5 Powerful & Effective Tips for Small Business Retail Marketing in 2018

Chris Richardson
Guest Contributor

Digital marketing is a challenging sphere for many retailers, but by getting strategies right and consistently taking strong, proactive steps and making good decision, retailers can discover their stores are generating more sales and shopper goodwill than ever imagined.

One thing is clear – the world’s suddenly becoming a digitalized environment in which most of its objects (and living things) are quickly becoming connected to the World Wide Web.

As a business person, you should quickly assess the following aspect: If people become more and more accustomed to technology and to the digital environment and lifestyle, they’ll quickly change the way they live their lives.

When you stop paying cash because you find it easier to click a button, you’ll likely keep clicking that button over and over again. That’s what’s happening today, especially with older generations. The younger generations – millennials and Gen Z – are “digital natives” and therefore don’t have to make an effort to adapt to the current technological shifts. Many children and teenagers are already accustomed to most of the prominent shifts in the history such as the smart gadgets, the Internet, the growth and influence of social media, and the cryptocurrency boom.

Considering 1.66 billion individuals worldwide actively purchase products and services online, you should quickly start pointing your attention to the current state of the marketplace you’re in.

Improving the performance of your small business is surely not going to be easy. It doesn’t matter. Every business starts with the same chances, and the best win due to their great branding, marketing, and selling strategies.

In today’s post, I’ll give you five powerful and practical tips that should help you better market your retail business in 2018.

1.    Understand Your Audience Better than Your Competitors

Excellent performance in selling begins with proper research. Simply put, the better you know your business, products, and most importantly, your target audience, the better you’ll perform in the long-run.

Every retail store, whether it’s offline or online, must define the customers who are most likely to be interested in purchasing its products and services.

All your content, ads, strategies, ideas, and actions should be directed toward the specific target audience you’re targeting. Know your target persona first, and then the “game” becomes half easy.

2.    Dare to be Different

This subheading’s title speaks for itself. Dare to be different, no matter the niche, circumstances, budget, strategy, or excuses you have, and you’ll be appreciated.

The greatest brands endear themselves to customers primarily because they do a totally different job with their branding. Every single major brand has a unique value proposition that sets them apart from the crowd. They are not like their competitors, and that’s exactly why people buy from them!

Related: 4 Ways You Can Set Your Retail Brand Apart From the Competition

3.    Offer an Amazing Customer Experience

Make your shoppers feel at home whenever they come and visit your store. If you sell offline, you can take care of the interior design by investing just a few bucks for some simple touches. But that’s not all. You should also ensure the customer actually has everything they need in your store – a bathroom, a customer representative, a pleasurable environment, etc.

If your store’s online, you need to ensure the design of your platform is not tiring, clogged, or spammy. Focus on simplicity and ensure your users can access all the links, all the products, and all of the pages from your website. Your site should also load fast and shouldn’t give your users any trouble. Everybody hates missing pages and loading errors, so ensure you never permit such happenings!

How is this related to marketing? First of all, marketing is the art of capturing attention. You could do that well, but if the customer experience (CX) is poor, your overall accomplishments and performance will never reach their peaks.

Related: Power Your CX with EX

4.    Leverage Social Media Marketing

As Daniel Watson, Marketing Manager at Essay Geeks brilliantly suggests, “Spend time where your customers spend time. Show them what they need, want, and crave for, and you’ll be their best friend forever.”

Social media channels are your best shot at capturing the attention of your specific target audience. Because you’re getting plenty of options to attract only the right people, you can always spend your budget wisely.

For example, you can get organic traffic through social media by posting relevant content that resonates with a specific group of individuals. Niche down your topics and post out-of-the-box content that truly addresses problems/solutions.

Once you make a good impression on social media, more people will start following you back to your site. They’ll be looking with interest at your products because the content you distributed on social networks is relevant, helpful, and accessible.

Related: Boosting In-Store Sales with Social Media

5.    Analyze, Measure, Optimize, and Scale

When you run a business, you’d better stay focused on the aspects that are pressing now, on the actions you must take now, and on the statistics that are generated now.

Don’t fall behind, and don’t spend too much time wondering what you did wrong. Instead, you should become familiar with different digital analytics tools. Choose them in accordance with your present needs.

Whether you perform a content marketing campaign, a social media paid advertising campaign, or an SEO marketing campaign, you should consistently analyze the results you’re getting.

Then, analyze your results and ask yourself good questions:

  • Why is this page less visited than others?
  • Why do these types of media content perform less than others?
  • How come I got a 150 percent increase in conversions? What did I do, and what is the action I should replicate to get the same results?

Figure out the causes that led to good and bad shopper feedback and results. If you want to repeat the good results, repeat the actions. To avoid repeating poor results, you should avoid the mistakes you identified to be the causal factors.

Related: Retail Analytics 101


Digital marketing is a challenging sphere for most of today’s small entrepreneurs, brick-and-mortar retailers, and other groups of individuals who are not yet familiar with the true power of online marketing.

Get your strategy right, start taking good actions and making good decisions on a consistent basis, and you’ll soon discover that your retail store is generating more than you ever imagined!

About the writer: Chris Richardson is a journalist, editor, and a blogger. He loves to write, learn new things, and meet new outgoing people. Chris is also fond of traveling, sports, and playing the guitar. Follow him on Google+.

Join the #retail, #inspiringretail and #SmartStore conversations on Twitter @RetailNext, as well as at www.facebook.com/retailnext.