Running a successful local business relies on standing out in a crowded market, which requires online visibility to support word-of-mouth recommendations. Discover how to harness digital marketing to reap significant rewards, from attracting new customers to building your reputation within the community.
1. Create a Google My Business profile
Google Business Profile is a free tool that you can use to improve your online presence. Creating or claiming an existing Google My Business profile can help your company appear at the top of the page when potential customers search for local services such as “plumber near me”. Ranking highly suggests that you’re reputable and will help you increase your share of local demand.
Setting up a Google My Business profile is straightforward, and all you need to provide are key business details like location, opening hours and available services. Ensure these are accurate and remember to update them as and when they change. Customers can leave reviews on your Google My Business profile which will enhance your credibility, so encourage happy customers to leave comments, especially in the early days of your profile being live.
2. Implement a (legal) review strategy
Having positive online reviews is crucial for winning new customers because most consumers use these as a deciding factor when comparing companies. Reviews are also key to your Search Engine Optimisation (SEO) strategy and help you find opportunities for improvement you might otherwise have missed.
As with all aspects of digital marketing, you need to approach reviews carefully. Consumer protection laws like the Digital Markets, Competition and Consumers Act 2024 state that you cannot incentivise good reviews or create fake ones. Focus on encouraging clients to share feedback following a successful job, providing an email link to your profiles on review platforms and social media. You can follow up with email or SMS reminder requests but ensure you’re polite and respectful. Losing out on a good review is far less damaging than earning yourself a bad one.
3. Use email and SMS marketing campaigns
Digital marketing campaigns are a direct way to stay connected with your clients. Sent to your private database of previous customers and people who’ve registered an interest in your company, these campaigns help to keep you front of mind and can generate repeat business which is invaluable. You can also personalise elements including the subject line and customer name, separating this marketing from impersonal spam.
Limit the frequency of campaigns or you risk irritating your customer base and pushing them into the arms of competitors. Ensure each email or text message has a clear ‘opt-out’ avenue to comply with legal guidelines around data management and avoid complaints.
4. Follow an intelligent content strategy
Your marketing efforts should align with what your customers need, when they need it most. Seasonality can play a significant role in demand for local trades, and understanding these patterns will help to give you the edge against other local companies.
Follow a calendar to stay ahead of the game. For example, plumbers should remind customers about heating system winter readiness checks in early autumn, and showcase quality boilers for sale in anticipation of demand for upgrades or sustainable alternatives to old gas models. Balance commercial content with useful tips so customers see you as a reliable resource rather than someone solely concerned with sales.
Supplement seasonal campaigns which you can recycle annually with content deliberately designed to meet current demands. Use keyword research tools to identify popular search terms in your area, and then create blog posts, FAQs, or social media content around those topics. Creating valuable, timely content builds your reputation as a trusted local expert, increasing the likelihood that customers will turn to you when they need help.
