Don’t have time to read it all? Here are the key takeaways:
- Your website is essential, but it’s just the beginning. Think of it as the foundation of your business’s digital presence.
- Mobile-responsive and fast-loading sites are non-negotiable. Over 60% of searches happen on phones, and a slow site will lose visitors.
- Optimize for local SEO. Claim your Google Business Profile and keep your name, address, and phone number consistent.
- Create targeted content. Focus on what your audience wants and answer common questions—they’ll keep coming back.
- Choose a few social media platforms. Stay active where your audience is most engaged.
- Email marketing offers the highest ROI. Set up an automated welcome series and segment for targeted offers.
- Collect and respond to reviews. Reviews boost credibility, with 93% of customers relying on them to make decisions.
- Track important metrics and be willing to adapt. Focus on conversion rates, customer value, and ROI instead of vanity metrics.
- Consistency is key. Building a digital presence takes time, but it’s worth the effort for long-term growth.
In the age of smartphones and social media, having a business website is a must, but it’s not the end-all, be-all. Think of it like the foundation of your business’s digital “house.” You wouldn’t just lay a foundation and call it a home, right? The real work—and the value—comes in building a structure that grows and thrives.
For local businesses, digital success means showing up exactly when and where your customers need you. With so many people researching online before making a purchase, your digital presence is essential. Here’s what it takes to stand out in 2024.
Step 1: Build a Solid Foundation with Your Website
For starters, your website needs to be mobile-responsive. Over 60% of searches happen on phones, so if your site doesn’t look good on a small screen, you’re losing potential customers right off the bat. Next, make sure your site loads quickly. Studies show that if a website takes more than three seconds to load, about 40% of visitors will abandon it. Finally, navigation matters. If a customer can’t easily find your contact info, directions, or hours, they may leave—and fast.
To check how well your site performs, use free tools like Google’s Mobile-Friendly Test and PageSpeed Insights. These tools can show you where your website stands and where improvements are needed.
Step 2: Optimize for Local SEO to Be Found When It Matters
Local SEO is about making sure your business shows up in local searches and maps. To get started, claim and optimize your Google Business Profile. This free tool is essential, as it helps Google show your business in local search results and Google Maps. Make sure your business’s name, address, and phone number are consistent across all platforms—this consistency tells search engines your information is reliable.
For an added boost, get listed in directories like Yelp, Bing Places, and your local Chamber of Commerce. These listings increase your chances of being found by potential customers. To go even further, create content on your site that mentions your location, or get involved in local events and link back to your website. And don’t forget about “near me” searches, which have skyrocketed recently—people are looking for what’s nearby, so make sure you’re plenty visible!
Step 3: Create Content That Speaks to Your Audience
One mistake many businesses make is creating content that’s too broad. You don’t need to write for everyone; instead, focus on your specific audience. Think about what they’re interested in, what they’re searching for, and how you can provide value. For example, if you run a salon, create guides on seasonal hair care, or share the latest trends.
Another way to engage your audience is by answering common questions. Keep a list of the questions customers frequently ask in person, and answer them on your website. This makes your website a resource, not just an advertisement.
Engage with your audience visually, too. Authenticity often beats professional production quality, so don’t stress about using the fanciest video equipment—a simple smartphone video showing behind-the-scenes looks or customer stories can be powerful.
Step 4: Be Strategic with Social Media
Social media can feel overwhelming, but you don’t need to be everywhere. Instead, pick a couple of platforms where your customers are most active. Facebook is great for businesses targeting a slightly older demographic, Instagram works well for visually-driven industries, and LinkedIn can be ideal if you offer B2B services. TikTok is gaining traction among younger audiences, so consider it if you’re targeting that age group.
Once you’ve chosen your platforms, stay consistent! Consistency will help you build a following and keep your business top of mind.
Step 5: Use Email Marketing as Your Secret Weapon
Email marketing may sound old-school, but it’s incredibly effective. In fact, email marketing has the highest return on investment of any digital channel, with an average ROI of $36 for every $1 spent (Litmus, 2023). Think of it as a direct line to your audience.
To start, choose an email platform like MailerLite. Set up an automated welcome sequence that introduces your business to new subscribers and offers a little extra, like a discount or insider tips. Over time, you can segment your list based on what customers have bought or shown interest in, helping you send relevant offers and updates.
Experiment with different subject lines and offer to see what resonates. Even small adjustments can double your open rates, so it’s worth the effort.
Step 6: Manage Your Reputation Through Reviews
Did you know that 93% of consumers say online reviews influence their buying decisions? For local businesses, reviews are especially important. Positive reviews boost your credibility and show new customers that you’re trustworthy.
To build a solid base of reviews, create a simple link that directs customers to your review page (Google Business Profile makes this easy). Make a habit of asking happy customers for feedback, and follow up with a request via email. Respond to all reviews, both good and bad, within 24 hours—it shows you care about feedback.
Step 7: Add Paid Advertising for an Extra Boost
When your website and social media are running smoothly, paid ads can amplify your reach. But you don’t need a huge budget to see results. Start with remarketing campaigns, which target people who have already visited your website. Remarketing typically has a higher return on investment than ads targeting completely new audiences.
If you’re new to paid ads, start with a small budget— and analyze your results and adjust based on what’s working.
Step 8: Track What Matters
Digital marketing generates a lot of data, but it’s easy to get lost in vanity metrics. Instead of focusing on likes or impressions, track the metrics that drive your business, like website conversion rates and customer lifetime value. Use free tools like Google Analytics and Google Search Console to keep an eye on performance.
Remember, digital marketing is a long journey, and it’s easy to feel overwhelmed. Test each strategy, measure the results, and make adjustments as needed. Remember, this isn’t a sprint—it’s a marathon. Sustainable growth takes time, but with the right approach, you’ll build a digital presence that works for the long haul.
