Ultimate Guide to Digital Marketing For Local Businesses

Supercharge Your Online Presence & Attract More Local Customers

Welcome to the ultimate guide to digital marketing for local businesses. We will unravel the secrets of harnessing the power of the digital world for your local business!

This guide will provide you with the digital marketing strategies you need to expand your reach, engage more local customers, and maximize your online potential!

Let’s take the mystery out of online marketing. By following this how-to guide, you will know the steps you need to take to create a winning online presence for your local business.

Also Available on YouTube

Be sure to also check out our complementary video series guide to small business digital marketing available on Youtube.

Now, let's get started...

Generating Customers with Digital Marketing

Learning to generate leads online for your business is one of the best ways to find customers for your local business. The best way to do this is through consistency.

Once you've launched your website and completed the Lead Generation Checklist, here are the tactics you can continuously use to signal to Google and Customers that your business is the one to choose!

What you need to succeed

To succeed online, you’ll need some basic platforms to represent your business to potential and existing customers.

The good news is that ALL small businesses have access to these tools at a minimal cost. The difference between those who succeed and those who scrape by is how they execute.

Once these are in place, you must follow simple best practices to maximize these platforms and boost your visibility online.

We’ll cover all the best practices in this digital marketing guide.

Here’s what you’ll need:

• Google Business Profile
• Website
• Facebook Page
• Directory Listings
• Marketing Materials
• One Secondary Social Media Platform
  • Instagram, LinkedIn, or YouTube
• Optional: Google Ads Account

Now, let’s review the best practices for each platform to help you stand out and attract more customers.

Google Business Profile

Why a Free Google Business Profile is so important

A Google Business Profile (GBP) is a critical asset for local businesses in the digital age. Often, it is the primary touchpoint for customers.

Here's why:

1. Visibility - GBP enhances visibility on the world's most popular search engine, Google. When consumers search for products or services near them, businesses with a GBP are more likely to appear in the Google Search or Google Maps results. These are the sections of Google's search results that highlight local businesses in a specific area.

2. Credibility - GBP allows businesses to control and manage the information that appears about them online. You can add necessary details like hours of operation, contact information, website URL, and physical address. Having accurate and updated information builds credibility and trust with potential customers.

3. Online Reviews - GBP provides a platform for customer reviews, a key influence in today's consumer decision-making process. Positive reviews can significantly boost your reputation and help to attract more customers. Your Star-rating on Google (5-Stars, 4-Stars, 3-Stars, etc.) is essential for driving more customers to your small business.

4. Insights - GBP provides valuable insights into how customers find your business online, which search queries they use, and where they are located. This data is essential for refining your marketing strategies.

In essence, a Google Business Profile is a powerful, free tool that amplifies online presence, builds credibility, fosters customer interaction, and provides actionable insights—indispensable for local businesses striving to stand out in their local market.

Using Your Google Business Profile To Drive Sales

Here's the way the customers usually choose a local business.

1. Searches Online - Customers search online for a business type, product, or service they need.
2. Evaluates GBPs - The customer looks at the Google Business Profiles in the search results. They often look at photos and reviews and learn about the businesses they may choose.
3. Picks a Business Based on GBP - The customer decides on the business that looks most promising.
4. Visits Website The customer visits the business website they like the most. Customers check out the website to see if the company has a professional, mobile-friendly website.
5. Contacts or Visits - The customer uses the contact information or form on the website to contact or visit the business.

Key Takeaways for your business

1. You Need to Show Up For Relevant Customer Searches:
   Follow the actions below to give your business the best chance to appear in the initial Google results for searches related to your business.

2. You Need To Outshine Your Competitors:
   Keep your Google Business Profile fresh by following the steps below. This will help your business appear as appealing as possible, which drives more online leads to your website.

Consistency is Key in Digital Marketing

Updating your Google Business Profile is the most important thing you can do to drive consistent leads for your business.

It takes time, but when done correctly, it works!!

Follow this process consistently for 6-12 months and watch your online presence soar!

If you are serious about generating more leads and turning them into clients for your local business...

Here’s exactly what you need to do:

1. Reviews

Keep an ongoing flow of positive reviews to your Google Business Profile and respond to them.

Why?

Google cares about your Business’s reviews.

An active flow of reviews to your Google Business Profile tells Google that you have a thriving business. When Google knows this, it gives your business a better chance of ranking higher when people are looking for your products or services.

