Digital Marketing Advice for Small to Mid-Size Retailers

It seems like the classical forms of advertising – television, radio, and newspaper – has taken a back seat last year to digital media.

Since late November (2017), very little money was spent on traditional methods of marketing and instead retail giants like Sears, for instance, focused their advertising efforts towards digital media outlets.

As big retailers are seeing increased ROI’s through online marketing methods, there has been a shift to building brand presence and figuring out marketing tactics that work on the internet.

The great news for small and mid-size retailers is that they can do just as good as the big boys and that too by spending less money than they would if they used traditional media channels.

Below are 3 pieces of advice on how to best market your goods or services online if you are a mid to small store owner struggling to survive or just want to increase your mode of operations and expand your business fronts for much cheaper than opening another offline shop or advertising on TV.

Open an Online Store

If you have a website, consider offering an online store that people in your country or around the world, depending on your shipping policies, can order from.

A brick and mortar store is limited to doing business within the locality it is situated in. However, the internet is open to the entire world and your shop can be too.

Even if you do not have a website, you can still sell your products on Amazon, eBay, or Etsy as a third-party retailer. Not only will this increase your reach and profit margin but brand awareness as well.


Along with having an online shop, blogging is a great way to bring more customers into your business funnel.
People love receiving informative information through a quick and easy online search. Having a blog on your site is an effective marketing method that provides free information to current customers and so helps to cement their loyalty to you and your brand. Plus, if done properly, you will also gain a whole new set of customers as well.

Use Social Media

It is no mystery that almost everyone online these days has a social media account of some type or other, which is great for retailers engaged in digital marketing as such platforms make it very easy to target specific demographics and interests.

The key to advertising on social media is to first find out which venue your target audience (potential customers) is using and create, build, and expand your presence there.
For instance, if you find that there are a number of groups on Twitter that show a common interest towards your specific product or service then it would make sense to have a Twitter account and reach out to those groups there.

The same can be done on Facebook, Instagram, Pinterest, and a whole slew of other social media platforms.

Improving Your Digital Marketing Strategy Today

With the advent of the Internet and social media, traditional marketing strategies continue to evolve each year. Whether you are a new brand on the scene or trying to build an existing company you manage, improving your digital marketing strategy is a key factor in determining the amount of success you are capable of achieving.

Implement A/B Testing More Often When Using Social Media to Market

A/B testing is not a new technique but is often thought of as a tool utilized when placing advertisements on websites and blogs. However, A/B testing is also vital when running social media campaigns on networks such as Facebook, Twitter, and even Instagram. With the right analytic tools and various advertisements sharing the same message, learn more about what your followers and customers are truly seeking from your company and the goods or products you offer.

Avoid Dismissing Email Marketing Opportunities

While social media marketing has taken the advertising industry by storm, it is important to avoid dismissing email marketing campaigns. In many cases, email marketing shows more interaction, engagement, and ultimately, conversions to sales. Using an email marketing campaign manager is ideal to keep track of what works for your audience and demographic and what falls flat.

Research Third Party Advertising Platforms to Expand Your Reach Online

Although there are plenty of large advertising companies waiting to take your money, there are also thousands of third-party alternatives available for smaller companies, start-ups, and those seeking additional outlets when showcasing products and services. Using a third-party advertising website to host and promote your advertisements is a way for you to better gauge what works and which audiences are reacting best to your promotions and ads altogether.

Implementing a few tips and tricks while staying on top of current technological changes and advances is essential for any type of entrepreneur who is looking to stand out from the crowd, regardless of the market you are working in or represent.

Conversion Rate Success is Rare

Hubspot released some statistics that most start-ups won’t find surprising. Of the businesses surveyed, only 22% were satisfied with their conversion rates. When developing a digital marketing strategy there are many pieces that can easily be overlooked which will result in low conversions. Matei Gavril, a creative marketing manager, recently outlined some areas where start-ups and other organizations should focus when they attempt to strengthen their digital marketing strategy. Some of the ideas aren’t new but a few stand out.

A digital marketing plan is almost as important as a start-up’s service or product. As such, a business needs to develop their marketing plan early on and dovetail that plan to the business’ overall growth plan and mission. Gavril also suggests hiring the people you need before you need them. In other words, build up a team or find a skilled individual who is capable of providing digital content, tracking conversions and analyzing metrics. Hubspot’s statistics showed that less than half of all marketers surveyed said “they were able to measure their social activities.” Start-ups should find and hire people who can do the job. Without accurate measures of investment returns, a digital marketing strategy can become a loss rather than a gain.

Another insight that is rarely discussed is the need to focus on one concern. Digital marketing encompasses a wide range of areas, including shifting demographics, multiple platforms, various ad payment options and that’s only a few of the pieces needed for successful marketing campaigns. The options are overwhelming. Gavril suggests sticking to one aspect at a time and doing it well. If you know your industry appeals to a certain demographic then spend your time researching that demographic and establishing a niche. Focus on building that campaign, monitoring its effectiveness and nurturing conversion rates before moving on.

Labels and Love: Product Packaging That Makes Our Heart Go THUD!

We all know never to judge a book by its cover, but you have to admit, the books with the eye-catching covers always make their way into your hand, opposite your pumpkin spice latte during your unfamiliar brisk weather stroll through Barnes & Noble. So what if we are attracted to mentally stimulating objects, people, and places? Well for starters it means that smart marketers will look to lure us with visually striking design that appeals to our very heart strings.


It’s no secret that we all like to be paired with good-looking partners and likewise, wear good looking clothing but we can use other ways of assigning value to the like. For instance, its also important to have a partner that is funny, caring, and gainfully employed. This means that looks are acceptable at sub-par levels if made up for in other areas. Clothing that is high in cost assigns a higher value to what could ultimately be described as rags. When we begin to explore things like food, beauty products, and electronics or anything else that is seemingly one dimensional and/or finite in its nature, we have been conditioned to think that what we see is what we get. In this situation, there are no other attributes to these items that make them valuable to us. So its best to love, and not just like, what we see. Marketers are hamming this up and rightfully so.


Think back to the last time you purchased a new brand of shampoo without prior suggestion by anyone. Just on the spot, spur of the moment- what was the first thing you looked for as you scanned the overwhelming selection? Was it color? Size or bottle shape? I can assure you with astounding certainty that you weren’t looking for “volumizing” before your eyes were drawn to a particular visual identifier.


With advances in digital marketing techniques, the market for product and graphic design will continue to grow even faster to accommodate both digital and in-person marketing needs. With millennials making up larger portions of the consumer market and their choices being based on price and digital footprint, original design geared towards individuality is all dolled up and making for a deep consumer love affair.