Digital Marketing Tips For Local And Small Businesses

2024-09-09

Local and small businesses face the challenge of not only competing with larger companies but also staying relevant in an increasingly digital world. Gone are the days when local advertising was restricted to flyers, newspaper ads, and word-of-mouth. The rise of the internet has levelled the playing field in many ways, offering even the smallest business the opportunity to attract and engage customers online.

To succeed in this environment, local and small businesses need to adopt digital marketing strategies that are tailored to their unique strengths and customer base. From building an online presence to leveraging local SEO, these tips will help local businesses tap into the power of digital marketing.

1. Establish a Strong Online Presence

For any small business today, having a website is no longer optional—it’s essential. According to a report by GoDaddy, 88% of small business owners with a website believe it has improved their visibility and credibility (GoDaddy, 2023). But simply having a website isn’t enough. You need a well-designed, user-friendly, and mobile-responsive site to engage potential customers. Research shows that 60% of consumers are unlikely to return to a website that isn’t mobile-friendly (Statista, 2024). This is particularly important for local businesses, as a large portion of local searches are conducted on mobile devices.

Your website should include:

• Clear contact information, including your address and phone number
• An ‘About Us’ page that showcases your business’s story
• Engaging product or service pages with high-quality images
• A blog or news section to regularly update with fresh, relevant content

Moreover, setting up a Google My Business (GMB) profile is critical. GMB allows local businesses to show up in local search results and Google Maps, and it’s often the first impression potential customers have of your business. According to Google, businesses that appear on GMB are twice as likely to be considered reputable by consumers (Google, 2023).

2. Leverage Local SEO

Search Engine Optimisation (SEO) is not just for large corporations. Local SEO is a powerful tool for small businesses looking to attract nearby customers. Google has become smarter in understanding the user’s intent, and it now gives significant importance to location-based searches. For instance, if a customer searches for “best coffee shops near me,” Google will prioritise businesses within their vicinity.

To optimise for local SEO, consider the following:

• Local Keywords: Focus on incorporating location-specific keywords on your website, such as “best bakery in South Wales” or “plumber in Newport.”
• NAP Consistency: Ensure that your Name, Address, and Phone number (NAP) are consistent across your website, social media profiles, and online directories.
• Local Citations: Listing your business on local online directories such as Yelp, TripAdvisor, or local business chambers helps boost your local SEO rankings.

Anecdotal evidence supports this strategy. A small bakery in Brighton found that by targeting location-specific keywords like "Cardiff’s best artisan bakery," they improved their search rankings and foot traffic by 30% within six months (SEO Journal, 2023).

3. Use Social Media to Engage and Build Relationships

Social media is a powerful tool for small businesses to engage directly with their community. Platforms like Facebook, Instagram, and Twitter allow businesses to showcase their products, engage with customers, and promote special offers. More importantly, social media helps to build relationships with your audience by encouraging conversations, feedback, and customer-generated content.

• Facebook and Instagram: These are ideal for visual content like product photos, videos, and behind-the-scenes glimpses of your business. Local businesses can also use Facebook ads to target specific geographic areas.
• Twitter: Great for quick updates, customer interaction, and staying involved in local conversations.
• TikTok: Emerging as a powerful platform, particularly for small businesses with a younger audience. Creative, short-form content showcasing unique aspects of your business can go viral.

A local florist in Bristol, for example, used Instagram Stories to highlight daily specials and customer testimonials, resulting in a 20% increase in Instagram followers and higher customer engagement during peak seasons.

4. Email Marketing: Personalised, Targeted, and Cost-Effective

For small businesses with limited budgets, email marketing remains one of the most cost-effective strategies. According to the Data & Marketing Association, for every £1 spent on email marketing, the average return is £42 (DMA, 2023). Email allows businesses to reach out directly to their audience with personalised messages, promotions, and updates.

Here are a few tips for effective email marketing:

• Segmentation: Segment your audience based on customer behaviour, location, and preferences to deliver personalised content.
• Engaging Content: Include product updates, exclusive discounts, and stories that build a connection with your audience.
• Call to Action (CTA): Ensure every email contains a clear and compelling CTA, whether it's a link to your latest blog post, a special offer, or an invitation to an in-store event.

An independent bookstore in York regularly sends out monthly newsletters featuring staff book recommendations, events, and local author spotlights. This has helped maintain a strong connection with their customer base and driven significant foot traffic during book signing events.

5. Incorporate Paid Advertising for Quick Wins

While organic growth through SEO and social media is crucial, paid advertising can provide quick, measurable results. Google Ads and social media ads allow local businesses to target specific demographics, interests, and geographic areas, ensuring you reach your ideal customer.

• Google Ads: Using pay-per-click (PPC) advertising, local businesses can target search queries specific to their services. For example, a local roofing company might bid on search terms like "emergency roof repair in Birmingham."
• Facebook Ads: These offer highly targeted options based on users' location, age, and interests, making them ideal for local promotions.

In a case study shared by WordStream, a local HVAC company saw a 300% increase in leads by utilising geo-targeted Google Ads (WordStream, 2023). The ability to precisely target their ideal customers allowed them to maximise their ad spend effectively.

6. Focus on Online Reviews and Reputation Management

Online reviews can make or break a local business. A study by BrightLocal found that 87% of consumers read online reviews for local businesses, with 79% trusting online reviews as much as personal recommendations (BrightLocal, 2023). Managing your online reputation by encouraging satisfied customers to leave positive reviews can greatly influence your business’s credibility.

To encourage reviews:

• Ask customers directly, either in person or through email, to leave feedback on platforms like Google or Yelp.
• Respond to both positive and negative reviews in a professional manner, showing that you care about customer satisfaction.

A local restaurant in Cardiff consistently responds to TripAdvisor reviews, thanking customers and addressing concerns. This active engagement has resulted in a high review rating, leading to more reservations and repeat business.

For local and small businesses, digital marketing is no longer a luxury—it’s a necessity. By building a strong online presence, focusing on local SEO, engaging with customers on social media, and leveraging paid advertising, businesses can not only survive but thrive in the digital age. The key is to tailor these strategies to your unique needs and community, ensuring that you connect with your target audience in meaningful and impactful ways.

References

• GoDaddy. (2023). The Importance of a Website for Small Businesses. Retrieved from GoDaddy
• Statista. (2024). Mobile Device Usage Statistics. Retrieved from Statista
• SEO Journal. (2023). Brighton Bakery Success Story. Retrieved from SEO Journal
• Data & Marketing Association (DMA). (2023). Email Marketing ROI. Retrieved from DMA
• WordStream. (2023). Local Business Ad Case Study. Retrieved from WordStream
• BrightLocal. (2023). Local Consumer Review Survey. Retrieved from BrightLocal