionally implementing best practices according to Google’s ever-growing algorithm to build its trust and authority in your website. That way, they’ll rank your site more preferably in relevant searches. Read more about SEO for small businesses and how you can do more to grow your online presence in this article.

PPC is like SEO’s cousin, they’re related, but pretty different. It stands for pay-per-click. A really popular method of PPC marketing is Google Adwords. You bid on search terms where you want your website to appear in the ads section of the results (usually the first 3 results on the page with a small ‘ad’ beside them). Use PPC to get your website present among the search results relevant to your offering quickly. Beware that because of the bidding nature of this, PPC ads tend to increase in cost year-on-year as you, and your competitors, out-bid one another.

Chat to us about SEO & PPC to get ranking for local search terms!

Google my business

This free tool is invaluable to your business when trying to sell to local audiences. Once Google identifies that you offer the service or product being searched for in a consumer’s local area, you’ll appear right up near the top of search results in that Google business section. Keep your account accurate and up-to-date with frequent improvements, to build and maintain this trust. Get your customers to leave reviews and make sure you’re publishing posts and engaging with questions to have an elevated presence in the search engine results page, all for free!

Social media; strategy, content, shop on social

We mentioned above that the majority of shopping occasions now begin online. Consumers check social media to get a feel for a business, see their product and understand their brand and values. Create a consistent posting schedule to show you’re open and active. Plan your posts in advance to improve the flow of your feed and continuity of design and themes across your marketing. Join Facebook or LinkedIn groups for your community and engage with the other members to meet more of your local consumers, all whilst growing your share of voice.

Plugins like Facebook for Woo-commerce can enable you to take your online offering to platforms like Facebook and Instagram too. We’ll chat more about this next month!

Shop local social media tip; Create a series in which you shout-out local businesses on a weekly basis, share news local to your area or run a competition to get everyone involved!

Get your local community talking about your business

Whether it’s a chat with the postman or dropping by the neighbouring businesses, in-person, you are always networking with your local community. Getting involved with your local BID or networking group is a fantastic way for small business owners to spread their reach. That’s no different when trying to sell more online, especially when trying to sell online to local audiences. Make sure you’re doing something to grow activity in the 3 areas below in order to get your business in front of your local community online.

Online directories and support sites

Directories are a valuable platform to reach local consumers. Make sure you’re featured and your details are all up-to-date and accurate across online directories for your area. Support Sites are one example of combining a directory of businesses with a networking platform and support community. From Breda in the Netherlands to Cuyahoga Falls in Ohio, Dublin to Exeter, Birmingham to Liverpool and back to Wealden, Nettl studios have created Support sites across the globe to drive local business in their local areas. Make sure your business is listed on your local Support Site.

Guest blog and ask for referrals

Even more importantly than simply adding your listing to directories, ensure you’re really getting involved with initiatives, like your local Support Site, and other community-based events like small business Saturday.

Share advice around how your product or service can benefit local consumers.
Ask your local networking group to share your blogs or feature your advice in their newsletter.
Create a guest blog for other local businesses to feature on their site where the partnership will benefit both of your customer bases.
Ask for support and referrals from your customers and neighbouring businesses.

The beauty of cultivating an appreciation for local commerce is that you all have a huge common interest, more often than not you have many mutual contacts, and each have a common goal of making your local community better than it otherwise would be. A shift online, when embraced correctly, can amplify this even more.

GMB reviews

Have you created your free Google my Business account yet? Go do that, now! Then, maintain and update it. This online version of your local storefront, featured high in Google search results, is a really impressive tool. Ensure you’re asking customers to leave reviews; this builds an online reputation and brand image that potential customers can explore when they’re deciding whether or not to do business with you. Having up-to-date, positive reviews, and plenty of them, also shows Google you’re a trustworthy and credible business (or err… website) and will help improve the trust they place in your site and, with that, the position they rank you in relevant searches.

Blend your approach to reach audiences near and far

There may be fewer people in your local area, or perhaps you’ve had to close your bricks-and-mortar business. That means you need to work twice as hard to get out there and reach your local consumers, both existing and new.

Reach out to local consumers

Remember to blend progression with tradition. Sending a card to a client or a pamphlet to a prospect can seriously bolster the impression you make. Interactions with direct mail have increased 11% versus the same time last year and door drops 15%. When you’re planning to connect with your clients, remember print makes us feel. This offers a huge opportunity for you to reach your customers when they’re not strolling your street.

