How Retailers Can Build a Strong Online Presence in 2024
From new social media platforms appearing every quarter to the ever-changing consumer behaviors - maintaining a strong online presence is not an easy task.
At the end of the day, the goal is to become impossible to ignore by your target audience, right?
The essence of all digital marketing efforts is to be the first option that comes to mind when your target audience thinks of a specific product or service they might need.
Will it be your business that they think of first?
What if you haven’t captured their attention yet? Will you be their first choice when they begin their research journey as 81% of consumers are reported to do?
In this post we will focus on 3 key areas you should always keep an eye on regardless of trends – your Google Business Profile, social media and your website.
Let’s dive in!
Optimize Your Google Business Profile (GBP)
We are starting this post with Google Business Profile for a reason.
GBP plays a crucial role in how your business is found on Google Search and Maps. Ideally your business appears in the coveted top 3 results on both search and maps – here are a few things you should be doing if you aren’t already.
#1 Respond to Reviews
Before we begin, it’s important to keep in mind that Google does not publish a guideline detailing exactly what businesses must do to appear in the coveted top 3 search results.
This means that Google’s algorithm will always remain their secret sauce.
But what you should most definitely pay attention to is everything listed on this page, this is a list of areas on your GBP that Google is strongly advising you to pay attention to, and responding to reviews happens to be on this list.
Responding to reviews is not only an opportunity to show who you are as a brand but it is also reassuring for future customers that you are capable of handling both positive and negative feedback.
We know responding to positive reviews is not the hard part, and the challenging part is writing a response to a negative review.
We’ve got you covered with this post: 7 Ways to Handle Negative Reviews With Grace.
Using a tool that allows you to manage everything in one place makes this task a little easier too, instead of always relying on logging in to your GBP to answer reviews you can keep an eye on everything right from your Ikeono portal.
Ideally you are responding to reviews in a timely manner which is why having a communication tool that allows you to handle multiple channels in one place makes it much easier.
In the Ikeono portal you can send out reviews, respond to reviews and track your efforts.
#2 Encourage Customers to Leave Reviews With Images
Using a text message based system for review requests gives you more control over how you ask for reviews.
Instead of asking for reviews at check out or maybe just hoping that the service was good enough that customers are enticed to leave a review, you can have full control over when and how you ask for the review via text message.
Review requests can be automated and sent within a specific timeframe post purchase. You can customize the review request message and ask customers to add any pictures they might have taken while shopping.
Adding photos is among the list of recommendations we have from Google to improve ranking.
PRO TIP: Add your own photos too! Think of that person that has never visited your store, a picture of the storefront, your service area, or what the parking situation might look like can all become contributing factors that entice customers to visit your store.
#3 Add Your Services to GBP
A good rule of thumb to follow is that if there's a specific section provided on your Google Business Profile for a certain aspect of your business, it means Google wants you to fill it out and that it will play a role in the algorithm (big or small).
Adding your services can increase visibility and help you rank better.
Listing your services using specific words that potential customers might use to search for services that your business offers will increase the likelihood of them finding your business.
Google's algorithm prioritizes businesses that provide comprehensive and accurate information, so including your services can significantly boost your profile's visibility.
And even more importantly, you’ll avoid answering redundant questions and attract more qualified leads.
Leverage Social Media
We started off this post with covering the Google Business Profiles for good reason, search engines still dominate how consumers find businesses online.
But we can’t disregard social media as consumer habits are changing and 31% of consumers turn to social media for answers to their questions.
Social media is not only a marketing tool, but it is a place where consumers can shop, get to know your brand’s personality and values, and most importantly find the answers to questions they have before they inevitably make a purchase from you.
#1 Choose the Social Media Channels Right for You
Most retailers know that social media is important but it can become overwhelming.
It feels like there’s always a new place to create an online presence and most businesses will know that creating a content strategy is time-consuming, so what should you do
While the advice of being an early adopter to new social media platforms is not bad advice, it’s best to spend your time on platforms that your target audience are already using.
We advise picking 1-3 social media platforms and sticking to them – don’t get distracted by trends.
Social media is a powerful tool because it is already so integrated in people’s lives that they now expect to find you in specific places.
Did you know that consumers aged 18 to 44 prefer social media for discovering products?
That Google search we are all too familiar with ‘bike shop Rhode Island’ is now done on social media platforms because consumers want to get to know your business as they learn about the products you sell.
#2 Consistency Always Wins
Staying consistent is the most difficult part of social media management but it is the most important.
Why is consistency so important?
It shows commitment.
Consistently posting on social media shows that you value your audience and want to engage with them.
Ideally the content you are posting is informative, entertaining and adds value. A consistent effort will build trust and credibility over time.
