E-Commerce is a truly difficult space to compete in because of its global nature – you’re fighting against others who are proficient in digital marketing. This is the good thing about being a local business: much of your local competition is not there because they’ve survived a successful SEO campaign. Depending on the market, you may have a real opportunity to deploy some basic skills and strategies to get ahead.
Boosting online visibility for local searches
Dominating local search engine results pages (SERPs) is what you’re after. This means when they search “Thai restaurant Chicago”, you’re at the top.
How you go about this is by first optimizing your Google Business Profile (GBP) to make sure the data is accurate and fully filled out about the business, along with frequent content updates and high-quality visual assets. Proactive review management, like responding to reviews, is also rewarded.
Your business website should have mobile responsiveness with quick load times (compressed images, a good web host, etc.), Using an advanced website builder can streamline the creation and maintenance of a high-performing site that Google likes.
Connect with your community online
Next up is something a little less technical, but more human. Social media platforms should be chosen for their high penetration in your specific local demographic (e.g., TikTok is not very localized unless you live in a big city, despite the “Near me” feature, which is less popular). Facebook groups are great to engage with the community, though TikTok and Instagram remain viable for video content (just make it personal rather than faceless or with AI).
This might mean sharing updates on local developments and initiatives, such as promotions, but it could be more creative than that. You could offer evergreen, useful content (e.g., a dry cleaner doing video content on cleaning tips) with call-to-actions on the shop at the end. Hold Q&As, respond to comments quoting their name, and hold polls to grow two-way community engagement. You could even let them have a say in operations or services (within reason) for a sense of community governance.
Local partnerships
Alliances with non-competing local enterprises can be mutually beneficial. Cross-promotional activities, like a niche food purveyor collaborating with a local kitchenware store, can reach a new audience with no downside. It can be free, too, as if it’s quid pro quo.
Sponsoring local events by chipping in can also grow a sense of identity, in which people feel that your brand is a part of the town’s furniture. This can also be a good networking opportunity, perhaps going from B2C to new B2B opportunities with stores in the local area.
Turn existing customers into local advocates
Satisfied local patrons can become active brand advocates if you’re clever with it. This might be structured referral programs, such as a beauty salon offering 10 minutes of free sunbeds (no marginal cost to the salon besides electricity) to customers who refer customers paying for a certain treatment, like a facial.
The industry of promo codes is huge, but digital. Fortunately, there are now solutions making it accessible and affordable for even small, local businesses to implement these strategies.
Becoming a neighborhood staple
Local business owners have a digital advantage in that most other local businesses (your competitors) are likely not highly savvy with digital marketing (compared to eCommerce). But this isn’t enough, as you also need to put on a friendly face, come across as trusted, and be a business that people want to support during this “support your local business” movement. Customer service, then, is also key.