Make an impact by teaming up with us to design and produce printed vouchers or gift guides to mail or drop to local residential areas. The brand awareness you would reap from creating a beautiful piece of marketing and sharing it with homes across your local community is immeasurable. However, include a QR code linking to your website on there, to help track the clicks and conversions.

Remember to make your marketing compelling! Brainstorm ideas with us that will hit your local community in the feels.

Make use of your space

This year has seen you having to open, and close, and create a covid-secure environment to open again, and then close again. One thing that’s not changed throughout is the valuable piece of real estate you call your shop front. Particularly for anyone in a street-facing store (please, I beg you) make sure you have some intriguing, fun and interactive signage on your shopfront and across your windows. Even when you are open, your shopfront is your next potential customer’s very first impression of your business, make sure it’s a great one!

In conclusion, shopping local and supporting your community has never been more important, nor has it ever been more topical. There are many things you can do and support you can avail of in order to make an impression on your local audiences and to sell more to local consumers online. When you are ready to start selling more to your local community, reach out to us to help you get started.

Build local presence

I’ve had an idea

by josiet | Feb 12, 2020 | Article

Starting out …

So you have had a brilliant idea for a business, you’ve done the research and found there is a market and decided this is something you really want to do.

You then need to decide on what format your business will take and consider other matters such as accounting, staffing, location and licences – look at the advice on www.gov.uk/set-up-business and more general advice on www.gov.uk/business-support-helpline.

Still want to start your business?

What is the next thing to think about?

- Name
  Come up with a long list of possible names. To help you shortlist, do internet searches for each possibility and see if there is someone else with the same name and check Companies House and see if the name is registered. Also check on web domain companies to see if the name is used in a domain already. Once you’ve crossed off the impossibles, you can then look again at your possibles.
  Double check the internet for reviews with the same name – a list of ghastly reviews for a something anywhere with the same name could be a turn off for potential customers.

- What’s in a name?
  It’s really good to have a story behind your name – it doesn’t have to have anything at all to do with the type business, it could be the name of your first pet, or a word based on a favourite quotation, or anything that actually means something to you. You can always add an explanation to the name such as Rex Computer Services. A bit of research around the subject of your business is good – the history behind it, any notable names linked to it, any images that immediately crop up when you do internet searches.

- Branding and identity
  Your name becomes your brand. The story behind the name can help with the identity of your brand. If you’ve named Rex Computer services after your first dog, the dog could become your brand identity.

- Website
  A website that can be viewed on a mobile, tablet and desktop not only helps potential customers to firstly find out about your business, but also adds legitimacy to your business and helps to reinforce your brand and identity.

- Social media
  Many people will immediately search on social media for your business to look for reviews, more information and to find out a bit about you personally. If you don’t have time to spend on regular updates, there are lots of companies out there that can do this for you. A simple Facebook page, Twitter account and linkedIn profile with your company name, details, branding and identity is a good starting point. Remember not to use these solely as a selling platform – mix in personal posts and photos so potential customers get to know you – and interact with other accounts.

- Business cards and promotional literature
  When you are starting out you need to get the word out there as many ways as possible. Always have business cards with you – you’ll be really keen to talk about your business so make sure you hand over a card to everyone you speak to about it. Even if they are not interested in using your services, they may well know someone who is. Leaflets, brochures and other promotional literature are good for direct mail campaigns, instantly handing over more information at face to face meetings, and great to leave in suitable venues for passing potential customers.

- Stationery
  It may seem old fashioned to have printed letterheads, but sometimes you do need to provide your registered company address and other details on a business letterhead. It is also a good introduction to other local business to send an individual letter on your new letterhead. Remember, the more often your brand and identity is seen, the more likely it is that a potential customer will start to recognise it and remember you and your business.

- Advertising and signage
  There are lots of different ways to advertise yourself. Posters, banners, signage if you have a shop front, magazine adverts, newspaper articles. If you have a company vehicle or van, it is a large, free advertising hoarding – get vehicle signage. Spread the word, shout about what you do and get yourself noticed.

So, how can we help you?

We can help with name ideas, branding, identity, promotion, print, signage and websites. We can also suggest some experts to help with social media and marketing.

Have a look at our branding website, By Jimbo! to see some examples of Jim’s work. We have created some great affordable starter websites and of course we specialise in design and print. We won’t persuade you to go full steam ahead with a load of printing that may not suit you at the present moment – we want your business to flourish so we will give you honest advice. We don’t profess to be experts in all aspects of starting a business but we’ve seen a lot of start-ups come through our doors over the past 16 years and we’re good at what we do.

Talk to us when you feel you’re ready to go – we actually love helping to come up with names too, so if you’re struggling, have a word!