The average person spends over 2 hours per day on social media, and if you have been consistently appearing on your audience’s feed then there’s a familiarity with your brand that wouldn’t be there otherwise.
When your audience is ready to buy, all that effort in building trust in your brand will pay off.
#3 Engage in the Comments and DMs
The beauty of social media is its ability to give you the chance to interact one-on-one with your audience.
Through comments and direct message (DM) you are able to interact with your audience and even eventually bring that conversation to fruition.
With a tool like Ikeono inbox you can manage Facebook messages, web chats and text messaging all in one place, which makes it easier to manage response times.
At Ikeono, we have heard too many stories from our customers about missed opportunities resulting from not responding to inquiries via Facebook chat.
And on the other hand we were able to have a conversation about the exact opposite scenario with the team at BikeSource Charlotte.
Your Most Powerful Tool: Your Website
Remember, your website is your most valuable online presence.
Why? Because unlike your Google Business Profile and social media applications, it is self-controlled.
It is the place on the internet where you have the freedom to strategize your content exactly to what suits your business.
Let's dive into a few key aspects of website optimization that will help you maximize your online presence and effectively connect with leads and customers.
#1 Build a Mobile-First Website
Not only is the topic of mobile-optimization important for user experience and e-commerce, but it also affects search engine optimization (SEO).
We will focus on local SEO in the next section, however it is important to note that it is not only consumer behavior that is putting importance on a mobile-first approach, it’s also Google.
In simple terms what this means is that when Google audits your website to determine whether you are the right result to show when someone is googling a term such as ‘e-bikes near me’, it will actually look at the mobile version of your website before looking at the desktop version.
Is your website optimized for mobile? Is it easy to navigate? Are buttons easy to click on mobile? Are they too close to each other? Is your font color too similar to the background color making it difficult to read?
There’s a slew of factors that contribute to whether or not your website is mobile friendly.
According to HubSport’s State of Marketing Report, 80% of Gen Z, 62% of Millennials, 66% of Gen X primarily use mobile search. In 2024, the oldest Gen Zer is now 27 years old, they are a category of consumers that should be taken seriously and businesses need to adapt to their preferences.
Not only have we seen a shift in consumer behavior over the last 10 years, a shift from search engines in the last 4 years, but there’s a generational aspect to consider as well.
Wondering about the best way to communicate with these generations? Don’t worry, we’ve got you covered with this post.
#2 Interact via Webchat
The reality of 2024 is that consumers are now expecting options when it comes to reaching out to businesses. Gone are the days where phone calls sufficed, even email feels a bit too slow.
It’s no surprise that 60% of consumers prefer messaging over email or phone calls. Think about how limiting social media apps would feel for a consumer if there were no options to directly message the business.
You create a post about a new product, or create an educational post that might lead to more questions – how likely is it that they would take a follow up action outside of the application?
This is why the DM functionality on social media apps is so important and why Instagram and Facebook have evolved to become a place where consumers can shop without leaving the app.
The idea is to remove any friction points and give the consumer the easiest way to ask questions and shop.
Using a tool like Ikeono’s web chat not only allows you to add chat functionality to your own website but it does so with a twist. Unlike other web chat tools, Ikeono has a web to text chat functionality.
What does that mean?
Someone browsing your website can ask their question by entering their full name and phone number, the benefit?
#3 Focus on Local SEO
The internet can feel like a large place for businesses to compete for search engine optimization (SEO).
Yes, every business wants to be on the first page of Google, especially in the coveted top-3 search results that appear in their own dedicated section on search and maps.
Luckily, for businesses with a physical storefront, you have an opportunity that e-commerce only businesses don’t have, you can rely on local SEO.
Did you know that 46% of searches on Google have local intent?
This means that whether someone is looking for a helmet or looking to service their watch, you as a local business with a physical address near that person doing the search have priority.
We often focus on Google but there are multiple factors that contribute to local SEO strength, so don’t forget to:
Make sure you list your business on Apple Business Connect, it’s important to keep NAP consistency in mind, for more information check out this post.
Don’t forget about other search engines such as Bing, NAP consistency still applies.
If you have already setup your Google Business Profile, setting up your business on Bing will be a breeze.
Set up your Facebook Business page and grow your presence with reviews and posts.
Harnessing the power of local SEO can significantly boost visibility within your community and drive foot traffic not only to your website but to your physical store as well.
Ready to strategize for 2024?
Building a strong online presence will require a multifaceted approach that encompasses social media, a well-crafted website, and an optimized Google Business profile.
Together, all the elements we covered in this post will create a cohesive online identity that will create trust and retain customers and ultimately help you grow your business.