More Australian households are turning to Google and social media for their shopping needs, revolutionising how businesses connect with customers. According to Statista Research a February 2023 survey of Australian shoppers revealed:
- Over 50 percent of respondents start their online shopping journey on Google, using it for product research,
- Less than 15 percent turn to direct retailer websites; and
- Only four percent begin their search on social media platforms.
Despite the modest role of social media as a starting point, Perry Henderson, founder and CEO of Missing Link Social Media, emphasised the growing importance of a strong digital presence across Google and social platforms for businesses aiming to attract and retain customers.
“Shoppers today expect a seamless online experience. They look to Google for answers, new options and reviews and use social media for discovery and trust-building. They also use social media to maintain engagement,” Henderson said.
“If businesses fail to adapt, they risk losing relevance, customers and revenue to competitors who have mastered the online space.”
Henderson notes that neglecting these platforms not only hampers visibility but also damages credibility in an increasingly digital marketplace.
He outlines tips for businesses to win online.
To help businesses thrive in this evolving environment, Henderson shares practical strategies to dominate the digital space.
Master SEO for Google visibility
“Too many businesses are failing to understand the power of having an optimised online presence. It isn’t a dark art, but it is a complicated and rapidly evolving area,” Henderson said.
“Optimise your website with relevant keywords, clear descriptions and fast loading speeds. If you don’t have the capability to do it yourself, find a good firm that does. Speak to other business owners to get their advice as well.
“Everyone has had good experiences and unfortunately some bad. Find out about the good experiences and engage a specialist.”
Claim and maintain your Google My Business profile to enhance local search visibility
“Reviews are the number one thing that online shoppers look for when undertaking purchasing research. Reviews can help you or destroy you. Make sure you are managing online reviews. Respond to people and show the market that you are serious about your business and your brand,” Henderson said.
Leverage Google Ads for targeted campaigns that capture high-intent shoppers
“The cost of Google advertising is increasing by as much as 13 percent year on year. Some sectors are seeing much bigger increases,” Henderson said.
“There are many reasons why Google Ads has become more expensive than before. Some common reasons are a rise in demand, excessive competition, regular changes in the bidding system and a core design aimed at making profits.
“As a result, most businesses are continuing to waste more money. Unless Google advertising is well managed, you may as well be burning your money.”
Create a strategic social media presence
“It is extremely important in the online world to ensure you focus attention in the right place when it comes to promoting your brand to attract more customers,” Henderson said.
“Focus on platforms where your audience is most active. Develop engaging content that highlights your products and builds brand trust. Use social commerce features like Instagram Shops or Facebook Marketplace to streamline sales.”
Use your data and analyse it
“The beauty of online marketing is that it can be analysed. Use tools like Google Analytics to track customer behaviour and refine your marketing strategies,” Henderson said.
“Monitor social media metrics to identify trends and optimise content performance.”
Prioritise mobile optimisation
“Ensure your website is mobile-friendly, as more shoppers are browsing and purchasing on smartphones,” Henderson said.
“Use simple, secure and fast mobile payment solutions to reduce friction in the buying process.”
