Running a local business takes more than just putting a sign on the street and hoping people come in. People now look online for advice on making scrambled eggs, so it’s safe to say they go online first when considering a purchase. That said, having a digital presence today is not optional; it’s essential. This is where digital marketing tactics and strategies come in.
Whatever kind of local business you own, embracing even a few simple digital marketing tactics can dramatically increase your visibility and bring more customers. The best part is you don’t need a huge budget or a full marketing team to get started.
In this article, we’ll walk you through five simple and effective ways to use digital marketing to grow your local business without feeling overwhelmed. From optimising your online listings to using smart social media marketing strategies, each tactic is designed to help you connect with local customers and grow your business.
1. Use Remarketing to Get Reviews
Asking for reviews is one of the most overlooked digital marketing tactics for local businesses, especially positive reviews from satisfied customers. Most people are ready to leave a review, but they often need a reminder and a simplified process. The general practice with most local businesses is to ask once, then wait and hope for a review.
Local business owners can try setting up a simple remarketing campaign to retarget people who recently visited their business website or engaged with their social media channels. Optimise the campaign so they see a short ad and a simple message encouraging them to leave a review. Make sure to add a link, making it easy for them to leave positive feedback with one or a maximum of two clicks.
At Ginger IT Solutions, we helped a local niche perfume brand set up a remarketing campaign to generate reviews. In the course of one month, the client went from 5 to over 25 Google reviews. The results went beyond reviews, as the sales also went up by 20%!
When your business creates something people genuinely like, they will want to leave a positive review; you just have to ask. There’s also the element of “social proof”, where people trust businesses that have recent positive reviews.
2. Try Third-Person Ad Copy
Most businesses use the digital space to send messages in first-person voice, and that sounds like this: “We are offering…” or “Our team consists of senior experts…”. This works for some ads and some businesses, but if you want to diversify and potentially attract customers, give third-person ad copy a chance.
Third-person ad copy gives your message a different tone, and it reads more like a recommendation, coming across as more objective and trustworthy. One example of this could be, instead of writing “We have the best massage tables in the area”, say “Our customers swear we have the best massage tables in the area!” Small changes like these can make the ads you are distributing (and paying for) feel more natural and less like ads.
To gain perspective on what you should focus on when writing third-person ad copy, look at your current reviews or feedback. Also, try to use the language and words your customers are using. Local customers like getting recommendations and are more prone to choosing your services if your ads feel like genuine tips and word-of-mouth recommendations.
3. The Undeniable Potential of Short-Form Videos
Business owners and their (usually one-person) marketing teams often shy away from video content. They believe that a full production is necessary for the successful execution of a single video, and that simply is not true.
Some of the most effective marketing the Ginger team has ever seen is in the form of 15- to 30-second clips filmed on a used iPhone. These short clips can be used on multiple platforms, such as Instagram and TikTok, or even embedded in Google Business Profile posts.
Short-form video content works well for local businesses because it can show your space, people you work with, and your real products. Authentic videos make people stop scrolling and pay attention. Depending on your niche and ideal customer profile, you can get creative and experiment with themes and formats until you see what works.
Video content already shows a tendency to outperform photo posts, and that’s why you will find many experts push video content as their go-to strategy. This low-cost and high-impact digital marketing tactic can be tried for one week to evaluate how you feel about creating short-form videos and how your audience responds.
4. Make Sure Locals Can Find Your Business Profile on Google
One thing every local business owner should do is set up and optimise their Google Business profiles. It’s free, quick to set up, and beneficial if you wish to show up in local search results. Setting up your Google Business Profile is straightforward, but enhancing and optimising it may require additional time and effort. However, the benefits of doing it right are definitely worthwhile.
When setting up your business profile, make sure to:
- Add the correct business name, category and location
- Upload recent and good-quality photos of your products or space
- Include working hours and contact information
- Post updates and promotions regularly.
From what we’ve seen at Ginger IT Solutions, just having a complete and active Google Business Profile can be the difference between getting found and getting overlooked.
We helped a private clinic in London set up and optimise its business profile, making it easier for patients to find them, book appointments, and read verified reviews directly from Google Search and Maps.
That’s only one tiny aspect of the local SEO plan we offer at Ginger IT Solutions. Every local business owner needs this to be visible and competitive.
Optimising your Google Business Profile promptly and effectively is one of the easiest ways to boost your local rankings. A well-maintained profile helps your business appear in local search results, making it easier for nearby customers to find and choose you.
5. Optimize For Lifetime Value, Not Just One-Time Sale
When business owners think about marketing, they often get caught up in one goal, and that is making a sale. Long-term success in digital marketing for local businesses comes from focusing on the bigger picture, which is lifetime value (LTV).
Let’s take a look at what that means in practice. For example, instead of offering one-time-only discounts on products and services with the goal of attracting new customers, try to come up with customer retention tactics to keep them coming back. This could include tactics such as loyalty cards, referral bonuses, exclusive first access, surprise offers or gamified challenges. All of these can improve customer relationships. It’s just as important to attract new customers as it is to nurture existing ones, and to maintain strong relationships with loyal, long-time clients.
Make people feel like they are a part of your community, not just a one-time offer. When customers feel valued, they are more likely to return and spread the word about your local business.
Final Thoughts
You don’t need a huge budget or a complex strategy to get a grip on digital marketing for your local business. The best thing about local businesses is that they can be closely connected to the community. That’s what you should focus on. These five digital marketing tactics can help you make that bond stronger.
At Ginger IT Solutions, we believe that digital marketing should feel doable, not overwhelming. These are strategies we’ve tested with our local clients, and they’ve made a difference.
Start with one. See how it goes. Then add another. Over time, small, consistent steps lead to big results.
