In our last blog post we discussed the importance of online presence for the growth of a small business. Here are five practical ways to expand your reach online without breaking the bank.
1. Update Your Google My Business Profile
Why it matters: 46% of all Google searches seek local information (Google). If you're a UK business with a physical address, your Google My Business (GMB) profile is your digital storefront.
Steps to take:
- Claim and verify your GMB listing.
- Add high-quality photos of your products, staff, and store.
- Update opening hours, holiday closures, and contact details.
- Encourage customers to leave reviews (think about incentive's and offers you could give).
Pro Tip: Use keywords like "best [your service] in [your city]" in your GMB description to improve local SEO.
2. Run Hyper-Local Social Media Ads
Why it matters: Social ads let you target customers within a 1-5 mile radius of your store—perfect for driving foot traffic.
Steps to take:
- Facebook/Instagram Ads: Use the "Local Awareness" ad format to promote offers or events.
- Example: A Bristol café could target users within 3 miles with a "20% off breakfast" ad on weekday mornings.
- Use geotags and local hashtags (e.g., #MaidstoneEats, #LeedsShopping).
Budget-Friendly: Start with £2-3/day and track results in Meta Ads Manager.
3. Leverage Email Marketing (Yes, It Still Works!)
Why it matters: Email has an average ROI of £36 for every £1 spent (DMA).
Steps to take:
- Collect emails in-store with a simple sign-up sheet (e.g., "Get 10% off your next purchase").
- Send monthly newsletters with exclusive offers, event invites, or new product alerts.
- Use UK-friendly tools like Mailchimp or Moosend.
GDPR Reminder: Always get explicit consent and include an unsubscribe link.
4. Partner with Local Influencers or Businesses
Why it matters: Influencers are a strong source of social proof for your business as people trust the recommendations of people they "follow" (they're called influencers for a reason!).
Steps to take:
- Collaborate with micro-influencers (1k–10k followers) in your area for shoutouts or reviews.
- Example: A boutique could gift a local fashion blogger an outfit in exchange for Instagram content.
- Cross-promote with neighboring businesses (e.g., a bakery and coffee shop sharing leaflets).
Pro Tip: Use a tool like BuzzSumo to find relevant influencers.
5. Showcase Customer Reviews Everywhere
Why it matters: 72% of UK customers won't take action until they read reviews.
Steps to take:
- Display Google reviews on your website using free widgets.
- Share 5-star testimonials in social posts (with permission).
- Respond to all reviews—good or bad—to show you value feedback.
UK Review Platforms: Google, Trustpilot, Facebook, and industry-specific sites like TripAdvisor.
Final Thoughts
Growing your customer base online doesn’t have to be complicated. Focus on local visibility, community engagement, and customer trust. Start with one or two strategies, measure what works, and scale up.
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