Maintaining a steady stream of reviews and actively responding to them on a Google Business Profile is crucial for small businesses aiming to attract more local customers. Both aspects—quantity, and interaction—are integral to a business's online reputation and can significantly impact customer acquisition and retention.

Reviews serve as testimonials of a business's product quality, customer service, and overall experience, influencing the decision-making process for potential customers.

A continuous influx of reviews suggests a steady customer base and indicates the business is vibrant and operational. It keeps the business's profile dynamic and relevant, positively influencing its ranking in local search results.

Moreover, a high volume of reviews provides a more extensive data set for potential customers.

According to BrightLocal's Local Consumer Review Survey, consumers read an average of 10 online reviews before trusting a local business. A steady stream of reviews allows small businesses to consistently showcase customer satisfaction, build credibility, and convert potential leads into loyal customers.

The owner's active response to reviews demonstrates a commitment to customer service and creates an open line of communication with the consumer base. It shows potential customers that the business values feedback and proactively resolves issues or concerns.

This fosters trust and can transform negative experiences into positive ones, helping retain customers and attract new ones.

Responding to positive reviews allows businesses to express gratitude, building a more personal connection with customers, and encouraging them to return.

For negative reviews, a thoughtful response can showcase a business's professionalism and dedication to continuous improvement. It's an opportunity to learn, rectify mistakes, and show potential customers that the business is committed to providing excellent service, even when things don't go as planned.

To conclude, encouraging a constant flow of reviews and personally responding to them is not just good business etiquette—it's a strategic tool for building an online reputation, improving local SEO, enhancing customer trust, and driving business growth.

2. Hours

Keep your hours and contact information up to date on Google.

Why?

Accurate hours and contact information on a Google Business Profile are crucial for small businesses. They provide potential customers with essential details needed to engage with the business.

Outdated information can lead to missed opportunities—customers may arrive when the business is closed or cannot reach the business, resulting in lost sales and negatively affecting customer trust.

In essence, current, accurate information on Google Business Profiles ensures accessibility, enhances customer experience and drives business growth.

3. Photos

Update your photos regularly.

Why?

Maintaining a current and appealing visual presence on your Google Business Profile is essential for small businesses looking to attract customers in today's digital landscape. These photos represent potential customers' first impressions of a business, creating a visual narrative that informs their decision-making process.

As consumers increasingly rely on online research to guide their purchasing decisions, businesses must offer engaging, up-to-date images that accurately reflect their products, services, and environment. Old or outdated photos may lead consumers to perceive a business as stagnant or not in tune with current trends, which could negatively impact their buying decisions.

Small businesses can showcase their adaptability and commitment to continuous improvement by regularly updating their photos. It's a chance to highlight new products, seasonal offerings, or renovations, which keeps content fresh and relevant. Regularly updated images also signal to customers that the business is active and attentive, building trust and credibility.

Google's algorithms favor businesses with frequently updated content, which includes photos.
This can increase a business's visibility in search results, attracting more customers.
Businesses that feature a diverse range of high-quality photos see more clicks on their profile and, subsequently, more foot traffic or website visits.

In today's increasingly visual world, images often speak louder than words.

A picture can capture the ambiance of a café, the quality of a product, or the professionalism of a service better than any description. Regularly updating photos ensures this visual narrative stays relevant and compelling, improving a small business's digital presence and potential to attract and retain customers. Therefore, constant photo updates on a Google Business Profile aren't just an aesthetic choice but a strategic business decision.

4. Posts

Post on your Google Business Profile.

Why?

Posting on a Google Business Profile is a crucial strategy for small businesses to boost their online presence and customer engagement. These posts function as free advertisements, directly appearing in Google Search and Google Maps results, providing small businesses with enhanced visibility and an effective way to connect with their local community.

Every post is an opportunity to share updates, special promotions, events, or new products and services. These updates keep the business at the forefront of potential customer's minds, fostering ongoing engagement. Special offers or events can draw in new customers, while updates about new products or services can incentivize repeat business.

Additionally, posts help to illustrate a business's unique narrative and brand personality, differentiating them from competitors. By sharing stories about the business, showcasing team members, or highlighting involvement in community events, businesses can form deeper connections with their customers, fostering brand loyalty.

Importantly, these posts also contribute to Search Engine Optimization (SEO). Regular, relevant updates signal to Google's algorithm that the business is active, potentially boosting its ranking in local search results. This increased visibility can significantly enhance customer acquisition.

Moreover, posts on Google Business Profile offer valuable insights into customer behavior.

Businesses can track engagement metrics such as clicks, views, and follows, helping them understand what type of content resonates most with their audience.

