Top 5 digital marketing tactics for high street businesses

Introduction

In today’s digital landscape, independent retailers face growing competition, both from larger chains and online-only businesses. To thrive, high street businesses need to leverage digital marketing strategies that increase visibility, engage customers, and drive both foot traffic and online sales. This guide provides five effective digital marketing tactics that are easy to implement and designed specifically for independent retailers.

Tactic 1: Optimize Your Google Business Profile

Why It Matters:  A well-optimised Google Business profile is crucial for local SEO, helping your business appear in local searches and Google Maps. It’s an effective way to attract customers searching for businesses like yours in the area. Oh, and its free.

Actionable Steps:

Claim or Verify Your Profile: Make sure you claim your business listing if it isn’t already. Verify your ownership to gain full control.

Update Information: Ensure your business name, address, phone number, and operating hours are accurate and up-to-date.

Add Photos: Upload high-quality photos of your storefront, products, and any events you host. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.

Encourage Reviews: Ask satisfied customers to leave reviews and respond promptly to feedback to build credibility and trust.

Example:

A local bakery optimized its GB profile by adding photos of its best-selling cakes and asking loyal customers for reviews. As a result, it saw a 30% increase in foot traffic within three months.

Tactic 2: Leverage Social Media for Engagement and Branding

Why It Matters: Social media platforms like Instagram, Facebook, and TikTok are powerful tools for independent retailers to build brand awareness, engage with their audience, and showcase products in a visually appealing way.

Actionable Steps:

Develop a Consistent Posting Schedule: Post regularly to maintain engagement. Mix product photos, customer stories, and behind-the-scenes content.

Utilise Stories and Reels: Use Instagram Stories and Reels for short, engaging content such as daily updates, product demos, or limited-time offers.

Run Contests and Polls: Engage your audience through interactive content like polls or social media contests that encourage user participation.

Engage with Followers: Reply to comments, messages, and reviews to build relationships with your audience and foster brand loyalty.

Example:

A boutique clothing store used Instagram Stories to run a “Style of the Day” feature. Followers voted on their favourite outfits, and the store offered discounts on the winning items, resulting in a spike in both online engagement and in-store sales.

Tactic 3: Implement Email Marketing Campaigns

Why It Matters: Email marketing remains a cost-effective way to keep customers informed, build loyalty, and promote products or events. It’s an essential tool for both driving traffic and encouraging repeat visits.

Actionable Steps:

Build and Segment Your Email List: Collect email addresses through your website, in-store sign-ups, or social media. Segment your list to target different customer groups (e.g., new customers, repeat buyers).

Create Engaging Campaigns: Design compelling email campaigns with newsletters, exclusive discounts, and product launches. Use visuals and clear calls-to-action to increase click-through rates.

Analyse Performance: Monitor open and click-through rates to identify which campaigns are successful and refine your strategy accordingly.

Example:

A gift shop launched a monthly email newsletter offering sneak peeks of new products and special discounts. The campaign improved customer retention rates by 20% as regular customers looked forward to exclusive offers.

Tactic 4: Invest in Local SEO and Content Marketing

Why It Matters: Local SEO helps your business rank higher in local searches, driving online traffic and in-person visits. Content marketing, like blogs or guides, adds value to your site and positions your brand as an expert in your niche.

Actionable Steps:

Research Local Keywords: Identify and use local keywords that match your business (e.g., “best coffee shop in York”). Incorporate these into your website and blog posts.

Create Valuable Content: Write blog posts or create videos that provide useful information to your audience, such as “5 Ways to Style This Season’s Trends” or “Local Gift Guide for the Holidays.”

Build Backlinks: Collaborate with local influencers or bloggers to create content that links back to your site, improving your SEO ranking.

Example:

A high street bookstore started a blog featuring book reviews and interviews with local authors. This content boosted their website traffic and helped them rank higher for search terms like “bookstore in York.”

Tactic 5: Use Paid Advertising (PPC and Social Ads) Strategically

Why It Matters:  Paid advertising, such as Google Ads or Facebook Ads, can be a quick and effective way to drive targeted traffic to your store or website. For independent retailers, small and well-targeted campaigns can yield high returns without breaking the budget.

Actionable Steps:

Set Up Local PPC Campaigns: Use Google Ads to target local customers searching for specific products or services (e.g., “handmade jewellery York”).

Leverage Social Media Ads: Run Facebook or Instagram ads promoting seasonal discounts, new collections, or in-store events.

Monitor Campaign Performance: Track the effectiveness of your campaigns through metrics such as click-through rates and conversion rates, adjusting your strategy to maximise ROI.

Example:

An independent furniture store launched a Facebook ad campaign promoting a “Summer Sale Event.” By targeting local demographics, the store saw a 40% increase in foot traffic and a significant boost in weekend sales.

Conclusion

These digital marketing tactics provide independent retailers with practical tools to enhance their online visibility, engage customers, and drive sales both online and in-store. Implementing even one of these tactics can lead to measurable improvements and combining them can create a comprehensive digital strategy.

To further explore how digital marketing can transform your business, try GrowthBox’s diagnostic tool. It offers personalized guidance to identify your marketing challenges and opportunities.

Back to all blog posts