For independent retailers, online marketing is an invaluable tool. It helps small businesses compete with larger high-street names and drum up attention without breaking the bank.
Digital marketing and local marketing don’t just tap into an online audience, but can drive foot traffic directly to your shop, turning online leads into in-person customers.
The key to a successful strategy for how to increase footfall? Knowing where to start. Discover the online marketing techniques UK retailers are using to drive in-person traffic and kickstart your marketing campaign with this guide.
Localised SEO for Retailers
Local search engine optimisation (SEO) aims to push your website to the top of the search engine results page (SERP) for relevant, localised queries.
For example, if you own a bookshop in Manchester, you’ll want to be ranking well for terms like ‘bookshop near me’ or ‘where to buy books in Manchester’.
It’s a strategy that puts your shop and brand in front of the people looking for a business exactly like yours. There’s no chasing leads or convincing customers; instead, this is all about being in the right place at the right time.
Alongside standard SEO, make sure you’re optimising for local search with these strategies:
Google Business Profile for Localised Searches
A Google Business Profile (GBP) is a free business tool that’s excellent for independent retailers in the UK.
With a GBP, your business gains prime visibility on essential local search tools like Google Maps and Google Search.
These platforms are often the first stop for nearby shoppers looking for local businesses, making them invaluable for attracting foot traffic in-store.
A GBP doesn’t stop at visibility, either. For existing leads, it ensures they can easily find out more about your business and pinpoint your shop on the high street.
To take full advantage of a GBP, be sure to add:
- Contact information
- Opening hours
- Links to your website
- Social media pages
Images and reviews can also help your profile stand out against competitors.
Local Business Directories
Online business directories are another method of boosting your online visibility and helping your target audience find your shop.
These work similarly to a GBP, with third-party platforms providing users with a space to browse through nearby businesses.
Add your details to nationwide directories, like TripAdvisor and Yelp, to tap into a huge existing audience.
You can also improve your SEO by appearing on community-focused directories. For example, if you are an independent retailer based in Brighton, a platform like The Brighton Spotlight can help you stand out in your community and connect with nearby customers who are ready to engage.
Just remember, when you’re creating local business directories, keep your NAP details (name, address, phone number) consistent and accurate across platforms. Including a link to your website will also help send strong signals to Google and will improve your chances of appearing in local search results.
Geotargeting Keywords
While broad keywords can drive online customers, they might not always target leads looking to shop in person. This is where geotargeting comes in. By using location-specific terms (like ‘jewellers in London’ or ‘bookshop in Manchester’) throughout your marketing strategy, you make it easier for:
- Search engines to identify your location
- Your website to rank for localised searches
- Nearby customers to find your business (both online and in person)
As with all keyword optimisation, the trick is to keep it natural. Look for ways you can seamlessly incorporate localised keywords and terms into your copy, such as on your About Page or by writing localised blog posts.
Localised Link Building
When a website with a high domain authority (DA) adds a link to your website, it signals to search engines like Google that you’re a credible resource. In turn, you might see your own DA increase, pushing your website up the SERPs for a healthy boost to your online visibility.
Link building is a strategy that aims to actively increase your inbound links. To drive foot traffic, focus on gaining links from local publications, like local newspapers and blogs. You might also partner with nearby businesses, promoting one another for mutual SEO gains.
Not only does this method of link building highlight you as a trustworthy source for localised search, but it also increases your reach. The more local sources that mention your business, the better your brand visibility amongst your target audience.
Social Media Marketing
For a cost-effective way of driving foot traffic, consider social media marketing. Platforms like Instagram, Facebook, and TikTok have excellent features for targeting local markets without the need for big budgets or professional teams, making them popular amongst independent retailers.
To reach an audience that’s ready to shop in person, try:
- Use geotags and local hashtags to help nearby customers discover your posts.
- Sharing real-time updates about in-store events, promotions, or product drops to encourage same-day visits.
- Highlighting customer experiences by resharing tagged photos or testimonials, reinforcing a sense of local connection and trust.
- Posting behind-the-scenes content that shows the personality of your shop to build trust and familiarity with your audience.
It’s also a great idea to join community social media pages. On Facebook, for instance, your town might have groups specifically for local news or business updates. By joining these pages and actively posting about your business, you’ll be reaching an audience within walking distance of your shop.
Collect Customer Reviews
89% of consumers read reviews when looking for products or services, making this a key focus amongst businesses. If you want to increase foot traffic, you need to be actively encouraging positive reviews to bolster your online reputation by:
- Following up online orders with an email asking for a review
- Adding a QR code to your receipts that sends customers to your review platforms
- Incentivising reviews by offering a discount or loyalty points
Once you receive a review, make sure you respond. Thanking customers for their feedback and answering questions shows you’re a real, reputable business invested in your community. This could be exactly what you need to tip the scales in your favour when local customers are deciding where to shop.
Geotargeting Paid Advertising
Online marketing has made paid advertising more accessible for a broader range of budgets. You don’t need thousands in your monthly marketing fund to enter the world of ads anymore, with methods like pay-per-click (PPC) and social media advertising popular amongst smaller retailers.
With PPC, for instance, you only pay if a user actually clicks on the ad, giving you a much higher chance of seeing a positive return on investment. You can often adjust your budget, too, with maximum spend for different time periods (such as per day, week, or month).
When using paid ads to drive foot traffic, take advantage of geotargeting features to hone in on leads in your area. Use other filters, like interests and gender, for a super targeted marketing strategy. This kind of precision makes your ad spend work harder, focusing attention where it’s most likely to translate into real-world foot traffic.
Final Thoughts
Getting customers through your door isn’t always about expensive billboards and TV ads. With online marketing, you can create targeted strategies that boost brand visibility amongst your local audience, and all without forking out a fortune.