Key Takeaways

In summary, regular posting on a Google Business Profile is a cost-effective marketing strategy that enhances visibility, fosters customer engagement, differentiates the business, boosts SEO, and provides valuable customer insights, all contributing to business growth.

Website

Why a simple, professional Small Business Website is so important

A simple, professional website is the digital storefront for local businesses, and its importance cannot be overstated.

1. Credibility - A website enhances your credibility. In today's digital era, consumers expect every business, even local ones, to have an online presence. A professional website instills trust, demonstrating that your business is legitimate, reliable, and up-to-date with modern trends.

2. Quick Info Sharing - A website provides essential information about your business. It's a platform where customers can learn about your products or services, operating hours, location, and contact details. A simple, user-friendly design ensures this information is easy to find and digest, enhancing customer experience.

3. Online Visibility - A professional website can help amplify your visibility. Your website helps local customers find your business.

4. Online Business Card - Your website acts as your online business card. It represents the image of your business online. It can be shared via social media, text messages, and email to create more referrals and allow people to share your business easily.

In sum, a simple, professional website plays a pivotal role in validating your business's credibility, enhancing visibility, and building helping facilitate referrals, all critical aspects of growing a successful local business.

Critical Components of a Successful Small Business Website

1. Clear Display of Contact Information
   One of the most essential features of a small business website is easily accessible contact information. It provides a clear path for visitors to engage with your business. Whether it's an email address, phone number, or physical location, visible contact information is crucial for building customer trust and ease of communication.

2. Social Media Integration
   Integrating social media links into your website in this digital age can foster a deeper connection between your brand and your customers. It provides opportunities for sharing, endorsing, and discussing your products or services across various platforms, expanding your reach and engagement.

3. High-Quality Images
   A picture is worth a thousand words. High-quality, relevant images can enrich the user experience, making your website more appealing and engaging. It's an effective way to showcase your products or services and make a lasting impression on visitors.

4. Clear Description of Services
   A concise, easy-to-understand description of your services is essential. By clearly defining what you offer, visitors can quickly understand your business proposition and make informed decisions about engaging with your brand.

5. Engaging 'About' Section
   Your website should tell a story; the 'About' section is where that story comes alive. It should convey your business's journey, mission, and values, allowing visitors to connect with your brand more personally and build trust.

6. Effective Call-to-Actions (CTAs)
   Call-to-Action buttons are the stepping stones that guide your website visitors toward desired actions. Whether booking a service, viewing a menu, or calling your business, strategically placed and compelling CTAs can significantly boost conversions.

7. User-friendly Contact Form
   An intuitive contact form streamlines communication and makes reaching out easy for your customers. It provides a convenient way for visitors to ask questions or request services, maintaining a continuous dialogue and a strong relationship with your audience.

Understanding and implementing these essential elements can help you create an effective website that looks good and works as a robust tool for growing your business online.

Small Business Facebook Page

Why?

A Facebook page is essential for local businesses, offering multiple benefits that can significantly impact their growth and visibility in the community.

1. Potential Reach - Facebook page provides a platform for local businesses to increase their online presence. With over 2.8 billion monthly active users, Facebook presents an unrivaled opportunity for local businesses to reach a wide audience.

2. Customer Communication - Facebook facilitates two-way communication between the business and its customers. Through comments, likes, and shares, customers can interact directly with the business, ask questions, leave reviews, and even make bookings or purchases. This opens up a valuable channel for businesses to engage with their community, gather feedback, and offer timely customer service.

3. Local Advertising Tools - Facebook's robust suite of advertising tools can help local businesses target specific demographics within their community. Businesses can create ads tailored to their audience's interests, habits, and needs, drawing in potential customers.

4. Insights - Facebook provides insightful analytics that allows businesses to understand their audience better. These insights can help businesses refine their marketing strategies, improve their products or services, and ultimately increase profitability.

A Facebook page is more than just a “nice-to-have.” It's a powerful marketing tool, a community engagement platform, and a rich source of customer insights, making it an indispensable asset in today's digital-first world and a valuable complement to a small business website.

7 Tips for Creating a Successful Local Business Facebook Page

1. Consistent Branding is Key
   Make your Facebook page an extension of your business. Use your logo as your profile picture and a relevant image representing your business for the cover photo. Consistency in branding helps build recognition and trust among your audience.

2. Create Engaging Content
   Quality over quantity. Engage your audience with informational, entertaining, and promotional content. Use high-quality images, videos, and captions. The more your followers will become visible on Facebook.

3. Use Facebook Insights
   Leverage Facebook's analytics tool, 'Insights,' to understand your audience better. Identify the content types that resonate, the best times to post and the demographics of your most engaged users. Using these insights, tailor your content and posting schedule for maximum impact.

4. Engage with Your Audience
   Facebook isn’t just about broadcasting—it's about conversation. Respond to comments, messages, and reviews promptly. This two-way interaction fosters community and shows your followers you value their engagement.

5. Utilize Call-To-Action (CTA) Buttons
   CTAs are powerful tools to guide your audience towards desired actions, such as visiting your website, making a booking, or signing up for a newsletter. Ensure your CTA is visible, compelling, and linked to the correct destination.

6. Run Targeted Ads
   Leverage Facebook's advertising tools to reach potential customers beyond your immediate followers. Targeted ads can help you reach specific demographics, increase your page likes, and drive more traffic to your business.

7. Regularly Update Your Page
   Keep your page fresh and updated. Regularly review and update your business hours, contact information, and 'About' section. An updated page shows that your business is active and reliable.

With these seven tips in your arsenal, you're ready to optimize your Facebook page and use it as a powerful tool to propel your small business toward success. Happy posting!

Online Business Directories

Why?

1. Visibility - Online directories increase your online visibility. When potential customers search for services or products you offer, your business is more likely to appear in the search results, even if they don’t search for your business by name.

2. Local SEO - Directory listings boost your local SEO. When your business's name, address, and phone number (NAP) are consistently listed in various reputable directories, search engines consider your business more reliable and relevant, improving your ranking in local search results. Ensuring that your NAP information is accurate and consistent across all directories is crucial, as inconsistencies can confuse search engines and potential customers, which may negatively impact your search rankings and your business's credibility.

3. Reviews - Online directories often include a review feature. Positive reviews can significantly enhance your reputation and increase customer trust, translating into more business.

4. Backlinks - listing your business in an online directory can also provide valuable backlinks to your website. Search engines see these backlinks favorably and can improve your site’s SEO.

Online business directories offer significant benefits to local businesses. They increase your visibility, bolster your local SEO, build customer trust, and enhance your website's SEO, making them a critical component of your online marketing strategy.

How to Easily Update Your Business Listings on The Most Important Online Business Directories

The Bright Local Business Citations Tool is the easiest and fastest way to update your local business listings. The good news is that it is affordable too!

Marketing Materials

Why?

For several reasons, basic marketing materials such as flyers, business cards, and a prospectus are vital for local businesses.

1. First Impressions - These marketing tools offer an excellent way to make a memorable first impression. A well-designed business card or an attractive flyer can speak volumes about your business's professionalism and attention to detail, helping build a positive brand image.

2. Reminders - These materials serve as tangible reminders of your business. For instance, a prospectus left behind after a meeting or a business card handed out during a networking event can keep your business at the forefront of a potential customer's mind, increasing the likelihood of future interactions.

3. Information - Marketing materials can help communicate important information about your business, like your products or services, mission, and contact details. A flyer or prospectus can present this information in an easily digestible format, helping potential customers understand what your business is all about.

4. Relationship Building - In local markets, where face-to-face interactions are still prevalent, physical marketing materials can play a pivotal role in building relationships. Handing out a business card or flyer adds a personal touch to your marketing efforts, which can foster trust and loyalty among your customers.

5. Reinforcement - These materials can aid in your broader marketing strategy. They can reinforce your online presence, complement your digital marketing efforts, and provide a consistent branding experience across various platforms.

Flyers, business cards, and prospectuses aren't just pieces of paper; they're powerful marketing tools that help local businesses make a lasting impression, convey critical information, build relationships, and create a cohesive brand experience.

7 Tips for Creating Winning Marketing Materials

1. Clear and Consistent Branding
   Every piece of your marketing material should represent your brand. Use consistent logos, colors, fonts, and tone of voice across all materials to build recognition and trust.

2. Contact Information
   Include your business's name, address, and phone number (NAP). Additionally, consider incorporating your website URL, email address, and social media handles for comprehensive contact options.

3. High-Quality Images
   Incorporate high-quality images to make your materials visually appealing. Professional photos can significantly enhance the perceived value if you promote products or services.

4. Compelling Call-to-Action
   Each marketing material should have a purpose. Whether it's to visit your store, check your website, or contact you for a quote, a compelling call-to-action guides your audience toward the next step.

5. Brief Description of Your Business
   Explain what your business does, your products or services, and what sets you apart from competitors. Keep it concise, clear, and engaging.

6. Customer Testimonials or Reviews
   Showcase positive reviews or testimonials. This social proof can help build trust and reassure potential customers of your credibility and the quality of your services.

7. Special Offers or Promotions
   If you're running any promotions, highlight them in your marketing materials. This could be a discount code, a special bundle deal, or a limited-time offer, which can create a sense of urgency and encourage immediate action.

Secondary Social Media Platforms

For local businesses looking to enhance their digital presence, platforms like Instagram, YouTube, and LinkedIn offer unique customer engagement and growth opportunities. Let's explore the value each platform can bring:

Instagram

As one of the most popular social media platforms, Instagram boasts over a billion active users. Its visually-driven format is perfect for showcasing products, sharing behind-the-scenes content, or simply bringing your brand's personality to life. Instagram's features, like Stories, Reels, and Shopping, allow businesses to engage users in various ways, from short-term promotions to long-form storytelling. Moreover, it's a powerful platform for connecting with the local community through location-based tags and hashtags. As a business, you can engage with local influencers, participate in community events, and highlight local partnerships, which can help strengthen your local presence and customer base.

YouTube

YouTube is the world's second-largest search engine, which makes it a valuable platform for businesses to increase their visibility. It allows businesses to share various video content, such as product demos, tutorials, customer testimonials, or informational videos, catering to diverse customer needs. It's also an excellent platform for SEO, as well-optimized videos can rank high in both YouTube and Google searches. For local businesses, creating content that resonates with the local community or addresses local issues can help build a solid local following. Additionally, YouTube's advertising options enable businesses to reach a wider audience based on geographic targeting, further enhancing their local reach.

LinkedIn

LinkedIn may be the go-to platform for B2B marketing, but it also offers significant value for B2C businesses, particularly for building brand credibility. By sharing industry insights, company updates and thought leadership content, businesses can establish themselves as industry experts and trusted entities. Additionally, LinkedIn's networking capabilities can be beneficial for local businesses. You can connect with other local business owners for collaborations, partnerships, or simply to share local industry trends. LinkedIn also provides robust targeting capabilities for advertising, allowing businesses to reach potential customers based on specific industries, job functions, or geographic locations.

Instagram, YouTube, and LinkedIn each offer unique opportunities for local businesses. By leveraging the strengths of each platform - the visual engagement of Instagram, the searchability of YouTube, and the professional credibility of LinkedIn - local businesses can enhance their digital presence, connect with their local community, and drive business growth. It's all about choosing the right mix that aligns with your business goals and target audience.

Google Ads

Why?

For several reasons, Google Ads can be a powerful addition to a local business's marketing strategy.

1. Reach Local Customers - Google Ads offers unmatched reach. With Google processing over 3.5 billion daily searches, businesses can present their products or services to a broad audience actively seeking information.

2. Local Ad Targeting - Google Ads allows for highly targeted advertising. Businesses can create ads tailored to specific demographics, interests, and geographic locations. For local businesses, this means you can focus your resources on reaching potential customers within your local area or community.

3. Visibility - Google Ads can significantly enhance your business's visibility, even if your website isn't ranking high organically. When users search for keywords relevant to your business, your ad can appear at the top of the search results, giving your business prominent exposure.

4. Pay for Real Leads - Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. This results-focused model ensures that your marketing budget is being used efficiently.

5. Analytics - Google Ads provides insightful analytics, allowing businesses to measure the effectiveness of their ads in real time. You can see how many people view your ads, how many click on them, and how many take a desired action, like making a purchase or filling out a contact form. This data can guide you in refining your ads for better performance.

Google Ads offers local businesses a cost-effective, highly targeted, and measurable marketing tool that can significantly increase online visibility and customer engagement. It's an investment that can yield substantial returns in today's digital-first business landscape.

Conclusion

Navigating the digital landscape as a local business can seem challenging, but the rewards are undeniable. Embracing tools like a well-designed website, engaging social media platforms, accurate online directory listings, and robust advertising systems like Google Ads can significantly enhance your online presence. Remember the power of consistent branding across all marketing materials and ensure your message is clear, engaging, and customer-centric. By utilizing these strategies, your local business can connect with more potential customers, build stronger relationships with your existing customer base, and ultimately drive growth and success in today's digital world. This ultimate guide to local business digital marketing is your road map to this journey. Keep exploring, keep learning, and here's to your digital marketing success!